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WHAT IS MARKETING
To be a marketer, you need to understand what marketing is, how it works, who does it, and what is marketed.
Marketing is important because it allows you to share your products and services with a niche audience strategically. It helps you tell, show, and PROVE to people how terrific your business is and how you can help them.
Without marketing, your business doesn’t have a voice. Without a voice, you can’t reach people and connect with them. And without connection and communication, you’re left with not much more than a product or service, just sitting there…alone…in the dark.
MARKETING EVOLUTION
Broad
Narrow
“If you have a really good thing, it will advertise itself.”
Henry Ford’s
Before 1930 , ads were all about the product , depends on text
in this Era they made the items more memorable : Coke realized something, The company wasn’t selling as much soda in the winter. A production-oriented approach like Henry Ford’s would have led to a decrease in advertising during colder months while reducing bottling.
Instead, Coca-Cola focused on driving sales by attaching their brand to Santa Claus. To make it work, marketers had to solidify an image of Santa that would appeal to consumers. In 1931, they found what they were looking for in the illustrations of Haddon Sundblom. Until 1964, Sundblom would continue to produce images in the iconic Santa style that we still know and love today.
"Intelligent Adaptations Focus on Meeting Customer Needs"
The development of a marketing orientation represented something of a sea change. While traditional marketing had focused on simply getting products to customers and convincing them to buy, this new approach was different. Marketers were driven to better understand consumers’ needs, concerns and desires. Only then could businesses hope to truly make an impact. By the 1980s, customers were in charge.
Goods
Services
Events
Experiences Persons
Places
Properties Organizations
Information
Ideas.
Stated Needs:what customer ask for
Real Needs:the real value that customer ask for
Unstated Needs:what customer already expect
Delight Needs:what customers is not expecting but it will great to have
Secret Needs:that customers don't want to express
SIMON SINEK
"START WITH WHY"
"sell to other businesses"
"sell to consumers"
"sell to consumers and businesses in parallel"
Company 1 sells their product or service in partnership with Company 2 to an end customer.
MARKETING BEGINS BEFORE PRODUCTION AND CONTINUE AFTER CONSUMPTION.
Marketing Information System
2013
$40.2 B
Analysis Paralysis
1-Define the problem and objectives
2-Develop the research plan
3-Collect the information
4-Analyze the information
5-Present findings
6-Make the decision
HOW TO BUILD RIGHT RELATIONSHIP WITH THE RIGHT CUSTOMERS
Segmentation:is a process of organizing the market into groups that a business can gain a competitive advantage in
Targeting: is a follow on process from segmentation, and is the process of actually determining the select markets and planning
Positioning:focuses on how the customer ultimately views your product or service in comparison to your competitors
Remember
B2B&B2C
Education level-Job title-Income level- Relationship status-Language
WE ARE PRINTING COMPANY
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Product variety
Quality
Design
Features
Brand name
Packaging
Sizes
Services
Returns
These 4 types of products all have different characteristics and involve a different consumer purchasing behavior. they differ in the way consumers buy them and, for that reason, in the way they should be marketed.
water,fast food, sugar
usually are quite generic and easily replaceable, competition is high.
Prices should be low or competitive – in order to compete your competitors. Therefore, you would usually want to choose a competitive pricing strategy. Secondly, promotion should target a large audience
- Products that the customer usually compares on attributes such as quality, price and style in the process of selecting and purchasing.
- Consumers spend much more time and effort in gathering information and comparing alternatives.
- The price is usually much higher than for convenience products.
expensive cars, professional photographic equipment, designer clothes
these products are kind of special. We are talking about consumer products and services with unique characteristics or brand identification for which a significant group of consumers is willing to make a special purchase effort.
Life insurance
How do you market products that consumers do not really think about? You have to make them think about them. As a consequence of their nature, unsought products require much more advertising, selling and marketing efforts than other types of consumer products.
List price
Discounts
Allowances
Payment period
Channels
Locations
Inventory
Transport
Intensive: An intensive place strategy is when a company places its product in as many stores as possible. Candy and snacks companies often use this strategy, as they place their products in supermarkets, movie theaters, convenience stores and airports.
Selective: A selective place strategy is when a company places its product in only a few retail stores. For example, companies that manufacture expensive technology items often use this strategy.
Exclusive: An exclusive place strategy is when a company places its product in one retailer. This is usually for luxury products that require salespeople to convey a lot of information about the product during the sale, such as cars.
1. Identify the target market
Place your product where your target market can easily find it, so the first step is discovering who your target market is.Once you have a list of your target market's characteristics, you can create a customer profile and determine ways to reach those customers.
2. Find locations
Think about where your target market is most likely to shop and where they may look for products like yours.
3. Consult the marketing strategy
4. Determine a budget
YOU NEED TO ANSWER THIS QUESTIONS
Advertising
Public relation
Sales
Digital marketing
Personal selling
Sponsorship
" News paper - Magazines"
" TV-Radio"
"Billboard-outdoor advertising"
1.0 >> Product only
2.0 >> Product and Customer
3.0 >> Product and Customer and Relation
1-Need
2-Information search
3-Evaluation of alternatives
4-Purchase decision
5-Post purchase ( word of mouth )
01128972232
El Hadary
https://www.linkedin.com/in/mohamed-hadary/