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Marketing 
Abdel khalek Mamdouh Abdel aziz
ايه بقي
من انتم ؟
ايه اللي جابك هنا؟
Outline 
• What is Marketing? 
• What is the different between Marketing & Sales & 
Adv.? 
• Need & Want & Demand. 
• What is Marketing process? 
• Marketing Research 
• Marketing Strategy 
• Marketing Mix 
• Customer Relationship Management
Marketing
What is Marketing ?
What is Marketing ? 
• Meeting the needs of your customer at a profit
What is the different 
between Marketing & Sales? 
Sales 
Starting Focus Means Ends 
Point 
Marketing 
Profit through 
sales volume 
Selling & 
Promotion 
Existing 
products 
Factory 
Starting Focus Means Ends 
Point 
Profit through 
customer satisfaction 
Integrated 
marketing 
Customers 
need 
Market
What is the different 
between Marketing & Adv.? 
• Advertisements are part of “Promotion Mix” 
• Promotion Mix is a part of “Promotion” 
• Promotion is a part of “Marketing Mix” 
• Marketing Mix is a part of “Marketing Process” 
So Adv. is part form part from part from part of 
marketing
Need & Want & Demand
Need 
• States of felt deprivation
Want 
• The form human need takes as they are shaped by 
culture and individual personality
Demand 
• Human Wants that are backed by buying power
So can we Create Need ?
Maslow
Marketing Process 
Feedback
Marketing Research 
• What is Marketing Research ? 
• What is types of data ? 
• What is the main type of Marketing Research?
What is Marketing 
Research ? 
• Marketing research is the function that links the 
consumer, customer, and public to the marketer 
through information--information used to identify 
and define marketing opportunities and problems; 
generate, refine, and evaluate marketing actions; 
monitor marketing performance; and improve 
understanding of marketing as a process.
Con. 
Marketing research specifies the information required 
to address these issues, designs the method for 
collecting information, manages and implements the 
data collection process, analyzes the results, and 
communicates the findings and their implications.
What is types of data ? 
Primary 
Data 
•Collect for first 
time 
•High cost 
Secondary 
Data 
•Collect by some 
one before 
•Low cost
What is the main type of 
Marketing Research? 
• Survey 
• Focus Groups 
• Observation 
• Online Marketing Research 
• Online Focus Group 
• Sampling
Marketing Strategy (STP) 
• S = Segmentation 
• T= Targeting 
• P= Position
Segmentation 
Definition: 
“ Dividing a market into different groups 
with similar needs, characteristics, or 
behaviors”
Segmentation 
Geographic Demographic Psychographic Behavioral 
•Country 
•City 
•Climate 
•Density 
•Region 
•Age 
•Nationality 
•Religion 
•Occupation 
•Gender 
•Social Class 
•Lifestyle 
•Personality 
•Occasions 
•Attitude toward 
product 
•Loyalty status 
•Usage rate 
•User status
Targeting 
Definition: 
• “The process of evaluating each market segment’s 
attractiveness and selecting one or more segment 
to enter.”
Targeting 
M1 M2M3 
Single segment 
Concentration 
M1 M2M3 
P1 
P2 
P3 
Selective 
Specialization 
M1 M2M3 
P1 
P2 
P3 
Product 
Specialization 
M1 M2M3 
P1 
P2 
P3 
Market 
Specialization 
M1 M2M3 
P1 
P2 
P3 
Full Market 
Coverage 
P1 
P2 
P3
Position 
• Definition:- 
• The place the product occupies in 
consumers’ minds relative to 
competing products.”
Examples
Marketing Mix 
4 P’s 4 C’s 
Product Customer Value 
Price Cost 
Place Convenience 
Promotion Communication
Product / Customer 
Value 
• Means the goods and services combination the company offers 
to the target market
Product Levels
Product life Cycle
Price / Cost 
• “The amount of money charged for a product or 
service.”
Prancing Strategies 
• Penetration Pricing (kolo bta3 kolo) 
• Market Skimming (el keraza) 
• Psychological Pricing 
• Competition Pricing 
• Cost +
Place/ Convenience 
• Definition: 
The place is where you can expect to find your 
customer and consequently, where the sale is 
realized. Knowing this place, you have to look for a 
distribution channel in order to reach your customer.
Distribution Channels
B2B 
B2C
Important Question ? 
Why Place not Distribution ?
Promotion / 
Communication
Promotion 
• Promotions refer to the entire set of activities, which 
communicate the product, brand or service to the 
user. The idea is to make people aware, attract and 
induce to buy the product, in preference over 
others.
Promotion Mix
Customer Relationship 
Management 
• How to keep your customer loyal for you brand and 
your company
زرونا تجدوا ما يسركم 
01093457248 
Abdel_khalik@hotmail.com

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Marketing

  • 1. Marketing Abdel khalek Mamdouh Abdel aziz
  • 5. Outline • What is Marketing? • What is the different between Marketing & Sales & Adv.? • Need & Want & Demand. • What is Marketing process? • Marketing Research • Marketing Strategy • Marketing Mix • Customer Relationship Management
  • 8. What is Marketing ? • Meeting the needs of your customer at a profit
  • 9. What is the different between Marketing & Sales? Sales Starting Focus Means Ends Point Marketing Profit through sales volume Selling & Promotion Existing products Factory Starting Focus Means Ends Point Profit through customer satisfaction Integrated marketing Customers need Market
  • 10. What is the different between Marketing & Adv.? • Advertisements are part of “Promotion Mix” • Promotion Mix is a part of “Promotion” • Promotion is a part of “Marketing Mix” • Marketing Mix is a part of “Marketing Process” So Adv. is part form part from part from part of marketing
  • 11. Need & Want & Demand
  • 12. Need • States of felt deprivation
  • 13. Want • The form human need takes as they are shaped by culture and individual personality
  • 14. Demand • Human Wants that are backed by buying power
  • 15. So can we Create Need ?
  • 18. Marketing Research • What is Marketing Research ? • What is types of data ? • What is the main type of Marketing Research?
  • 19. What is Marketing Research ? • Marketing research is the function that links the consumer, customer, and public to the marketer through information--information used to identify and define marketing opportunities and problems; generate, refine, and evaluate marketing actions; monitor marketing performance; and improve understanding of marketing as a process.
  • 20. Con. Marketing research specifies the information required to address these issues, designs the method for collecting information, manages and implements the data collection process, analyzes the results, and communicates the findings and their implications.
  • 21. What is types of data ? Primary Data •Collect for first time •High cost Secondary Data •Collect by some one before •Low cost
  • 22. What is the main type of Marketing Research? • Survey • Focus Groups • Observation • Online Marketing Research • Online Focus Group • Sampling
  • 23. Marketing Strategy (STP) • S = Segmentation • T= Targeting • P= Position
  • 24. Segmentation Definition: “ Dividing a market into different groups with similar needs, characteristics, or behaviors”
  • 25. Segmentation Geographic Demographic Psychographic Behavioral •Country •City •Climate •Density •Region •Age •Nationality •Religion •Occupation •Gender •Social Class •Lifestyle •Personality •Occasions •Attitude toward product •Loyalty status •Usage rate •User status
  • 26. Targeting Definition: • “The process of evaluating each market segment’s attractiveness and selecting one or more segment to enter.”
  • 27. Targeting M1 M2M3 Single segment Concentration M1 M2M3 P1 P2 P3 Selective Specialization M1 M2M3 P1 P2 P3 Product Specialization M1 M2M3 P1 P2 P3 Market Specialization M1 M2M3 P1 P2 P3 Full Market Coverage P1 P2 P3
  • 28. Position • Definition:- • The place the product occupies in consumers’ minds relative to competing products.”
  • 30. Marketing Mix 4 P’s 4 C’s Product Customer Value Price Cost Place Convenience Promotion Communication
  • 31. Product / Customer Value • Means the goods and services combination the company offers to the target market
  • 34. Price / Cost • “The amount of money charged for a product or service.”
  • 35. Prancing Strategies • Penetration Pricing (kolo bta3 kolo) • Market Skimming (el keraza) • Psychological Pricing • Competition Pricing • Cost +
  • 36. Place/ Convenience • Definition: The place is where you can expect to find your customer and consequently, where the sale is realized. Knowing this place, you have to look for a distribution channel in order to reach your customer.
  • 39. Important Question ? Why Place not Distribution ?
  • 41. Promotion • Promotions refer to the entire set of activities, which communicate the product, brand or service to the user. The idea is to make people aware, attract and induce to buy the product, in preference over others.
  • 43. Customer Relationship Management • How to keep your customer loyal for you brand and your company
  • 44. زرونا تجدوا ما يسركم 01093457248 Abdel_khalik@hotmail.com