Dr.Elsayed Nasser الدكتور / السيد ناصر

1. Dr.Elsayed Nasserالدكتور / السيد ناصر

2. Learning Objectives • What the difference between Marketing & selling ? • Facts about selling process • 7 roles of salesman • Advantages & drawback of this job • Types of salesman • Titles of salesman • Criteria of Medical rep. • Communication skills

3. Learning Objectives • Define the terms advertising, personal selling, sales promotion, public relations and publicity • Explore into the 3 stages of selling • Define the term promotional mix. • List the five elements of the promotional mix. • List the advantages and disadvantages of each of the four promotional mix elements • List the principal goals of promotion. • What is personal selling? • What steps of personal selling works?

4. Learning Objectives • مراحل التسويق وكيف نشأ؟ • حقائق عن مهنة البيع • مهارة حفظ أسماء العملاء من الزيارة الأولى كيف ؟ • قاعدة باريتو 20/80؟ • هرم ماسلو • ماهو السوق ؟ • تعريف التسويق • عملية البيع • خطوات عملية البيع • المزيج التسويقي • الفرق بين الحاجه والرغبة والقوة الشرائية ؟ • الفرق بين التسويق والبيع ؟

5. What the difference between Marketing & selling ? Marketing Evolutions 4 p’s Golden selling skills rules

6. Three Marketing Evolution • Product approach 1850- 1900 • Selling approach 1900 – 1950 • Customer approach 1950-2008

7. Three Marketing Conceptsمفاهيـم التسـويق الثـلاثة • الأسلوب الموجه نحو المنتج • الأسلوب الموجه نحو البيع • الأسلوب الموجه نحو العميل • Product approach 1850- 1900 • Selling approach 1900 – 1950 • Customer approach 1950-2008

8. Product Approachالأسلوب الموجه نحو المنتج • يركز على المنتج وعملية الإنتاج أكثر من تركيزه على التسويق؛ • يفترض أن المنتج عالي الجودة يبيع نفسه؛ • يكون مفيداً عندما يزيد الطلب على المنتج عن العرض، وعندما تكون تكلفة إنتاج المنتج مرتفعة ويؤدي تحسن الإنتاجية أو زيادة حجم الإنتاج إلى خفض هذه التكلفة؛ • لم يثبت في معظم الحالاتنجاح هذا الأسلوب في التسويق. • Focuses on product and production more than marketing • Assumes that a good product will sell itself • Useful when demand exceeds its supply, and when product is expensive to produce and improved productivity or greater volume can bring this cost down • Often it is not an effective marketing approach

9. Selling Approachالأسلوب الموجه نحو البيع • يركز على البيع؛ • يفترض أن فريق المبيعات الناجح سوف يبيع أي منتج تنتجه الشركة؛ • يفترض أن العملاء سوف يكونون راضين عن مشترياتهم (فرض ضعيف، لماذا؟)؛ • يكون مفيداً في حالة المنتجات التي لا يفكر العملاء عادة في شرائها، أو عندما يزيد الإنتاج عن الطلب؛ • لم يثبت أيضاً نجاح هذا الأسلوب في التسويق. • Focuses on selling • Assumes that a good sales team will sell whatever they produce • Assumes that customers will like what they buy (poor assumption， why?) • Useful for products customers do not normally consider buying, or when produce exceeds demand • Again it is not an effective marketing approach

10. Customer Approachالأسلوب الموجه نحو العميل • يركز على تلبية احتياجات العملاء؛ • يوجه جهود التسويق نحو إرضاء العملاء؛ • يتحقق الربح نتيجة لإرضاء العميل؛ • يركز على إقامة علاقات طويلة المدى بالعملاء؛ • يهدف إلى تحقيق نمو متواصل في حجم الأعمال. • Focuses on fulfilling customers’ needs • Aligning marketing effort to satisfy customers • Profit is considered as a result of customer satisfaction • Focuses on building long-term relationships with customers • Aims at sustainable growth

11. 4 Elements for New Business • Money • Man power ( human resource ) • Production • Marketing

12. Market My Company MONEY, HUMAN RESOURCE PRODUCTION

13. Market السوق My Company شركتنا MARKETING دور التسويق

14. Turning Suspects IntoBona (true) Prospects العميل الإيجابي • Identify MAD Customers • Money to Buy ( Purchasing Power ) ( p.p. ) • Authority to Buy ( Decision making ) • Desire to Buy ( Need ) Qualified Customer

15. ما هو الســوق؟ • “ السوق هو مجموعة من المشترين الحاليين والمرتقبين الذين لديهم حاجات أو رغبات غير مشبعة ولديهم القدرة والرغبة فى الشراء والذين يمكن خدمتهم واشباعهم من جانب المنشأة “ • رغبة فعليــــــة • قدرة شرائية • سلطة اتخاذ القرار الشرائى

16. Explain the difference between a customer’s needs, wants, and demands ?? • Need الحاجه , Want الرغبة , Demand طلباته ?

18. Theory of Abraham Maslow • The basic human needs, according to Maslow, are: • physiological needs (Lowest need) as hunger,thirt, sleep.etc • safety needs; as security,protection from danger. • love needs; as belonging, love,frindship. • esteem needs; as self respect,status recognation • self-actualization needs (Highest)is achieved by few as Nageeb Mahfowz self actualised as the first arabic person to win the Nobel Prize for stories in 1988. • unsatisfied needsequal motivator • when one need is satisfied he aspires for the next higher one.

19. Wantsالرغبـات • “Wants” are those things that people in a specific region believe will satisfy a need الجـوع Hunger

21. What are Consumer’s Needs, Wants and Demands? • Needs:state of felt deprivation for basic items such as food and clothing and complex needs such as for belonging. i.e. I am hungry. • Wants:form that a human need takes as shaped by culture and individual personality. i.e. I want a hamburger, French fries, and a soft drink. • Demands:human wants backed by buying power. i.e. I have money to buy this meal.

22. الطلبات هي ”رغبات“ مدعومة بقوة شرائية • Need & want refers to people • Demand refers to goods& services

23. 20% don’t have need20% don’t have Authority30% don’t have p.p. • U have to discover need & focus on Want

24. إحصائية تهمك تشير الدراسات الى أنه من بين كل (10)أفراد من العملاء المتوقعين يوجد : (2) لا يمتلكون الرغبة فى الشراء . (3) لا يمتلكون القدرة على الشراء . (2) لا يمتلكون السلطة الكافية للشراء . ويعني ذلك أن نحو 65-70% من المكالمات أو الاتصالات البيعية تتم مع شخصيات غير مستهدفة .

26. Competitive Advantage ( why to change) • Someone can copy your business strategy • Someone can copy your product • Someone can copy your manufacturing capabilities • Someone can copy your market access No one can copy your knowledge and relations with your customers

27. Product Place C Price Promotion The Four Ps of the Marketing Mix

28. Definition of Marketing • Marketingis the total system of business activities designed to plan, price, promote, and distribute want-satisfying goods , services, and ideas ( products ) to target markets in order to achieve organizational objectives

29. What is Marketing? American Marketing Association Definition Marketing is the process of planning and executing the conception, pricing, promotion, and distribution of ideas, goods, and servicesto create exchanges that satisfy individual and organizational goals.

30. Definitions of Marketing ‘Marketing is the management process that identifies, and satisfies customer requirements profitably’ The chartered institute of marketing

31. The Marketing Concept: Satisfy customer needs and wants AND Make a profit

32. ‘The Right Product, in the Right Place, at the Right Time, and at the Right Price’

33. ‘Marketing Is the Human Activity Directed at Satisfying Human Needs and Wants Through an Exchange Process’Kotler 1980

34. ما هو التسويق ؟ • النشاط الذى يحكم التدفق الاقتصادى للسلع والخدمات للمستهلكين • النشاط الخاص بتسعير وترويج السلع والخدمات والافكار التى تسعى الى اشباع رغبات الافراد والمنشآت • الجهود التى يبذلها الافراد والجماعات فى اطار ادارى واجتماعى معين للحصول على حاجاتهم ورغباتهم من خلال ايجاد وتبادل المنتجات والقيم مع الآخرين • هو عملية خلق وانتاج مستحضر وتسعيرة وترويجه وتوزيعه لإشباع حاجة المستهلك وتحقيق ربحية للشركة في بيئة متغيرة

36. The 4Ps of Marketing Mix Product Price Place Promotion

37. Product Place Promotion Price Physical Goods Service Features Quality Level Accessories Warranty Product Lines Packaging Branding Objectives Channel Type Market Exposure Kinds and Locations of Stores How to Handle Transporting and Storing Objectives Salespeople Kind Number Selection Training Motivation Advertising Targets Kinds of Ads Media Type Sales Promotion Publicity Objectives Flexibility Discounts Allowances Strategy Decision Areas Organized by the Four Ps

38. Marketing Mix

39. SERVICES MARKETING MIX ( 7 p’s): • Product • Price • Promotion • Place • People in Services • Physical Evidence in Services • Process in Services

40. Promotion • communication of information • influence the buyer

41. To inform. To persuade. To remind. Three Principal Goals of Promotion

42. Promotional objectives • To support sales increases • To encourage trial • To create awareness • To inform about a feature or benefit • To remind • To reassure • To create an image • To modify attitudes

43. Advertising Personal selling (sales) Public relations and publicity Sales promotion Four Promotional Mix Elements Communications and the Promotional Mix

44. Factors that Affect the Promotional Mix • Target markets • Marketing objectives • Competition and promotional practices • Promotional budget available

45. Mass Selling • communicating with large numbers of potential customers • “non”-personal selling • used when the target market is large and dispersed • Advertising is a form of Mass Selling • Advertising: • Any paid form of non-personal ( communication ) presentation of ideas, goods, or services by an identified sponsor. ( the main form of mass selling ) eg. TV commercial

46. Personal selling: Oral conversations, either by telephone or face-to-face, between sales persons and prospective customers. Definitions of IndividualPromotional Mix Elements

47. Sales promotion: Approaches other than advertising, personal selling, and public relations and publicity where customers are given a short-term inducement to make an immediate purchase. Definitions of IndividualPromotional Mix Elements

48. Public relations &Publicity: All the activities that a hospitality and travel organization engages in to maintain or improve its relationship with other organizations and individuals. One public relations technique that involves non-paid communication of information about an organization’s services. Definitions of IndividualPromotional Mix Elements

49. PROMOTION MIX • ADVERTISING • PUBLIC RELATION • SALES PROMOTION • PERSONAL SELLING

50. What is Selling? Helping customers make satisfying buying decisions by communicating how products and their features match customers’ needs and wants.