0 د. الطنوبى 1 What is Marketing ? Simple definition: التعريف البسيط للتسويق Marketing is the management process responsible for identifying, anticipating, and satisfying customer requirements profitably. عملية ادارية مسئولة عن تحديد و توقع و اشباع احتياجات العملاء بربحية Goals: 1. Attract new customers by promising superior value. اجتذاب عملاء جدد باعطاءهم وعود بقيمة فائقة 2. Keep and grow current customers by delivering satisfaction. الحفاظ على و نمو العملاء الحاليين According to Philip Kotler: Marketing is the process by which people obtain what they need and want through creating and exchanging products and value with others عملية يحصل بها الفرد على ما يحتاجه عن طريق عملية تبادل المنتج بقيمة تدفع فى المقابل Marketing is the activity, set of instructions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large. هو انشطة و ارشادات و عمليات هدفها خلق و تمرير و توصيل و تبادل عروض لها قيمة للعملاء و المجتمع Selling vs Marketing Marketing Selling Broader process of creating , delivering and communicating customer values مصطلح اشمل لخلق و توصيل قيمة للعملاء process of transfer of ownership of products under predetermined financial value عملية انتقال ملكية المنتجات مقابل قيمة مالية محددة Focus on developing and maintaining customer relationships يركز على تطوير و الحفاظ على العلاقة بالعملاء No such relationship لا توجد علاقة مع العملاء Focus on customer needs and wants يركز على احتياجات و رغبات العملاء Focus on seller needs and wants يركز على احتياجات ابائع و رغباته Involving large number of parties يدمج اطراف عدة Involving one buyer and seller يشمل البائع و المشترى Conditions for exchange : شروط حدوث تبادل 1 - there must be at least two parties يجب ان يكون هناك طرفان على الاقل للتبادل 2 - must communicate and deliver goods التواصل بخصوص و توصيل سلع 3 - must be free to accept or reject offer حرية قبول او رفض العرض المقدم 4 - must want to deal with other party يجب ان يرغب كل طرف فيما لدى الاخر Marketing Management Philosophy ( Phases ) or Stages Production Stage : مرحلة الانتاج - Focus on the efficiency of internal operations تتميز بالتركيز على كفاءة عمليات الانتاج الداخلى Assumption : افتراضاتها - Customer will prefer products that are widely available and in expensive تفضيل العميل لمنتج متاح بوفرة و غير مكلف - Large volume and high availability حجم انتاج عالى و تواجد عالى للمنتج فى السوق - Focus on production efficiency يركز على كفاءة الانتاج Sales stage : مرحلة المبيعات - Focus on aggressive techniques for overcoming customer resistance تركز على تقنيات جريئة للتغلب على مقاومة العميل لشراء السمنتج Ma rket Concept Stage : مرحلة مفهوم التسويق - Focus on satisfying customer needs and wants تركز على اشباع احتياجات و رغبات العميل - Focus on customer wants and needs can be a source of competitive advantage by : تعتبر فهم احتياجات العملاء مصدر للتفوق الاستراتيجى عن طريق الاتى : 2 o Creating customer value خلق قيمة للعميل فى المنتج o Maintaining customer relationship الحفاظ على العلاقة مع العملاء o Building long term relationships بناء علاقة طويلة الاجل مع العملاء Societal Concept stage : مرحلة التسويق المجتمعى - Focus on satisfying customer needs and wants while enhancing individual and societal well – being تركز على اشباع احتياجات العملاء مع تحسين معيشة المجتمع و الفرد - Marketing that preserves or enhances individual and society long term best interest مفهوم التسويق الذى يحافظ على و يحسن من مصالح المجتمع و الفرد طويلة الاجل - Less toxic products انتاج منتجات أقل سمية - More durable products انتاج منتجات معمرة - Products with re usable or recyclable material الاعتماد على مواد يمكن اعادة ستخدامها او اعادة تدويرها The Marketing Process العملية التسويقية A simple model of the marketing process: خطوات العملية • Understand the marketplace and customer needs and wants. فهم طبيعة السوق و احتياجات العميل • Design a customer - driven marketing strategy. تصميم استراتيجية تسويقية مبنية على العميل • Construct an integrated marketing program that delivers superior value. انشاء برنامج تسويقى متكامل لتقديم قيمة فائقة فى المنتج • Build profitable relationships and create customer delight. بناء علاقة مربحة مع العميل بارضاءه • Capture value from customers to create profits and customer quality. الحصول على قيمة من العميل مقابل المنتج لخلق ارباح جودة للعملاء Need : State of felt deprivation including physical, social, and individual needs. الحاجة : هى حالة شعور بالحرمان و تتضمن احتياجات عضوية و اجتماعية و فردية • Physical needs: Food, clothing, shelter, safety احتياجات عضوية مثل الغذاء و الملبس و المأوى و الامن • Social needs: Belonging, affection احتايجات اجتماعية مثل الانتماء و المودة • Individual needs: Learning, knowledge, self - expression فردية مثل التعلم و المعرفة و التعبير عن الذات Want : Form that a human need takes, as shaped by culture and individual personality. الرغبة : الهيئة التى تتشكل عليها الاحتياجات البشرية , الرغبات تشكلها الثقافة و شخصية الفرد Wants + Buying Power = Demand رغبة + احتياج = طلب Needs characteristics : خصائص الاحتياجات 1 - Common to all people شائعة بين كل الناس 2 - Limited عددها محدود 3 - Primary وجودها اساسى 4 - naturally created وجدت بالفطرة 5 - can not be changed from social forces لا يمكن ان تتغير بعوامل اجتماعية Wants Characteristics : خصائص الرغبات 1 - different from one person to another تختلف من شخص لاخر 2 - unlimited عددها غير محدود 3 - secondary وجودها ثانوى 4 - created by marketers يخلقها المسوقون 5 - can be changed from social forces يمكن ان تتغير بعوامل اجتماعية Customer perceived value: القيمة المدركة لدى العميل “Customer’s evaluation of the difference between all of the benefits and all of the costs of a marketing offer relative to those of competing offers.” (Armstrong & Kotler) عملية تقييم العميل للفارق ما بين كل المنافع التى يتحصل عليها من المنتج و كل التكايف التى دفعها مقابله بالمقارنة مع المنتجات ا لاخرى – Perceptions may be subjective الادراك قد يكون شخصى – Consumers often do not objectively judge values and costs. عادة لا يحكم العميل بموضوعية على المنتج Customer value = perceived benefits – perceived sacrifice ق يمة المنتج لدى العميل = المنفعة المحددة – التكاليف المضحى بها Customer value Requirements : شروط خلق قيمة فى المنتج 1 - offer products that perform تقديم منتج يؤذدى المهمة الاساسية منه 2 - Giver Customers more than expected اعطاء العملاء اكثر مما يتوقعون 3 - Avoid unrealistic prices تجنب الاسعار الغير واقعية 4 - Give the buyers facts تقديم حقائق للعميل و ليس وعود زائفة 3 Customer Satisfaction رضا العميل عن المنتج يحدث عن طريق الاتى : - The feeling that a product has met or exceeded customers expectations شعور العميل بان اداء المنتج فاق توقعاته - Focus on delighting customers يركز على اسعاد العملاء - Provide solutions to customers problems تقديم حلول لمشاكل لدى العملاء Relationship marketing Importance → Acquiring new customer costs 5 times keeping one اهمية التسويق بادارة العلاقة مع العملاء : تكلفة الحصول على عميل جديد خمس اضعاف تكلفة الاحتفظ بعميل حالى The Marketing Mix الخليط التسويقى The set of controllable, tactical marketing tools that the firm blends to produce the response it wants in the target market. مجموعة عناصر يمكن التحكم بها تعتبر ادوات تسويقية تكتيكية تخلطها الشركة لاحداث رد فعل مرغوب فى السوق المستهدف • Product: Variety, features, brand name, quality, design, packaging, and services. عنصر المنتج : يشمل خصائص المنتج و اشكاله المتنوعة و العلامة التجارية و الجودة و التصميم و التغليف و خدمات ما بعد البيع • Price: List price , discounts, allowances, payment period, and credit terms. عنصر السعر : قائمة الاسعار و الخصومات و المخصصات و فترات لسداد و شروط البيع الائتمانى • Place: Distribution channels, coverage, logistics, locations, transportation, assortments, and inventory عنصر المكان : يشمل قنوات التوزيع و التغطية السوقية و النقل و مواقع الانتاج و البيع و الشحن و الفرز و التخزين • Promotion: Advertising, sales promotion, public relations, and personal selling. عنصر الترويج : يشمل الاعلانات و ترويج المبيعات و العلاقات العامة و البيع الشخصى The marketing environment is “a combination of factors, external and internal forces that affect the organization's ability to serve and establish relati onship with its customers”. ✓ Another definition of marketing environment is “the forces that affect a firm’s ability to build and maintain successful relationships with customers” Components of Marketing Environment ✓ marketing environment include internal factors (all factors that are internal to the organization), and external factors (political factors, legal, social, technological and economic) that surrounds the work of organization and affect operations of marketing NOTE: ✓ some of these factors can be controlled, while others cannot be controlled, and require policies and plans to change accordingly, as companies must be fully aware of their marketing environment in which they operate, in order to overcome the negative impac t imposed by environmental factors on its marketing activities . The Importance Of Marketing Environment 1. To understand of all components of the important things to recognize the development of organization in market compared to other org , is where it is necessary for survival. 2. To identify new opportunities in the business environment that can be taken advantage for the benefit of the organization. 3. To identify and confront potential threats. Besides, the analysis of marketing environment contributes to enabling management to set warning or indicators that enable it to detect potential sources of danger , allow management to take the necessary measures towards those indicators. 4. To deal with all of the sudden changes , and expected , as well as enable marketing manager to make some changes in advance, and proactive manner. 4 5. To stand up well, and to identify the most important factors that characterize the organization , which rep resent its strengths that it can rely on to take advantage of opportunities, and reduce the threats it faces in its external environment. special environment of marketing (the Microenvironment) Internal customers : Employees are a part of the internal and external marketing environment Perhaps they are the most important element in any commercial activity , and who contribute significantly to the success of the organization’s work Suppliers : To get a high image, marketing manager should get high - quality materials from suppliers, and therefore , the suppliers representing the view of any commercial activity , and can not deny them during determining the reasons of the marketing and operations management in specific and top management in general. Retailers and Distributers: The retailers and distributors just like suppliers because they represent the guarantee the flow of products and services to the customer, marketing manager can own marketing operations. if marketing manager have a good channels to maintain the products until they reach the final customer , so they can provide the organization with valuable information and suggestions about what customers want and problems they may face after using the organization's products. Competitors : companies can identify their position compared to other competitors who work in the same industry, and know what are the most important force factors that differentiate the organization from its competitors?, and what are the strength factors of competitors that are not available to the organization? Moreover, then the organization must monitor competitors and follow them on an ongoing basis in order to be up to date with the latest developments and trends in the industry. Owners : The main objective of managing any organization is to maximize the wealth (value) of its owners or other shareholders . Government: The manageme nt of the organization take into account the government agencies and institutions when formulating marketing plans. General Environment This environment represents all the factors that do not directly affect the organization, but have a general impact on the industry, and this environment includes the following factors : Demographic forces: Before designing the organization’s marketing strategy, the target population must be studied. the demographic factors Statistics and social vitality, related to population and characteristics such as size, type, geographical distribution, career, income distribution, and installation of the family to other matters related to population Economic Forces : The most important economic factors affecting marketing efforts are interest rates, inflation rate, exchange rate, financial strategies, and tax rates. Political and legal forces : The market environment witnesses many political and legal changes when a new political party rise to power, the new government may increase or decrease taxes and fees, and it may completely change labor laws and practices, commercial policies, and market ing regulations. 5 The marketing strategy should take into account the relevant rules of conduct because any abuse in this regard can lead to heavy fines and penalties, and new legislation may encourage organizations by granting tax incentives and exemptions in specific inve stment areas Social and cultural forces: Cultural and social factors affect purchasing decisions, and then also affect marketing activities, which requires organizations to be careful while carrying out their advertising campaigns, in order to avoid hurting the feelings of people t hey consider the target audien Culture can be defined as “the common characteristics such as language, religion, level of economic growth, and values that distinguish members of a group of individuals from other individuals ” Values are defined as “basic belie fs that have a great importance to individuals and are relatively stable over time”. Technological Factors : The technological factors are constantly changing, and this is very difficult for business organizations, especially if they are not able to quickly adapt to them. EX: Nokia is the best example, it was a pioneer and leader in the field of mobile phones, similarly innovative and technologically advanced products synonymous with better living standards have become Technology is” the knowledge, tools, methods, and behaviors used to transform resources, information, and other inputs into finished goods and services. It can be simple or complex”. Definition of consumer behavior: o “the study shows how consumers, groups, individual , and organizations to create a full marketing cycle as the selection, purchase, use, arranging ideas towards the goods and services to meet their needs and desires”. o the study of how individual customers, groups or organizations select , buy , use , and dispose ideas, goods, and services to satisfy their needs and wants. o “the pattern that the consumer follows in his behavior to search, purchase , and use or evaluates goods, services and ideas that he expects to satisfy his desires” o From the previous viewpoints , it can be said that the final consumer behavior is a broad and complex field S tudies indicate that there are two types of consumer behavior 1. The rational consumer: who seeks to obtain goods and services that meet his needs according to his capabilities. 2. The irrational consumer: the one who buys goods and services without studying, and seeks only to satisfy his needs as a result of his temptation. The importance of studying consumer behavior: 1. the study of consumer behavior enables us to answer the following questions → Who is the consumer? → what does the consumer buy? → why buy? → when does he buy? → where to buy? 6 2. Identify the wants and needs of the consumer, and meet those needs and desires. 3. Face challenges and competition between different sectors 4. Possibility of developing a successful marketing strategy Consumer behavior is affected by a number of different factors: ➢ Marketing factors : Such as product, price, promotion, and place. ➢ Personal factors: such as age, gender, education, income level. ➢ Psychological factors : like motives, product perception, and attitudes towards product. ➢ Situational factors: Such as material, buying during discounts, the social environment, and the time factor. ➢ Social factors: Such as friend, reference groups, and family. ➢ Cultural factors : Such as religion, and social class The nature of consumer behavior, which is as follows: ✓ Consumer behavior is subject to constant change : Consumer behavior is not steady It is subject to change over a period of time depending on the nature of the products, for example children prefer colorful shoes, but as they grow in their teens and adults, they prefer modern shoes that fit with fashion. ✓ The behavior differs from consumer to another : Consumer behavior varies from consumer to another, because the difference in consumer behavior to individual factors such as the nature of the consumer, lifestyle and culture. ✓ Consumer behavior varies in different regions and cities : Consumer behavior differs in different regions and countries, for example, the behavior of urban consumers differs from that of rural consumers, and a large number of rural consumers are conservative in their buying behavior. Consumer behavior may also vary across states, regions, and countries. This may vary depending on upbringing, lifestyles and level of development ✓ Information about consumer behavior is important to marketers : Information on consumer behavior is important to the marketers, Marketers always need to have a good knowledge about consumer behavior ✓ Consumer behavior varies from product to product: Consumer behavior varies with different products. There are some consumers who may buy a higher amount of certain products and a very low amount of others. For example, people may spend much money on products such as cell phones, and in contrast they do not spend on general and academic reading. The eldest may spend less on clothes, but at the same time they may invest money in savings, insurance plans, retirement plans 7 Definition of system, and marketing system: ➢ System : It is a group of parts or sub - systems that interact together, and can interact with each other in an integration relationship to achieve a common goal ➢ Marketing system: Marketing can be viewed as a system consisting of a group of activities, parties, factors that interact together in order to achieve the highest degree of satisfying the needs and desires of the consumer. ➢ Each organization has a marketing system consisting of many parties and factors that link the organization to its markets and consumers. The elements of the marketing system are: 1. Business organizations or services: namely that the production of goods or services. 2. Marketing activities : product, pricing, promotion, place. 3. Consumers , individuals, organizations, governments. 4. Marketing environment : external factors, internal factors. These elements that make up the marketing system need data and information in order to exercise their competencies in the effective performance of marketing activities. Management information systems and its characteristics: ✓ Management information systems are computer - based systems that provide information to the manager about the past and the present, and help him predict the future with regard to the internal and external operations of the organization to support administrative functions and the decision - making process. ✓ It helps in making administrative decisions, especially programmed decisions. ✓ It is directed to the service of monitoring and reporting. ✓ An integrated system that links different functional areas. ✓ Supports administrative functions. marketing environment Economic Social technology Suppliers cultural The competition Market share Producers Marketing Consumers Business projects Service projects good or service price promotion distribution individuals organizations Governments Countries 8 Components of management information system: a) Inputs : include the data processing system, and the research system. b) Process: In which some transformational operations are performed on data and information. c) Outputs : These include periodic reports, summaries, models, forecasts, and graphics. d) Feedback Information : This information represents the regulatory aspect of the system, through which it is verified that The system is going according to what was planned, with the necessary corrective actions (in case of deviations from the expected performance) to be taken into account from the beginning of the input The relationship between management information systems and other information systems: The management information system consists of a variety of sub - systems. 1. The marketing subsystem includes all activities related to the marketing function, including: ▪ Sales forecasting. ▪ Pricing. ▪ Customer evaluation. 2. The Production Sub - System includes all activities related to production, including: ▪ Production planning and scheduling ▪ maintenance ▪ Quality control 3. HR Subsystem includes all activities related to the organization's employees, including: Manpower Planning Employee performance analysis 4. Funding Sub - System includes all activities necessary to provide and use funds, including: ▪ financial planning ▪ Financial analysis ▪ Capital spending 5. Sub - system of purchasing includes all activities related to providing the facility's needs of raw materials and production requirements, including: ▪ Procurement planning. ▪ Determine sources of purchase. ▪ Stock information The marketing information system is defined as o “a continuous and interactive structure of individuals, equipment and procedures designed to collect, classify, analyze and evaluate information and provide it in a timely manner with accuracy required for marketing management, to utilize from it in planning, implementing and controlling market ing strategies”. 9 o It is also known as an organized and sophisticated set of methods and procedures designed to collect, analyze, publish, preserve and retrieve information for use in making marketing decisions. The success and effectiveness of the marketing information system depends on: o Normal having data available to the system. o Accuracy and realism of data models and analysis tools. o The relationship between those responsible for the marketing information system and the managers who use this information. Advantage of using marketing information system: 1. Increases the effectiveness of marketing activity, because any organization usually collects large and varied amounts of data on a daily basis, but the real benefit from this data depends on the existence of an efficient system to save, operate, analyze and retrieve this information when needed. 2. Helps the marketing information system effective to provide the required information, and flow it quickly as necessary and accuracy required to meet its needs of decision makers. 3. T he benefit of increasing the presence of a system of information marketing in companies large size, so as to increase the probability of loss or distortion of information as a result of spread among various departments in the absence of a system of information marketing. Sources of marketing information system: First, internal sources include three types are: - The organization's accounting system provides users with information and data about the marketing activities of organization. - All sales areas and transactions : represent a major source of marketing information and that all sales areas and transactions of customers, the conditions of supply and demand. - Input of top management : during their field tours, contacting customers, and reports of distribution outlets to them. Second: External sources: it can be divided into two sources: A - Secondary sources, including: Publications of government agencies and organizations. Publications of specialized research agencies. Chambers of Commerce. B - Primary Sources: It is a source of basic information marketing, including marketing research, which handles the compilation, analysis of data, in formation and opinions marketing.