Business English Lecture Notes PDF

Business English Dr. Marwa Sayed  Table of Contents Ch. Title Page Marketing Management 1.1 Definition of marketing 1.2 Marketing objectives 20 1 1.3 Marke...

Business English Dr. Marwa Sayed  Table of Contents Ch. Title Page Marketing Management 1.1 Definition of marketing 1.2 Marketing objectives 20 1 1.3 Marketing research 1.4 Brainstorming promotional companies 1.5 Consumer loyalty 1.6 Sales Techniques and Strategies Accounting 2.1 Definition of Accounting. 57 2 2.2 Budget 2.3 Financial report 2.4 The financial environment Human Resource Management 3.1 Definitions of HRM 3.2 Employee commitment. 3 98 3.3 Employee Retention 3.4 Performance evaluation 3.5 Hiring and promotion practice Chapter one: Marketing Management Learning goals: After reading and studying this chapter, the student should be able to: 1- Identify the concept of marketing 2- Identify the marketing importance and objectives. 3- Explain Marketing Research. 4- Analyze brainstorming promotional companies. 5- Identify customer loyalty. 6- Describe Sales Techniques and Strategies  Many people think of marketing as only selling and advertising. But in the new sense marketing is satisfying customer needs, and develops the products. Your morning tea, your newspaper, your breakfast, the dress you put on for the day, the vehicle you drive, the mobile in your pocket, the quick lunch you have at the fast food joint, the PC at your desk, your internet connection, your e-mail ID almost everything that you use and everything that is around you, has been touched by marketing.  1.1 Definition of marketing: According to kotler: “Marketing is the science and art of exploring, creating, and delivering value to satisfy the needs of a target market at a profit. Marketing is the management process that identifies, anticipates and satisfies customer requirements. Marketing is the human activity directed at satisfying human needs and wants through an exchange process’ process. The right product, in the right place, at the right time, and at the right price  From the previous definition: Marketing, more than any other business function, deals with customers. The goal of marketing is to attract new customers by promising superior value and to keep and grow current customers by delivering value and satisfaction.  A marketer Is someone who seeks a response- attention, a purchase, a vote, a donation – from another party, called the prospect. If two parties are seeking to sell something to each other, we call them both marketers. IMPORTANCE OF MARKETING Marketing is important not only for organizations but for individuals, society and economy as a whole. IMPORTANCE OF MARKETING TO COMPANIES Helps in income generation. Helps in planning and decision-making Helps in distribution. Helps in exchanging information Helps to adapt to changing environment Expands global presence. Helps to earn goodwill. IMPORTANCE OF MARKETING TO CONSUMERS Provides quality products Provides variety of products. Improves knowledge of consumers. Helps in selection. Consumer satisfaction. IMPORTANCE OF MARKETING TO SOCIETY Provides employment. Raises standard of living. Creates utilities. Reduces costs. Solves social problems. Makes life easier. Enriches society.