Marketing System

By Hani Al Hadidi

This book is the essence of all the Marketing books available in all the libraries all over the world. It is written in an easy to understand language and flow, with interesting images provided. Students of MBA and other Marketing and Business programs, as well as Marketing professionals can keep this book as a ready-reckoner that will offer a solution for any Marketing hiccups that they might face in their careers or in their studies.

• Language: English
• Publisher: Hani Al Hadidi
• Release date: Jan 21, 2017
• ISBN: 9781370416899

Hani Al Hadidi

Hani Al Hadidi CEO, Gold Technology Company المملكة العربية السعودية المواد الكيميائية الحالي Gold Technology Company. السابق Gold technology Company, National scientific company, alahram metal works. التعليم American University of London. مواقع إلكترونية موقع الويب للشركة 393 زميلا مشاهدة ملف Hani الشخصي الكامل انه مجاني زملاءك في العمل وزملاء الدراسة وأكثر من 400 مليون عضو آخر على LinkedIn. مشاهدة ملف Hani الشخصي الكامل موجز Lab & Production Chemist Jun 1996 – Sep 1998 Al Ahram Metal Works, Alexandria Egypt • Lab analysis control. • Maintenance of automatic nickel/chrome electroplating plant. • Responsible for Production Plan. • Oversee quality assurance of products. • Act as technical consultant in Electroplating field. • Supervise other chemists and chemical technicians and technologists. • Improved the way of production, which increased productions three folds. Lab Analyst Sep 1998 – Jul 1999 Pharco Pharmaceutical Company, Alexandria Egypt • Analyze, synthesize, purify, modify and characterize chemical or biochemical compounds. .In charge of lab analysis for antibiotics division. •Oversee quality control assurance of production process. Assistant Production Manager 1999 - 2000 Egyptian German Company for Porcelain, Alexandria Egypt • Plan, organize, direct, control and evaluate the operations of a manufacturing. • Develop and implement plans to efficiently use materials, labor and equipment to meet production targets. • Develop production schedules and maintain an inventory of raw materials and finished products. • Plan and implement changes to machinery and equipment, production systems and methods of work. • Direct quality control inspection system and develop production reporting procedures. • Enhanced the way of production by systemizing availability of raw materials, which was a continuous problem before joining the company. Senior Sales & Marketing Engineer. 2000 – 2007 National Scientific Company Ltd., Jeddah Saudi Arabia •Overall in-charge of sale for the following international suppliers: oUmicore, Germany – for precious metals electroplating. oInco Europe.UK oGaltech Company, Turkey – for industrial electroplating & electrophortretic chemistry. oDegussa, Germany – for water treatment chemicals. •Plan, direct and evaluate the activities of sales. •Establish distribution networks for products and Specialties: sales and Marketing. الخبرة CEO. Gold Technology Company. ‏سبتمبر 2010 – الحالي (6 من الأعوام 5 شهور) Use management team as advisers and to assist in planning the company's future. Make final decisions on the company and how to keep it profitable. work to create an efficient, positive environment for all employees. How employees are treated when they make an error, required work wear, benefits, and risk taking. Set a budget for the company and oversee investment planning. Evaluate all projects and determine their value to the company. General Manager. Gold technology Company ‏فبراير 2008 – ‏أغسطس 2010 (2 من الأعوام 7 شهور) Responsible for all aspects of a company’s operation. Plan, direct and coordinate various aspects of the operating area. Ensure that operations run smoothly and according to company policy. Ensure that vendors and suppliers are properly compensated and continue to meet the needs of the company. Electroplating Div.Sales Manager. National scientific company ‏سبتمبر 2000 – ‏أكتوبر 2007 (7 من الأعوام 2 من الشهور) • Plan, direct and evaluate the activities of sales. • Establish distribution networks for products and services, initiate market research studies and analyze their findings, assist in product development, direct and evaluate the marketing strategies of companies. • Evaluate departments that develop and implement communication strategies and information programs, publicize activities and events, and maintain media relations on behalf of businesses, governments and other organizations. chemical engineer alahram metal works. 1996 – 1998 (2 من الأعوام) •Lab analysis control. •Maintenance of automatic nickel/chrome electroplating plant. •Responsible in troubleshooting of zinc, copper, nickel & chrome plating. •Responsible for Production Plan. •Oversee quality assurance of products. •Act as technical consultant in Electroplating field. •Supervise other chemists and chemical technicians and technologists. •Improved the way of production, which increased productions three folds. تكريمات ومكافآت International Quality Summit Award. ‏فبراير 2013 BID(business Intiative Directions)holds an annual congress meeting at multiple sites,in the emblematic cities of paris,London,Madrid,Geneva,Frankfurt and New York,having gathered companies and organizations from 118 contries over the past 10 months,during that time,participating leaders and experts in quality and excellence submitted thier votes for the candidacy of Gold Tech for the international Sumiit(IQS) المزيد من التكريمات والمكافآت • Faculty of Science – Award of Excellence for Project of 1996, Alexandria Egypt -1996 • Scientist Society – Award of Excellence, Cairo Egypt -1996 • Dabbagh Group – Award for High Performance, Saudi Arabia -2001 -2004 المنشورات Marketing Sytem. US. ‏ديسمبر 2006 المؤلفون: Hani Al Hadidi i am American ‏أكتوبر 2012 Novel. المؤلفون: Hani Al Hadidi American Jehadi. Amazon. ‏مارس 2015 المؤلفون: Hani Al Hadidi Marketing system. ‏ديسمبر 2014 المؤلفون: Hani Al Hadidi دورات American University of London. Business Management. اللغات German المهارات Writingarranging events.project Management.professional speakerProduct DevelopmentSales ManagementNew Business DevelopmentNegotiationStrategic PlanningManufacturingBusiness PlanningInternational SalesSalesBusiness StrategyContract Negotiationعرض 5+ ما رأيك في الترجمة؟ رائعة•بها أخطاء التعليم American University of London. Master of Management., Business Administration and Management, General 2012 – 2013 washington international university PhD, Marketing. 2005 – 2006 Concordia College Concordia College Master., (Business Administration major in Marketing) 2004 – 2005 Alexandria University Alexandria University Bsc, Chemistry. 1991 – 1996 أنشطة ومجتمعات: shams team. الاهتمامات fictionwritingfootball and travelling. المجموعات MEDEXPO Saudi Arabia MEDEXPO Saudi Arabia مشاهدة ملف Hani الشخصي الكامل حتى تتمكن من... مشاهدة الأشخاص المشتركين الذين تعرفهم تقديم تعارف الاتصال بـ Hani مباشرة

Book preview

Marketing System

By

Hani Al Hadidi

Text Image copyright © 2014 Hani Al Hadidi

All Rights Reserved

Foreword By the Author

I present my book, the Marketing System, for all those in the Marketing profession, including those undergraduates who are tomorrow's Masters of Marketing and Business Administration. It's written in an easy to understand language and flow. The images are both comical and informative, encouraging the readers to use this book as a reference throughout their studies and career in Marketing as well as in managing a company's marketing division and activities.

I thank all those people who have inspired me on writing this book, and all those people and images that inspired me to design the images. I also am thankful to those referenced at the end of this book, and express regret to the respective copyright owners, if any, for any accidental similarity, if any, and further assure that if at all there is any it was purely unintentional.

Table of Contents

Chapter 1

Market Research

Chapter 2

Product Planning

The Product Plan

a. Voice of the Customer – Hearing and Capturing

b. Organizing Customer Needs

c. Evolutionary Development

Chapter 3

Brand-Building

Chapter 4

Advertising

a. Posters

b. Newspapers

c. Radio

d. Television

e. Other Media

f. The Communication Media

g. Media Comparison

h. Other Varieties:

h1. Direct Response

h2. Yellow Pages

h3. Business-to-Business

h4. Recruitment

h5. Healthcare

Chapter 5

Promotion

Chapter 6

Public Relations

Chapter 7

Sales Force

a. Selling Savvy - Four Reasons Why

b. What are the FIVE important components of selling savvy?

c. A Worker's Mentality Or A Professional's Mentality?

Chapter 8

Product Development

Chapter 9

Setting Prices

Chapter 10

Product Distribution

a. Market segmentation

Chapter 11

Wholesaling

a. Brokers and Agents

b. Offices and Branches of Manufacturers and Retailers

b1. Manufacturers

b2. Retailers

c. The Intermediaries in Marketing - The Distribution Channel

d. Flows and Functions of Distribution Channels

e. Managing the Distribution Channel

f. Direct Marketing

Chapter 12

Marketing Control

a. Profitability Control

b. Strategic Control

c. Efficiency Control

d. Annual-plan Control

Chapter 13

Marketing Factors

a. Personal Factors

b. Social Factors

c. Psychological Factors

d. Cultural Factors

Chapter 14

Company Brain (CB System)

Bibliography & References

Introduction

Marketing was just a secondary concern for businesses, even until a couple of decades ago. Production, and not Marketing, was of primary importance. What they would want and when they would want it - these were of least concern when goods were produced and made available to the customers. What was on the market at any one time was determined by production managers alone.

Then arrived Modern Marketing. It began by anticipating what consumers might want and when. The products and production were planned accordingly, and the planning was guided by marketing decisions. A trend has begun where more than the production managers it was the marketing managers that have more say in company decisions. Now, what a customer pays for a product, at least half of it goes towards marketing expenditures.

In effect, the definition of modern marketing includes more than just being a mixture of advertising and selling, but to the everyday consumer it is nothing but just that - a mixture of advertising and selling.

It is rather called as, ‘directing the flow of goods from producers to customers’.

A whole planet of activities takes place inside that term, which includes, among other things, Product planning, Development of new-product, Arranging the channels for the product to reach the customer, Distribution of products, Wholesaling, Price setting, Advertising and Promotion, Public relations, Warranties, Retailing, and Financing at many levels.

Imagine receiving a perfect Samsung in bad packing, imagine your order delivered from McDonald’s after 2 hours of placing it, and imagine receiving an incorrect invoice from Harry Winston. Which of your great Marketing Plans could help in such situations? The entire billions, which have been spent in marketing, along with those great brand names, would never come to the rescue and cease to be of any help.

So, Marketing does not mean just a highly qualified marketing team or huge budget getting spent to get convince the customers with the product, but is a complete professional system that includes all the abovementioned elements. Any shortage in any one of them means failure in Marketing.

Simply, everything affects marketing.

Chapter 1

Market Research

An array of techniques has to be used in the study of what various markets would require at various times. These techniques would also cover the study of the acceptability of products, along with the methods of developing or exploring new markets. The future demand for a particular product can also be analyzed effectively, if the sales people who are involved in it analyze the situations along with what they expect to achieve, according to the aims of the research. They could keep that as a guideline for finding out the future trend of the product.

Past sales reports and records may be projected forward, and surveys may be made on consumer attitudes and product preferences either generally or in particular regions. As an experimental introduction in designated test-market areas, new or altered products may be launched.

In the 1920s, Germany saw the introduction of market research in its then basic form, followed by France and Sweden a decade later. But, another decade later, when the WWII was over, American firms began to formulate latest techniques in market research, and as they used them and improved on them, the resulting methods started spreading throughout Western Europe and Japan, helped much by America’s influence that prevailed in those countries at that time.

Another point we have to bear in mind is that there is a difference in the information obtained through market research, in industrialized countries and in developing countries. While it is rather specific, relating to particular products or individual firms in the former, general information is what they seek for in the later.

The communist countries too started using market research by the 1980s. As the