MARKETING INTRODUCTION

Made by:
REEM HAMDY
objectives:
1. Define marketing.
2. Describe marketing Eras.
3. Analyze segmentation.
4. Conduct marketing to target segment.
5. Distinguish differentiation from positioning.
6. Value positioning.
What is Marketing?
 Process by which individuals and groups obtain
what they need and want through creating and
exchanging products and value with others.
“Marketing is the science and art of exploring,
creating, and delivering value to satisfy the needs
of a target market at a profit.”
Philip Kotler
Marketing Management Philosophies

 Production Era.
 Product Era.
 Selling Era.
 Marketing concept.
 Societal marketing concept.
 What is product?
product is anything that can be offered to a market for attention,
acquisition, use, or consumption and satisfy a want or need.
Types of Products:
1. Pure tangible: such as soap, toothpaste, or salt—no services accompany the
product.
2. pure services: offers primarily a service include a doctor's exam or financial
services.
3. A hybrid product: consists of equal parts of goods and services.
EX. cars repair and maintenance services, warranty…….etc.
EX. American Airlines passengers including some tangibles as food, drinks, and an
airline magazine.
Market segmentation

Process of subdividing a large homogenous market into

large segments similar in their needs, wants and
demand characteristics to design a marketing strategy
matches the customers expectations.
Perspectives of segmentation:

 Demographic segmentation:
according to age, gender, place, religion, race, income, occupation…..etc .
 Geographic segmentation:
region, market density
 Psychographic segmentation:
dividing market into different groups based on social class, lifestyle, or
personalities, norms, value.
 Behavioral segmentation:
dividing market into different groups based on Consumption rate, Occasion,
Benefits, User status (1st time user , ex-user, regular user …etc), Brand loyalty
Targeting
 It is selection of potential customers in certain appropriate segment
offering them products.
 Evaluating market segment through:
1. Segment Size and Growth.
2. Segment Attractiveness.
3. Company Objectives and Resources.
Marketing to different segments
Mass Marketing (Undifferentiated): same product for all
buyers.

Segmented Marketing (differentiated): different products

to one or more segments.

Niche Marketing (concentrated): customers group

seeking a distinctive mix of benefits.

Mass customization (micromarketing /individual):

• Local marketing
• Individual marketing
Differentiation
the act of designing a set of meaningful differences to distinguish
the company’s offering from competitor’s offering = “Creating
the product’s competitive advantage”.
Methods of differentiation:
• Personnel differentiation.

• Delivery.

• Image differentiation.

• Features.

• Performance.

• Credibility.
Positioning

 a marketing strategy to make a brand occupy a position

in consumer mind relative to competitors.
 Consumer perception of differentiation.
 Art of fitting a product in a consumer’s mind
using the “product competitive advantage” or

“unique selling preposition”

Positioning strategies

By using:
1. product attribute or benefit.
2. price/quality.
3. Use or application.
4. product class.
5. Product user.
6. competitors.
7. cultural symbols.
Brand Positioning & POP/POD

 Brand Positioning & POP/POD Points-of-difference

(PODs): attributes or benefits that consumers strongly
associate with a brand, positively evaluate, and believe
that they could not find to the same extent with a
competitive brand.
 Points-of-parity associations (POPs): on the other
hand, are not necessarily unique to the brand but may in
fact be shared with other brands.
 For example, in automobile market:
 Toyota, Ford Focus are positioned on economy
 Mercedes and Cadillac on luxury
 Porch and BMW on performance
 Volvo on safety
References

1. Integrated Marketing communication class material by Dr. Ghada Helmy American

University Cairo.
2. Principles of marketing class material by Dr. Marwa Rakha American university
Cairo.
3. Strategic Marketing class material Dr. Amira El-Deeb American University Cairo.
4. Marketing from A to Z group on facebook.
(http://www.facebook.com/groups/116348385064240/)
Thank you