MARKETING

Made by : Khaoula LAZRAK

Ghita BENGEBARA

Supervised by : Mr BENABDERRAZIK

INTRODUCTION
Marketing affects us in our daily lives even
when we are wnaware of its presence.
Broadly defined as the flow of goods and
services from producer to cosumer or user,
market has evolved into the anticipation,
management and satisfaction of demand
Marketing itself is concerned with what
goods and service produce, how to distribute
them, the promotional efforts that go into
supportin those products and services, and
the pricing strategy that is used.

PLAN
Introduction
I- Knowing the principles of Marketing:
a- Definition of Marketing
b- Evolution of Marketing
c- The Marketing environnment
d- Consummer behavior
II- Acting in Marketing :
a- Segmentation, targeting and positioning
b- The Marketing Mix
c- The product life cycle
Conclusion

A- DEFINITION OF MARKETING
The marketing concept, holds that the main task of the
company is to determine what a given set of
custumers needs, wants, and values are and to
dedicate the organization to delivering the solution.
Why Marketing?

To communicate that you are angaged in nex and

different activities.

To attract paying customers in sufficient numbers to

support the activities.

B- EVOLUTION OF MARKETING
The marketing orientation evolved from earlier
orientation, namely, the production orientation,
thr product orientation and the seling
orientation.
Production

production methods, until the 1950s

Product

quality of the product until the 1960s

Selling

selling methods 1950s and 1960s

Marketing

Needs and wants of customers 1970 to present day

C- THE MARKETING
ENVIRONMENT
The marketing environment involves factors
that, for the most part, are beyond the
control of the company. Therefore, the
company must adapt to these factors. It is
important to observe how the environment
changes so that a firm can adapt its
strategies appropriately.

 Changes in customs or demographics freatly

influence firms

Changes in technology may significantly

influence the demand for a product.

Social
Technological
Political

Businesses are vulnerable to changes in the

political situation

Legal

Firms are very vulnerable to changing laws

and changing enterpretations by the courts.

Competition

competition can happen at different levels

Economics

Two economic forces strongly affect firms

and their customers

D- CONSUMER BEHAVIOR
Consumer behavior involves the psychological
processes that consumers go through in
recognizing needs, finding ways to solve
these needs, making purchase decisions,
interpret

information,

impement these plans.

make

plans,

and

SOURCES OF INFLUENCE ON THE CONSUMER

II- ACTING IN MARKETING :

A- SEGMENTATION, TARGETING AND POSITIONING

Segmentation, targeting, positioning together

comprise a three stage process. We first (1)
determine which kinds of customers exist,
then (2) select which ones we are best off
trying to serve and, finally, (3) implement
our segmentation by optimizing our
products/services for that segment and
communicating that we have made the
choice to distinguish ourselves that way.

SEGMENTATION
Segmentation involves finding out what kinds
of consumers with different needs exist. In
the auto market, for example, some
consumers demand speed and performance,
while others are much more concerned about
safety. In general, it holds true that You
cant be all things to all people, and
experience has demonstrated that firms that
specialize in meeting the needs of one group
of consumers over another tend to be more
profitable.

TARGETING
In the next step, we decide to target one or
more segments. Our choice should generally
depend on several factors.
First, how well are existing segments served by
other manufacturers ?
It will be more difficult to appeal to a segment
that is already well served than to one whose
needs are not currently being served well.

Secondly, how large is the segment, and how

can we expect it to grow ?
Thirdly, do we have strengths as a company
that will help us appeal particularly to one
group of consumers? Firms may already have
an established reputation.
Example:
While McDonalds has a great reputation for
fast, consistent quality, family friendly food,
it would be probably be better off targeting
quality food in nice, clean restaurants.

POSITIONING

Posotioning
targeting.

involves

implementing

our

Example
Apple computer has chosen to position itself as
a maker of user-friendly computers.

B- THE MARKETING MIX

Product

Pricing

Promotion

Distribution

PRODUCTS COME IN SEVERAL

FORMS :
1- Consumer products
2- Shopping goods
3- Specialty goods
4- Industrial goods

PROMOTION : INTEGRATED MARKETING

COMMUNICATION

Integrated

Marketing

Communication

involves the idea that a firms promotion

efforts should be coordinated to achieve the
best combined effects of the firms efforts.

PRICING :
Background. Pricing decisions are extremely
important for the firm. Some of the reasons :

Pricing is the only part of the marketing mix

which brings in revenue

Price is the marketing mix variable for which

a competitive response can be most quickly
implemented

DISTRIBUTION :
Distribution is a factor in marketing. Many
markets fall for the trap that if you make a
better product, consumers will buy it.
The problem is that retailers may not be
willing

to

products.

devote

shelf-space

to

new

C- THE PRODUCT LIFE CYCLE

CONCLUSION

Marketing is perhaps the most important

activity in a business because it has a direct
effect on profitability and sales.
One of the big complaints about marketing is
that people act unethical in order to sell
their product.
But what if it cuts into profits ?

BIBLIOGRAPHY

Marketing course ( Mme Oudghiri.S , IGA)

Basic Marketing, Shapiro, 9th cdn edition.
Introduction to marketing, Lars Perner.
www.consumerpsychologist.com