Download Marketing Function of Business

‫بسـ ـ ــم هللا الرحمن الرحيـ ـ ــم‬
Chapter 6
Dr. Mohammed Owais Qureshi Hashmi
Marketing and Business
.‫ لجعله ممكنا األعمال يحتاج للوصول إلى عمالئها‬.‫أحد األهداف الرئيسية هو العمل لخلق الثروة‬
One of the main business objectives is to create wealth. To make
this possible business needs to reach its customers.
Marketing is the a way of reaching customers and making them
aware what business produces and how it satisfies their needs.
.‫التسويق هو وسيلة الوصول إلى العمالء وتوعيتهم األعمال ما ينتج وكيف يرضي احتياجاتهم‬
Marketing is:
“management process involved in identifying, anticipating and
satisfying consumer requirements profitably.”
".‫"عملية إدارة المشاركة في تحديد وتوقع وتلبية متطلبات المستهلك مربح‬
What is a Marketing Mix
The
mix isa the
set(‫)ضبط‬
of controllable(‫)يمكن السيطرة عليها‬,
3. marketing
To develop
range
of products:
tactical(‫ )تكتيكي‬marketing tools(‫ )أداة‬that the firm blends(‫ )مزيج‬to produce(‫)إلنتاج‬
the
(‫)استجابة‬losses or declining sales
4.response
To prevent
it wants(‫ )يريد‬in the
target
‫ السوق المستهدفة‬.)
5. market(
To favourably
position a product:
It 6.
is of four
types: competitive advantage:
To create
1.
2.
3.
4.
Product
Price
Place
Promotion
‫وضع المزيج التسويقي المتكامل‬
‫‪Developing an Integrated Marketing Mix‬‬
‫التركيز على‬
Marketing Function of Business
According to Hall D., Jones R., Raffo C. (2001) following features may
have contributed to arrive at marketing definition.
1.
2.
3.
4.
5.
6.
7.
8.
Consumers are important: A product has greater chance of
being successful if it satisfies consumers’ need.
Marketing is a Process: Marketing does not need to start and
end. It has to be an ongoing process.
Marketing involves building relationship with customers:
Through relationship marketing customers continue to buy
business products over a long period of time.
Marketing is a business philosophy. ‫فلسفة‬
‫التسويق يؤثر على جميع جوانب األعمال‬
Marketing affects all aspects of‫التجارية‬
a business.
Marketing is not just about selling.
Marketing and advertising are not the same.
Marketing has a vital role even business is a non-profit entity.
Importance of Marketing
‫العوامل‬
There are following four factors which are thought to have led to
marketing importance.
• Economic growth: In many western and middle eastern countries
there has been increase in consumers’ disposable income over the last
50 to 60 years. This has created demand for a variety of products and
services. In response, businesses have created wider range of
products and services with greater choices that led marketing to
become an important tool of reaching customers.
‫موضة‬
• Fashion: With economic growth there has been change in fashion,
lifestyles and taste of many customers. Accordingly businesses relied
on marketing to reach customers.
Marketing Function of Business
• Technology: Rapid change in technology continues businesses to
invent and launch new products on market. Main examples are
electronic industry, car industry and cosmetics industry. These
business need to heavily rely on marketing department to design
and develop new products and market them.
‫منافسة‬
• Competition: The number of products competing for the
consumer’s attention is constantly increasing.
Marketing Objectives
Marketing objective are based on business goals it is trying to
achieve.
Following are the main marketing objectives which are likely to
lead achieving business goals.
‫الستهداف أسواق جديدة أو مجموعة من العمالء‬
1.
To target new market or group of customers:
2.
To achieve or maintain market share: ‫لتحقيق أو المحافظة على حصتها في السوق‬
“Thank You”