التسويق

التسويق

الــتــســويــــق

هو مجموعة العمليات أو الأنشطة التى تعمل على أكتشاف رغبات العملاء و تطوير مجموعة من المنتجات أو الخدمات التى تشبع رغباتهم و تحقق للمؤسسة الربحية خلال فترة مناسبة

وعندما نسمع كلمة تسويق قد ياتي في ذهننا مفاهيم كثيرة نظن انها مهمة التسويق ولكن

التسويق لا يعني الأعلان : يقول فيليب كوتلر في كتابه (كوتلر يتحدث عن التسويق ) "من أكثر أنواع البلبلة شيوعا ً هي النظرة إلى التسويق و البيع على أنهما شيء واحد ، وليس هذه نظرة الكثيرين من عامة الناس بل نظرة العديد من رجال الأعمال ، إن البيع جزء من التسويق غير أن التسويق يشمل أشياء أكثر من البيع ويمكننا أن نشبه البيع على أنه القشرة الخارجية للتسويق

التسويق لا يعني البريد المباشر : الكثير من الشركات تظن أنها تستطيع الحصول على الحجم الذي تحتاجه من التجارة بالبريد المباشر ، ولعل شركات الطلبيات البريدية محقة في ذلك ، ولكن معظم الشركات تحتاج إلى وفرة من أسلحة التسويق الأخرة لدعم البريد المباشر و لإنجاح البريد المباشر

التسويق لا يعني المنشورات الدعائية : تتسابق معظم الشركات لإنتاج منشور دعائي عن المنافع التي يوفرونها ، ثم يثنون على أنفسهم لإبداع منشور عالي الجودة . فهل ذلك المنشور هو التسويق ؟ إنه جانب مهم من جوانب خطتك عندما يمتزج بعشرة أو خمسة عشرة جزءاً مهما ً ؛ وليس بمفرده تماماً

إذا كان التسويق لا يعني البيع أو الإعلان أو البريد المباشر أو المنشورات الدعائية اذا

ماذا يعني التسويق ؟؟؟

للتسويق تعريفات كثيره ومنها

هو مجموعة العمليات أو الأنشطة التى تعمل على أكتشاف رغبات العملاء و تطوير مجموعة من المنتجات أو الخدمات التى تشبع رغباتهم و تحقق للمؤسسة الربحية خلال فترة مناسبة

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نظام متكامل من أنشطة الأعمال المتفاعلة التي تستهدف تخطيط وتسعير وتوزيع وترويج السلع والخدمات التي تشبع حاجات ورغبات العملاء الحاليين والمرتقبين

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التسويق هو عبارة عن عملية يهتم بتحديد رغبة ما عند العميل و العمل على تلبية هذه الرغبة

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قال فيليب كوتلر/ التسويق عملية إدارية اجتماعية يحصل بموجبها الأفراد والمجموعات على ما يحتاجون، ويتم تحقيق ذلك من خلال إنتاج وتبادل المنتجات ذات القيمة مع الآخرين

Product Mix .

Marketing has marketing mix , and promotion has promotion mix also product has product mix .
Product Mix is all the products offered for sale by an organisation , and Product Mix also mean the variety of product lines that a company produces, or that a retailer stocks . Product mix is sometimes called product assortment.
In product line we have four qualities ( length , breadth , depth and consistency ) .

Length : mean the number of products in the product line .
Breadth : mean the number of product lines that a company offers .
Depth : mean the different varieties of product in the product line .
Consistency : the relationship between products in their final destination .

In usual Product mix refers to the ( length,breadth,depth and consistency ) of product line .

History of Marketing Research. Part Two

History of Marketing Research

From 1940 to 1960 .

In 1940
1930-1940. Interest in research turned to statistical methodology. Quantitative rather than qualitative information was emphasized, particularly for use in analysis of factors affecting sales and in the setting of sales quotas.

In 1950
1940-1950. The refinement of statistical techniques and with the growing interest in research methodology drawn from other social sciences. Attention was given to sampling theory and to multivariate and correlation methods.

In 1960
1950-1960. Emphasis placed upon managerial decision making in marketing analyses of consumer motivation and use of concepts developed in related behavioral sciences.

History of Marketing Research. Part One

History of Marketing Research .

From 1910 to 1930 .

In 1910
The practice of marketing research began about 1910 as result of a growing demand for accurate knowledge of marketing and of an increasing application of the methods of science to marketing management .

In 1911
In 1911 Charles Coolidge Parlin gathered information useful to businessmen were unskilled in interpreting them . And he called his proposed operation “Commercial Research.”
His first study was of the agricultural implement industry resulted in a 460 page report, which is credited with being the first marketing research study

in 1912
In 1912, Charles Coolidge Parlin he made second study . He visited all cities over 50,000 population to estimate the volume of business done in department stores, wholesale dry goods establishments, and principal merchant tailoring operations. That resulted in a second report entitled “Department Store Lines.” He stated in that study that “The Consumer Is King” which became a slogan throughout the period of the consumer movement.

In 1914
Charles’s third study was in the first census of distribution. In 1914, he published another study, “Automobiles,” pointing out possible successful lines and prices. The studies undertaken by Parlin made commercial fact finding a profession.

In 1920
From 1910 to 1920, The growing size of business establishments, particularly in the distributive trades, focused interest on measures of internal activity and encouraged research in operating statistics and other internal data.

In 1930
From 1920 to 1930, Focus of attention on markets, resulting form the introduction of new products, growth of new types of marketing establishments, and their uncertainty of consumer buying habits.

Concepts of Marketing .

Concepts of Marketing .

There are many definitions of marketing e.g :

Kotler
Marketing is the social process by which individuals and groups obtain what they need and want through creating and exchanging products and value with others .

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CIM

( The Chartered Institute of Marketing )

Marketing is the management process that identifies, anticipates and satisfies customer requirements profitably .

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Palmer

Marketing is essentially about marshalling the resources of an organization so that they meet the changing needs of the customer on whom the organization depends .

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Bartles

Marketing is the process whereby society, to supply its consumption needs, evolves distributive systems composed of participants, who, interacting under constraints - technical (economic) and ethical (social) - create the transactions or flows which resolve market separations and result in exchange and consumption.

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Cohen

Implementation of the marketing concept [in the 1990's] requires attention to three basic elements of the marketing concept. These are: Customer orientation; An organization to implement a customer orientation; Long-range customer and societal welfare.

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Jobber

The achievement of corporate goals through meeting and exceeding customer needs better than the competition.

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Barwell

This customer focused philosophy is known as the 'marketing concept'. The marketing concept is a philosophy, not a system of marketing or an organizational structure. It is founded on the belief that profitable sales and satisfactory returns on investment can only be achieved by identifying, anticipating and satisfying customer needs and desires.

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Drucker

Marketing is not only much broader than selling, it is not a specialized activity at all It encompasses the entire business. It is the whole business seen from the point of view of the final result, that is, from the customer's point of view. Concern and responsibility for marketing must therefore permeate all areas of the enterprise.
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The better definitions are focused upon customer orientation and satisfaction of customer needs ..

Firms and Consumers .

Firms And Consumers

let's ask our selfs two questions :
1 - What do consumers want ?
2 - What do firms want ?
to answer first question ( What do consumers want ? ) , We should consider our selfs as consumers , so what do we want ?
If we want to buy a product any product , how do we choose product among other products ?
we will want ( High Quality ) ( Suitable Price ) and other things but quality and price both of them are most important for a lot of consumers ..
to answer the second question (What do firms want ? ) , We should consider our selfs as firms , so what do we want ?
if we want to produce a product or service , What is the target of firms ?
First target is achieve perfect profit , and that will happen if a big number of consumers bought our product .
so firms must know " consumers needs " to make her product harmony with consumer needs .

And these is consistent with the Marketing Concept .

The marketing concept .

The Marketing Concept .

The marketing concept mean that firms should analyze the needs of their customers and then make decisions to satisfy those needs , and they must satisfy those needs better than other competitors .
In 1776 in The Wealth of Nations, Adam Smith wrote " The needs of producers should be considered only with regard to meeting the needs of consumers. " And this theory is consistent with the marketing concept . While this concept would not be adopted widely until nearly 200 years later.

Now we can say that Marketing mean that to know what are consumer needs and take our decisions to satisfy those needs . We should also know how competitors satisfy those needs and try to take decisions better than competitors took ...

To take good decisions ask yourself :

What are your consumers needs ?

How are your competitors satisfy consumers needs?

Then if you know the answer you will be able to take your decisions ...

Definitions of marketing .

Definitions Of Marketing

After the introduction in 4 ps , maybe you didn't understand a lot of expressions as ( marketing , marketing mix .. etc ) , so it is important for beginners who want to learn marketing to know the meaning of marketing .
Marketing Is the set of processes or activities that work for the discovery of the wishes of customers and develop a range of products or services that satisfy the desires of the institution and achieve profitability during the period of time .
There are many definitions of marketing science will be remembered most important of these definitions: first u should know that " You must know that the marketing does not mean the Declaration . "- Marketing is a process that will determine interest in the client and work to meet this desire. - Social marketing management process that provides individuals and groups to what they need, and are achieved through the production and exchange-value products with others. "Philip Kotler" - Is the set of processes or activities that work for the discovery of the wishes of customers and develop a range of products or services that satisfy the desires of the institution and achieve profitability during the period of time.
All of this is simple definition about marketing and it was necessary to began in

" Marketing Study"