‫بسـ ـ ــم هللا الرحمن الرحيـ ـ ــم‬
Principles of Marketing
MRK 152
Mohammed Owais Qureshi Hashmi
‫محمد عويس قرشي هاشمي‬
CHAPTER 1
INTRODUCTION, BASIC CONCEPTS & DEFINITIONS
Definition
Marketing(‫)تسويق‬
is
managing
profitable(‫)مربح‬
customer(‫)زبون‬
relationships(‫)العالقات‬
Marketing is a social(‫ )اجتماعي‬and
managerial process by which
individuals and organizations obtain
what they need(‫ )حاجة‬and want(‫)تريد‬
through
creating(‫)خلق‬
and
exchanging(‫ )تبادل‬value(‫ )قيمة‬with
others
Definition
NEED(‫ ) حاجة‬: A human(‫ )اإلنسان‬need is a state of
deprivation(‫)حرمان‬
of
some
basic(‫)األساسية‬
satisfaction(‫)رضا‬.
WANTS(‫)تريد‬:
Wants
are
specific(‫ )محدد‬satisfiers of need.
desires(‫)الرغبات‬
for
DEMANDS(‫)الطلب‬: Demands are wants for specific(‫)محدد‬
products(‫ )المنتج‬that are backed by an ability(‫ )القدرة‬and
willingness(‫)استعداد‬
to
buy(‫)شراء‬
them.
Wants
become(‫ )أصبح‬demands when(‫ )عندما‬supported(‫ )دعم‬by a
purchasing(‫ )شراء‬power(‫)القوة‬.
Needs
Wants
Demands
Definition
PRODUCT(‫)المنتج‬: A product is anything(‫)أي شئ‬
that can be offered(‫ )عرض‬to satisfy(‫ )إرضاء‬a
need(‫ )حاجة‬or want(‫)تريد‬.
Products are a bundle(‫ )حزمة‬of solutions(‫)حل‬
Products
may
be
services(‫ )خدمة‬or ideas.
physical(‫)مادي‬
goods,
Definition
VALUE(‫)قيمة‬:
Value is the consumer's(‫ )مستهلك‬estimate(‫)تقدير‬
of the product's overall capacity(‫ )قدرة‬to
satisfy(‫ )إرضاء‬his or her needs.
Value
is
the
satisfaction(‫)رضا‬
customer(‫)زبون‬
requirements
at
lowest(‫)أدنى‬
possible
cost(‫)كلف‬
acquisition(‫)اكتساب‬,
ownership(‫)ملكية‬
use(‫)استخدم‬.
of
the
of
and
Exchange and Transaction
Exchange(‫ )تبادل‬is the act(‫ )عمل‬of obtaining(‫ )الحصول على‬a desired
product from someone by offering(‫ )عرض‬something in
return(‫)عودة‬.
There are five conditions(‫ )حالة‬for exchange
1. There are at least two parties.
2. Each (‫ )كل‬party has something that might be of value(‫ )قيمة‬to the
other party.
3. Each (‫ )كل‬party is capable of communication and delivery(‫)تسليم‬.
4. Each (‫ )كل‬party is free(‫ )حر‬to accept(‫ )قبول‬or reject(‫ )رفض‬the
exchange offer(‫)عرض‬.
5. Each (‫ )كل‬party believes(‫ )اعتقد‬it is appropriate(‫ )مناسب‬or desirable
(‫ )مرغوب فيه‬to deal (‫ )تعامل‬with the other(‫ )آخر‬party.
Exchange and Transaction
A transaction(‫ )صفقة‬is a trade(‫ )التجارة‬of values(‫ )قيمة‬between(‫)بين‬
two or more parties.
A transaction involves(‫ )تنطوي‬several(‫ )عدة‬dimensions(‫)بعد‬:
-at least(‫ )الحد األدنى‬two things of value.
-agreed(‫ )توافق‬upon conditions(‫)حالة‬.
-a time of agreement(‫)اتفاقية‬.
-a place(‫ )مكان‬of agreement.
Transaction differs from a transfer. In a transfer A gives X to B
but does not receive anything in return(‫)عودة‬.
Exchange(‫( )تبادل‬process) + Agreement(‫=)اتفاقية‬Transaction
MARKETS, MARKETERS &
PROSPECTS
• A market(‫ )سوق‬consists(‫ )تتكون‬of all the potential (‫)محتمل‬customers(‫)زبون‬
sharing(‫ )حصة‬a particular(‫ )خاص‬need or want(‫ )تريد‬who(‫ )الذي‬might(‫ )ربما‬be
willing(‫ )مستعد‬and able(‫ )قادر‬to engage(‫ )المشاركة‬in exchange(‫ )تبادل‬to satisfy(‫)إرضاء‬
that need or want.
• A marketer is someone(‫ )شخص ما‬seeking(‫ )تسعى‬one or more (‫ )أكثر‬prospects(‫)آفاق‬
who might(‫ )ربما‬engage(‫ )المشاركة‬in an exchange(‫ )تبادل‬of values.
• A prospect is someone whom the marketer identifies(‫ )تحديد‬as potentially( ‫يحتمل‬
‫ )أن تكون‬willing(‫ )مستعد‬and able(‫ )قادر‬to engage in an exchange of values(‫)قيمة‬.
• When both parties actively(‫ )نشط‬seek(‫ )طلب‬an exchange and both are marketers,
then the situation(‫ )حالة‬is called reciprocal(‫ )متبادل‬marketing.
MARKETING MANAGEMENT
Marketing management(‫ )إدارة‬is the art(‫ )فن‬and
science(‫ )علم‬of choosing(‫ )اختيار‬target(‫ )الهدف‬markets and
building(‫ )بناء‬profitable(‫ )مربح‬relationships(‫ )عالقة‬with
them.
COMPETING CONCEPTS OF
MARKETING
1 PRODUCTION CONCEPT(‫)مفهوم اإلنتاج‬
• The production concept holds that
consumer(‫ )مستهلك‬will favour(‫ )صالح‬those (‫)هؤالء‬
products(‫ )المنتج‬that are widely(‫)معظم‬
available(‫ )متاح‬and low(‫ )منخفض‬in cost(‫)كلف‬.
Managers of production oriented organizations
concentrate(‫ )تركز‬on achieving(‫ )تحقيق‬high (‫)ارتفاع‬
production(‫ )اإلنتاج‬efficiency(‫ )كفاءة‬and wide
(‫)واسع‬distribution(‫)التوزيع‬.
COMPETING CONCEPTS OF
MARKETING
2 PRODUCT CONCEPT(‫)مفهوم المنتج‬
• The product concept holds that consumer(‫ )مستهلك‬will
favour(‫ )صالح‬those (‫ )هؤالء‬products(‫ )المنتج‬that offer the
most quality(‫)جودة‬, performance(‫ )أداء‬or innovative
features(‫)ميزة مبتكرة‬. Managers in product oriented
organization favour their energy on making superior
products and improving(‫ )تحسن‬them overtime.
COMPETING CONCEPTS OF
MARKETING
3 SELLING /SALES CONCEPT(‫ بيع‬/ ‫)بيع‬
• The selling concept holds that consumers(‫)مستهلك‬, if(‫)إذا‬
left(‫ )غادر‬alone(‫ )وحده‬will ordinarily not(‫ )ليس‬buy(‫)شراء‬
enough(‫ )كاف‬of the organization’s product. The
organization must(‫ )يجب أن‬therefore undertake(‫ )تتعهد‬an
aggressive(‫ )العدواني‬selling(‫ )بيع‬and promotion(‫)ترقية‬
effort(‫)جهد‬.
COMPETING CONCEPTS OF
MARKETING
4 MARKETING CONCEPT (‫)مفهوم التسويق‬
• The marketing concept holds that the key(‫ )مفتاح‬to
achieving(‫ )تحقيق‬organizational goals consist(‫ )تتكون‬of
being more(‫ )أكثر‬effective(‫ )فعال‬than competitors(‫ )منافس‬in
integrating(‫ )متكاملة‬marketing activities towards
determining(‫ )تحديد‬and satisfying(‫ )إرضاء‬the needs and
wants(‫ )تريد‬of target(‫ )الهدف‬markets.
• The marketing concept rests on four pillars(‫)دعامة‬: target
market, customer(‫ )زبون‬needs, integrated marketing and
profitability(‫)الربحية‬.
COMPETING CONCEPTS OF
MARKETING
INTEGRATED MARKETING
• When all the company's departments(‫ )قسم‬work together(‫ )معا‬to
serve(‫ )لخدمة‬the customer's(‫ )زبون‬interest(‫)مصلحة‬, the result is
integrated marketing.
• Integrated marketing takes place on two levels(‫)مستوى‬. First the
various(‫ )مختلف‬marketing functions-sales force(‫)مبيعات‬,
advertising(‫)إعالن‬, product management(‫)إدارة المنتجات‬, marketing
research(‫ )أبحاث السوق‬and so on must work together(‫)معا‬. Second
marketing must be well coordinated(‫ )منسقة تنسيقا جيدا‬with other
company departments.
REASONS(‫ )سبب‬FOR TAKING MARKETING CONCEPTS
• -Sales Decline (‫)انخفاض مبيعات‬
• -Slow Growth (‫)نمو المبيعات‬
• -Changing buying pattern (‫)تغيير نمط شراء‬
• -Increasing Competition (‫)زيادة المنافسة‬
COMPETING CONCEPTS OF
MARKETING
5 SOCIETAL MARKETING CONCEPT (‫)مفهوم التسويق المجتمعي‬
• The societal marketing concept holds that the
organization’s task(‫ )مهمة‬is to determine(‫ )تحديد‬the needs,
wants and interests(‫ )مصلحة‬of target(‫ )الهدف‬markets and to
deliver(‫ )نقل‬the desired(‫ )المطلوب‬satisfactions(‫ )رضا‬more
effectively(‫ )على نحو فعال‬and efficiently(‫ )بكفاءة‬than (‫)من‬
competitors(‫ )المنافسين‬in a way(‫ )في الطريق‬that
preserves(‫ )المحافظة‬or enhances(‫ )تعزيز‬the consumer's
(‫ )مستهلك‬and society's(‫ )مجتمع‬well being (‫)رفاهية‬.
Marketing Management Orientations
Production
concept
Product
Concept
Selling
concept
Marketing
Concept
Societal
Marketing
Concept
QUESTIONS ?
MAIN BOOK
Title:
Principles of Marketing
Author(s): Philip Kotler and Gary Armstrong
ADDITIONAL READING
Books
Title:
Marketing Management (Analysis, Planning. Implementation and Control
Author(s): Philip Kotler
Edition/Year: Eighth / 2006
Title:
Strategic Marketing
Author(s): David W. Cravens & Nigel F. Piercy
Edition/Year: Tenth / 2006