‫‪Market activities‬‬

‫ﻗﺴﻢ ادارة اﻻﺳﺘﺜﻤﺎر واﻟﻤﻮارد‬

‫اﻟﻤﺮﺣﻠﺔ اﻟﺜﺎﻧﯿﺔ‬
‫اﻟﻜﻮرس اﻟﺜﺎﻧﻲ‬
‫‪2020-2021‬‬

‫ﻣﺪرس اﻟﻤﺎدة‬
‫‪Part 1‬‬
‫أزھـــــﺮ ﻧﻌــــﻤﮫ‬
‫✔ اﻹﺣﺎطﺔ ﺑﺎﻟﻤﻔﺎھﯿﻢ و اﻟﺠﻮاﻧﺐ اﻟﻨﻈﺮﯾﺔ و اﻟﺘﻄﺒﯿﻘﯿﺔ اﻟﻤﺘﻌﻠﻘﺔ‬
‫ﺑﻨﺸﺎطﺎت اﻟﺴﻮق و اﻟﺘﺴﻮﯾﻖ ﺑﺎﻟﻠﻐﺔ اﻻﻧﻜﻠﯿﺰﯾﺔ و ﺗﻜﻮﯾﻦ رﺻﯿﺪ‬
‫ﻣﻦ اﻟﻤﻔﺮدات و اﻟﻤﻔﺎھﯿﻢ اﻟﻤﺘﻌﻠﻘﺔ ﺑﺎﻻﺳﻮاق و اﻟﺸﺮﻛﺎت ﺑﺎﻟﻠﻐﺔ‬
‫اﻻﻧﻜﻠﯿﺰﯾﺔ ﻋﻠﻰ اﻟﺼﻌﯿﺪﯾﻦ اﻟﻤﺤﻠﻲ و اﻟﺪوﻟﻲ ‪.‬‬
 ‫أﺳﺲ ﻋﻤﻞ اﻷﺳﻮاق و ﻣﻔﺎھﯿﻤﮭﺎ ﺑﺎﻟﻠﻐﺔ اﻻﻧﻜﻠﯿﺰﯾﺔ‬ ‫✔‬

‫أﺳﺎﺳﯿﺎت اﻟﺘﺴﻮﯾﻖ و اﺳﺘﺮاﺗﯿﺠﯿﺎﺗﮫ ﺑﺎﻟﻠﻐﺔ اﻻﻧﻜﻠﯿﺰﯾﺔ‬ ‫✔‬

‫ﺑﻨﺎء رﺻﯿﺪ ﻣﻌﺮﻓﻲ ﺑﺎﻟﻤﻔﺮدات ﺑﺎﻟﻠﻐﺔ اﻻﻧﻜﻠﯿﺰﯾﺔ اﻟﺨﺎﺻﺔ‬ ‫✔‬

‫ﺑﻨﺸﺎطﺎت اﻟﺴﻮق‬
‫ﺗﻤﮭﯿﺪ ﺑﺎﻟﻠﻐﺔ اﻻﻧﻜﻠﯿﺰﯾﺔ ﻟﻤﻮاﺿﯿﻊ اﻻﻗﺘﺼﺎد اﻟﺪوﻟﻲ‬ ‫✔‬

‫اﻟﻘﺮاءة و اﻟﺘﺤﺎور ﺑﺎﻟﻠﻐﺔ اﻻﻧﻜﻠﯿﺰﯾﺔ ﻓﻲ ﻣﻮاﺿﯿﻊ اﺧﺘﺼﺎﺻﮫ‬ ‫✔‬

‫ﻛﺴﺮ ﺣﺎﺟﺰ اﻟﻠﻐﺔ ﻓﻲ اﻟﻨﻘﺎش و اﻟﺘﻌﺒﯿﺮ‬ ‫✔‬

Market &
Marketing
Marketing:
Marketing is the activity, set of institutions, and processes for creating,
communicating, delivering, and exchanging offerings that have value for
customers, clients, partners, and society at large.
marketing as “the science and art of exploring, creating, and delivering value
to satisfy the needs of a target market at a profit. Marketing identifies
unfulfilled needs and desires. It defines, measures and quantifies the size of
the identified market and the profit potential. It pinpoints which segments the
company is capable of serving best and it designs and promotes the
appropriate products and services.”
Marketing department:
A marketing department promotes your business and drives sales of its
products or services. It provides the necessary research to identify your
target customers and other audiences. Depending on the company’s
hierarchical organization, a marketing director, manager or vice
president of marketing might be at the helm. In some businesses, a
vice president of sales and marketing oversees both the marketing and
sales departments with a strong manager leading each department. It’s
important to keep a strong marketing department intact regardless of
the economy so you remain visible and keep sales strong.
 The objectives of marketing
Some of the major objectives of marketing management are as follows: 1.
Creation of Demand 2. Customer Satisfaction 3. Market Share 4. Generation of
Profits 5. Creation of Goodwill and Public Image.
The basic purpose of marketing management is to achieve the objectives of
the business. A business aims at earning reasonable profits by satisfying the
needs of customers.
1. Creation of Demand:
The marketing management’s first objective is to create demand through
various means. A conscious attempt is made to find out the preferences and
tastes of the consumers. Goods and services are produced to satisfy the needs
of the customers. Demand is also created by informing the customers the
utility of various goods and services.
2. Customer Satisfaction:
The marketing manager must study the demands of customers before
offering them any goods or services. Selling the goods or services is not
that important as the satisfaction of the customers’ needs. Modern
marketing is customer- oriented. It begins and ends with the customer.

3. Market Share:
Every business aims at increasing its market share, i.e., the ratio of its
sales to the total sales in the economy. For instance, both Pepsi and Coke
compete with each other to increase their market share. For this, they
have adopted innovative advertising, innovative packaging, sales
promotion activities, etc.
4. Generation of Profits:
The marketing department is the only department which generates
revenue for the business. Sufficient profits must be earned as a result of
sale of want-satisfying products. If the firm is not earning profits, it will
not be able to survive in the market. Moreover, profits are also needed
for the growth and diversification of the firm.
5. Creation of Goodwill and Public Image:
To build up the public image of a firm over a period is another objective
of marketing. The marketing department provides quality products to
customers at reasonable prices and thus creates its impact on the
customers.
The marketing manager attempts to raise the goodwill of the business by
initiating image- building activities such a sales promotion, publicity and
advertisement, high quality, reasonable price, convenient distribution outlets,
etc..
 10 Examples of Marketing Objectives

1. Increase Brand Awareness:

Whether you’re a new company, you’re launching a new product, or you’ve decided to
target a new audience, increasing awareness of your brand or products is a good goal to
guide your marketing plan.
Let’s take the example of deciding to target a new audience. For this objective, success
can be measured in the number of impressions, by comparing audience brand awareness
before and after the campaign.
Example: Increase social media impressions among new target audience by 30% by
the end of the quarter.
2. Increase Market Share:

This marketing objective is related to the competition analysis discussed at the bottom of
this blog. By taking a look at other existing brands in your industry, you can define your
specific position in the market, as well as project where you would like to be after your
campaign.
Example: Increase market share by the end of the fiscal year by decreasing customer
churn by 10%.
It’s important to note that your objective does not always have to be “to become the
market leader,'' since it may not be realistic.
3. Launch a New Product:

Launching a new product presents a unique set of challenges to any marketing

department. Informing the public about a brand new product and generating excitement
is no small feat. Between developing the communication strategy, pricing, and
positioning, this goal can have several different objectives.
Example: Define Product X´s final price by the end of the week.

#4. Introduce the Company to New Local or International

Markets:

Similar to launching a new product, positioning and communication strategy are key
when introducing the brand to a new market. It’s also crucial to be knowledgeable about
cultural and consumption differences.
Example: Conduct market research during the first half of Q2 and develop
appropriate messaging strategy by the end of Q2.
5. Improve ROI:
The return on investment or ROI is one of the most important marketing metrics there
is, since it measures whether or not your investment is paying off.
In the world of digital marketing, it’s now easier than ever to accurately measure ROI,
since we know the cost per click on conversions for our actions. There are several
different ways a company can increase their ROI so this goal can have a few different
objectives.
Example: Conduct A/B testing on two different Facebook Ads over a 4 week period.

6. Increase Company Profits:

Increasing company profits can often involve 3 types of actions: reducing costs,
increasing profits, or both. Search engine optimization, social networks, and other digital
media can be key methods for increasing profits while also reducing costs.
Example: Reduce paid social ads by 20% and boost current SEM efforts with 3 weekly
blog posts in Q4.
7. Optimize the Funnel:

It’s useless to aim to get a massive number of impressions if you don’t get users to
convert. Therefore, a good marketing plan objective would be to take into account
the different stages of the conversion funnel and ensure that as many users as possible
become customers.
Example: Increase conversion rates by 5% in 2020 by increasing remarketing efforts
on middle of the funnel prospects.

8. Attract New Customers:

Attracting new customers to your brand or products is an important effort for ensuring
the relevancy and longevity of your company. Attracting new customers should involve
different processes than retaining your current ones.
Example: Establish partnership with 3 new industry influencers by the end of the year
and develop discount codes for their followers.
9. Retain Current Customers:
On the other side of the coin, increasing customer loyalty is another common
marketing objective. It's important to remain invested in your audience and, in fact,
some may argue it's more beneficial, since it is always cheaper to keep a current
customer than to gain a new one.
Example: Add 2 full-time community managers by Q3 to better manage comments
and questions received on social media.

10. Increase Sales:

Finally, we’ve reached the most common and obvious marketing objective: improve
sales. There are many different methods of increasing sales, but two popular actions
are increasing conversion rates or increasing the average amount of transaction
options (for example, cross selling.)
Example: Increase conversion rates by 3% by increasing website traffic with 3 new
blog posts a week by the end of the year.
Marketing objectives and marketing goals can be a tricky concept, since the words are
so often switched around.
 Marketing department

Research
and
Sales Promotion Distribution
Developmen
t

Regional
sales Advertising
manager
The Sales department is responsible for the
sales of the product/ It will usually have
separate sections for each region to which the
product is distributed. If the product is exported,
there may also be an Export department.

The Research and Development

department is usually responsible for market
research and testing new products to see if they
might be suitable to start selling to consumers/
Existing products are also researched to see if
they can be improved in order to remain
popular.
 The Promotion department deals with organizing
the advertising for products./ It arranges for
advertisements to be produced. For example

❑ for example , adverts are

filmed if they are to be on TV

or designed if they
are
to be in newspapers
The Promotion department also decided on the
types of promotion that will be included in campaigns.
It will have a marketing budget It has to decide which
types of advertising media will be the most effective to
use because there will only be a certain amount to
spend; the department cannot spend what it likes.

The Distribution department

transports the products to the
market
 Swot analysis
SWOT analysis aims to identify the key internal and external
factors seen as important to achieving an objective. SWOT analysis
groups key pieces of information into two main categories:
Internal factors – the strengths and weaknesses internal to the
organization
External factors – the opportunities and threats presented by the
environment external to the organization
Analysis may view the internal factors as strengths or as weaknesses
depending upon their effect on the organization's objectives. What
may represent strengths with respect to one objective may be
weaknesses (distractions, competition) for another objective. The
factors may include all of the 4Ps as well as personnel, finance,
manufacturing capabilities, and so on.
 The external factors may include macroeconomic matters,
technological change, legislation, and sociocultural changes, as well as
changes in the marketplace or in competitive position. The results are
often presented in the form of a matrix.
SWOT analysis is just one method of categorization and has its own
weaknesses. For example, it may tend to persuade its users to compile
lists rather than to think about actual important factors in achieving
objectives. It also presents the resulting lists uncritically and without
clear prioritization so that, for example, weak opportunities may appear
to balance strong threats.
Elements of a SWOT Analysis
When using SWOT analysis, an organization needs to be realistic about its good and bad
points. Analysis needs to be kept specific by avoiding gray areas and analyzing in relation
to real-life contexts. For example, how do the organization’s products and services compare
to those of competing firms? SWOT analysis should be short and simple, and should avoid
complexity and over-analysis, as much of the information is subjective. Thus, companies
should use it as a guide and not a prescription.

Strengths : describe what an organization excels at and separates it from the competition:
things like a strong brand, loyal customer base, strong balance sheet, unique technology and
so on. For example, a hedge fund may have developed a proprietary trading strategy that
returns market-beating results; it must then decide how to use those results to attract new
investors.
Weaknesses: stop an organization from performing at its optimum level. They
are areas where the business needs to improve to remain competitive: things
like higher-than-industry average turnover, high levels of debt, an inadequate
supply chain or lack of capital.
Opportunities: refer to favorable external factors that an organization can use to
give it a competitive advantage. For example, a car manufacturer may be able to
export its cars into a new market, increasing sales and market share, if tariffs in a
country are substantially reduced – the "opportunity" in this case.
Threats: refers to factors that have the potential to harm an organization. For
example, a drought is a threat to a wheat-producing company, as it may destroy
or reduce the yield of the crop. Other common threats include things like rising
costs for inputs, increasing competition, tight labor supply and so on.
Advantages of SWOT Analysis: V. IMPORTANT Q.
A SWOT analysis is a great way to guide business-strategy meetings. It can
be very powerful to have everyone in the room to discuss the core strengths and
weaknesses of the company and then move from there to defining the
opportunities and threats, and finally to brainstorming ideas. Often the SWOT
analysis that you envision before the session changes throughout to reflect
factors you were unaware of and would never have captured if not for the
group’s input.

SWOT can be used for overall business strategy sessions, but it can also be used
to for a specific segment like marketing, production, or sales. This way you can
see how the overall strategy developed off the SWOT analysis will filter down to
the segments below before committing to it. You can also work in reverse and do
segment specific SWOT analysis that feeds into an overall SWOT analysis.
 Market
Segmentation
Market segmentation is the process of dividing a broad consumer or business
market, normally consisting of existing and potential customers, into sub-groups of
consumers (known as segments) based on some type of shared characteristics. In
dividing or segmenting markets, researchers typically look for common
characteristics such as shared needs, common interests, similar lifestyles or even
similar demographic profiles.
What is Segmentation ?
Segmentation refers to a process of bifurcating or dividing a large unit
into various small units which have more or less similar or related
characteristics.
How to get started with segmentation:

There are five primary steps to segmentation:

[Link] your market: Is there a need for your products and services? Is the
market large or small? Where does your brand sit in the current
marketplace?

2. Segment your market:

Decide which of the five criteria (demographic/firmographic, psychographic,
geographic or behavior) you want to use to segment your market. You don’t
need to stick to just one – in fact, most brands use a combination – so
experiment with each one and find what works best.
3. Understand your market:
You do this by conducting preliminary research surveys, focus groups, polls, etc.
Ask questions that relate to the segments you have chosen, and use a
combination of quantitative (tickable/selectable boxes)
and qualitative (open-ended for open text responses) questions.

[Link] your customer segments:

Analyze the responses from your research to highlight which customer segments
are most relevant to your brand.

[Link] your marketing strategy:

Once you have interpreted your responses, test your findings on your target
market, using conversion tracking to see how effective it is. And keep testing. If
uptake is disappointing, relook at your segments or your research methods.
 Need for Market Segmentation - Why Market Segmentation ?

At the market place the sellers sell their goods to the consumers
(buyers) in exchange of money.
Let us go through the following examples:
Nokia offers wide range of handsets for both males as well as females.
The handset for females would be sleeker and more colorful as
compared to sturdy handsets for males. Males generally do not prefer
stylish handsets.
The organizations can’t have similar products for all individuals.
Perfumes and deodorants for females have a sweet fragrance whereas
perfumes for males have a strong fragrance.
A marketer can’t have similar strategies for all consumers.
• Market Segmentation helps the marketers to devise appropriate marketing
strategies and promotional schemes according to the tastes of the individuals
of a particular market segment. A male model would look out of place in an
advertisement promoting female products. The marketers must be able to
relate their products to the target segments.
• Market segmentation helps the marketers to understand the needs of the
target audience and adopt specific marketing plans accordingly. Organizations
can adopt a more focussed approach as a result of market segmentation.
• Market segmentation also gives the customers a clear view of what to buy and
what not to buy. A Rado or Omega watch would have no takers amongst the
lower income group as they cater to the premium segment. College students
seldom go to a Zodiac or Van Heusen store as the merchandise offered by
these stores are meant mostly for the professionals.
 Individuals from the lower income group never use a Blackberry. In simpler
words, the segmentation process goes a long way in influencing the buying
decision of the consumers.
• Market segmentation helps the organizations to target the right product to the
right customers at the right time. Geographical segmentation classifies
consumers according to their locations. A grocery store in colder states of the
country would stock coffee all through the year as compared to places which
have defined winter and summer seasons.
• Segmentation helps the organizations to know and understand their
customers better. Organizations can now reach a wider audience and
promote their products more effectively. It helps the organizations to
concentrate their hard work on the target audience and get suitable results.
By income group: Income
groups can be defined by
grouping people’s job according
to how much they are paid. For
example, mangers, office staff,
production workers, unemployed.

By age : The products bought by

people in different age groups will
not be the same. Young people,
adults, babies, old people.

By region: In different regions of

a country people might buy
different [Link] and wet
parts (waterproof)(pepsi and
cocacola)
By gender: some products are
brought only by women or only by
men. (watches, perfume)

By Use of the product: For

example, cars can be used by
consumers for domestic use or for
business use, the advertising
media and promotion methods will
differ, same models but be
marketed in a different way.
By life style: For example, a
single person earning the same
income as a married person with
three children will spend that
income differently, buying
different products.
 Benefits of Market
segmentation
1. Determining market opportunities:
Market segmentation enables to identify market opportu-nities. The
marketer can study the needs of each segment in the light of current
offerings by the competitors. From such study, the marketer can find
out the current satisfaction of customers.
2. Adjustments in marketing appeals:
Sellers can make best possible adjustments of their product and
marketing appeals. Instead of one marketing programme aimed to
draw in all potential buy-ers, sellers can create separate marketing
programmes designed to satisfy the needs of different customers.
Proper advertising and sales promotional appeals can be made
depending on the target audience.
3. Developing marketing programmes:
Companies can develop marketing programmes and bud-gets based
on a clearer idea of the response characteristics of specific market
segments. They can budget funds to different segments depending on
their buying response.
4. Designing a product: Market segmentation helps in designing
products that really match the demands of the target audience.
Products with high market potential can be designed and directed to
meet the satisfaction of the target market.
5. Media selection: It helps in selection of advertising media more
intelligently and in allocating funds to various media. The funds are
allocated to various media depending on the target audi-ence, impact
of the media, competitor advertising, and so on.
6. Timing of marketing efforts:
It helps in setting the timings of the promotional efforts so that more
emphasis is placed during those periods when response is likely to be at
its peak. For instance, consumer goods can be heavily advertised to
Christians during Christmas season and to Hindus during Diwali time.

7. Efficient use of resources:

By tailoring marketing programme to individual market segments,
management can do a better marketing job and make more efficient use
of the marketing resources. For example, a small firm can effectively use
its limited resources – money, sales force, etc. – in one or two segmented
markets rather than unsuccessfully aiming at a wider market.
8. Better service to customers:
Market segmentation enables a company to concentrate its market-ing efforts in a
particular market area, thereby, providing a better service to the target customers.
Proper marketing segmentation can facilitate customer satisfaction.
9. Helps in fixing prices:
The marketing segmentation also enables to fix prices of the goods and services.
Since different market segments have different price perceptions, it is necessary
to adopt different pricing strategies for the markets. For instance, the prices for
lower-income groups have to be lower and the product and promotional efforts
are adjusted accordingly.
10. Assist in distribution strategies:
Segmentation also assists in adopting suitable distribution strategies. Different
market segments may require different distribution mix. For example, if the
product is of very high quality intended to target the upper class, then it must be
distributed at prestigious outlets located at selective places.
The marketing mix is a term which is used to describe all the
activities which go into marketing a product( remember that
includes goods and services.

The producer might need to find out through market research

what customers want from the product, then they may change the
product to produce what customers want. Once this is
achieved, the producer has to convince the consumers that their
product is the one that they want and that it meets their needs
better than any of their competitors’ products.
Producers do this by branding
their products. This involves
giving a product a unique
name and packaging. It is then
advertised to make consumers
believe that is different to any
of the competitors’ brands.

The product also has to be sold

in places that reinforce the
brand image.
All of these activities are part of
the marketing mix for a product.
They are often summarized as
the four Ps
 The 4Ps of marketing mix
Product : This applied to the product itself, design and quality. How
does the product compare with its competitors’ products? What is
the packaging like

Price : This is the price at which

the product is sold. A
comparison must be made with
the prices of competitors’
products. Price should, in the
long run cover costs.
Promotion : This is how the
product is advertised and
promoted. What types of
advertising media will be used? It
includes discounts that may be
offered or any other types of
sales promotion, such as
money-off vouchers or free gifts