What Is Marketing?What Is Marketing?

Marketing is only Marketing is only part of a part of a

business, but business, but all of a business all of a business

is marketing.is marketing.

‘‘The right The right productproduct, in the , in the right right placeplace, at the right, at the right timetime, and at the right , and at the right

priceprice’ ’

Adcock et alAdcock et al

‘‘Marketing is the human Marketing is the human activity directed at activity directed at

satisfyingsatisfying human needs and human needs and wants through an wants through an exchangeexchange

process’process’

Kotler 1980Kotler 1980

‘‘Marketing is a Marketing is a socialsocial and and managerialmanagerial process by process by which individuals and which individuals and

groups groups obtainobtain what they what they want and need through want and need through creatingcreating, , offeringoffering and and

exchangingexchanging products of products of value with others’value with others’

Kotler 1991Kotler 1991

Marketing…What’s All the Marketing…What’s All the Fuss?Fuss?

Customers have needsCustomers have needs Marketing strives to meet and satisfy Marketing strives to meet and satisfy

those needsthose needs

The Nature of MarketingThe Nature of Marketing

ART

SCIENCE

What isWhat is MarketingMarketing?? Marketing is the Marketing is the processprocess of planning and of planning and

executing the executing the conceptionconception, , pricingpricing, , promotionpromotion, and , and distributiondistribution of ideas, goods, and services to create of ideas, goods, and services to create exchangesexchanges that satisfy individual and that satisfy individual and organizational objectives.organizational objectives.

Marketing is an Marketing is an organizational functionorganizational function and and a set a set of processesof processes for creating, communicating and for creating, communicating and delivering delivering valuevalue to customers and for managing to customers and for managing customer relationships in ways that benefit the customer relationships in ways that benefit the organizationorganization and and its stakeholdersits stakeholders (AMA, 2004) (AMA, 2004)

The Concept of ExchangeThe Concept of Exchange Two or more parties are involvedTwo or more parties are involved Each seeks value to satisfy needsEach seeks value to satisfy needs Each is willing to offer something of Each is willing to offer something of

value value

to the otherto the other

Marketing is really simple.  You just have Marketing is really simple.  You just have to put yourself in your prospective to put yourself in your prospective customer’s shoes and answer one simple customer’s shoes and answer one simple question.....question.....

““Why should I choose your Why should I choose your business over every other business over every other competitor out there?”competitor out there?”

Who really wants your Who really wants your product?product?

People don’t buy needs, they buy wants.People don’t buy needs, they buy wants.

Marketing ….Marketing ….

is a managerialis a managerial process process aims to create aims to create voluntaryvoluntary exchanges exchanges comprises 4 components often referred comprises 4 components often referred

to as the “4 P’s”:to as the “4 P’s”: productproduct pricingpricing promotionpromotion placeplace (distribution) (distribution)

The 4 P’s of The 4 P’s of MarketingMarketing

Product or ServiceProduct or Service PricePrice Position or Place Position or Place

(distribution) (distribution) PromotionPromotion

PromotionPromotion AdvertisingAdvertising تبلیغاتتبلیغات = = PromotionPromotion ترویجترویج == PublicityPublicity انتشارانتشار = = Selling collateralSelling collateral تضمین تضمین

= =فروشفروش

PricePrice Price point for Price point for

product or serviceproduct or service Includes discounts, Includes discounts,

special offers, special offers, warrantieswarranties

Compare to Compare to competitorscompetitors

Position or Place Position or Place Where distributedWhere distributed When distributedWhen distributed How customers How customers

buybuy WhereWhere WhenWhen How (catalog, phone, How (catalog, phone,

online, in-store)online, in-store)

Targeting Your Targeting Your AudienceAudience

Who buys your product or service?Who buys your product or service? Who does Who does notnot buy it? buy it? What need or function does it serve?What need or function does it serve? What else do your customers buy to satisfy that What else do your customers buy to satisfy that

need or function?need or function? What price do they pay?What price do they pay? When do they buy?When do they buy? Where do they buy?Where do they buy? Why do they buy ?Why do they buy ?

طبقه بندی مشتریانطبقه بندی مشتریان

DemographicsDemographics مشخصات آماریمشخصات آماری == Maslow’s HierarchyMaslow’s Hierarchy Life CycleLife Cycle چرخه زندگیچرخه زندگی == Adoption CycleAdoption Cycle چرخه پذیرشچرخه پذیرش = = PsychographicsPsychographics روان نگاریروان نگاری = =

Why You Need to Why You Need to MarketMarket

To SurviveTo Survive Against competitors Against competitors

To GrowTo Grow Access new markets Access new markets Access resourcesAccess resources

To ThriveTo Thrive Increase profitsIncrease profits Develop new productsDevelop new products

What’s the plan?What’s the plan?

Your Marketing Plan is a Your Marketing Plan is a documentdocument that shows that shows howhow you are going to you are going to make your prospective customers make your prospective customers wantwant to buy your product or service. to buy your product or service.

Marketing Plan RequirementsMarketing Plan Requirements

Customer AnalysisCustomer Analysis Previous Marketing StrategiesPrevious Marketing Strategies Other Provider AnalysisOther Provider Analysis SWOTSWOT PESTPEST

Marketing Plan RequirementsMarketing Plan Requirements

Putting It All TogetherPutting It All Together Current Marketing StrategiesCurrent Marketing Strategies Develop StrategiesDevelop Strategies

Customer Analysis Customer Analysis

Who are the customers?Who are the customers? How many? (potential ones, too)How many? (potential ones, too) What do they have in common?What do they have in common? Why do they or should they use your Why do they or should they use your

products?products? How do they use your products?How do they use your products?

Now….Segment your marketsNow….Segment your markets

SWOT AnalysisSWOT Analysis

StrengthsStrengths WeaknessesWeaknesses OpportunitiesOpportunities ThreatsThreats

PEST AnalysisPEST Analysis

PoliticalPolitical EconomicEconomic SocietalSocietal TechnologicalTechnological