Marketing Management Arab World Edition Kotler Keller Hassan
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Marketing Management Arab World Edition Kotler, Keller, Hassan, Baalbaki and Shamma Chapter 1 Defining Marketing for the Arab World
![Chapter Questions 1. Why is marketing important? 2. What is the scope of marketing? Chapter Questions 1. Why is marketing important? 2. What is the scope of marketing?](http://slidetodoc.com/presentation_image_h2/a98a282e44c6d11b9df54a1fa29bc5ad/image-3.jpg)
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? Copyright © 2012 Pearson Education 1 -2
![Chapter Question 1: The Importance of Marketing Why is marketing important? • Marketing is Chapter Question 1: The Importance of Marketing Why is marketing important? • Marketing is](http://slidetodoc.com/presentation_image_h2/a98a282e44c6d11b9df54a1fa29bc5ad/image-4.jpg)
Chapter Question 1: The Importance of Marketing Why is marketing important? • 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. Copyright © 2012 Pearson Education 1 -3
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Chapter Question 2: The Scope of Marketing What is 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. Copyright © 2012 Pearson Education 1 -4
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Chapter Question 2: What is the scope of marketing? 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. ” Copyright © 2012 Pearson Education 1 -5
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Chapter Question 2: What is the scope of marketing? 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. Copyright © 2012 Pearson Education 1 -6
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Chapter Question 2: What is the scope of marketing? What is Marketed? • Goods • Places and properties • Services • Organizations • Events and experiences • Information • Persons • Ideas Copyright © 2012 Pearson Education 1 -7
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Chapter Question 2: What is the scope of marketing? 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. Copyright © 2012 Pearson Education 1 -8
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Chapter Question 2: What is the scope of marketing? Definition of a market? • Traditional : physical place • Economists : buyers and sellers • Marketers : Group of customers Industry/Market Copyright © 2012 Pearson Education 1 -9
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Chapter Question 2: What is the scope of marketing? Fig. 1. 1: Structure of Flows in a Modern Exchange Economy Copyright © 2012 Pearson Education 1 -10
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Chapter Question 2: What is the scope of marketing? Fig. 1. 2: A Simple Marketing System Copyright © 2012 Pearson Education 1 -11
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Chapter Question 2: What is the scope of marketing? Key Customer Markets • Consumer markets • Business markets • Global markets • Nonprofit/Government markets Copyright © 2012 Pearson Education 1 -12
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Chapter Question 2: What is the scope of marketing? Marketing in Practice 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 Copyright © 2012 Pearson Education 1 -13
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Chapter Question 3: Core Marketing Concepts What are some fundamental marketing concepts? To understand the marketing function, we need to understand some core concepts… Copyright © 2012 Pearson Education 1 -14
![Chapter Question 3: Core Marketing Concepts What are some fundamental marketing concepts? Needs, Wants Chapter Question 3: Core Marketing Concepts What are some fundamental marketing concepts? Needs, Wants](http://slidetodoc.com/presentation_image_h2/a98a282e44c6d11b9df54a1fa29bc5ad/image-16.jpg)
Chapter Question 3: Core Marketing Concepts 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 2. Real needs (the customer wants an inexpensive car). (the customer wants a car, the operating cost of which, not initial price, is low). 3. Unstated needs 4. Delight needs (the customer expects good service from the dealer). (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 -15
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Chapter Question 3: Core Marketing Concepts 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 Carrefour stores are designed to appeal to shoppers looking for a rich shopping experience at affordable prices. Copyright © 2012 Pearson Education 1 -16
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Chapter Question 3: Further Core Marketing Concepts • Offerings and brands • Value and satisfaction • Marketing channels • Supply chain • Competition • Marketing environment • Marketing planning Copyright © 2012 Pearson Education 1 -17 What are some fundamental marketing concepts?
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Chapter Question 4: The New Marketing Realities Major societal forces • Network information technology • Globalization • Deregulation • Privatization • Heightened competition • Industry convergence • Consumer resistance • Retail transformation • Disintermediation Copyright © 2012 Pearson Education 1 -18 How has marketing management changed?
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Chapter Question 4: The New Marketing Realities How has marketing management changed? 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 Copyright © 2012 Pearson Education 1 -19
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Chapter Question 4: The New Marketing Realities How has marketing management changed? 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 Copyright © 2012 Pearson Education More companies can produce individually differentiated goods 1 -20
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Chapter Question 4: Company Orientation Toward the Marketplace • The Production Concept • The Product Concept • The Selling Concept • The Marketing Concept Copyright © 2012 Pearson Education 1 -21 How has marketing management changed?
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Chapter Question 4: Company Orientation Toward the Marketplace • How has marketing management changed? The Holistic Marketing Concept recognizes that ‘everything matters’ in marketing, and that a broad, integrated perspective is often necessary. Copyright © 2012 Pearson Education 1 -22
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Chapter Question 4: Company Orientation Toward the Marketplace • The Holistic Marketing Concept Copyright © 2012 Pearson Education 1 -23 How has marketing management changed?
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Chapter Question 4: Company Orientation Toward the Marketplace • How has marketing management changed? Relationship Marketing building mutually satisfying long-term relationships with key parties, in order to earn and retain their business. Copyright © 2012 Pearson Education 1 -24
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Chapter Question 4: Company Orientation Toward the Marketplace • How has marketing management changed? Integrated Marketing Four Ps SIVA • Product • Solution: • Price • Information: • Place • Promotion These represent the seller’s view of marketing tools. Copyright © 2012 Pearson Education how can I solve my problem? 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 4 Ps 1 -25
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Chapter Question 4: Company Orientation Toward the Marketplace • Integrated Marketing Copyright © 2012 Pearson Education 1 -26 How has marketing management changed?
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Chapter Question 4: Company Orientation Toward the Marketplace • How has marketing management changed? Internal Marketing ensuring that everyone in the organization embraces appropriate marketing principles, especially senior management Copyright © 2012 Pearson Education 1 -27
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Chapter Question 4: Company Orientation Toward the Marketplace • Performance Marketing 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 -28 How has marketing management changed?
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Chapter Question 5: Marketing Management Tasks • 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 -29 What are the tasks necessary for successful marketing management?
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Chapter Question 5: Marketing Management Tasks What are the tasks necessary for successful marketing management? Marketing Memo: Marketers’ Frequently Asked Questions Copyright © 2012 Pearson Education 1 -30
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Chapter Question 5: What are the tasks necessary for successful marketing management? 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 Copyright © 2012 Pearson Education 1 -31
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Chapter Question 6: A Word About Marketing in the Arab World 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 -32
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Credits • Slide 1 Alamy Images: B. O’Kane • • Slide 7: Alamy Images Slide 7 Super. Stock: Oleksiy. Maksymenko / age fotostock • Slide 13 Box 1. 1 on page 12 from “The Fall and Rise of the CMO”, strategy+business, (Gail Mc. Govern and John A. Quelch, 2004), Winter 2004, published by Booz & Company Inc. copyright © 2004. All rights reserved. www. strategybusiness. com • • Slide 16 Corbis: Daniel Karmann / dpa Slide 20 Copyright (c) H. J. Heinz Company:
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