Principles of Marketing - PowerPoint Presentation

Slide1

Principles of Marketing

Section 2

By: Ms.

E

man

ElfarSlide2

Marketing processSlide3

Exchange

:is

the act of obtaining a desired object from someone by offering something in

return

The Marketing is

The process by which

companies create value

for customers and build strong customer relationships

in order to capture value from customers in returnSlide4

Markets

are the set of

all actual

and potential buyers of a product or

service

Marketing

management

: is the

art and science of

choosing target

markets and building

profitable relationships

with them.Slide5

Designing a Customer-Driven Marketing Strategy

Frist

step in

designing

a

customer-driven marketing

s

trategy is

selecting customers to serve

There are tow basic decisions in this step:

Market segmentation

refers to dividing the markets into segments of customers

Target marketing

refers to which segments

the company will serve. Slide6

successful marketing management should focus on both customer management and demand management.

Customer

management

:is the

process of selecting

customers that can be served well and

profitably

Demand

management

:

is the process that aim to Finding

and increasing demand,

and also

changing or reducing demand such as in

De-marketingSlide7

De-marketing:

is

marketing to reduce demand temporarily or permanently;

The aim of de-marketing

is not to destroy demand but to reduce or shift

it.Slide8

Marketing Management OrientationsSlide9

Selling concept

The

idea that consumers will not buy enough of the firm’s products unless it undertakes a large scale selling and

promotion effort.

The focus of selling concept is on selling activities and promotionSlide10

Marketing concept

The idea of this concept is that

achieving organizational goals depends on knowing the needs and wants of the target markets and delivering the desired satisfactions better than competitors

do.Slide11

Preparing an Integrated Marketing Plan and Program

Marketing mix

is the

set of tools

the

firm uses to implement its marketing strategy.

It includes:

product

,

price

,

Promotion

placeSlide12

Building Customer Relationships

Customer relationship management:

The

overall process of building and maintaining profitable customer relationships by delivering superior customer value and satisfactionSlide13

________ is the act of obtaining a desired object from someone by offering something in return

.

Exchange

Donation

Market

offering

Valuation

Confiscation Slide14

Consumer research, product development, communication, distribution, pricing, and service are all core ________ activities.

outsourcing

marketing

positioning

production

logisticsSlide15

Which of the following statements is true of the selling concept?

It follows the customer

-

centered

sense

-

and

-

respond philosophy.

It is typically practiced with unsought goods.

It takes an outside

-

in perspective.

It requires minimum promotion efforts.

It creates long

-

term, profitable customer relationshipsSlide16

Which of the following marketing orientations holds that achieving organizational goals depends on knowing the needs and wants of target markets and delivering the desired satisfactions better than competitors do?

the

selling concept

the

production concept

the

societal marketing concept

the

marketing concept

the

product conceptSlide17

Which of the following marketing strategies should marketing managers focus on to manage detailed information about individual customers and carefully manage customer touchpoints to maximize customer loyalty

?

customer

divestment

partner

relationship management

customer

relationship management

customer

-

managed

relationships

the

societal marketing conceptSlide18

True or false

Market segmentation is the process of seeking fewer customers and reduced demand for profit maximization

only.

Fast Food, Inc. views marketing as the process of finding and retaining profitable customers by providing them with the food they want. Fast Food, Inc. practices societal

marketing.

Big company can serve all types of customer.

Marketing mix is a tool to achieve marketing strategy