This document provides an introduction to marketing. It defines marketing as how companies create value for customers and build relationships to capture value in return. It discusses how marketing can serve customer needs, wants, and demands by describing products/services, establishing brands, explaining how needs are met, and developing partnerships. It also outlines the key aspects of a marketing campaign including market analysis, defining the marketing mix of price, place, product, promotion, people, process, and physical evidence. The document recaps the main points about defining marketing and the components of a successful marketing strategy.

1. INTRODUCTION TO
MARKETING
By Tasneem Hatem

2. ADVERT.

3. Marketing
Marketing is the process by which
companies create value for customers and
build strong customer relationships in
order to capture value from customers in
return (P. Kotler)

4. Customer
 Needs
 Wants
 Demands

5. How can marketing serve the
demands?

6. Describe your product or service to
potential buyers using a variety of
techniques.

7. Establish your brand and any philosophy
or values associated with it.

8. Explain what needs are being met with
your product.

9. Develop relationships with possible
partners.

10. Explain to potential buyers and partners
how to purchase your product/service.

11. ADVERT.

12. Describe how your product/service is
different than others on the market and
who the ideal audience is for your
products.

13. ADVERT

14. Advertise your products/services to
different and various audiences.

15. Develop pricing strategies for individual
buyers or market segments.

17. 1) Market Analysis

18. a) Market position

19. b) Market Objectives

20. c) Market segments

21. d) Which segment?

22. e) Market structure

23. 2) Marketing mix

24. a) Price
 Premium Pricing ,,
(Luxuries such as Princess Cruises , Savory hotel
rooms and , Concorde flights)
 Penetration Pricing
 Economy Pricing ,,
(Supermarkets often have economy brands for
soups , spaghetti and rice )
 Price Skimming

25. a) Price

26. b) place
- Selection consideration
 Market segment
 Changes during the product life cycle
 Producer - distributor fit - Is there a match
between their polices, strategies, image,
and yours?
 How much training and support will
your distributor require?

27. c)Product

28. d) Promotion
 Personal Selling.
 Sales Promotion.
 Public Relations.
 Direct Mail.
 Exhibitions.
 Advertising.
 Sponsorship

29. e) People

30. f)Process

31. g) Physical evidence
 Packaging
 Brochures
 Business cards
 Uniforms
 Internet/Web page
 Paperwork ( Tickets )

32. RECAP

33. RECAP
 1) What is Marketing?
 2) How can marketing serve the demands of the
customer?
 3) Successful Marketing Campaign.
 Market Analysis
 - Market position
 - Market objectives
 - Market segments
 - Which segments
 - Market structure

34. RECAP
 Marketing Mix
- Price
- Place
- Product
- Promotion
- People
- Process
- Physical Evidence

35. • ARE YOU READYYYYY ?!!

36. Special thanks to..
Habiba Ashraf Ali 
Thanna Mohamed Hassan 