Chapter2

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Chapter2

  1. 1. Principles of Marketing Chapter 2 The Marketing Environment
  2. 2. Principles of Marketing Chapter 2 The Marketing Environment Microenvironment Macroenvironment Consumer Markets Business Market Everybody has some marketing experience The marketing environment is a set of forces that affects the ability to build and maintain successful relationships with customers Goals Concepts Key words Case Studies Practical examples Q&A
  3. 3. { Commercial Break } Last week review…
  4. 4. People need and/or want something Marketers will charge them to fulfill that People will be happy Marketers will profit
  5. 5. Brand Demand Need Utility Value Want Promise Capacity Urgency Satisfaction Extra Desire
  6. 6. Principles of Marketing Chapter 2 The Marketing Environment OK, We’re back
  7. 7. Principles of Marketing Chapter 2 The Marketing Environment Microenvironment Macroenvironment Consumer Markets Business Market Everybody has some marketing experience The marketing environment is a set of forces that affects the ability to build and maintain successful relationships with customers Goals Concepts Key words Case Studies Practical examples Q&A <ul><li>Understand the interaction between the market components </li></ul><ul><li>Differentiate Consumer Markets vs. Business Markets </li></ul><ul><li>Variables that affect the markets </li></ul>
  8. 8. Microenvironment Macroenvironment Consumer Markets Business Market Goals Concepts Key words Case Studies Practical examples Q&A Microenvironment consists of the actors close to the company that affect its ability to serve its customers, the company, suppliers, marketing intermediaries, customer markets, competitors, and publics Principles of Marketing Chapter 2 The Marketing Environment Everybody has some marketing experience The marketing environment is a set of forces that affects the ability to build and maintain successful relationships with customers
  9. 9. The forces inside the industry Porter’s 5 Forces Microenvironment
  10. 10. Principles of Marketing Chapter 2 The Marketing Environment The marketing environment is a set of forces that affects the ability to build and maintain successful relationships with customers 5 Forces of Competitive Position Model Bargaining power of suppliers Threat of New entrants Threat of Substitute products Bargaining power of Customers Competition
  11. 11. Microenvironment Macroenvironment Consumer Markets Business Market Goals Concepts Key words Case Studies Practical examples Q&A Principles of Marketing Chapter 2 The Marketing Environment Everybody has some marketing experience The marketing environment is a set of forces that affects the ability to build and maintain successful relationships with customers
  12. 12. Principles of Marketing Chapter 2 The Marketing Environment The marketing environment is a set of forces that affects the ability to build and maintain successful relationships with customers Top management Finance Researck & Development Purchasing Operations Accounting Resources providers Help the company to promote, sell and distribute its products to final buyers. Those companies or individuals offering the same Any group that has an actual or potential interest in or impact on an organization’s ability to achieve its objectives. Financial publics, Media publics, Government publics, Citizen-action publics, Local publics, General public, Internal publics. Our reason to exist
  13. 13. Microenvironment Macroenvironment Consumer Markets Business Market Goals Concepts Key words Case Studies Practical examples Q&A Principles of Marketing Chapter 2 The Marketing Environment Everybody has some marketing experience The marketing environment is a set of forces that affects the ability to build and maintain successful relationships with customers Crispin Porter + Bogusky Superbowl disaster
  14. 14. Microenvironment Macroenvironment Consumer Markets Business Market Goals Concepts Key words Case Studies Practical examples Q&A Principles of Marketing Chapter 2 The Marketing Environment Everybody has some marketing experience The marketing environment is a set of forces that affects the ability to build and maintain successful relationships with customers
  15. 15. Principles of Marketing Chapter 2 The Marketing Environment The marketing environment is a set of forces that affects the ability to build and maintain successful relationships with customers human populations in terms of size, density, location, age, gender, race, occupation. Demographic trends include age, family structure, geographic population shifts, educational characteristics, and population diversity. consists of institutions and other forces that affect a society’s basic values, perceptions, and behaviors factors that affect consumer purchasing power and spending patterns <ul><li>involves the natural resources that are needed as inputs by marketers or that are affected by marketing activities. Shortages of raw materials </li></ul><ul><ul><li>Increased pollution, Increase government intervention, Environmentally sustainable strategies. </li></ul></ul>Those business, products or individuals offering the same benefit. consists of laws, government agencies, and pressure groups that influence or limit various organizations and individuals in a given society Most dramatic force in changing the marketplace. Creates new products and opportunities. Competitive
  16. 16. The forces Outside the industry Macroenvironment
  17. 17. Microenvironment Macroenvironment Consumer Markets Business Market Goals Concepts Key words Case Studies Practical examples Q&A Principles of Marketing Chapter 2 The Marketing Environment Everybody has some marketing experience The marketing environment is a set of forces that affects the ability to build and maintain successful relationships with customers From inventing the digital camera to being the last ones using it
  18. 18. Principles of Marketing Chapter 2 The Marketing Environment Microenvironment Macroenvironment Consumer Markets Business Market Everybody has some marketing experience The marketing environment is a set of forces that affects the ability to build and maintain successful relationships with customers Goals Concepts Key words Case Studies Practical examples Q&A Consumer market consists of those who buy finished products and services. The end user. The buying decision maker.
  19. 19. Principles of Marketing Chapter 2 The Marketing Environment Microenvironment Macroenvironment Consumer Markets Business Market Everybody has some marketing experience The marketing environment is a set of forces that affects the ability to build and maintain successful relationships with customers Goals Concepts Key words Case Studies Practical examples Q&A Supply Surplus Buying power Segmentation. The consumer market can be split into age groups, ethnic group, or buying habits. Each group has needs that can be identified. Reach . Common media modes are television, Internet, or print. A business owner can determine the best mix of media for reaching his market by determining how the target consumer receives his daily news or what magazines the consumer is likely to read. B2C
  20. 20. Principles of Marketing Chapter 2 The Marketing Environment Microenvironment Macroenvironment Consumer Markets Business Market Everybody has some marketing experience The marketing environment is a set of forces that affects the ability to build and maintain successful relationships with customers Goals Concepts Key words Case Studies Practical examples Q&A Services Soft goods Consumer durables Fast-moving common goods 4 Types of Consumer Products $ $$$ $$$$ $$
  21. 21. { Commercial Break } This time is for real…
  22. 22. Who needs what kind of advertising… How do I position a brand… Would Bentley advertise in direct mail in buildings that belong to Plan 8… Would Plan 8 be offered at the exit of a Bentley dealer… Think:
  23. 23. Brand Demand Need Utility Value Want Remember? Reaching the Consumer Market Assignment
  24. 24. Principles of Marketing Chapter 2 The Marketing Environment OK, We’re back. Again.
  25. 25. Principles of Marketing Chapter 2 The Marketing Environment Microenvironment Macroenvironment Consumer Markets Business Market Everybody has some marketing experience The marketing environment is a set of forces that affects the ability to build and maintain successful relationships with customers Goals Concepts Key words Case Studies Practical examples Q&A Growing Consumer Market Segments Two growing consumer market segments are Hispanic Americans and &quot;green&quot; consumers. Hispanic Americans have the highest birth rate in the country. Green consumers choose products that are environment-friendly. For adidas, sustainability is not just a response or responsibility – it’s an opportunity to create new business value for yourselves and your consumers!
  26. 26. Principles of Marketing Chapter 2 The Marketing Environment Microenvironment Macroenvironment Consumer Markets Business Market Everybody has some marketing experience The marketing environment is a set of forces that affects the ability to build and maintain successful relationships with customers Goals Concepts Key words Case Studies Practical examples Q&A Business market consists of those who buy materials and services to manufacture new products or services. They are not the end user.
  27. 27. Principles of Marketing Chapter 2 The Marketing Environment Microenvironment Macroenvironment Consumer Markets Business Market Everybody has some marketing experience The marketing environment is a set of forces that affects the ability to build and maintain successful relationships with customers Goals Concepts Key words Case Studies Practical examples Q&A B2B Manufacturers Demand Inventory/Stock Buying/Purchasing Business to business Those suitable to finish a product. You can buy wholesale and add your own label. Forces that may change quality, prices, availability. Surplus or shortages. Purchasing changes the final result of any transaction and it’s itself a marketing response.
  28. 28. Principles of Marketing Chapter 2 The Marketing Environment Microenvironment Macroenvironment Consumer Markets Business Market Everybody has some marketing experience The marketing environment is a set of forces that affects the ability to build and maintain successful relationships with customers Goals Concepts Key words Case Studies Practical examples Q&A By towing airplanes between gates and into maintenance facilities, American is saving 3.6 million gallons of fuel. Straight Rebuy Modify Rebuy New Task Buying Classifications 3
  29. 29. Principles of Marketing Chapter 2 The Marketing Environment Microenvironment Macroenvironment Consumer Markets Business Market Everybody has some marketing experience The marketing environment is a set of forces that affects the ability to build and maintain successful relationships with customers Goals Concepts Key words Case Studies Practical examples Q&A Purchase process steps Feed back Order routine Evaluation & Selection Get proposals & analize Search for sources Description & characteristics Determination of quantities and specs Recognition of need
  30. 30. Principles of Marketing Chapter 2 The Marketing Environment Macroenvironment Microenvironment Business Markets Consumer Markets

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