Marketing enviroment & concept lecture no.1

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Marketing enviroment & concept lecture no.1

  1. 1. INFORMATION TECHNOLOGY Marketing environment & concepts Created by : Ahmed Waly
  2. 2. INFORMATION TECHNOLOGY Agenda Case study for introduction to marketing Marketing environment . Marketing concept .
  3. 3. INFORMATION TECHNOLOGY Case study for introduction to marketing
  4. 4. INFORMATION TECHNOLOGY Case study for introduction to marketing Explore the truth ( fortwo & individuality , test drive ) Budget 120000$ 2200 cars are sold 270000 visitor within 4 months The main consumer couples aged 20-35 years Overview
  5. 5. INFORMATION TECHNOLOGY Case study for introduction to marketing Creation of demand to product & services which translate to sales Definition of marketing View of marketing Old : - selling & telling New :- customer satisfaction Customer value Performance > expectation = satisfaction
  6. 6. INFORMATION TECHNOLOGY Case study for introduction to marketing
  7. 7. INFORMATION TECHNOLOGY Case study for introduction to marketing Segmentation: The process of dividing a market Targeting: Involves evaluating each market segment’s attractiveness Differentiation: Creating superior customer value Positioning: Arranging for a product to occupy a clear place Marketing managers must consider the following, to ensure a successful marketing strategy: 1. What customers will we serve? — What is our target market? 2. How can we best serve these customers? — What is our value proposition?
  8. 8. INFORMATION TECHNOLOGY Marketing environment
  9. 9. INFORMATION TECHNOLOGY Marketing environment Definition All the actors and forces influencing the company’s ability to transact business effectively with it’s target market Includes Microenvironment - forces close to the company that affect its ability to serve its customers. Macroenvironment - larger societal forces that affect the whole microenvironment.
  10. 10. INFORMATION TECHNOLOGY Marketing Environment
  11. 11. INFORMATION TECHNOLOGY Microenvironment
  12. 12. INFORMATION TECHNOLOGY Customer markets Consumer International Business Reseller GOV.
  13. 13. INFORMATION TECHNOLOGY The Company’s Microenvironment Company’s Internal Environment- functional areas such as top management, finance, and manufacturing, etc. Suppliers - provide the resources needed to produce goods and services. Marketing Intermediaries - help the company to promote, sell, and distribute its goods to final buyers.
  14. 14. INFORMATION TECHNOLOGY The Company’s Microenvironment Competitors - those who serve a target market with similar products and services. Publics - any group that perceives itself having an interest in a company’s ability to achieve its objectives Customers - five types of markets that purchase a company’s goods and services.
  15. 15. INFORMATION TECHNOLOGY Forces that Shape Opportunities and Pose Threats to a Company Demographic Technological Cultural Economic Macroenvironment Political
  16. 16. INFORMATION TECHNOLOGY The Company’s Macroenvironment Demographic - monitors population in terms of age, sex, race, occupation, location and other statistics. Economic - factors that affect consumer buying power and patterns. Technological - forces that create new product and market opportunities.
  17. 17. INFORMATION TECHNOLOGY The Company’s Macroenvironment Political - laws, agencies and groups that influence or limit marketing actions. Cultural - forces that affect a society’s basic values, perceptions, preferences, and behaviors
  18. 18. INFORMATION TECHNOLOGY Macroenvironment A.Demographic Changing Age Structure Population is getting older Changing Family Structure Marrying later, fewer children, working women Increased Education Increased college attendance Growing Ethnic and Racial Diversity 73% Saudi, 12% Egyptian, 10% Asian & 3.4% African Geographic Shifts
  19. 19. INFORMATION TECHNOLOGY Economic Development Changes in income Key Economic Concerns for Marketers Changes in Consumer Spending Patterns Macroenvironment B.Economic
  20. 20. INFORMATION TECHNOLOGY Rapid Pace of Change High Research & Develop. Budgets Focus on Minor Improvements Increased Regulation Macroenvironment C.Technological
  21. 21. INFORMATION TECHNOLOGY Macroenvironment D.Political Increased Legislation Changing Enforcement of laws Greater Concern for Ethics
  22. 22. INFORMATION TECHNOLOGY Oneself Others Society Nature Organization Macroenvironment E.Cultural Views that express values of
  23. 23. INFORMATION TECHNOLOGY Marketing concepts
  24. 24. INFORMATION TECHNOLOGY Marketing concept era
  25. 25. INFORMATION TECHNOLOGY The Production Concept
  26. 26. INFORMATION TECHNOLOGY Marketing and Sales Concepts Contrasted
  27. 27. INFORMATION TECHNOLOGY Societal Marketing Concept
  28. 28. INFORMATION TECHNOLOGY Marketing concept era the top 30 companies in customer services
  29. 29. INFORMATION TECHNOLOGY Marketing concept era the top 10 companies in sales 2012 2011 Brand 1 1 Coca-cola 2 8 Apple 3 2 IBM 4 4 Google 5 3 Microsoft 6 5 GE 7 6 Macdonalds 8 7 Intel 9 17 Samsung 10 11 Toyota
  30. 30. INFORMATION TECHNOLOGY Marketing concept era the top 30 companies in customer services
  31. 31. INFORMATION TECHNOLOGY Marketing concept era advanced examples
  32. 32. INFORMATION TECHNOLOGY

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