DIPLOMA

Module 1: Marketing Essentials - By: Tamer Abdulbaky

About: Tamer Abdulbaky

Find me :

Website: http://www.tamerbaky.com

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• MBA in Marketing

• Diplomas in Digital Marketing

• B. Sc. Applied Arts

• Google Analytics Certified

• Google AdWords Fundamentals Certified

• Google Search Advertising Certified

• Google Display Advertising Certified

• Google Mobile Advertising Certified

• Google Video Advertising Certified

• Mini MBA

What is Marketing?

Marketing VS Sales

Side by side material fits more naturally.

Widescreen adds drama to graphics and

images.

Marketing VS SalesX

Value-Delivery Process

Choose the Value

•Customer Segmentation

•Market Selection/ Focus Targeting

•Value Positioning

Provide the Value

•Product Development

•Service Development

•Pricing

•Sourcing Making

•Distributing Serving

Communicate the Value

•Sales Force

•Sales Promotion

•Advertising

(B) Value Creation

and Delivery Sequence

Make the Product

• Product Design

• Procure

• Make

Sell the Product

• Price

• Sell

• Advertise Promote

• Distribute

• Service

(A) Traditional Physical

Process Sequence

Strategic

Marketing Tactical Marketing

The Best Marketing

The best

Marketing is

about how what

you offer your

prospects and

your customers

will change their

lives for the

better.

The Marketing Process

The Marketing Process

Needs – Wants - Demand

Market Research

Share a Coke – Case Study

Marketing Research Methods

Surveys

Focus Group

Personal interviews

Observation

Field trials

Analysis

SWOT Analysis

• Rumors of a large international company with an inferior product but a much larger marketing budget may be moving into the area

• Could do well if the market area were expanded

• Website could help with awareness beyond local area

• Could have an online retail operation

• Product not well-known outside

• Website is very basic and isn’t user-friendly

• Very small budget for marketing

• Knowledgeable sales team

• Product have a good reputation locally

• Well-known in local area

Strengths Weaknesses

ThreatsOpportunities

Positiv

e

Negativ

e

Internal

External

Objectives

Objectives

SegmentationA process of subdividing the

market into distinct subsets

of customers that behave in

the same way or have

similar need. Demographic

Age, sex, income,

occupation, education, race,

ethnic

Geographic

•Region, Country, area,

district

Behavioral

•Consumer benefits sought,

choice criteria, usage,

Targeting

The act of evaluating and comparing

the identified groups and

then selecting one or more of them

as the prospects

Positioning

Positioning

Marketing Mix

Outbound

Inbound Marketing

ProductProduct Life Cycle

PricePricing Strategy

Place “Distribution”

Promotion

Advertising: Paid form of presentation and promotion of ideas, goods, services by sponsor

Sales Promotion: Variety of short-term incentives to encourage trial or purchase

Public Relations: Programs to promote or protect company’s image or its products

Personal Selling: Face-to-face interaction with purchasers

Direct Marketing: Use of direct channels as tel., email…etc to communicate with customers

Factors That Influence Selection of

Promotion Mix

Advertising

Advertising

Advertising

4Ps & 4Cs

CRM

THANK

YOUTamer Abdulbaky

www.tamerbaky.com

Tamer_baky@hotmail.com

+966 53 77 915 77

+20 10 200 28 222