Tema 2 El Entorno de Marketing

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    The Marketing Process This CTR corresponds to Figure 2-5 on p. 45 and to material on pp. 44-45. Teaching Tip: This material previews the focus on later chapters. You may wish to show this CTR as an introduction to the following discussion on target consumers. The lecture information below is provided if you wish to cover the strategic background information prior to coverage of details. The Marketing Process This begins an extended discussion of planning, organization, and specific-actions that includes slide transparencies on the 4 Ps, factors affecting marketing strategy decisions, and a general outline of the contents of a marketing plan. These topics are covered in more detail on subsequent CTRs. Marketing Analysis (and Planning). Marketing must conduct a complete analysis of its situation and all relevant environmental influences. Further, marketing must provide each functional area of the company with the information from this analysis that affects their area-specific tasks. Selecting Target Markets. In evaluating analysis, it should become clear that the company cannot service each market opportunity equally well. Target market selection occurs by matching strengths and weaknesses identified in analysis to particular target markets. Marketing Implementation. Plans must be coordinated and launched with realistic logistical support if they are to succeed. Marketers must be able to translate plans into concrete action. Marketing Control. The need to measure, assess and evaluate performance all relate to control issues. These are discussed in more detail later.

    Technological Environment This CTR relates to the material on pp. 83-84. Technological Environment Key forces operating in the technological environment include: Fast Pace of Technological Change . Anyone trying to learn all the features of their current software programs before they are updated and outdated understands this force. Teaching Tip: You might point out to students raised on Star Trek and Star Wars how much of yesterday's sci-fi is already coming true. Cellular phones as Star Trek-type communicators might get class discussion going. High R&D Budgets . The United States spends more on research and development than any other country. Placing marketing personnel on research teams can help focus research efforts on consumer needs and practical applications. Focus on Minor Improvements . Risk factors associated with high costs of development often lead to minor improvements over substantive product changes. Discussion Note: While minor improvements help keep products "fresh" to the market, marketers must anticipate that changing consumer needs will limit the competitiveness of too little innovation. Increased Government Regulation . Faster introduction of increasingly complex products often leads to greater regulation as consumers seek assurances that products are tested and safe.

    Political Environment This CTR relates to the material on pp. 84-87. Political Environment The political macroenvironmental forces consist of laws, government agencies, and interest groups that seek regulation of business activities to forward their own interests. Business in general, more than other groups, uses lobbying efforts to try and obtain legislation favorable to their competitive interests. Key considerations include: Legislation. Laws generally attempt to protect companies from each other to create more competition that in turn creates more value for the consumer. Laws also aim at protecting consumers from unfair and sometimes dangerous business practices. Laws sometimes seek to protect society as a whole from practices that endanger whole communities or other publicly owned resources such as rivers, forests, and parks. Enforcement . The effect of laws depends upon the emphasis given to enforcing them within the regulatory agency responsible for administering the law. Regulation varies in intensity with political agendas of sitting presidents and budget allocations. Public interest groups too affect the degree of legislative activity and administrative enforcement. Increased Emphasis on Ethics . At both the grassroots and corporate level, more US companies are showing a greater concern for more ethical conduct and more socially responsible action. Discussion Note: Ethical companies often enjoy better consumer relations and public image. Bottom line contributions can be defensive. For example, when Johnson & Johnson behaved responsibly after the Tylenol poisonings, they did not suffer expensive lawsuits and were able to recapture all of their original market share when the product was re-introduced.

    Technological Environment This CTR relates to the material on pp. 87-92. Cultural Environment The key elements of the cultural macroenvironment include: Persistence of Cultural Values. Core beliefs and values are relatively enduring and must be considered by marketers positioning products. For example, product innovations that conflict with core values are unlikely to be adopted. Shifts in Secondary Values. These change over time and change more often than core values and may provide positioning opportunities. Cultural values are expressed in people’s views on the following: View of Themselves. People vary in their emphasis on how important serving themselves is compared to serving others. Personal ambition and materialism have increased significantly over time in the US. View of Others. Recently, there has been a trend toward more altruistic behavior, at least among some segments of the population. Discussion Note: You might link ambition and altruism to baby boomers and baby busters, respectively. It wont’ hold up forever, but might generate class participation. View of Organizations. Most people are willing to work for large companies but also believe that the companies are out for themselves. View of Society. Trends like “Buy American” are reflects of this view. View of Nature. This trend has changed over the last few decades from dominate and control to coexist and preserve. View of Universe. Linked in the US to religious observance, this trend has seen an overall decline among most and a simultaneous passionate activism among a small, but powerful group, usually called the “religious right.”

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    Tema 2 El Entorno de Marketing - Presentation Transcript

    1. El entorno de m arketing global
    2. Entorno de m arketing
      • Todos los actores y fuerzas que influyen en la capacidad de la empresa para efectuar transacciones de negocios de manera eficaz con su mercado meta .
      • Inclu ye :
        • La propia empresa u organización
        • Microen torno – f uerzas cercanas a la empresa que afectan su capacidad para servir a sus clientes .
        • Macroen torno – fuerzas mayores de la sociedad que afectan a todo el microentorno .
    3. El entorno de m arketing Empresa Demogr áfico Econ ómico Natural Tec nológico Pol ítico Cultural Empresa C lientes Intermediari o s Proveedores Competi dores P úblico s
    4. Product o Plaza Precio Promo ción Implementa ció n de m arketing Planeación de m arketing Control de m arketing Analistas de m arketing Competi dore s Intermediari o s de m arketing Públicos Proveedores Entorno demográfico- económico Entorno tecnológico- natural Entorno político- legal Entorno socio- cultural Consumido- res meta
      • Diferentes niveles en el análisis del entorno
      • La propia organización
      • El microentorno de trabajo
      • Los mercados
      • La competencia
      • La opinión pública
      • El macroentorno
    6. La propia organización
      • Existe una constante interacción entre las áreas funcionales
      Dirección General Marketing Finanzas I + D Compras Producción RR.HH
    7. Microentorno de trabajo Empresa Proveedores Mayoristas Detallistas Consumidor Empresas Transporte Empresas Almacenaje Compañía seguros Bancos, Cajas Empresas investigación de mercados Agencias de publicidad Asesorías, consultoras
    8. El microentorno de la empresa
      • Proveedores – pro porcionan los recursos necesarios para producir bienes y servicios .
      • Intermediarios de m arketing - ayudan a la empresa a promover, vender y distribuir sus bienes a los compradores finales .
    9. Los mercados
      • Conceptos a retener
      • Mercado Potencial
      • Mercado Real
      • Mercado Objetivo
      • Penetración de mercado
      • Volumen de consumo
      • Participación de mercado
    10. Mercado Total Mercado Potencial Población total (100%) Mercado Potencial (30%) Mercado Real (40%) Mercado Objetivo (20%) Mercado Penetrado (10%)
    11. Mercado Total Mercado Potencial Población total (100%) Mercado Potencial (30%) Mercado Real (40%) Mercado Objetivo (20%) Mercado Penetrado (10%) Mercado Potencial Es la cantidad máxima que de un producto o servicio puede venderse durante un periodo dado de tiempo en un mercado y en unas condiciones determinadas. También suele denominarse a este concepto potencial del mercado. El potencial del mercado depende en la mayoría de los casos de la situación económica del país, así como el conjunto de acciones comerciales que las empresas productoras y vendedoras de un determinado bien puedan realizar. En este será posible vender bienes y servicios, siempre y cuando los consumidores tengan la capacidad y características necesarias para efectuar la compra.
    12. Mercado Total Mercado Potencial Población total (100%) Mercado Potencial (30%) Mercado Real (40%) Mercado Objetivo (20%) Mercado Penetrado (10%) Mercado Real Parte del mercado que efectivamente está adquiriendo bienes o servicios. Mercado Objetivo Un mercado objetivo es el segmento del mercado al que un producto en particular es dirigido. Generalmente, se define en términos de edad, género o variables socioeconómicas, estilos de vida . Mercado Penetrado Se compone del conjunto de consumidores que ya ha comprado.
    13. Proximidad de la competencia Competencia de deseos Competencia de productos Competencia de genéricos Competencia de marcas Satisface deseos diferentes. Ej: Cámara y el gasto en otros productos Satisface el mismo deseo, pero de forma diferente. Ej: Cámara y el vídeo doméstico Satisface el mismo deseo, de igual forma pero con productos diferentes. Ej: Cámara tradicional vs Cámara digital Satisface el mismo deseo, de igual forma con un producto similar, con otra marca. Ej: Kodak , Sony, Hp, etc . La competencia
    14. La opinión pública
      • Financiera
      • Prensa
      • Gubernamental
      • Local
      • General
      • Asociaciones de consumidores y usuarios
      • Interna a la empresa
    15. Macroentorno
      • Demográfico
      • Económico
      • Ecológico – Natural
      • Tecnológico
      • Político – Legal
      • Socio – Cultural
    16. El macroentorno de la empresa
      • Demogr áfico – estudia la población en términos de edad, sexo, raza, ocupación, ubicación y otras estadísticas .
      • Econ ómico – factor es que afectan el poder de compra y los patrones de gasto de los consumidores .
      • Natura l – recursos natural es que la empresa requiere como insumos o que son afectados por las actividades de m arketing.
    17. El macroentorno de la empresa
      • Tec nológico – f uerzas que crean productos y oportunidades de mercado nuevas .
      • Pol ítico – l eyes, dependencias y grupos que influyen en las acciones de marketing o las limitan .
      • Cultural – f uerzas que afectan los valores, percepciones, preferencias y comportamientos básicos de una sociedad .
    18. Entorno tecnológico Cambios vertiginosos Altos presupuestos para R & D Preferencia a mejoras menores Mayor regulación Problemas del entorno tecnológico
    19. Entorno político Mayor hincapié en la ética Más leyes Distinto modo de hacerlas cumplir Tendencias clave en el entorno político
    20. Entorno c ultural De las organizaciones De la Naturaleza De uno mismo De la sociedad Del Universo De otros Perspectivas que expresan valores
    21. Puntos Fuertes Puntos Débiles DIAGNÓSTICO ESTRATÉGICO Oportunidades Amenazas Probabilidad de éxito vs. Atractivo potencial. Probabilidad de suceder vs. Riesgo potencial. Análisis FODA
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