Marketing Management

Ms. Fatima Al-Shuwaikh

1
Objective
s
1. Marketing Concept
2. The concept of marketing
management
3. Marketing Objectives
4. The importance of marketing
5. The Development of
Marketing
6. The tasks of the marketing
function
7. Market Definition
8. Marketing Mixture
9. Marketing Research

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 Organizational function and
a set of processes for
creating, communicating,
and delivering value to
customers, and for
managing customer
relationships in ways that
benefit the organization
and its stakeholders.
 Philip Kotler’s definition of
Marketing is – “Marketing is
a social and managerial
process by which
individuals and groups
obtain what they need and
want through creating and
exchanging products and
value with other”. 3
 All activities that include: analysis,
planning, implementation, and control of
the product, pricing, distribution, and
promotion of the product, building and
achieving profitable exchanges with the The
targeted buyers to achieve the goals of the concept of
company.
marketing
 Marketing Management includes sales manageme
managers and salesmen, advertisement nt
executives, sales promoters, marketing
researchers, product managers, pricing
professionals, and others.
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1. Achieving maximum market sales for
the organization.
Marketing
2. Achieving a certain rate of gains
resulting from the sale. Objectives
3. Achieve the highest possible level of
:
consumer satisfaction.

4. Maintaining the competitive position of

the organization and developing it if
possible.
5. Discover the desires and needs of
consumers in terms of goods and services
and work to provide and satisfy these
needs as much as possible.
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Marketing and benefit creation

SPATIAL TIME HOLDING FORMAL

BENEFIT UTILITY UTILITY BENEFIT
It is the process of It is produced by Is the transfer of Converting factors
transporting goods to storing the goods ownership of goods of production into
the markets that need needed by the last from the producer to finished goods.
them, in other words consumer or industrial the last consumer or
that spatial benefit is buyer, i.e. when goods industrial buyer.
created when a and services are
specific activity is available at the time
undertaken to provide and when consumers
goods and services in
need them.
the appropriate place
where consumers
need them.

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THE IMPORTANCE OF
MARKETING

1. The first function is of importance for a

commercial enterprise, and it stands on par
with the production function
2. There is no value to produce without marketing.
3. It is the main source of income.
4. The multiple frame of the organization on the
environment in which it operates, because it
monitors what happens in the external
environment in terms of changing markets,
tastes, the volume of competition, and what
results from the change in the future sales
volume.

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THE IMPORTANCE OF
MARKETING
5. It is considered one of the influences on the
progress of the individual and society and its
well-being through the share of every individual
in society of the goods and services provided by
the marketing function, so we find that the
existence of a production system alone is not
sufficient, so there must be a marketing system
that is a substitute for it as well.
6. It helps in providing many employment
opportunities, through what the marketing job
requires from its workers in several different
fields, and it may not be limited to the fields of
accomplishing the job’s own marketing activities,
but in other places within departments such as
design, production and others. 8
THE IMPORTANCE OF
MARKETING IN QUANTITATIVE
TERMS

 In terms of quantity, we find that

marketing is important because its
cost may reach about 50% of what the
consumer pays for goods and
services, that is, from the commodity
price.
 That is, the cost of production is
roughly equivalent to the cost of
marketing, so its study deserves the
same attention that is given to the
study of production 9
Marketing Concept

Marketing Marketing concept Marketing

Management
It is an administrative It is a philosophy or a
process that defines the method of one of the ways It is the agency
set of marketing of thinking that the responsible for
activities necessary to marketing men in the
implementing the
achieve the goals for company adopt, including
which it was planning and drawing of marketing concept
established. marketing policies and
strategies.

1 2 3
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The Development of Marketing

THE THE SOCIETAL

PRODUCTION MARKETING
CONCEPT CONCEPT

THE
THE SELLING
CONCEPT MARKETING
CONCEPT
The Production Orientation
:Stage
 This stage is known as the orientation stage of
The production as it is in this stage that the focus is
Developmen on production.
t of
Marketing  Emphasis was placed at this stage on increasing
the production of commodities regardless of the
level of quality or cost because any product at
this stage could have been sold due to the
excessive increase in demand over supply.
The Selling Orientation
Stage
 This stage is known as the orientation stage of
The production as it is in this stage that the focus is
Developmen on production.
t of
Marketing  Emphasis was placed at this stage on increasing
the production of commodities regardless of the
level of quality or cost because any product at
this stage could have been sold due to the
excessive increase in demand over supply.
The Marketing
:Orientation Concept
 This stage is known as the orientation stage
The of production as it is in this stage that the
Developmen focus is on production.
t of
Marketing  Emphasis was placed at this stage on
increasing the production of commodities
regardless of the level of quality or cost
because any product at this stage could have
been sold due to the excessive increase in
demand over supply.
The Social Orientation
Stage
 This stage is known as the community
The orientation stage. The establishment must take
Developmen into account the community’s interest and
t of problems while it is on its way to produce
Marketing products such as the problem of pollution, lack
of economic resources, increase in population,
the problem of poverty and unemployment, as
well as time for the benefit of consumers, their
desires and satisfaction.
Design
Distinguish from the Segmentati
Study the
ing the marketing on of the
Market
product point of market
view

Selection
Promotiona of
Pricing Packaging
l activities distribution
channel

The tasks of the marketing

function
Market Definition
The market is a place where
buyers and sellers meet, and
more accurately we say that
the market is individuals who
have needs and demands
that they want to satisfy and
money to spend from them,
and a willingness and
willingness to spend, so
people without money to 17
“It is anything presented to the market for the purpose of acquisition or use,” such as: a car, a computer, bread,
or staying in a hotel room, among others.

The product concept includes two

:important aspects which are

Goods Services

They are tangible products They are intangible products

that have specific physical that directly benefit the
properties. consumer.
Goods and services can be
divided into two basic groups

Industrial goods
Consumer Goods
It is what the industrial buyer
buys for the purpose of using It is bought by the end
it in the production of other consumer with the purpose
goods or services to assist in of using it, such as:
the production process, such toothpaste and others
as: electrical generators,
wood and cutting devices,
etc.
The
product
concept
in
marketin
g
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Pricing is one of the most difficult marketing decisions taken by the establishment due to its close association with
the product being and its position, and it is one of the first things that the consumer evaluates and is based on in the
purchase decision.

Pricing with the aim of Pricing with the aim of

Pricing in order to achieve
There are three maintaining market
a large sales volume, and
maximizing profit and at
stability and characterized that time the prices are
the prices at that time are
by low prices in order to characterized by high in
main objectives of seek stability in prices as
relatively low in order to
order to achieve the
acquire a large market
protection for the facility in maximum possible profit in
.share in the target market
pricing which are: .the long term .the short term
Sales
promotio
"It is the process of communicating
n
with the public with the aim of
influencing their behavior"
Direct
Advertisi
marketin
ng
g
Promotio
nal Mix
Elements

Promotional Mix Elements:

Personal Public
selling relations
Distribution is the task by which goods and services are transferred from the sources of their
production to the final consumer.

A product -
Producer -
selling agent
Wholesaler -
or retailer - an
Retailer - Final Distribution
ultimate buyer
Buyer
outlets can be
divided
Producer -
selling agent - into several
Product - Final
wholesaler - Buyer sections:
retailer - final
buyer
Distribution outlets and
channels

Producer (seller)

Selling
Selling Wholesale
agent or
agent r
retailer

Wholesale
r Retailer

Retailer

The consumer (buyer) is final

An organized process of collecting,
classifying and analyzing the marketing
information needed to prepare
extensive reports on what is happening
in the market to help the manager make
Marketing his decision.
Research Updating the marketing information for
everything that is happening in the
markets will inevitably lead to the
required changes in strategy to continue
to excel in the market.
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