Marketing workshop session (3)key env. and consumer behavior

424 views
289 views

Published on

0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
424
On SlideShare
0
From Embeds
0
Number of Embeds
1
Actions
Shares
0
Downloads
9
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

Marketing workshop session (3)key env. and consumer behavior

  1. 1. Session 5
  2. 2.  Actors and forces affect a firm’s ability to build and maintain a successful relationships with customers Aspects of Marketing Environments - Microenvironment: Actors close to the company - Macroenvironment: Larger Societal Forces
  3. 3.  Microenvironment Departments Within the Company Suppliers Marketing intermediaries Customers Competitors Puplics
  4. 4.  Macroenvironment Demographic Forces •World Population •Changing age structures
  5. 5.  Macroenvironment Demographic Forces •World Population •Changing age structures Baby boomers Generation X•Born Between 1946 and 64 •Born Between 1965 and 76•28% of Population •14.6% of Population•50% of income •125 billion $ Purchasing Power•Lucrative market for Entertainment, •Primary Buyerstravel, and housing •Working to Live
  6. 6.  Macroenvironment Demographic Forces •World Population •Changing age structures Generation Y •Born Between 1977 and 94 •25.8% of Population •New Products, Services and media •Computer, Internet and Digital saavy
  7. 7.  Macroenvironment Demographic Forces •World Population •Changing age structures •Changing household •Geographic Population Shifts •Increasing Diversity •Better-educated workforce •Working Women
  8. 8.  Macroenvironment Demographic Forces Key Economic Trends •Income Distribution •Changing in Consumer spending Ernst Engel’s law
  9. 9.  Macroenvironment Demographic Forces Key Economic Trends Natural Environment •Shortage of raw Material •Increased Pollution
  10. 10.  Macroenvironment Demographic Forces Key Economic Trends Natural Environment Technological Trends •Rapid Change •New Technologies create new Opportunities
  11. 11.  Macroenvironment Demographic Forces Key Economic Trends Natural Environment Technological Trends Political Environment •Laws •Pressure Groups •Ethical behavior and Social responsibility
  12. 12.  Macroenvironment Demographic Forces Key Economic Trends Natural Environment Technological Trends Political Environment Cultural Environment •Core Beliefs and secondary beliefs
  13. 13.  PEST Analysis
  14. 14.  Responding to Marketing Environment Reactive •Design Strategies that avoid Threats and Capitalize upon Opportunities Proactive •Use PR, Advertising and Lawsuits To Influence Environmental Forces
  15. 15. Session 5
  16. 16.  Most Companies Do research on What customers buy, Why, when and from where he buy. 95% of customer ( emotion, Feelings and Thoughts ) which make Buying Decisions Happen in Customer unconscious Mind.
  17. 17.  How Consumer Respond To market offers ?!
  18. 18.  Buyer Characteristics Cultural Factors •Culture •Subculture •Social Class
  19. 19.  Buyer Characteristics Cultural Factors Social Factors •Reference Groups •Family •Roles and States
  20. 20.  Buyer Characteristics Cultural Factors Social Factors Personal Factors •Life-cycle Stages
  21. 21.  Buyer Characteristics Cultural Factors Social Factors Personal Factors •Life-cycle Stages •Economic Situation
  22. 22.  Buyer Characteristics Cultural Factors Social Factors Personal Factors Psychological Factors •Motivation •Perception
  23. 23.  Buyer Characteristics Psychological Factors •Motivation Freud’s Theory : Subconscious Motivations
  24. 24.  Buyer Characteristics Psychological Factors •Motivation Freud’s Theory Abraham Maslow Theory
  25. 25.  Buyer decision Process
  26. 26.  Buyer decision Process For new Product Consumers go through five stages in the process of adopting a new product: 1. Awareness: The consumer becomes aware of the new product, but lacks information about it. 2. Interest: The consumer seeks information about the new product. 3. Evaluation: The consumer considers whether trying the new product makes sense. 4. Trial: The consumer tries the new product on a small scale. 5. Adoption: The consumer decides to make full and regular use of the new product.
  27. 27.  Time of Adoption Of Innovations
  28. 28.  Product Life Cycle

×