Understanding Marketing

Processes and Consumer

BehaviorBY AHMED ALGORANI

What Is Marketing?

Process of planning and executing the conception,

pricing, promotion and distribution of ideas, goods

and services to create exchanges that satisfy

individual and organizational objectives.

What Is a Marketing Plan?

Detailed strategy for focusing marketing efforts on

consumer needs and wants.

What Is Relationship Marketing?

Marketing strategy that emphasizes lasting relationships

with customers and suppliers.

Marketing: Goods, Services and Ideas

• Consumer goods are products purchased by

consumers for personal use

• Industrial goods are products used by companies to

produce other products

• Services are intangible products that can be

purchased

The Marketing Environment

External environment is the combination of outside

factors that influence marketing programs by posing

opportunities and threats. Five environmental factors:

• Political–Legal Environment

• Social–Cultural Environment

• Technological Environment

• Economic Environment

• Competitive Environments

The External Marketing Environment

Competitive Environment

Substitute products different from those of competitors

but can fill the same need.

Competitive Environment

Brand competition occurs between similar products

Competitive Environment

International competition matches domestic products

against foreign products e.g. Tapal vs Lipton.

What Is the Marketing Mix or Four P’s?

Combination of product,

pricing, promotion and

distribution (place)

strategies used to market

products.

What Is a Product?

A product is a good, service or idea designed to fill a

consumer need or want.

What Is a Product?

Product differentiation is the creation of a product

feature or product image that differs enough from

competing products to attract consumers.

What Is a Pricing?

Pricing is the process of selecting

the best price at which to sell a

product.Prices must support a variety of costs

Prices must be competitiveLow- and high-price strategies can be

effective in different situations

What Is Distribution (Place)?

Distribution is part of the marketing

mix concerned with getting products

from producers to consumers.Decisions about warehousing, inventory

control and transportation options

Decisions about channels

products against foreign products e.g.

Tapal vs Lipton.

What Is Promotion?

Promotion is the techniques for communicating

information about products. There are different

promotional tools e.g.

• Advertising

• Personal Selling

• Sales Promotions

• Public Relations

What Is Target Marketing and Market

Segmentation?

Target markets are groups of people with similar wants and needs

Market segmentation is the process of dividing a market into categories of customer types

Identifying Market Segments

Geographic variables are geographical units e.g.

provinces, cities etc.

Demographic variables are characteristics of

populations e.g. Age, Gender, Education, Income,

Occupation, Marital Status, Parental Status etc.

Identifying Market Segments

Psychographic variables are consumer characteristics such as lifestyles, personality and attitudes.

Behavioral variables are consumer characteristics based on the use of a product, benefits sought from it, reasons for its purchase and brand loyalty.

Toothpaste with:

-Whiteners

-Fluoride

-Mouth Freshener

- Medicaments

What Is Brand Loyalty?

Pattern of regular consumer purchasing based on

satisfaction with a product

What Is Marketing Research?

Study of consumer needs and wants and the ways in which sellers can best meet them

The Research Process

1. Study the current situation2. Select a research method3. Collect data

•Secondary data is already available from previous research•Primary data is collected through new research

4. Analyze the data5. Prepare a report

Research Methods

• Observation involves

watching and recording

consumer behavior

• Survey uses a

questionnaire which

serves as the basis of

interviews

Research Methods

▪ Focus group involves a small

gathering of people who are

presented with an issue and asked to

discuss it in depth

▪ Experimentation compares the

responses of the same or similar

people under different circumstances

under a controlled environment

What Is Consumer Behavior?

Study of the decision process

by which people buy and

consume products.

Influences on Consumer Behavior

Psychological influences: individual’s motivations, perceptions and attitudes

Personal influences: lifestyle, personality and economic status

Social influences: family, opinion leaders and reference groups

Cultural influences: culture, subculture and social class

Consumer Buying Behavior

Thank You