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Marketing of Researches
Ass.Prof. Neamat Mohamed
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MarketingMarketingIs Marketing = Is Marketing = SELLINGSELLING
Is Marketing = Is Marketing = ADVERTISINGADVERTISING
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Marketing Marketing
is the set of human activities is the set of human activities directed to the facilitation of the directed to the facilitation of the
exchange processexchange process to to
satisfy the satisfy the wantswants andand needsneeds those involved in the process.those involved in the process.
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Why do we need marketing
To increase in supply and competition.
Specialization. Technology. Rise of new forms of awareness.
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Marketing Management process
1- It starts with assessing needs for certain services or programs.
2- Prioritize needs according to: - Organization condition (SWOT) - The organization mission and objectives.
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3- design different marketing programs using marketing tools CAPS to reach different segment.
4- Revise and reset the marketing actions as necessary.
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Assessment of Needs and Demands
It is the first step to start marketing activities to collect information about needs and desires of the customers to be served.
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SWAT> Analysis of internal data should be considered
through strength and weakness of the organization.
> Analysis of external data should be considered
through opportunity and threat
out side the organization that affect the system.
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Stay closer to customer
Marketing according to a pre-set mission and objectives.
Mission History Reference of management Environmental consideration Area of specialty
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Marketing Tools
Cost/ price
Access/availability
Promotion/ advertising
Service development/ quality
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Cost/ price
Money paidCost-basedDemand-basedCompetition-based
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Access/availability
ConvenienceLocationMulti-services
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Promotion/ advertising
AdvertisingSales promotionPersonal sellingPublic relation
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Service development/ quality
Quality of careAtmosphere: furniture, and facility
lay outStyleType of personnel providersLevel of technology
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New Marketing Management
Determine needs/wants of market.Stay closer to customer.Monitor activities provided.Long interest in customer. Identify public segment.Seek to serve market in new ways.
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