The document discusses several key marketing concepts: 1. It defines marketing as satisfying needs through exchange processes, with the goal of making selling unnecessary. 2. The marketing mix, or 4Ps (product, price, place, promotion), are controllable activities to produce a desired response from customers. 3. Marketing research helps identify problems and opportunities to improve decision making related to products, pricing, distribution, and promotion.

1. Marketing Fundamentals
Hany Khodair PMP, ITIL, CIM Affiliate

2. Marketing Definition
What is marketing?
• Most people mistakenly identify marketing with selling and
promotion.
• While selling and promotion are a part of marketing, they
are not most important part.
• In Principles of Marketing Philip Kotler stated:
• If the marketer does a good job of identifying consumer
needs, developing appropriate products, and
pricing, distributing, and promoting them
effectively, these goods will sell very easily.
Hany Khodair PMP, ITIL, CIM Affiliate

3. Marketing Definition
Defining Marketing…
• Marketing can be defined as an activity directed at
satisfying needs and wants through exchange
processes.
• The ultimate goal of marketing is to make selling
nonessential
• To know and understand the customer so well that
the product or service fits him or her and sells itself.
Hany Khodair PMP, ITIL, CIM Affiliate

4. Marketing Definition
Goods, Services, & Ideas…
• Marketing deals with goods, services, and ideas.
• A good is something someone can touch.
• A service is providing an intangible benefit to
customers.
• An idea can include concepts or images.
• For this course, we will use the word product to refer
to goods, services, and ideas.
Hany Khodair PMP, ITIL, CIM Affiliate

5. Marketing Definition
Needs, Wants, & Demands…
• One of the underlying concepts of marketing is trying
to satisfy a customer’s needs, wants and demands.
• Needs are plentiful. Basic human needs include
food, clothing, warmth, safety and belonging.
• Wants are simply needs shaped by culture and the
individual.
• Demands are simply the wants of a consumer when
backed by the ability to pay for that want.
Hany Khodair PMP, ITIL, CIM Affiliate

6. Marketing Definition
Dynamic marketing environment…
• There are many forces that affect the marketing
environment, including:
• Competition
• Laws and Regulations
• Economic and Social Conditions
• Cultural Factors
• These forces can be dramatic and difficult to predict.
• Be aware of these forces because they can create
threats and generate opportunities for your
business.
Hany Khodair PMP, ITIL, CIM Affiliate

7. Marketing Definition
The marketing mix…
• The marketing mix is another important concept
when it comes to marketing.
• The marketing mix refers to activities that a firm can
control to produce the response it wants from the
target market.
• These variables can be categorized into four
groups, also know as the four P’s of marketing.
Hany Khodair PMP, ITIL, CIM Affiliate

8. Marketing Definition
The Process of planning and executing the marketing Mix(4ps)
to satisfy both individual and organizational objectives.
4PS
-Product This is what you are offering to your target market, be it a tangible product or a service.
-Price The amount you will charge for your product.
-Place Channels your product will go through to reach the customer.
-Promotion How you raise awareness with your target market.
And additional 3ps have been added
-people
-process
-Physical Evidence
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9. What is Market Research?
Is the systematic and objective definition, collection, analysis
and use of information for the purpose of improving decision
making related to the identification and solutions of problems
and opportunities in marketing.
A classification of marketing research
Problem identification research:
-Is to help identify problems that are, perhaps not apparent on
the surface and Yet exist or are likely to arise in future.
-Example: Market potential, market share, brand or company
image, market characteristics, sales analysis.
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10. Market Research
-Market Potential Research
-Segmentation Research
-Market Share Research
-Product Research
-Image Research
-Pricing Research
-Market Characteristics
-Promotion Research
Research
-Distribution Research
-Sales Analysis Research
-Business Trends Research
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11. Strategic Marketing Planning Process
Situation analysis
Internal, customer &
external environments
SWOT analysis (internal)
Strengths & Weaknesses
(external) opportunities &
Threats.
Organization Mission, Goals,
Objectives
Marketing Strategy
Marketing Implementation
and Control
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12. Organizational Mission VS. Organizational Vision
-Organizational mission or mission statement seeks to answer
the question “What business are we in?”
-A mission statement is a clear and concise statement
(it should be in one paragraph or two at most) that explains the
organization’s Reason for being.
The mission Statement should clarify and answer 5 basic
questions:
-Who are we?
-Who are our customers?
-What is our operating philosophy (basic
beliefs, values, ethics, etc?)
-What are our core competencies or competitive advantages?
-What are our concerns and interests related to our
employees, our community social issues and our environment?
Hany Khodair PMP, ITIL, CIM Affiliate

13. Organizational Mission VS. Organizational Vision
Organizational Vision
What the company aims in the future?
This vision shouldn’t be published.
Hany Khodair PMP, ITIL, CIM Affiliate

14. Example of mission and vision
Boeing mission
Our mission is bigger and broader than ever. It is to push not
just the envelope Of flight, but the entire envelope of value
relating to our customers and share holders.
Vision
To be the source of our clients competitive advantage.
Hany Khodair PMP, ITIL, CIM Affiliate

15. Marketing Goals and Objectives
Marketing objectives should be expressed in clear, simple terms
so that all marketing personnel understand what type and level
of performance is desired.
The marketing objective should be written so that its
accomplishment can be :
-Measured accurately
-The marketing objective should be expressed in terms of sales
volume, Profitability per unit, percentage gain in market
share, sales per square foot, average customer
purchase, percentage of customers in the firm’s target Market
who prefer its products.
Hany Khodair PMP, ITIL, CIM Affiliate

16. Marketing Strategy
An organization’s marketing strategy is designed to provide a
total integration Of efforts that focus on achieving the
marketing objectives.
The marketing strategy must:
-Fit the needs and purposes of the selected target market.
-Be realistic given the organization’s available resources and
environment.
-Be the consistent with the organization’s mission, goals and
objectives.
Marketing strategy must be evaluated to determine its effect
on the organization’s sales, costs, image and profitability.
Hany Khodair PMP, ITIL, CIM Affiliate

17. Marketing Implementation and Control
-Marketing implementation involves activities that actually
execute the marketing strategy. One of the more interesting
aspects of marketing strategy is that all Organizations have at
least two target markets: an external market (Customers) and
an internal market (employees)
-The tradition way of a target market is the external customer
market.
- Maintaining a customer focus is extremely important
throughout the marketing Plan process and particularly
during implementation.
- The marketing concept is a widely accepted business
philosophy that states an organization should try to provide
products that satisfy customer’s needs through a coordinated
set of activities that allow the organization to achieve its goals.
Hany Khodair PMP, ITIL, CIM Affiliate

18. -Evaluation and control phase of the planning process is an
end and a beginning.
-Evaluation occurs after the marketing strategy has been
implemented
-Any marketing strategy would be incomplete without an
assessment of its success and the creation of control
mechanisms to provide and revise the strategy, its
implementation or both if necessary.
-Evaluation and control serve as the beginning point for the
planning process in the next planning cycle.
Hany Khodair PMP, ITIL, CIM Affiliate

19. The Target Client
Study carefully your client regarding different characteristics
-Demographic Characteristics
(Male, Female, Social economic
group, geographic, occupation, income)
-Psychographics and life style characteristics
(Stylish, happy and out going, Energetic, self controlled)
Hany Khodair PMP, ITIL, CIM Affiliate

20. The Market Plan
-A great deal of effort and organizational commitment are
required to create and implement a marketing plan.
-Marketing plans can be developed for specific
products, brands, target markets, or industries.
-A critical aspect of the marketing plan is its ability to
communicate to other Colleagues, particularly top managers.
-Top managers look to the marketing plan for an explanation of
the elements Of the marketing strategy and for a justification
of needed resources, like the Marketing budget.
-The marketing plan also communicates to line managers and
other employees By giving them points of reference to chart
the progress of marketing implementation.
Hany Khodair PMP, ITIL, CIM Affiliate

21. Purposes and significance of the marketing plan
-It explains both the present and future situations of the organization.
This includes the environmental and SWOT analyses and the firm’s
past Performance.
-It specifies the outcomes that are expected (goals and objectives) so
that the Organization can anticipate its situation at the end of the
planning period.
-It describes the specific actions that are to take place so that the
responsibility For each action can be assigned and implemented.
-It identifies the resources that will be needed to carry out the planned
actions.
-It permits the monitoring of each action and its results so that
controls may be implemented. Feed back from monitoring and control
provides information to start the planning cycle again in the next time
frame.
Hany Khodair PMP, ITIL, CIM Affiliate

22. -Line managers are particularly interested in the third
purpose because they are Responsible for ensuring that
marketing actions are implemented.
-Middle level managers have a specific interest in the fifth
purpose because they Want to ensure that tactical changes
can be made if needed.
-The most concern is the fourth purpose, because the
marketing plan is the means of communicating the strategy
to top executives who make the Critical decisions regarding
the productive and efficient allocation of resources.
-The marketing plan can prove unsuccessful if
implementation of the plan is Not adequately funded.
Hany Khodair PMP, ITIL, CIM Affiliate

23. Organizational aspects of the marketing plan
Who writes the marketing plan?
-The marketing plan can be written by the marketing
manager, brand manager, Product manager.
-Some organizations develop marketing plans through
committees.
-Other will hire professional marketing consultants.
-Others assign the marketing plan to the vice president or the
marketing director.
Hany Khodair PMP, ITIL, CIM Affiliate

24. Major Problems in Developing Marketing plans
-Company isn’t market oriented.
-Plans not taken seriously.
-Hard to make forecasts.
-Not enough time to prepare.
-Hard to get consensus/cooperation.
Top managers usually ask two important questions:
-Will the proposed marketing plan achieve the desired
marketing, business unit, and corporate goals and objectives?
-Are there alternative uses of the resources that would better
meet corporate Or business unit objectives than the marketing
plan that has been submitted?
Hany Khodair PMP, ITIL, CIM Affiliate

25. Traditional VS. Market Oriented Organizational Structure
Customers
Customers
CEO
Front Line
Middle employees
Managers
Middle
Front Line Managers
employees
CEO
Customers
Traditional Market-Oriented
Organizational Structure Organizational Structure
Hany Khodair PMP, ITIL, CIM Affiliate