1. Marketing Diploma DR.ELSAYED NASSER

2. Marketing Skills
•18 Years Experience in Pharmaceutical industry ,
Management, Marketing and Sales in Egypt ,
United Arab of Emirates, Qatar
•M MBA from Missouri State University USA
•Human resource (HR )Diploma
•TOT Cambridge Britain
•Business Administration Diploma Cambridge Britain
Marketing Diploma DR.ELSAYED NASSER

3. Marketing Course
• Marketing Definitions
•
• Marketing evolution •
• Market segmentation •
• Customer needs`& wants •
• Marketing Mix , 4 P’s •
• Promotion Mix &Advertising •
• Maslow Theory •
• Needs &Wants •
• Goods& service & Idea •
• Product life cycle •
• Market Definition •
• Customer Criteria •
• SWOT analysis SWOT •
• Micro & Macro Environment •
• Product & packing •
• Pricing •
• Promotion types advantage & Disadvantage •
• Sales promotion types •
• Distribution channels •
• Marketing plan •
Marketing Diploma DR.ELSAYED NASSER

4. Marketing Course
• Marketing & Advertising & Selling
•
• Facts about Salesmanship
•
• Salesman Duties & Responsibilities
• Criteria of Salesman •
• 7 steps for successful selling •
• Selling skills •
• Pareto principle •
• Buying & customer behavior •
• 6 Prospecting methods •
• Approaches& Opening •
• Smile Rule for Good 1st Impression •
• Question types ? •
• FAB method for presentation •
• 7 c’s for Ideal Message fab •
• How to handle c’s •
customer objections ? •
• 5 Methods for closing •
• Buying signals •
• How to build long term relation ship with the
•
customers
• 10 Mistakes salesman do •
Marketing Diploma DR.ELSAYED NASSER

5. Marketing Course
Analyze Why People Buy ? •
SWOT analysis •
Porter’s 5 forces •
The Basic Personality Traits •
Boston matrix ( BCG ) •
Classification of Products •
How to choose product name ? •
Channel of Distribution •
Promotion Objectives •
Advertising Advantage & disadvantage •
Sales promotion Advantage & •
disadvantage
Personal Selling Advantage &
disadvantage •
How to design brochures ? •
Marketing Diploma DR.ELSAYED NASSER

6. PROFITABILITY
The ultimate purpose of the marketing concept is
to help organizations achieve their objective.
Traditional Organizational Chart Modern Customer-oriented Organizational Chart
TOP CUSTOMERS
MGT
C S
MIDDLE MGT U R
S FRONT-LINE
E
T PEOPLE
M
FRONT-LINE PEOPLE O O
MIDDLE MGT T
M
E S
TOP
R MGT
U
CUSTOMERS S C
Traditional Organization Chart Vs Modern Customers-Oriented Company
Marketing Diploma DR.ELSAYED NASSER
Organization Chart

7. Invest in Your Customers
Customers are a company’s most valuable assets
2/3 of customers It is 6-7 times
leave us because more expensive
they feel neglected to acquire
customers than
retain them
65% of New
customers
coming from
word of mouth
(old loyal A 5% improvement
customers ) in customer retention rates
will yield between a
25 to 100% increase in profits
Marketing Diploma DR.ELSAYED NASSER

8. •
Customer are always right Customer’s the King
•
Customer Care Unexpended service Customer service
Customer Indulgent Customer Delight
Customer Driven
Marketing Diploma
company
DR.ELSAYED NASSER

9. Marketing Diploma DR.ELSAYED NASSER

10. The 4 Elements
Finance Production
25% 25%
Human
Resource Marketing
25% 25%
Marketing Diploma DR.ELSAYED NASSER

11. Evolving Views of Marketing’s Role
Finance
Production
Production Finance
Human
resources
Marketing Human
resources Marketing
a. Marketing as an b. Marketing as a more
equal function important function
Marketing Diploma DR.ELSAYED NASSER

12. Finance
The
Marketing
Mix
C
Marketing Diploma DR.ELSAYED NASSER

13. MONEY,
HUMAN RESOURCE Competitors
PRODUCTION
Marketing Diploma DR.ELSAYED NASSER

14. MARKETING
Marketing Diploma DR.ELSAYED NASSER

15. Competitive Advantage of 4 Ps
of the Marketing Mix
Product Place
C
Price Promotion
Marketing Diploma DR.ELSAYED NASSER

16. Marketing Diploma DR.ELSAYED NASSER

17. 1-Marketing outlines
Marketing Evolution
Facts about marketing
Marketing Def.
Market , Needs, Wants ,Demand
4 p”s
Marketing & Selling
Marketing Diploma DR.ELSAYED NASSER

18. Three Marketing Concepts
• Product approach 
1850- 1900
• Selling approach 
1900 – 1950
• Customer approach

1950-2011
Marketing Diploma DR.ELSAYED NASSER

19. Selling Approach 1900 – 1950
• Focuses on selling o
• Assumes that a good
o
sales team will sell o
whatever they produce
• Assumes that customers o
will like what they buy
(poor assumption， why?)
• Useful for products o
customers do not normally
consider buying, or when o
produce exceeds demand o
• Again it is not an effective o
marketing approach
Marketing Diploma DR.ELSAYED NASSER

20. Customer Approach 1950-2011

• 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
Marketing Diploma DR.ELSAYED NASSER

21. Marketing Diploma DR.ELSAYED NASSER

22. 1-Marketing outlines
Marketing Evolution
Facts about marketing
Marketing Def.
Market , Needs, Wants ,Demand
4 p”s
Marketing & Selling
Marketing Diploma DR.ELSAYED NASSER

23. Facts About Marketing Job
1. Old & honorable Profession
2. Everybody Is A Marketer
3. Difficult( complex, More customer wants)
4. Marketer is a Multi Profession
5. Dealing with people based on logic or motion
6. The Marketing &Sales people are the backbone
of any Company ( line Management , staff
Management )
7. In company, everything is a decoration to make
more sales.
8. Marketing Diploma & Sales is a numbers’ game
Marketing DR.ELSAYED NASSER

24. Top
Management
Market
supervisor
team
Competitors
Marketing Diploma DR.ELSAYED NASSER

25. What is Marketing?
American Marketing Association
Definition
Marketing is the process of planning and
executing the production, pricing, promotion,
and distribution of ideas, goods, and services
to create exchanges that satisfy individual and
organizational goals.
Marketing Diploma DR.ELSAYED NASSER

26. Marketing Diploma DR.ELSAYED NASSER

27. Definitions of Marketing
‘Marketing is the management
process that identifies, and
satisfies customer
requirements profitably’
The chartered institute of marketing
Marketing Diploma DR.ELSAYED NASSER

28. Marketing Diploma DR.ELSAYED NASSER

29. Marketing Diploma DR.ELSAYED NASSER

30. 
Marketing Diploma DR.ELSAYED NASSER

31. The
Marketing Concept:
Satisfy customer needs and wants
AND
Make a profit
Marketing Diploma DR.ELSAYED NASSER

32. ‘The Right Product, in
the Right Place, at the
Right Time, and at
the Right Price’
Marketing Diploma DR.ELSAYED NASSER

33. The 1st Definition of Jerome McCarthy
in 1950 ( 4Ps of Marketing Mix)
Product Price
Place Promotion
Marketing Diploma DR.ELSAYED NASSER

34. Product
• A product is any offering catered to satisfy
needs and wants.( Goods, Services, Ideas )
• A brand is when the product is from a known
source.
Marketing Diploma DR.ELSAYED NASSER

35. Product
1.Goods
2.Services
3.Idea
Marketing Diploma DR.ELSAYED NASSER

36. Difference between physical goods and services
Physical goods Services
tangible intangible
homogeneous heterogeneous
Production and distribution are Production, distribution and
separated from consumption consumption are simultaneous
processes
A thing An activity or process
Core value processed in factory Core value produced in the
buyer-seller interaction
Customers do not participate in Customers participate in
the production process production
Can be kept in stock Cannot be kept in stock
Transfer of ownership
Marketing Diploma No transfer of ownership
DR.ELSAYED NASSER

37. (B2B) (B2C)
• •
• •
• •
• •
• •
•
Marketing Diploma DR.ELSAYED NASSER

38. Marketing Diploma DR.ELSAYED NASSER

39. SERVICES MARKETING MIX ( 7 p’s):
1. Product
2. Price
3. Promotion
4. Place
5. People in Services
6. Physical Evidence in Services
7. Process in Services
Marketing Diploma DR.ELSAYED NASSER

40. Marketing Mix
Product
People Price
Marketing
Physical mix
evidence
Place
Process Promotion
Marketing Diploma DR.ELSAYED NASSER

41. Product Life Cycle
Marketing Diploma DR.ELSAYED NASSER

42. 1-Marketing outlines
Marketing Evolution
Facts about marketing
Marketing Def.
Market , Needs, Wants ,Demand
Marketing Diploma DR.ELSAYED NASSER

43. • Definition : A group of prospects,customers in
the same industry
Marketing Diploma DR.ELSAYED NASSER

44. Turning Suspects Into
(true) Prospects (Qualified Customer )
• Identify MAD Customers
–Money to Buy ( Purchasing Power ) ( p.p. )
–Authority to Buy ( Decision making )
–Desire to Buy ( Need )
-
-
Marketing Diploma DR.ELSAYED NASSER -

45. • Suspect
• Prospect
• Customer
• Client
• Supporter, advocate, partner
• End user
Marketing Diploma DR.ELSAYED NASSER

46. Market
1. Individuals
2. Foundations, Institutions
3. Companies
4. Government
5. Countries
Marketing Diploma DR.ELSAYED NASSER

47. The PSSP Hierarchy of Needs
Personal
Needs
Social Needs
Safety Needs
Physiological Needs
Marketing Diploma DR.ELSAYED NASSER

48. Marketing Diploma DR.ELSAYED NASSER

49. 1
2
3
4
5
Marketing Diploma DR.ELSAYED NASSER

50. Marketing Diploma DR.ELSAYED NASSER

51. Wants
• “Wants” are those
things that people
in a specific region
believe will satisfy
a need
Hunger
Marketing Diploma DR.ELSAYED NASSER

52. Marketing Diploma DR.ELSAYED NASSER

53. Needs and Wants
• Needs are basic human requirements
• Wants are needs directed to specific
objects/services that might satisfy the
need
Demands
• This is the wants for specific products
backed by an ability to pay.
•
• Need & want refers to people
• Demand
Marketing Diploma refers to goods& services
DR.ELSAYED NASSER

54. Core Concepts of Marketing
 Need – food ( is a must )
 Want – Pizza, Burger, French fry's ( translation of a
need as per our experience )
 Demand – Burger ( translation of a want as per our
willingness and ability to buy )
 Desire – Have a Burger in a five star hotel
Marketing Diploma DR.ELSAYED NASSER

55. Value and Satisfaction
• Value = Benefits/Costs
• Benefits = Functional Benefits +
Emotional benefits
• Costs = Monetary costs + Time
+ Energy + Psychic costs
Marketing Diploma DR.ELSAYED NASSER

56. Capturing the Value Proposition
Functional V
Emotional A
Self-expressive L Relative Price
Benefits U
E
PPT 6-20
Marketing Diploma DR.ELSAYED NASSER

57. Marketing Diploma DR.ELSAYED NASSER

58. Marketing Skills Diploma Objectives :
 Marketing Evolution
 Facts About Marketing & Selling
 Marketing Definitions
 Product ( goods, services, ideas)
 Market Definition
 Suspect & Prospect & Customer
 True Customer Criteria
 Maslow’s hierarchy
 Need & Want& Demand
 Why people buy ?
Marketing Diploma DR.ELSAYED NASSER

59. 1-Marketing outlines
Marketing Evolution
Facts about marketing
Marketing Def.
Market , Needs, Wants ,Demand
4 p”s
Marketing Diploma DR.ELSAYED NASSER

60. : *
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Marketing Diploma DR.ELSAYED NASSER
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61. Marketing Diploma DR.ELSAYED NASSER

62. STP
Marketing Diploma DR.ELSAYED NASSER

63. Marketing Diploma DR.ELSAYED NASSER

64. The 4Ps of Marketing Mix
Product Price
Place Promotion
Marketing Diploma DR.ELSAYED NASSER

65. The Four P Component of the Marketing Mix
Marketing Mix
Product Place
Product Name Channel
Product Variety Coverage
Quality Target Market Locations
Design
Transport
Feature Price Promotion
Brand Name
List Price Sales Promotion
Packaging
Size
Discounts Advertising
Service Payment Period Sales Force
Warranties Credits term Public Relations
Returns Direct Marketing
Marketing Diploma DR.ELSAYED NASSER

66. Promotion Mix
Advertising 
Personal Selling 
Public relations 
Sales Promotion 
Direct marketing 
Marketing Diploma DR.ELSAYED NASSER

67. Target
Market
Product Place Promotion Price
Personal Mass Sales
Selling Selling Promotion
Advertising Publicity
Marketing Diploma DR.ELSAYED NASSER

68. Marketing Diploma DR.ELSAYED NASSER

69. http://www.elsayednasser.com
http://kenanaonline.com/DrElsayedNasser
elsayednasser@hotmail.com