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Business Management - Marketing

What is marketing?
How to find out about customers?
How to reach them?
How to get them to know about you?
What is a product life cycle?
How about Marketing strategies?

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Business Management - Marketing

  1. 1. http://WikiCourses.WikiSpaces.com http://AcademyOfKnowledge.org Marketing - Business for Engineers Mohammad Tawfik Business Management forBusiness Management for EngineersEngineers Mohammad Tawfik
  2. 2. http://WikiCourses.WikiSpaces.com http://AcademyOfKnowledge.org Marketing - Business for Engineers Mohammad Tawfik Your Speaker ● Mohammad Tawfik ● Academy of Knowledge, Founder and Academic Director, 2012 - Now ● AUC, Instructor, Engineering and Science Services, 2011 - Now ● Zewail City for Science and Technology, Director of Aerospace Engineering Program, 2014-2017 ● Former: GUC, BUE, EAU, and CUFE
  3. 3. http://WikiCourses.WikiSpaces.com http://AcademyOfKnowledge.org Marketing - Business for Engineers Mohammad Tawfik Your Speaker ● Mohammad Tawfik ● BSc., Aerospace Engineering, Cairo University, 1993 ● Diploma, Computer Science, Cairo University, 2002 ● MSc., Aerospce Engineering, Old Dominion U., 1999 ● Meng, Mechanical Engineering, U. Maryland, 2002 ● PhD, Mechanical Engineering, U. Maryland, 2003
  4. 4. http://WikiCourses.WikiSpaces.com http://AcademyOfKnowledge.org Marketing - Business for Engineers Mohammad Tawfik Your Speaker ● National Encouragement Award 2008, Egypt. ● Who’s Who in the World, 2010. ● Outstanding Lecturer Award, German University in Cairo, October 2006.
  5. 5. http://WikiCourses.WikiSpaces.com http://AcademyOfKnowledge.org Marketing - Business for Engineers Mohammad Tawfik Your Speaker ● Mohammad.tawfik@gmail.com – Facebook – Twitter – Blogger – SlideShare – WikiSpaces
  6. 6. http://WikiCourses.WikiSpaces.com http://AcademyOfKnowledge.org Marketing - Business for Engineers Mohammad Tawfik
  7. 7. http://WikiCourses.WikiSpaces.com http://AcademyOfKnowledge.org Marketing - Business for Engineers Mohammad Tawfik And, Why do you want that?And, Why do you want that?
  8. 8. http://WikiCourses.WikiSpaces.com http://AcademyOfKnowledge.org Marketing - Business for Engineers Mohammad Tawfik
  9. 9. http://WikiCourses.WikiSpaces.com http://AcademyOfKnowledge.org Marketing - Business for Engineers Mohammad Tawfik If you do not know where you are going, any road will take you there!
  10. 10. http://WikiCourses.WikiSpaces.com http://AcademyOfKnowledge.org Marketing - Business for Engineers Mohammad Tawfik What will makeWhat will make YOUYOU happy?happy?
  11. 11. http://WikiCourses.WikiSpaces.com http://AcademyOfKnowledge.org Marketing - Business for Engineers Mohammad Tawfik Course ObjectivesCourse Objectives
  12. 12. http://WikiCourses.WikiSpaces.com http://AcademyOfKnowledge.org Marketing - Business for Engineers Mohammad Tawfik Course Objectives ● This course intends to enhanceenhance the Engineer's understanding of the non-technical aspectsnon-technical aspects of the business operation!
  13. 13. http://WikiCourses.WikiSpaces.com http://AcademyOfKnowledge.org Marketing - Business for Engineers Mohammad Tawfik Course Objectives ● The course satisfies the engineer's needs to know about business management and how to enhance his/her managerial career by learning about fundamental marketing conceptsfundamental marketing concepts, business ethicsbusiness ethics, basic accounting sheetsbasic accounting sheets, organization behaviororganization behavior and employee motivation, and how to perform fundamentalfundamental predictionspredictions and evaluation of business performance.
  14. 14. http://WikiCourses.WikiSpaces.com http://AcademyOfKnowledge.org Marketing - Business for Engineers Mohammad Tawfik Not in this course! ● You will not become a businessman! ● You will not become an accountant! ● You will not become a marketeer! ● You will only understand how they work!
  15. 15. http://WikiCourses.WikiSpaces.com http://AcademyOfKnowledge.org Marketing - Business for Engineers Mohammad Tawfik Why Business Management?
  16. 16. http://WikiCourses.WikiSpaces.com http://AcademyOfKnowledge.org Marketing - Business for Engineers Mohammad Tawfik Why Business Management? ● Why build the product? - Market Needs ● How to sell the product? - Marketing Plans ● How are things going on? - Accounting ● How to handle people? - HR and OB ● What to plan for? - Quantitative tools ● Is that right? - Ethical Aspects
  17. 17. http://WikiCourses.WikiSpaces.com http://AcademyOfKnowledge.org Marketing - Business for Engineers Mohammad Tawfik Business Management forBusiness Management for EngineersEngineers MarketingMarketing Mohammad Tawfik
  18. 18. http://WikiCourses.WikiSpaces.com http://AcademyOfKnowledge.org Marketing - Business for Engineers Mohammad Tawfik Key Marketing Activities
  19. 19. http://WikiCourses.WikiSpaces.com http://AcademyOfKnowledge.org Marketing - Business for Engineers Mohammad Tawfik Consumer Analysis Examination and evaluation of consumer characteristics, needs, and purchase processes
  20. 20. http://WikiCourses.WikiSpaces.com http://AcademyOfKnowledge.org Marketing - Business for Engineers Mohammad Tawfik Product Planning Development and maintenance of products, product assortments, product positions, brands, packaging, options, and deletion of old products
  21. 21. http://WikiCourses.WikiSpaces.com http://AcademyOfKnowledge.org Marketing - Business for Engineers Mohammad Tawfik Price Planning Outlines price ranges and levels, pricing techniques purchase terms, price adjustments, and the use of price as an active or passive factor
  22. 22. http://WikiCourses.WikiSpaces.com http://AcademyOfKnowledge.org Marketing - Business for Engineers Mohammad Tawfik Distribution Planning Establishment of channel relations, physical distribution, inventory management, warehousing, transportation, allocation of goods, and wholesaling
  23. 23. http://WikiCourses.WikiSpaces.com http://AcademyOfKnowledge.org Marketing - Business for Engineers Mohammad Tawfik Promotion Planning Combination of advertising, publicity, personal selling, and sales promotion to drive sales revenue
  24. 24. http://WikiCourses.WikiSpaces.com http://AcademyOfKnowledge.org Marketing - Business for Engineers Mohammad Tawfik Product/Market Matrix
  25. 25. http://WikiCourses.WikiSpaces.com http://AcademyOfKnowledge.org Marketing - Business for Engineers Mohammad Tawfik Product/Market Matrix
  26. 26. http://WikiCourses.WikiSpaces.com http://AcademyOfKnowledge.org Marketing - Business for Engineers Mohammad Tawfik Effective when the market is growing or not yet saturated
  27. 27. http://WikiCourses.WikiSpaces.com http://AcademyOfKnowledge.org Marketing - Business for Engineers Mohammad Tawfik Effective when a local or regional business looks to widen its market
  28. 28. http://WikiCourses.WikiSpaces.com http://AcademyOfKnowledge.org Marketing - Business for Engineers Mohammad Tawfik Product Development Effective when the firm has a core of strong brands
  29. 29. http://WikiCourses.WikiSpaces.com http://AcademyOfKnowledge.org Marketing - Business for Engineers Mohammad Tawfik DiversificationDiversification Diversification is utilized so that the firmDiversification is utilized so that the firm does not become overly dependentdoes not become overly dependent on one or few product lineon one or few product line
  30. 30. http://WikiCourses.WikiSpaces.com http://AcademyOfKnowledge.org Marketing - Business for Engineers Mohammad Tawfik Market Segmentation
  31. 31. http://WikiCourses.WikiSpaces.com http://AcademyOfKnowledge.org Marketing - Business for Engineers Mohammad Tawfik Market Segmentation Market Segmentation The division of a market into different homogeneous groups of consumers Market Segment Should be: ● Measurable ● Accessible by communication and distribution channels ● Different in its response to a marketing mix ● Durable (not changing too quickly) ● Substantial enough to be profitable
  32. 32. http://WikiCourses.WikiSpaces.com http://AcademyOfKnowledge.org Marketing - Business for Engineers Mohammad Tawfik
  33. 33. http://WikiCourses.WikiSpaces.com http://AcademyOfKnowledge.org Marketing - Business for Engineers Mohammad Tawfik Marketing Strategy Development
  34. 34. http://WikiCourses.WikiSpaces.com http://AcademyOfKnowledge.org Marketing - Business for Engineers Mohammad Tawfik MarketingMarketing StrategyStrategy MarketingMarketing StrategyStrategy EntryEntryEntryEntry ScopeScopeScopeScope PromotionPromotionPromotionPromotion DistributionDistributionDistributionDistributionProductProductProductProduct
  35. 35. http://WikiCourses.WikiSpaces.com http://AcademyOfKnowledge.org Marketing - Business for Engineers Mohammad Tawfik Market Scope Strategy
  36. 36. http://WikiCourses.WikiSpaces.com http://AcademyOfKnowledge.org Marketing - Business for Engineers Mohammad Tawfik Single Market Strategy
  37. 37. http://WikiCourses.WikiSpaces.com http://AcademyOfKnowledge.org Marketing - Business for Engineers Mohammad Tawfik Market Scope Strategy Multi Market Strategy
  38. 38. http://WikiCourses.WikiSpaces.com http://AcademyOfKnowledge.org Marketing - Business for Engineers Mohammad Tawfik Market Scope StrategyTotal Market Strategy
  39. 39. http://WikiCourses.WikiSpaces.com http://AcademyOfKnowledge.org Marketing - Business for Engineers Mohammad Tawfik Market Entry Strategy
  40. 40. http://WikiCourses.WikiSpaces.com http://AcademyOfKnowledge.org Marketing - Business for Engineers Mohammad Tawfik First-In Strategy
  41. 41. http://WikiCourses.WikiSpaces.com http://AcademyOfKnowledge.org Marketing - Business for Engineers Mohammad Tawfik Early Entry Strategy
  42. 42. http://WikiCourses.WikiSpaces.com http://AcademyOfKnowledge.org Marketing - Business for Engineers Mohammad Tawfik Laggard Entry Strategy
  43. 43. http://WikiCourses.WikiSpaces.com http://AcademyOfKnowledge.org Marketing - Business for Engineers Mohammad Tawfik Product Strategy
  44. 44. http://WikiCourses.WikiSpaces.com http://AcademyOfKnowledge.org Marketing - Business for Engineers Mohammad Tawfik Product Positioning Strategy
  45. 45. http://WikiCourses.WikiSpaces.com http://AcademyOfKnowledge.org Marketing - Business for Engineers Mohammad Tawfik Product Repositioning Strategy
  46. 46. http://WikiCourses.WikiSpaces.com http://AcademyOfKnowledge.org Marketing - Business for Engineers Mohammad Tawfik Product Scope Strategy
  47. 47. http://WikiCourses.WikiSpaces.com http://AcademyOfKnowledge.org Marketing - Business for Engineers Mohammad Tawfik Product Design Strategy
  48. 48. http://WikiCourses.WikiSpaces.com http://AcademyOfKnowledge.org Marketing - Business for Engineers Mohammad Tawfik New Product Strategy
  49. 49. http://WikiCourses.WikiSpaces.com http://AcademyOfKnowledge.org Marketing - Business for Engineers Mohammad Tawfik Promotion Strategy
  50. 50. http://WikiCourses.WikiSpaces.com http://AcademyOfKnowledge.org Marketing - Business for Engineers Mohammad Tawfik Promotion Mix Strategy
  51. 51. http://WikiCourses.WikiSpaces.com http://AcademyOfKnowledge.org Marketing - Business for Engineers Mohammad Tawfik Product factors
  52. 52. http://WikiCourses.WikiSpaces.com http://AcademyOfKnowledge.org Marketing - Business for Engineers Mohammad Tawfik Market factors
  53. 53. http://WikiCourses.WikiSpaces.com http://AcademyOfKnowledge.org Marketing - Business for Engineers Mohammad Tawfik Customers factors
  54. 54. http://WikiCourses.WikiSpaces.com http://AcademyOfKnowledge.org Marketing - Business for Engineers Mohammad Tawfik
  55. 55. http://WikiCourses.WikiSpaces.com http://AcademyOfKnowledge.org Marketing - Business for Engineers Mohammad Tawfik
  56. 56. http://WikiCourses.WikiSpaces.com http://AcademyOfKnowledge.org Marketing - Business for Engineers Mohammad Tawfik Media Selection Strategy
  57. 57. http://WikiCourses.WikiSpaces.com http://AcademyOfKnowledge.org Marketing - Business for Engineers Mohammad Tawfik
  58. 58. http://WikiCourses.WikiSpaces.com http://AcademyOfKnowledge.org Marketing - Business for Engineers Mohammad Tawfik Advertising Copy Strategy
  59. 59. http://WikiCourses.WikiSpaces.com http://AcademyOfKnowledge.org Marketing - Business for Engineers Mohammad Tawfik
  60. 60. http://WikiCourses.WikiSpaces.com http://AcademyOfKnowledge.org Marketing - Business for Engineers Mohammad Tawfik Distribution Strategy
  61. 61. http://WikiCourses.WikiSpaces.com http://AcademyOfKnowledge.org Marketing - Business for Engineers Mohammad Tawfik
  62. 62. http://WikiCourses.WikiSpaces.com http://AcademyOfKnowledge.org Marketing - Business for Engineers Mohammad Tawfik Summary In this lecture we learned: ● The key marketing activities ● Product/Market Matrix ● Market Segmentation ● Marketing Strategies
  63. 63. http://WikiCourses.WikiSpaces.com http://AcademyOfKnowledge.org Marketing - Business for Engineers Mohammad Tawfik Bibliography ● Smart Marketing for Engineers: An Inbound Marketing Guide to Reaching Technical Audiences, by Rebecca Geier ● Demystifying Marketing: A Guide to the Fundamentals for Engineers, by Patrick Forsyth ● Principles of Marketing Engineering, by Gary L. Lilien ● Marketing Management, by Philip T. Kotler and Kevin Lane Keller ● Marketing for Architects and Engineers, by Brian Richardson

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