MARKETING (UNR471)

Dr. Mohamed Sameh

 What is marketing?

Marketing management
AGENDA
• Analysis (The 3 C’s)
• Planning (The 4 P’s)
• Implementation
• Control
Conclusions
 • Marketing is the process of planning and executing
the conception, pricing promotion, and distribution of
WHAT IS ideas, goods, and services to create exchanges that
MARKETING? satisfy individual and organizational objectives.

• Marketing is the art of creating and satisfying

customers at a profit
MARKETING
SUGAR AND
WATER
 HOW ARE THESE NAMES CONNECTED ?

Kleenex Thermos
Ping Pong Aspirin
Jacuzzi
Jell-O
Clorox Pampers
WHY KEEP MARKETING EVEN AFTER SUCCESS?
Yahoo vs. Google

Skype vs. Zoom

SELLING VS. MARKETING

Sellers aim is to sell what they can make. The aim of good marketing
is to make sales easier and
Marketers aim is to make what they can faster.
sell
SELLING VS.
MARKETING
 THE 22 LAWS OF MARKETING

1. The Law of Leadership

• It’s better to be first than it is to be better.
2. The Law of the Category
• If you can’t be first in a category, set up a new category you can be first in.
3. The Law of the Mind
• It’s better to be first in the mind than to be first in the marketplace.
4. The Law of Perception
• Marketing is not a battle of products, it’s a battle of perceptions.
5. The Law of Focus
• The most powerful concept in marketing is owning a word in the prospect’s mind.
6. The Law of Exclusivity
• Two companies cannot own the same word in the prospect’s mind.
 THE 22 LAWS OF MARKETING

7. The Law of the Ladder

• The strategy to use depends on which step you occupy on the ladder.
8. The Law of Duality
• In the long run, every market becomes a 2-horse race.
9. The Law of the Opposite
• If you’re shooting for 2nd place, your strategy is determined by the leader.
10. The Law of Division
• Over time, a category will divide and become two or more categories.
11. The Law of Perspective
• Marketing effects take place over an extended period of time.
12. The Law of Line Extension
• There’s an irresistible pressure to extend the equity of the brand.
 THE 22 LAWS OF MARKETING

13. The Law of Sacrifice

• You have to give up something in order to get something.
14. The Law of Attributes
• For every attribute, there is an opposite, effective attribute.
15. The Law of Candor
• When you admit a negative, the prospect will give you a positive.
16. The Law of Singularity
• In each situation, only one move will produce substantial results.
17. The Law of Unpredictability
• Unless you write your competitors’ plans, you can’t predict the future.
18. The Law of Success
• Success often leads to arrogance, and arrogance to failure.
 THE 22 IMMUTABLE LAWS OF
MARKETING

19. The Law of Failure

• Failure is to be expected and accepted.
20. The Law of Hype
• The situation is often the opposite of the way it appears in the press.
21. The Law of Acceleration
• Successful programs are not built on fads, they’re built on trends.
22. The Law of Resources
• Without adequate funding, an idea won’t get off the ground
MARKETING MANAGEMENT UNDER THE
MARKETING CONCEPT

Analysis The 3 C’s: customers, competitors, company

Planning The 4 P’s: product, price, promotion, place (distribution)

Implementation

Control
 CUSTOMER ANALYSIS

• Who buys and why?

• How many customers are there; will there be?
• How is the buying done?
• Where do they obtain information and where do they buy
• How are decisions made (decision making process)?
• What are and will be their under-served needs and wants?
• Are there relevant (segments)?
MARKETING
SEGMENTATION
 • Seeks to identify targeted groups of consumers to tailor
products and branding attractive to the group.
• Helps companies minimize risk by figuring out which
products are the most likely to earn a share of a market and
MARKETING how to market and deliver that product.
SEGMENTATION • With risk minimized, a company can focus limited
resources on efforts that produce the best return on
investment (ROI)..
• Can also increase a company's reach and help the company
discover products they hadn't previously considered.
 Identification Criteria:
MARKETING a. Homogeneity, or common needs within a
SEGMENTATION segment.
b. Distinction, or being unique from other groups.
c. Reaction, or a similar response to the market.
 Types:
a. Demographic Segmentation
MARKETING b. Firmographic Segmentation
SEGMENTATION c. Geographic Segmentation
d. Behavioral Segmentation
e. Psychographic Segmentation
 • Simplest, most common method of segmentation.
• May use age, income, gender, race, education, or
occupation to segment the market.
DEMOGRAPHIC • Assumes that individuals with similar
SEGMENTATION demographics have similar needs.

Example: Segmentation strategy for a new video game

may reveal that most users are young males with
disposable income.
 • Has the same concept as demographic segmentation.
• Instead of analyzing individuals, analyzes
organizations.
• May look at number of employees, number of
FIRMOGRAPHIC customers, number of offices, or annual revenue.
SEGMENTATION
Example: A corporate software provider may approach
a multinational firm with a more diverse, customizable
suite while approaching smaller companies with a fixed
fee, simpler product.
 • A subset of demographic segmentation.
• Groups customers by physical location.
GEOGRAPHIC • Is more useful for companies seeking to expand into
SEGMENTATION different branches, offices, or locations.

Example: A clothing retailer may display more summer

clothes in the middle east than winter clothes.
 • Relies on market data, consumer actions, and
decision-making patterns.
• Groups consumers based on how they previously
interacted with markets and products.
• Assumes that consumers prior spending habits are an
BEHAVIORAL indicator of what they may buy in the future.
SEGMENTATION • Has a bigger probability of success.
• However, spending habits may change over time or
in response to global events.

Example: Younger consumers tend to regularly change

their cellphone , while older generations are less likely.
 • Classifies consumers based on their lifestyle,
opinions, and interests.
• The most difficult approach as these traits:
(1) change easily
PSYCHOGRAPHIC (2) may not have readily available data.
SEGMENTATION • However, if successful, yields strongest market
effect.

Example: A fitness apparel company may target

individuals based on their interest in playing or
watching a variety of sports.