Hany Baiomy

1
 Agenda
1- Introduction .
2-What is the Marketing?
3-Who is the Marketing Manager?
4-What are Marketing Management philosophies?
5-What is the Marketing Management ?
6-What is the Management and types of organizations?
7-Marketing Mix?
8-Why Marketing ?
9-Difference between Marketing and sales?
10-What are the job descriptions of Marketing manager?
11-What is the Market?

2
 Are You Professional?

3
 Who is the Professional ?
Some one who practice specified activity and have •

Knowledge

Experience

Know How

4
 Are You a Marketer ?

5
6
 Do you know yourself ? (Self-Awareness)

1-Do you criticize yourself?

2-Do you assess your

strengths & weaknesses?

3- Do you know how

others see you?

7
 1-Do you criticize yourself?

8
 2-Do you assess your strengths & weaknesses?

9
 3- Do you know how others see you?

10
11
12
 AMA ‫المنظمة االمريكية للتسويق‬
(American marketing association)

Management process responsible for anticipating,

Identifying ,and satisfying customer requirements
profitably.
.‫عملٌة إدارة مسؤولة عن توقع و تحدٌد وتلبٌة متطلبات العمالء بشكل مربح‬ •

13
 Marketing (AMA)
Identifying and satisfying needs

Company Customer

Profit

14
 Definition of
An organizational function and set of processes for
creating ,communicating and delivering value to
customers and for managing customer relationships in
way that benefit the organization and its stakeholders.
‫ وتواصل وتقدٌم قٌمة مضافة‬،‫التسوٌق وظٌفة تنظٌمٌة ومجموعة من العملٌات لخلق‬
‫للعمالء وإدارة العالقات مع العمالء فً الطرٌقة التً تعود بالنفع على المنظمة وأصحاب‬
.‫المصالح فٌها‬

15
16
17
 ‫التسوٌق هو علم وفن استكشاف‪ ،‬وخلق‪ ،‬وتقدٌم قٌمة لتلبٌة احتٌاجات السوق المستهدفة فً الربحٌة‪.‬‬
‫‪18‬‬
19
 Marketing Manager ‫مدير التسويق‬
The marketing manager is consider to be the bridge that
connects between the company and the customer

.‫ هو الجسر الذي ٌربط بٌن الشركة والعمٌل‬: ‫مدٌر التسوٌق‬

20
 Marketing Manager
Functions are Four (APIC)
1-Aanalysis (Market Research)
2-Planning
3-Implementation
4-Control
(process compare between actual and planning )
well and good or corrective action

21
 His Functions are Four (APIC)

22
23
24
 1850-1900

25
 1- Production concept
People will buy Products
(cheap and available)
Mass productions

Market (High Demand)

and High profit

26
 Why black cars?

27
28
 2-The Product concept
The company has developed the product without
reference to the customer .
Development without asked customer
without feedback or without Market research

Customer
not satisfied

29
30
31
 3-Selling concept
Producers focus with the intermediate give him
offers ,discount and incentive and he will push
products to customers .

32
 Discounts
& Offers

33
 4-Marketing Concept
Pull strategy will communicate directly with the
consumers through advertising(TV-Radio).

34
35
36
 Best flight crew

37
38
 Top 10 airlines in the
world

39
40
41
42
43
44
 Marketing Concept
How to satisfy your customer?

MCDONALDS in SAUDI McDonalds in INDIA

45
 IN Egypt USA 7 per day
Japan 14 per day

46
47
48
 5-Societal Concept (CSR)

49
 CSR Advantages
1- Image Company in Market
2-Incease Loyalty
3-If problem happened people will defense .
4-Government Cooperation .
5-Self satisfaction of employees.

50
51
 (1991-2002)
250 Million Dollar

52
53
 Marketing Management
The art and science of choosing target markets and getting,
keeping, and growing customers through creating, delivering,
and communicating superior customer value.

‫ وتزاٌد العمالء‬،‫ وحفظ‬،‫ادارة التسوٌق هو فن وعلم واختٌار األسواق المستهدفة والحصول على‬
.‫ وتوصٌل قٌمة متمٌزة للعمالء‬،‫ وتقدٌم‬،‫من خالل خلق‬

54
55
 Management definition
The achievement of organizational objectives in an
effective and efficient manner through
Four functions
- planning
- organization
- leading and
- controlling organizational resources .

56
 What are organizations?

People working together to achieve a common purpose.

Organizations provide useful goods or services that return
value to society and satisfy customer needs.

• a social entity of people that provides the necessary

structure to achieve specific & common goals.

57
58
59
 Types of organizations:
Profit organizations Nonprofit organizations

60
 Types of organizations

Ownership. .‫• ملكٌة‬

Partnership. .‫• شراكة‬
Corporation. .‫• شركة‬

61
 (ownership ). ‫ملكية‬

62
 Partnership ‫شراكة‬

63
 Corporation. ‫شركة‬

64
65
66
• customer :a person or organization that buys goods or services
from a store or business.
• ‫ شخص أو منظمة تشتري بضائع أو خدمات من متجر أو‬:‫العمٌل‬
‫شركة‬
• consumer
• a person who purchases goods and services for personal use.
• ‫المستهلك‬
• .ً‫الشخص الذي ٌشتري السلع والخدمات لالستخدام الشخص‬

67
 Types of organizations Objectives
1-Markeing objectives ‫اهداف تسوٌقٌة‬
2-operational objectives ‫اهداف تشغٌلٌة‬
3-Financial (Profitability) objectives ‫اهداف مالٌة‬

68
69
70
 Marketing Mix 4ps

71
72
73
74
 1-Product
Tangible (goods)
Intangible(Services)
2-Price
According the natural of product (Brand or Generic)
(Psychological price ) (prestigious price)
High price = High quality & Low price= low quality
3-Place
Up market (rich areas ) – down market (poor areas)
4-promotions tools

75
 4- promotions tools

76
 Promotion tools ‫ادوات الترويج‬
1-Advertising •
TV - Radio •
Press (Magazines and newspapers) •
Outdoors (light boxes) •
On line (Banner box website ) •
Poup •

77
 2-Personal selling
Medical Representative sales Representative

78
 3-Direct Marketing

Mail •
SMS •
Call •
Catalog •

79
 4-Public Relation (PR)
CSR (Corporate social responsibility )
Sponsorship-----------Exhibition

Exhibition •

80
 5-Sales promotion
Discount and offers •
Offers Buy one give one free •
Free sample •

81
 Word of mouth and word of mouse
satisfied 3 person
unsatisfied 10 person

Free sample is the way of

82 the word of Mouth
 The Extended Marketing Mix

83
 5- People (customer facing )

6-Process= (steps)
( Banks, Hotels and Hospitals)
KIS:(keep it simple and straight)

7-Physical evidence ‫دلٌل المادى‬

High quality service.
(Prestige place - Assets –
furniture –uniform )

84
85
 (IMC )integrated marketing communication

86
87
88
89
90
91
 1-Brand Differentiation
sustainable and Competitive advantages

92
 2-Building new concept

93
 3-Marketing is a way of connecting
with the customers.

94
 4- Marketing helped gain acceptance
of new products

95
 5-Successful marketing builds demand
for products or services

96
 6- products(goods and services )without
marketing is nothing

97
98
99
100
 Hany Baiomy

101