Marketing MIX

Business Orientations to the Marketplace

Firstly we must know the the difference between:

Production concept: assumes consumers favor

those products that are widely available and

affordable. (Focus: wide distribution; high

volume).

2. Product concept: assumes consumers will favor

those products that offer the most quality,

performance, and features.

3.Selling concept: assumes that consumers will

either not buy or not but enough of the

organizations’ products unless the organization

makes a substantial effort to stimulate the

customer’s interest in the product. (Focus:

needs of the seller)

4.Marketing concept: holds that the key to

achieving organizational goals consists in

determining the needs and wants of target

markets and delivering the desired satisfactions

more effectively and efficiently than

competitors. (Focus: different needs of buyers)

5. Societal marketing concept: [adds to the

marketing concept the words] … for the

objective of preserving and enhancing the

consumer’s and society’s well being. (Focus:

needs of buyers and society)

Business Practices Changed

Business Practices Changed:
this compare between old economy new economy

old economy :

1 Organize by product units.
2 Focus on profitable transactions.
3 Look primarily at financial scorecard
4 Focus on shareholders
5 Marketing does the marketing
6 Build brands through advertising.
7 Focus on customer acquisition
8 No customer satisfaction measurement


New economy:



1 Organize by customer segments.
2 Focus on customer lifetime value
3 Look also at marketing scorecard g
4 Focus on stakeholders
5 Everyone does the marketing
6 Build brands through behavior
7 Focus on customer retention and growth
8 Measure customer satisfaction and
9 retention rate
10 Under‐promise, over‐deliver

What is Marketing

The development of definitions of marketing

MARKETING is the performance of business activities

that direct the flow of goods and services from

producers to consumers. (The 1935 Definition)

MARKETING is the process of planning and executing

the conception, pricing, promotion and distribution of

ideas, goods and services to create exchanges that

satisfy individual and organization objectives. (The 1985 Definition)

MARKETING is an 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.

(The 2000 Definition)

Marketing on the eye of its leaders

Marketing on the eye of its leaders :

Kotler & Drucker on Marketing
The future is not ahead of us. It has already
Happened. Unfortunately, it is unequally
Distributed among companies, industries &
Nations
Peter Drucker:
The business enterprise only
has two basic functions:
marketing & innovation.

What marketing represent to Kotler
Human activity directed as satisfying needs and
wants through exchange processes.
�� For this exchange occur, there must be:
1 Two parties
2 Each with something of value to the other
3 Capable of communication and delivery
4 Free to accept/reject the offer
5 Agreement to terms
What is marketing? Is marketing selling?
Of course not but why? The actually said that
Selling is only the tip of the
iceberg
“There will always be need for
some selling. But the aim of marketing is to
make selling nonessential. The aim of
marketing is to know and understand the
customer so well & the product or service that
fits him and sells itself. Ideally, marketing
should result in a customer who is ready to
buy. All that should be needed is to make
the product or service available.”
Peter Drucker said

But finally thanks to Mr. Ramy Khodeir and his teamthey help me to prepare this study