1. Principles of Marketing
Revision (mid-term)
By: Ms. Eman Elfar

2. What is Marketing ?
The simple definition of marketing is that : Marketing is managing profitable customer relationships
The Marketing is
The process by which companies create value for customers and build strong customer relationships in order to capture value from customers in return
The Main goal of marketing is to attract new customers by promising superior value and to keep and grow current customers by delivering satisfaction.

3. Kotler’s social definition
“Marketing is a social and managerial process by which individuals and groups obtain what they need and want through creating and exchanging products and value with others.”

4. Customer needs, wants, and demands
Customer needs: is the states of felt deprivation.
Human Wants :are the form human needs take as they are shaped by culture and individual personality
Demands: are human wants that are backed by buying power.

5. De-marketing:
is marketing to reduce demand temporarily or permanently;
The aim of de-marketing is not to destroy demand but to reduce or shift it.

6. Strategic planning
Strategic planning focuses on objectives of the organization as a whole.
It aims to achieve long-term growth and survival.
Strategic planning focuses on matching firm’s resources and capabilities to market opportunities to achieve organization's objectives
Top management defines firm’s purpose and objectives

7. Strategic business unit
Strategic business unit is the key business that make up the company.
It can be a division, product line, single product or brand.
Self-contained divisions.

8. Boston Consulting Group (BCG) Matrix

9. Growth Strategies Product-Market Growth Matrix