Marketing of Researches

Ass.Prof. Neamat Mohamed

MarketingMarketingIs Marketing = Is Marketing = SELLINGSELLING

Is Marketing = Is Marketing = ADVERTISINGADVERTISING

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.

Why do we need marketing

To increase in supply and competition.

Specialization. Technology. Rise of new forms of awareness.

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.

3- design different marketing programs using marketing tools CAPS to reach different segment.

4- Revise and reset the marketing actions as necessary.

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.

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.

Stay closer to customer

Marketing according to a pre-set mission and objectives.

Mission History Reference of management Environmental consideration Area of specialty

Marketing Tools

Cost/ price

Access/availability

Promotion/ advertising

Service development/ quality

Cost/ price

Money paidCost-basedDemand-basedCompetition-based

Access/availability

ConvenienceLocationMulti-services

Promotion/ advertising

AdvertisingSales promotionPersonal sellingPublic relation

Service development/ quality

Quality of careAtmosphere: furniture, and facility

lay outStyleType of personnel providersLevel of technology

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.