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1. Marketing Management Arab World Edition Kotler, Keller, Baalbaki, Hassan and Shamma Chapter 1 Defining Marketing for the Arab World

2. Copyright © 2012 Pearson Education 1-3 Chapter Questions 1. Why is marketing important? 2. What is the scope of marketing? 3. What are some fundamental marketing concepts? 4. How has marketing management changed? 5. What are the tasks necessary for successful marketing management? 6. How does marketing in the Arab world differ from marketing in other parts of the world?

3. The Importance of Marketing • Marketing is essential for a company to define itself. • Marketing aims to: ○ Explain what makes the company/product different ○ Understand what customers are looking for • Define and deliver the company’s value proposition. • Financial success often depends on marketing ability. Chapter Question 1: Why is marketing important? Copyright © 2012 Pearson Education 1-4

4. The Scope of Marketing To prepare to be a marketer, you need to understand: • what marketing is • how it works • what is marketed, and • who does the marketing. Chapter Question 2: What is the scope of marketing? Copyright © 2012 Pearson Education 1-5

5. Copyright © 2012 Pearson Education 1-6 What is Marketing? Marketing is the process of planning and executing the conception, pricing, promotion, and distribution of ideas, goods, and services to create exchanges that satisfy individual and organizational goals. • Marketing is about identifying and meeting human and social needs. • A short definition: “meeting needs profitably.” Chapter Question 2: What is the scope of marketing?

6. Copyright © 2012 Pearson Education 1-7 What is Marketing Management? Marketing management is the art and science of choosing target markets and getting, keeping, and growing customers through creating, delivering, and communicating superior customer value. Chapter Question 2: What is the scope of marketing?

7. Copyright © 2012 Pearson Education 1-8 What is Marketed? • Goods • Services • Events and experiences • Persons • Places and properties • Organizations • Information • Ideas Chapter Question 2: What is the scope of marketing?

8. Copyright © 2012 Pearson Education 1-9 Who Markets? Marketers and prospects • Marketers are responsible for demand management • Eight demand states are possible 1. Negative demand. 2. Nonexistent demand. 3. Latent demand. 4. Declining demand. 5. Irregular demand. 6. Full demand. 7. Overfull demand. 8. Unwholesome demand. Chapter Question 2: What is the scope of marketing?

12. Copyright © 2012 Pearson Education 1-13 Key Customer Markets • Consumer markets • Business markets • Global markets • Nonprofit/Government markets Chapter Question 2: What is the scope of marketing?

13. Copyright © 2012 Pearson Education 1-14 Marketing in Practice Chapter Question 2: What is the scope of marketing? Box 1.1: Improving CMO Success 1. Make the mission and responsibilities clear. 2. Fit the role to the marketing culture and structure. 3. Ensure the CMO is compatible with the CEO. 4. Remember that showpeople don’t succeed. 5. Match the personality with the CMO type. 6. Make line managers marketing heroes. 7. Infiltrate the line organization. 8. Require right-brain and left-brain skills

14. Core Marketing Concepts Chapter Question 3: What are some fundamental marketing concepts? To understand the marketing function, we need to understand some core concepts… Copyright © 2012 Pearson Education 1-15

15. Core Marketing Concepts Chapter Question 3: What are some fundamental marketing concepts? Needs, Wants and Demands • Needs are the basic human requirements. • Wants are shaped by our society. • Demands are wants for specific products backed by the ability to pay. Five types of need: 1. Stated needs (the customer wants an inexpensive car). 2. Real needs (the customer wants a car, the operating cost of which, not initial price, is low). 3. Unstated needs (the customer expects good service from the dealer). 4. Delight needs (the customer would like the dealer to include an onboard navigation system). 5. Secret needs (the customer wants friends to see him as a savvy consumer). Copyright © 2012 Pearson Education 1-16

16. Core Marketing Concepts Chapter Question 3: What are some fundamental marketing concepts? Target Markets, Positioning, and Segmentation Marketers: • Divide the market into segments • Target the segments presenting the greatest opportunity • Position their products in the minds of target buyers as delivering key benefits Copyright © 2012 Pearson Education 1-17 Carrefour stores are designed to appeal to shoppers looking for a rich shopping experience at affordable prices.

17. Further Core Marketing Concepts Chapter Question 3: What are some fundamental marketing concepts? • Offerings and brands • Value and satisfaction • Marketing channels • Supply chain • Competition • Marketing environment • Marketing planning Copyright © 2012 Pearson Education 1-18

18. The New Marketing Realities Major societal forces • Network information technology • Globalization • Deregulation • Privatization • Heightened competition • Industry convergence • Consumer resistance • Retail transformation • Disintermediation Chapter Question 4: How has marketing management changed? Copyright © 2012 Pearson Education 1-19

19. The New Marketing Realities New Consumer Capabilities • A substantial increase in buying power • A greater variety of available goods and services • A great amount of information about practically anything • Greater ease of interacting, placing and receiving orders • An ability to compare notes on products and services • An amplified voice to influence public opinion Chapter Question 4: How has marketing management changed? Copyright © 2012 Pearson Education 1-20

20. The New Marketing Realities New Company Capabilities • Internet • Marketing research • Internal communication • External communication • Personalization of messages • Rewards and promotions • Mobile marketing • Personalization of products • Savings from using the internet • Online training products Chapter Question 4: How has marketing management changed? Copyright © 2012 Pearson Education 1-21 More companies can produce individually differentiated goods

21. Company Orientation Toward the Marketplace • The Production Concept • The Product Concept • The Selling Concept • The Marketing Concept Chapter Question 4: How has marketing management changed? Copyright © 2012 Pearson Education 1-22

22. Company Orientation Toward the Marketplace • The Holistic Marketing Concept recognizes that ‘everything matters’ in marketing, and that a broad, integrated perspective is often necessary. Chapter Question 4: How has marketing management changed? Copyright © 2012 Pearson Education 1-23

24. Company Orientation Toward the Marketplace • Relationship Marketing building mutually satisfying long-term relationships with key parties, in order to earn and retain their business. Chapter Question 4: How has marketing management changed? Copyright © 2012 Pearson Education 1-25

25. Company Orientation Toward the Marketplace • Integrated Marketing Chapter Question 4: How has marketing management changed? Four Ps • Product • Price • Place • Promotion These represent the seller’s view of marketing tools. SIVA • Solution: how can I solve my problem? • Information: where can I learn more about it? • Value: what is my total sacrifice to get this solution? • Access: where can I find it? Customer questions, corresponding to the 4Ps Copyright © 2012 Pearson Education 1-26

27. Company Orientation Toward the Marketplace • Internal Marketing ensuring that everyone in the organization embraces appropriate marketing principles, especially senior management Chapter Question 4: How has marketing management changed? Copyright © 2012 Pearson Education 1-28

28. Company Orientation Toward the Marketplace • Performance Marketing Chapter Question 4: How has marketing management changed? Financial Accountability Social Responsibility Marketing • Social Initiatives • Corporate social marketing • Cause marketing • Corporate philanthropy • Corporate community involvement • Socially responsible business practices Copyright © 2012 Pearson Education 1-29

29. Marketing Management Tasks Chapter Question 5: What are the tasks necessary for successful marketing management? • Developing market strategies and plans • Capturing marketing insights • Connecting with customers • Building strong brands • Shaping market offerings • Delivering value • Communicating value • Creating long-term growth Copyright © 2012 Pearson Education 1-30

30. Marketing Management Tasks Chapter Question 5: What are the tasks necessary for successful marketing management? Copyright © 2012 Pearson Education 1-31 Marketing Memo: Marketers’ Frequently Asked Questions

31. Copyright © 2012 Pearson Education 1-32 Functions of CMOs • Strengthening the brands • Measuring marketing effectiveness • Driving new product development based on customer needs • Gathering meaningful customer insights • Utilizing new marketing technology Chapter Question 5: What are the tasks necessary for successful marketing management?

32. A Word About Marketing in the Arab World Chapter Question 6: How does marketing in the Arab world differ from marketing elsewhere? The Arab world is a huge potential market for international companies. However, companies have to keep several factors in mind when targeting the Arab audience. Values, religion, language, reading from right to left, and politics are among a few key issues to take into consideration. Copyright © 2012 Pearson Education 1-33

33. Credits • Slide 1 Alamy Images: B. O’Kane • Slide 7: Alamy Images • Slide 7 SuperStock: OleksiyMaksymenko / age fotostock • Slide 13 Box 1.1 on page 12 from “The Fall and Rise of the CMO”, strategy+business, (Gail McGovern and John A. Quelch, 2004), Winter 2004, published by Booz & Company Inc. copyright © 2004. All rights reserved. www.strategy- business.com • Slide 16 Corbis: Daniel Karmann / dpa • Slide 20 Copyright (c) H. J. Heinz Company:

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