The document discusses the marketing environment and how it affects marketing management's ability to build customer relationships. It defines the marketing environment as consisting of a microenvironment and macroenvironment. The microenvironment includes the company, suppliers, intermediaries, customers, competitors, and publics. The macroenvironment comprises demographic, economic, natural, technological, political, and cultural forces. Companies can take either a proactive or reactive approach to the changing marketing environment.
1. Positioning involves designing a company's offering and image to occupy a distinctive place in customers' minds.
2. There are various positioning strategies such as attribute, benefit, user, and competitor positioning. Nestle successfully positioned Maggi noodles as a snack item for children between meals based on careful study.
3. Right positioning is critical for success, as wrong positioning strategies like underpositioning, overpositioning, confused positioning, and doubtful positioning can negatively impact sales.
The document discusses the micro-environment that affects firms. It includes customers, suppliers, marketing intermediaries, competitors, and publics. The micro-environment includes factors closest to the firm that it can influence. It discusses the different types of customers and markets firms operate in as well as the importance of suppliers and conducting competitor analysis. It also outlines the various marketing intermediaries that help firms promote, sell, and distribute goods, and defines publics as groups interested in or impacted by an organization.
This document provides an overview of international marketing. It defines international marketing and discusses how the marketing environment differs internationally from domestic markets due to factors like competition, regulations, culture, and politics. It also outlines various stages of international marketing involvement, from no direct foreign marketing to global marketing. Additionally, it discusses challenges like self-reference criterion and ethnocentrism that marketers must overcome to effectively adapt to foreign cultures.
The document discusses marketing strategies and plans at different organizational levels. It covers developing marketing strategies through understanding customer value, strategic planning at the corporate and business unit levels, and creating marketing plans. Specifically:
- Strategic planning involves understanding customer value through activities like value delivery, value chains, and core competencies. It also covers core business processes and the role of the CMO.
- Corporate strategic planning establishes the mission, identifies strategic business units, allocates resources, and assesses growth opportunities through new businesses, downsizing, or terminating older businesses.
- Business unit strategic planning develops goals and strategies for each unit based on opportunities and threats in external and internal analyses.
- Marketing plans operate at strategic
Business marketing involves marketing products and services to business organizations rather than individual consumers. It is also known as industrial marketing, B2B marketing, or organizational marketing. Business organizations purchase products and services to produce other goods and services, make profits, reduce costs, and other objectives. The purchasing process in business organizations involves recognizing needs, developing specifications, searching for and qualifying suppliers, evaluating proposals, and selecting suppliers.
Core marketing concepts cover needs, wants, demands, target markets, positioning, segmentation, offerings, brands, value, satisfaction, marketing channels, supply chain, and competition. Needs are basic human requirements, wants are needs directed at specific products, and demands are wants backed by an ability to pay. Marketers segment markets and identify target markets to develop offerings positioned to deliver benefits to target buyers. Companies address needs through offerings and brands, and aim to provide value and satisfaction through quality, service, and price. Marketing channels are used to reach target markets and include communication, distribution, and service channels. The supply chain stretches from raw materials to finished products. Competition includes all actual and potential substitutes considered by buyers.
The document discusses the various components of a company's marketing environment, including the microenvironment made up of factors closest to the company like customers, competitors, and publics, as well as the larger macroenvironment consisting of demographic, economic, natural, technological, political, and cultural forces. It provides examples and explanations of each element of the marketing environment and how companies analyze and respond to changing environmental factors.
1. Positioning involves designing a company's offering and image to occupy a distinctive place in customers' minds.
2. There are various positioning strategies such as attribute, benefit, user, and competitor positioning. Nestle successfully positioned Maggi noodles as a snack item for children between meals based on careful study.
3. Right positioning is critical for success, as wrong positioning strategies like underpositioning, overpositioning, confused positioning, and doubtful positioning can negatively impact sales.
The document discusses the micro-environment that affects firms. It includes customers, suppliers, marketing intermediaries, competitors, and publics. The micro-environment includes factors closest to the firm that it can influence. It discusses the different types of customers and markets firms operate in as well as the importance of suppliers and conducting competitor analysis. It also outlines the various marketing intermediaries that help firms promote, sell, and distribute goods, and defines publics as groups interested in or impacted by an organization.
This document provides an overview of international marketing. It defines international marketing and discusses how the marketing environment differs internationally from domestic markets due to factors like competition, regulations, culture, and politics. It also outlines various stages of international marketing involvement, from no direct foreign marketing to global marketing. Additionally, it discusses challenges like self-reference criterion and ethnocentrism that marketers must overcome to effectively adapt to foreign cultures.
The document discusses marketing strategies and plans at different organizational levels. It covers developing marketing strategies through understanding customer value, strategic planning at the corporate and business unit levels, and creating marketing plans. Specifically:
- Strategic planning involves understanding customer value through activities like value delivery, value chains, and core competencies. It also covers core business processes and the role of the CMO.
- Corporate strategic planning establishes the mission, identifies strategic business units, allocates resources, and assesses growth opportunities through new businesses, downsizing, or terminating older businesses.
- Business unit strategic planning develops goals and strategies for each unit based on opportunities and threats in external and internal analyses.
- Marketing plans operate at strategic
Business marketing involves marketing products and services to business organizations rather than individual consumers. It is also known as industrial marketing, B2B marketing, or organizational marketing. Business organizations purchase products and services to produce other goods and services, make profits, reduce costs, and other objectives. The purchasing process in business organizations involves recognizing needs, developing specifications, searching for and qualifying suppliers, evaluating proposals, and selecting suppliers.
Core marketing concepts cover needs, wants, demands, target markets, positioning, segmentation, offerings, brands, value, satisfaction, marketing channels, supply chain, and competition. Needs are basic human requirements, wants are needs directed at specific products, and demands are wants backed by an ability to pay. Marketers segment markets and identify target markets to develop offerings positioned to deliver benefits to target buyers. Companies address needs through offerings and brands, and aim to provide value and satisfaction through quality, service, and price. Marketing channels are used to reach target markets and include communication, distribution, and service channels. The supply chain stretches from raw materials to finished products. Competition includes all actual and potential substitutes considered by buyers.
The document discusses the various components of a company's marketing environment, including the microenvironment made up of factors closest to the company like customers, competitors, and publics, as well as the larger macroenvironment consisting of demographic, economic, natural, technological, political, and cultural forces. It provides examples and explanations of each element of the marketing environment and how companies analyze and respond to changing environmental factors.
1This is a sample lecture on Marketing, Chapter 1 from the texbook Kotler, P. & Armstrong, G. (2012). Principles of Marketing. New Jersey: Prentice-Hall.
This sample lecture was prepared for Ashford Unversity, 2011.Upon completion of this lecture, a certificate of completion is available from Alpha & Omega Healthcare Management Consulting. For the certificate, please contact tripthimathew@alphanomega.info or DrMathewTM@gmail.com
Selecting strong channel members who can efficiently distribute products is the most important factor in channel selection. Channel members should be carefully evaluated based on criteria like years in business, profitability, cooperation, reputation, sales force, and growth potential. Manufacturers attract qualified channel members through product incentives like good product lines with sales and profit potential, as well as advertising/promotion and management support. Securing channel members involves specific incentives and building good, trusting relationships focused on mutual benefit.
This document provides an overview of key marketing concepts including definitions of marketing, the exchange process, marketing orientations (such as production, sales, and marketing), the marketing environment, and marketing functions. It discusses frameworks like the 4Ps and different types of marketing concepts including the selling concept, marketing concept, and societal marketing concept. It also defines important terms like market segmentation, targeting, positioning, the external macro and micro environment, and different types of customer and market demands.
,
ethics in the marketplace
,
definition of market
,
three models of market competition
,
utility in perfectly competitive markets
,
rights in perfectly competitive markets
,
equilibrium in perfectly competitive market
,
characteristics of perfectly competitive free mark
,
equilibrium in perfectly competitive markets
,
supply and demand curves
,
perfect competition
,
characteristics of monopoly markets
,
oligopolistic markets
,
the fraud triangle
,
main views on oligopoly power
This document discusses market segmentation and target marketing. It defines market segmentation as dividing a market into subgroups with distinct needs and characteristics that may require separate products or marketing mixes. The document outlines different levels of market segmentation from mass marketing to niche and individual marketing. It also discusses various bases for segmenting consumer markets, including geographic, demographic, psychographic, and behavioral factors. Finally, it covers strategies for evaluating and selecting target markets, such as undifferentiated, concentrated, and differentiated approaches.
This document discusses analyzing a company's marketing environment. It begins by defining the marketing environment and outlining its two components: the microenvironment and macroenvironment.
The microenvironment consists of actors close to the company like its departments, suppliers, marketing intermediaries, customers, and competitors. The macroenvironment includes larger societal forces like demographics, economics, natural environment, technology, politics, and culture.
It then provides detailed descriptions of the factors within each element of the company's microenvironment and macroenvironment and how marketers can respond to changes in the marketing environment in a reactive, proactive, or uncontrollable manner.
This document discusses market segmentation, targeting, and positioning. It provides criteria for effective segmentation, including that segments must be measurable, substantial, accessible, differentiable, and actionable. It also describes various market targeting strategies such as undifferentiated marketing, differentiated marketing, concentrated marketing, and micromarketing. Undifferentiated marketing uses one standard offer for the whole market while differentiated marketing designs separate offers for different segments. Concentrated marketing targets a niche market and micromarketing customizes products and marketing for individuals.
- Marketing is an organizational function and set of processes for creating, communicating, and delivering value to customers and managing customer relationships to benefit the organization and stakeholders. Marketing management is choosing target markets and gaining, keeping, and growing customers through superior customer value.
- Marketers manage demand and operate in consumer, business, global, and nonprofit markets. Marketing affects the entire customer experience.
- Today's marketplace has fundamentally changed due to societal forces like technology, globalization, and social responsibility, creating new opportunities and challenges and changing marketing management. Companies seek the right balance of proven and innovative approaches.
The document discusses the marketing environment and its various elements. It defines marketing environment as internal and external factors that affect a firm's marketing strategies. There are three levels of the marketing environment - micro, meso, and macro. It then goes on to explain the key factors under each element of the marketing environment - demographic, economic, socio-cultural, natural, technological, and political. These include factors like population growth, income distribution, social trends, environmental concerns, technological advancements, and government regulations respectively. The document provides details on each of these environmental factors and their impact on marketing.
The document summarizes several models of marketing communication:
1) The AIDA model focuses on gaining a customer's attention, interest, desire, and action.
2) The Heightened Appreciation model builds interest by demonstrating advantages over features.
3) The Advertising Exposure model measures how often a target audience is exposed to an ad.
4) The DAGMAR model proposes advertising moves customers from unawareness to awareness, comprehension, conviction, and finally action.
5) The Levidge and Steiner model measures the effectiveness of marketing communication strategies.
The document discusses various macro-environmental forces that can impact digital marketing strategies, including technological forces, economic forces, political forces, legal forces, and social forces. Technological forces refer to changing technologies that create new opportunities. Economic forces include factors like employment, income, and economic growth and disruption. Political forces involve government promotion and regulation of e-commerce. Legal forces relate to privacy, data protection and regulations on digital marketing activities. Social forces comprise cultural diversity and variations in internet usage among digital communities.
Identifying Market Segments and Targets / Marketing Management By Kotler K...Choudhry Asad
This document discusses market segmentation, targeting, and positioning. It provides the following key points:
1. Market segmentation involves identifying distinct groups of customers based on their needs and preferences. Targeting involves selecting specific segments to target, while positioning establishes the benefits of the market offering.
2. A market segment consists of customers who share similar needs and wants. Examples of segments include geographic areas, demographics, lifestyles, usage behaviors, and business characteristics.
3. Effective segmentation criteria for target selection includes segments being measurable, accessible, substantial in size/profitability, and responsive to different marketing mix elements.
This document discusses understanding industries through environmental analysis at both the micro and macro levels.
At the micro level, the key elements of the microenvironment that can directly impact businesses are the company itself, suppliers, marketing intermediaries, customers, competitors, and the public.
At the macro level, PESTEL analysis is used to analyze the political, economic, sociocultural, technological, environmental, and legal external factors in the broader environment that can indirectly influence organizations. Understanding both the micro and macro environments is important for strategic decision making and developing effective marketing strategies.
Chapter 1 introduction to marketing presentAin Omar
This document provides an overview of key concepts in marketing. It defines marketing according to several experts and outlines marketing management philosophies including production, sales, marketing, and societal orientations. The differences between sales and market orientations are explained. The marketing process and core concepts like customer value, satisfaction, and relationship marketing are summarized. Trends in marketing are also briefly mentioned.
1. A consumer market consists of household consumers who purchase goods for personal or family use rather than for resale.
2. Key characteristics of a consumer market include that it is a marketplace catering to individual consumers, with goods bought for individual or family consumption rather than resale.
3. Examples of goods purchased for individual use include clothes and shoes, while groceries, fuel and cars are typically for family consumption, and large appliances like refrigerators and beds are generally not for resale.
This document discusses several key aspects of international advertising, including:
1) The challenges of language barriers, cultural differences, varying regulations, and infrastructure issues in different media markets.
2) The debate around standardizing vs adapting creative strategies globally and the barriers to standardization.
3) Factors to consider in setting global advertising budgets and choosing an advertising agency, such as percentage of sales, objectives, market coverage, and expertise.
Evaluation and control of marketing effortzailunnito
This document outlines methods for evaluating and controlling marketing efforts, including setting goals, measuring performance, diagnosing issues, and taking corrective actions. It discusses annual plan control, profitability control, efficiency control, and strategic control as the main methods. Key techniques mentioned include competitor analysis, customer analysis, testing research, customer feedback, and cost analysis. The document also defines marketing evaluation and lists ways to evaluate marketing efforts such as ROI, sales numbers, customer response, expansion, partner response, salespeople feedback, and competitor response.
This document discusses designing and managing integrated marketing communications. It covers several key topics: the role of marketing communications in informing, persuading, and reminding consumers; different marketing communication channels like advertising, sales promotion, public relations; how to integrate channels to build brand equity; models for the communications process; developing effective communications by identifying audiences, objectives, and measuring results; and managing the integrated marketing communications process.
These slides will help learners to develop basic understanding of marketing mix. In addition, educators can use these slides as an introduction material for Marketing Prerequisite.
The document discusses the marketing environment and microenvironment that affect companies. It defines the marketing environment as external uncontrollable forces like economic trends, technologies and customer behaviors. The microenvironment consists of actors close to the company like suppliers, competitors and customers. It also describes the six elements in a company's microenvironment - the company itself, suppliers, intermediaries, competitors, publics and customer markets.
Analyzing the Marketing Environment pdf.pdfOshadiVindika
The document discusses the marketing environment, which consists of micro and macro environmental factors that affect marketing decisions. The microenvironment includes internal company factors as well as external factors close to the company like suppliers, marketing intermediaries, customer markets, competitors, and publics. The macroenvironment comprises larger societal forces beyond a company's control such as demographic, economic, natural, technological, political, and cultural forces. Understanding how these environmental factors influence opportunities and threats is important for effective marketing strategy.
1This is a sample lecture on Marketing, Chapter 1 from the texbook Kotler, P. & Armstrong, G. (2012). Principles of Marketing. New Jersey: Prentice-Hall.
This sample lecture was prepared for Ashford Unversity, 2011.Upon completion of this lecture, a certificate of completion is available from Alpha & Omega Healthcare Management Consulting. For the certificate, please contact tripthimathew@alphanomega.info or DrMathewTM@gmail.com
Selecting strong channel members who can efficiently distribute products is the most important factor in channel selection. Channel members should be carefully evaluated based on criteria like years in business, profitability, cooperation, reputation, sales force, and growth potential. Manufacturers attract qualified channel members through product incentives like good product lines with sales and profit potential, as well as advertising/promotion and management support. Securing channel members involves specific incentives and building good, trusting relationships focused on mutual benefit.
This document provides an overview of key marketing concepts including definitions of marketing, the exchange process, marketing orientations (such as production, sales, and marketing), the marketing environment, and marketing functions. It discusses frameworks like the 4Ps and different types of marketing concepts including the selling concept, marketing concept, and societal marketing concept. It also defines important terms like market segmentation, targeting, positioning, the external macro and micro environment, and different types of customer and market demands.
,
ethics in the marketplace
,
definition of market
,
three models of market competition
,
utility in perfectly competitive markets
,
rights in perfectly competitive markets
,
equilibrium in perfectly competitive market
,
characteristics of perfectly competitive free mark
,
equilibrium in perfectly competitive markets
,
supply and demand curves
,
perfect competition
,
characteristics of monopoly markets
,
oligopolistic markets
,
the fraud triangle
,
main views on oligopoly power
This document discusses market segmentation and target marketing. It defines market segmentation as dividing a market into subgroups with distinct needs and characteristics that may require separate products or marketing mixes. The document outlines different levels of market segmentation from mass marketing to niche and individual marketing. It also discusses various bases for segmenting consumer markets, including geographic, demographic, psychographic, and behavioral factors. Finally, it covers strategies for evaluating and selecting target markets, such as undifferentiated, concentrated, and differentiated approaches.
This document discusses analyzing a company's marketing environment. It begins by defining the marketing environment and outlining its two components: the microenvironment and macroenvironment.
The microenvironment consists of actors close to the company like its departments, suppliers, marketing intermediaries, customers, and competitors. The macroenvironment includes larger societal forces like demographics, economics, natural environment, technology, politics, and culture.
It then provides detailed descriptions of the factors within each element of the company's microenvironment and macroenvironment and how marketers can respond to changes in the marketing environment in a reactive, proactive, or uncontrollable manner.
This document discusses market segmentation, targeting, and positioning. It provides criteria for effective segmentation, including that segments must be measurable, substantial, accessible, differentiable, and actionable. It also describes various market targeting strategies such as undifferentiated marketing, differentiated marketing, concentrated marketing, and micromarketing. Undifferentiated marketing uses one standard offer for the whole market while differentiated marketing designs separate offers for different segments. Concentrated marketing targets a niche market and micromarketing customizes products and marketing for individuals.
- Marketing is an organizational function and set of processes for creating, communicating, and delivering value to customers and managing customer relationships to benefit the organization and stakeholders. Marketing management is choosing target markets and gaining, keeping, and growing customers through superior customer value.
- Marketers manage demand and operate in consumer, business, global, and nonprofit markets. Marketing affects the entire customer experience.
- Today's marketplace has fundamentally changed due to societal forces like technology, globalization, and social responsibility, creating new opportunities and challenges and changing marketing management. Companies seek the right balance of proven and innovative approaches.
The document discusses the marketing environment and its various elements. It defines marketing environment as internal and external factors that affect a firm's marketing strategies. There are three levels of the marketing environment - micro, meso, and macro. It then goes on to explain the key factors under each element of the marketing environment - demographic, economic, socio-cultural, natural, technological, and political. These include factors like population growth, income distribution, social trends, environmental concerns, technological advancements, and government regulations respectively. The document provides details on each of these environmental factors and their impact on marketing.
The document summarizes several models of marketing communication:
1) The AIDA model focuses on gaining a customer's attention, interest, desire, and action.
2) The Heightened Appreciation model builds interest by demonstrating advantages over features.
3) The Advertising Exposure model measures how often a target audience is exposed to an ad.
4) The DAGMAR model proposes advertising moves customers from unawareness to awareness, comprehension, conviction, and finally action.
5) The Levidge and Steiner model measures the effectiveness of marketing communication strategies.
The document discusses various macro-environmental forces that can impact digital marketing strategies, including technological forces, economic forces, political forces, legal forces, and social forces. Technological forces refer to changing technologies that create new opportunities. Economic forces include factors like employment, income, and economic growth and disruption. Political forces involve government promotion and regulation of e-commerce. Legal forces relate to privacy, data protection and regulations on digital marketing activities. Social forces comprise cultural diversity and variations in internet usage among digital communities.
Identifying Market Segments and Targets / Marketing Management By Kotler K...Choudhry Asad
This document discusses market segmentation, targeting, and positioning. It provides the following key points:
1. Market segmentation involves identifying distinct groups of customers based on their needs and preferences. Targeting involves selecting specific segments to target, while positioning establishes the benefits of the market offering.
2. A market segment consists of customers who share similar needs and wants. Examples of segments include geographic areas, demographics, lifestyles, usage behaviors, and business characteristics.
3. Effective segmentation criteria for target selection includes segments being measurable, accessible, substantial in size/profitability, and responsive to different marketing mix elements.
This document discusses understanding industries through environmental analysis at both the micro and macro levels.
At the micro level, the key elements of the microenvironment that can directly impact businesses are the company itself, suppliers, marketing intermediaries, customers, competitors, and the public.
At the macro level, PESTEL analysis is used to analyze the political, economic, sociocultural, technological, environmental, and legal external factors in the broader environment that can indirectly influence organizations. Understanding both the micro and macro environments is important for strategic decision making and developing effective marketing strategies.
Chapter 1 introduction to marketing presentAin Omar
This document provides an overview of key concepts in marketing. It defines marketing according to several experts and outlines marketing management philosophies including production, sales, marketing, and societal orientations. The differences between sales and market orientations are explained. The marketing process and core concepts like customer value, satisfaction, and relationship marketing are summarized. Trends in marketing are also briefly mentioned.
1. A consumer market consists of household consumers who purchase goods for personal or family use rather than for resale.
2. Key characteristics of a consumer market include that it is a marketplace catering to individual consumers, with goods bought for individual or family consumption rather than resale.
3. Examples of goods purchased for individual use include clothes and shoes, while groceries, fuel and cars are typically for family consumption, and large appliances like refrigerators and beds are generally not for resale.
This document discusses several key aspects of international advertising, including:
1) The challenges of language barriers, cultural differences, varying regulations, and infrastructure issues in different media markets.
2) The debate around standardizing vs adapting creative strategies globally and the barriers to standardization.
3) Factors to consider in setting global advertising budgets and choosing an advertising agency, such as percentage of sales, objectives, market coverage, and expertise.
Evaluation and control of marketing effortzailunnito
This document outlines methods for evaluating and controlling marketing efforts, including setting goals, measuring performance, diagnosing issues, and taking corrective actions. It discusses annual plan control, profitability control, efficiency control, and strategic control as the main methods. Key techniques mentioned include competitor analysis, customer analysis, testing research, customer feedback, and cost analysis. The document also defines marketing evaluation and lists ways to evaluate marketing efforts such as ROI, sales numbers, customer response, expansion, partner response, salespeople feedback, and competitor response.
This document discusses designing and managing integrated marketing communications. It covers several key topics: the role of marketing communications in informing, persuading, and reminding consumers; different marketing communication channels like advertising, sales promotion, public relations; how to integrate channels to build brand equity; models for the communications process; developing effective communications by identifying audiences, objectives, and measuring results; and managing the integrated marketing communications process.
These slides will help learners to develop basic understanding of marketing mix. In addition, educators can use these slides as an introduction material for Marketing Prerequisite.
The document discusses the marketing environment and microenvironment that affect companies. It defines the marketing environment as external uncontrollable forces like economic trends, technologies and customer behaviors. The microenvironment consists of actors close to the company like suppliers, competitors and customers. It also describes the six elements in a company's microenvironment - the company itself, suppliers, intermediaries, competitors, publics and customer markets.
Analyzing the Marketing Environment pdf.pdfOshadiVindika
The document discusses the marketing environment, which consists of micro and macro environmental factors that affect marketing decisions. The microenvironment includes internal company factors as well as external factors close to the company like suppliers, marketing intermediaries, customer markets, competitors, and publics. The macroenvironment comprises larger societal forces beyond a company's control such as demographic, economic, natural, technological, political, and cultural forces. Understanding how these environmental factors influence opportunities and threats is important for effective marketing strategy.
This chapter discusses the marketing environment and its impact on marketing management. It defines the microenvironment as the actors close to a company, and the macroenvironment as broader societal forces. These environments present both opportunities and threats. The microenvironment includes a company's departments, suppliers, marketing intermediaries, customer markets, competitors, and publics. The macroenvironment consists of demographic, economic, natural, technological, political-legal, and sociocultural factors. Marketers must systematically monitor changes in both environments to identify threats and opportunities and adapt marketing strategies accordingly.
The document discusses the marketing environment, which consists of the microenvironment and macroenvironment.
The microenvironment includes the company, suppliers, marketing intermediaries, customers, competitors, and public. The macroenvironment includes the demographic, economic, technological, political, cultural, and natural environments.
It provides details on the factors within each element of the microenvironment and macroenvironment that affect marketing management's ability to serve customers.
Complete notes as per the syllabus of Osmania University - MBA regular -full time, this notes will be helpful for all the students pursuing any marketing related course in any univeristy like principles of marketing, basics of marketing etc
This document discusses the marketing environment and its impact on organizations. It identifies two types of marketing environment - micro and macro. Micro environment includes company, suppliers, marketing intermediaries, customers, competitors, and public. Macro environment includes economic, technological, social/cultural, demographic, political/legal, and natural forces. The document provides examples to illustrate how each of these micro and macro factors can influence organizational marketing and strategy. It emphasizes the importance of monitoring changes in the external environment to help organizations adapt their business opportunities accordingly.
Lecture note P M Ch 2 Marketing Environment.pptxetebarkhmichale
Introduction
In life, there are universal laws that govern everything we do. These laws are so perfect that if you were to align yourself with them, you could have so much prosperity that it would be coming out of your ears. This is because God created the universe in the image and likeness of him. It is failure to follow the universal laws that causes one to fail. The laws that were created consisted of the following: ·
Law of Gratitude: The Law of Gratitude states that you must show gratitude for what you have. By having gratitude, you speed your growth and success faster than you normally would. This is because if you appreciate the things you have, even if they are small things, you are open to receiving more.
Law of Attraction: The Law of Attraction states that if you focus your attention on something long enough you will get it. It all starts in the mind. You think of something and when you think of it, you manifest that in your life. This could be a mental picture of a check or actual cash, but you think about it with an image.
Law of Karma: the Law of Karma states that if you go out and do something bad, it will come back to you with something bad. If you do well for others, good things happen to you. The principle here is to know you can create good or bad through your actions. There will always be an effect no matter what.
Law of Love: the Law of Love states that love is more than emotion or feeling; it is energy. It has substance and can be felt. Love is also considered acceptance of oneself or others. This means that no matter what you do in life if you do not approach or leave the situation out of love, it won't work.
Law of Allowing: The Law of Allowing states that for us to get what we want, we must be receptive to it. We can't merely say to the Universe that we want something if we don't allow ourselves to receive it. This will defeat our purpose for wanting it in the first place.
Law of Vibration: the Law of Vibration states that if you wish on something and use your thoughts to visualize it, you are halfway there to get it. To complete the cycle you must use the Law of Vibration to feel part of what you want. Do this and you'll have anything you want in life.
For everything to function properly there has to be structure. Without structure, our world, or universe, would be in utter chaos. Successful people understand universal laws and apply them daily. They may not acknowledge that to you, but they do follow the laws. There is a higher power and this higher power controls the universe and what we get out of it. People who know this, but wish to direct their own lives, follow the reasons. Successful people don't sit around and say "I'll try," they say yes and act on it.
Chapter - 1
The Law of Attraction
The law of attraction is the most powerful force in the universe. If you work against it, it can only bring you pain and misery. Successful people know this but have kept it hidden from the lower class for centuries because th
The document discusses the various internal and external factors that make up a company's marketing environment. It identifies internal factors like other company departments as well as external micro factors like suppliers, intermediaries, consumers, and competitors that directly impact marketing decisions. It also outlines broader external macro factors beyond a company's control, such as demographics, economic conditions, technology, and social/cultural influences, that shape the overall business environment. An effective marketing manager must understand these diverse forces and adapt company policies accordingly.
Marketing management module 2 marketing environment mba 1st sem by babasab pa...Babasab Patil
The document summarizes the key components of a company's marketing environment, including the microenvironment and macroenvironment. The microenvironment includes internal groups like management and suppliers. It also includes external groups like customers, competitors, and publics that directly influence the company. The larger macroenvironment consists of demographic, economic, natural, technological, political, and cultural forces in the broader society that shape opportunities and threats. Marketers must carefully monitor trends in both the microenvironment and macroenvironment to understand shifting conditions.
This document outlines the key components of a company's marketing environment, including the microenvironment and macroenvironment. It discusses how changes in these environments can affect marketing decisions. The microenvironment includes suppliers, marketing intermediaries, competitors, customers, and publics. The macroenvironment includes the demographic, economic, natural, technological, political, and cultural forces. Understanding trends in these environments helps companies adapt their marketing strategies to changing conditions. The document also provides examples of cause-related marketing partnerships and how companies can respond to shifts in their operating environment.
This document discusses the key elements of marketing mix and macroenvironment that marketing managers must consider. It covers the 7Ps of marketing mix - product, price, promotion, place, people, processes and physical evidence. It also discusses various macroenvironmental factors like demographic, economic, natural, technological, political, sociocultural and legal that can impact marketing activities. The document emphasizes the importance of understanding customer needs as well as continuously monitoring the dynamic marketing environment.
The document discusses the marketing environment and its influence on marketing management. It can be divided into two parts:
1) The microenvironment includes forces close to the company like customers, competitors, suppliers, marketing intermediaries, and the company itself. It directly affects the company's ability to serve customers.
2) The macroenvironment includes larger societal forces like demographic, economic, natural, technological, political, and cultural factors. It creates opportunities and threats for companies. Successful companies constantly monitor and adapt to changes in the dynamic marketing environment.
This document discusses the external marketing environment, which includes micro and macro factors. The micro environment includes a company's internal departments as well as suppliers, intermediaries, customers, competitors, and the public. The macro environment includes demographic, economic, socio-cultural, political/legal, competitive forces, consumer demand, ecological, and technological factors. These macro factors are generally more uncontrollable than micro factors but influence a company's marketing activities. Understanding both the micro and macro environments is important for developing effective marketing strategies.
105 Marketing Enviornent Unit no 2.pptNilesh Patil
The marketing environment consists of internal and external factors that affect a company's marketing decision-making and performance. The microenvironment includes suppliers, marketing intermediaries, customers, competitors, and publics. The macroenvironment includes political, economic, social, technological, demographic, and natural forces. Understanding the marketing environment through environmental scanning allows companies to identify strengths, weaknesses, opportunities, and threats to inform long-term business strategy and decision-making.
WTO & Trade Issues - International Marketing Environment.pptxDiksha Vashisht
International Marketing environment refers to the controllable and uncontrollable forces that influence upon the marketing decision making of a firm globally. International Marketing environment is comprised of those components which shape policies, programmes and strategies of an international marketer.
This document provides an overview of a marketing management course, outlining 4 lectures on key marketing topics:
Lecture 1 covers marketing principles such as definitions of marketing, customer needs and wants, exchange and transactions, and markets. It also discusses the difference between marketing and selling and the marketing mix of 4Ps.
Lecture 2 will focus on market segmentation and target markets. Lecture 3 will cover consumer buying behavior and decision making. Finally, Lecture 4 will provide information on developing a marketing plan.
The course outlines the essential marketing concepts that will be explored in greater depth across the 4 lectures to provide students a foundation in marketing management.
Principles of Marketing 17e Chapter 3 Analyzing the Marketing Environment.pptxBishoyRomani
The document summarizes key concepts from a marketing textbook chapter on analyzing a company's marketing environment. It describes the microenvironment including a company's departments, suppliers, marketing intermediaries, competitors, publics, and customers. It also outlines the macroenvironment forces of demographics, economy, natural environment, technology, politics, and culture that shape marketing opportunities. Effective marketing requires understanding how these environmental actors and forces affect building customer relationships and developing strategies accordingly.
The document discusses analyzing a company's marketing environment. It defines environmental management as predicting and influencing external factors to achieve organizational objectives. The purpose is to effectively plan future activities, develop successful transactions with customers, and identify new opportunities. The document outlines both the micro-environment (suppliers, intermediaries, customers, competitors, publics) and macro-environment (political, economic, socio-cultural, technological, natural forces). It discusses analyzing demographic trends and the impacts of consumerism and environmentalism on marketing strategy.
The marketing environment consists of internal and external factors that affect a company's ability to serve its customers. The internal environment includes internal forces like employees and resources that a company can control. The external environment includes forces like customers, competitors and socio-cultural factors that a company has little control over. It is divided into the micro environment of direct stakeholders and the macro environment of broader societal forces. Understanding the dynamic marketing environment is essential for companies to plan effectively, understand customers, capitalize on trends, mitigate threats and leverage opportunities against competitors.
The document discusses the various internal and external factors that make up a company's marketing environment and how they can influence marketing strategies. It describes the microenvironment which includes factors close to the company like customers, suppliers, competitors. It also describes the macroenvironment which includes broader forces like demographic, economic, technological, political and cultural factors. It emphasizes the importance of environmental scanning and analysis to understand opportunities and threats from the changing marketing environment.
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2. OBJECTIVES
Main objectives:
1. Describe the environmental factors that affect the company’s
ability to serve its customers
2. Discuss how companies react to the marketing environment.
2
3. OVERVIEW
In this chapter, we’ll look deeper into the first step of the marketing process –
understanding the marketplace and customer needs and wants.
We’ll discover that marketing operates in a complex and changing
environment.
The actors in this environment – suppliers, intermediaries, customers,
competitors, publics & others – may work with or against the company.
Major environmental forces – demographic, economic, natural. Technological,
political and cultural – shape marketing opportunities, pose threats and affect
the company’s ability to build customer relationships.
To develop effective marketing strategies, we must first understand the
environment in which marketing operates.
Marketing environment is made up of microenvironment and
macroenvironment.
3
4. MARKETING ENVIRONMENT
Definition:
The actors and forces outside marketing that affect marketing
management’s ability to build and maintain successful
relationships with target customers.
4
5. THE COMPANY’S MICROENVIRONMENT
Microenvironment can be defined as “ the actors close to the
company that affect its ability to serve its customers – the
company, suppliers, marketing intermediaries, customer
markets, competitors and publics.
5
7. THE COMPANY’S MICROENVIRONMENT
The SIX (6) elements of a company’s microenvironment:
1. The Company
- In designing marketing plans, marketing management takes
other company group into account.
- They are top management, finance, R&D, purchasing,
operation and accounting.
- All of these interrelated groups from the internal environment.
- Top management sets the company’s mission, objectives,
broad strategies and policies for the company.
- Then, marketing managers make decisions within the
strategies and plans made by top management.
- Marketing managers must work closely with other company’s
departments.
- All the department must works together in order to achieve
the company objective – to provide superior customer value &
relationships.
7
8. THE COMPANY’S MICROENVIRONMENT
2. Suppliers
- Suppliers provide the resources needed in producing
goods and services.
- Marketing managers must watch supply availability and
costs.
- Supply shortages or delays, will seriously affect marketing.
- Most marketers nowadays treat their suppliers as partners
in creating & delivering customer value.
8
9. THE COMPANY’S MICROENVIRONMENT
3. Marketing Intermediaries
-
Intermediaries are firms that help the company to
promote, sell and distribute its goods to final buyers.
They include:
a) Resellers
- They are distribution channel firms that help the
company find customers & make sales to them.
- These include wholesalers and retailers who buy and
resell merchandise.
9
10. THE COMPANY’S MICROENVIRONMENT
b) Physical Distribution Firms
- Help the company to stock and move goods from
their points of origin to their destinations.
- E.g. warehouses.
c) Marketing Services Agencies
- Marketing research firms, advertising agencies, media
firms & marketing consulting firms that help the
company target & promote its products to the right
markets.
10
11. THE COMPANY’S MICROENVIRONMENT
d) Financial Intermediaries
- Financial intermediaries are institutions such as bank,
credit companies and insurance companies.
- These institutions helps finance transactions or insure
against the risks associated with the buying and
selling of goods.
11
12. THE COMPANY’S MICROENVIRONMENT
4. Competitors
-
-
Competitors are companies with similar offerings in the
same marketplace.
To be successful, a company must provide greater
customer value and satisfaction than its competitors do.
Company must gain strategic advantage by positioning
their offerings strongly against competitors’ offerings in
the minds of consumers.
12
13. THE COMPANY’S MICROENVIRONMENT
5. Publics
- Public is any group that has an actual or potential interest in or
impact in an organization’s ability to achieve its objectives.
- There are seven types of publics:
a) Financial public
- Influence the company’s ability to obtain fund.
- E.g. banks, investment houses.
b) Government public
- Affect the company by passing legislations and laws that put
restriction on the company’s actions.
- Public municipality, FINAS, and other government bodies.
13
14. THE COMPANY’S MICROENVIRONMENT
c) Media public
- This group carries news, feature and editorial opinion that may
influence customers’ opinion towards the business.
- E.g. Newspapers, magazines and television station
d) Citizen-action public
- Include environmental group and minority group that can
questioned the actions of the company and put them in the
public spotlight.
- E.g. Consumer organizations.
e) Local public
- neighborhood and community organizations that will question
a company impact on the local area and the level of
responsibility of their action.
14
15. THE COMPANY’S MICROENVIRONMENT
f)
-
-
General public
Can greatly affect the company as any changes in their attitude
will affect the company.
Its consists population at large
g) Internal public
- Consists of those who employed within the organization and
deal with the organization and construction of the company’s
product.
- When employees feel good about their company, this positive
attitude spills over to external public.
15
16. THE COMPANY’S MICROENVIRONMENT
6. Customers
- Customers are the most important factor in the
microenvironment because they made up markets.
- There are FIVE (5) types of customer market:
a) Consumer markets
- Consist of individuals and households that buy goods and
services for personal consumption
- e.g. End user
b) Business markets
- Buy goods and services for further processing to produce their
own product
- Restaurants, tailors, etc.
16
17. THE COMPANY’S MICROENVIRONMENT
c) Reseller markets
- buys goods and services to resell at a profit.
- E.g. wholesalers, retailers, etc.
d) Government markets
- Consists of government agencies that buy goods to
produce public goods or transfer the goods and services
to others who need them
- E.g. hospitals, bus-stops, etc.
e) International market
- Buyers in other countries, including consumers,
producers, resellers & governments.
17
18. THE COMPANY’S MACROENVIRONMENT
Macroenvironment is “a larger societal forces that affect the
microenvironment – demographic, economic, natural,
technological, political and cultural forces.
18
20. THE COMPANY’S MACROENVIRONMENT
1. Demographic Environment
- The study of human populations in terms of size, density,
location, age, gender, race, occupation and other statistics.
- Demographic is one of the most important elements in
marketing macroenviroments because it involves people and
people make-up markets.
- Marketers will depend on this factors to produce or improve
the products as these factors will influence the buying
behaviors
20
21. THE COMPANY’S MACROENVIRONMENT
2. Economic Environment
- Factors that affect consumer buying power and spending
patters.
- Changing in income poses influences on how consumers
spend their money.
- For examples, if consumer’s income increases, they will buy
luxurious goods more, spending on convenience products
will decrease at the same time.
- Changing in consumer spending pattern also influences on
how consumers spends their money.
- E.g. With the increase awareness on healthy living,
consumers tend to spend more on health products and
services than other things.
21
22. THE COMPANY’S MACROENVIRONMENT
3. Natural Environment
- Natural resources are the elements that are needed as input
by the marketers or the elements that are affected by
marketing activities.
- Marketers should be aware of several trends in the natural
environment.
- The trends are:
a) Shortages of mineral
- Shortages of mineral resources will affect the prices of
the products.
- E.g. shortages of oil will increase its price and demand for
motor vehicles may drop as well/
22
23. THE COMPANY’S MACROENVIRONMENT
b) Increased pollution
- Government will intervene if the production activities
endangered the environment.
- Example, government promotes no plastics bags days
because plastic is known as a non-biodegradable material
which can be hardly be disposed.
c) Increased government intervention
- Happens in natural resource management.
- E.g. Limiting logging activities may reduce timber supply.
23
24. THE COMPANY’S MACROENVIRONMENT
4. Technological Environment
-
-
-
Forces that create new technologies , creating new product
and market opportunities.
The R&D used in production activities can be considered as
one of the technological effort as the process will improvise
the product.
Technology may help a company to increase its productivity,
thus company should pay a close attention to the technology
as this elements will help them to flourish.
If a business doesn’t pay a close attention to technology, they
may be left behind.
24
25. THE COMPANY’S MACROENVIRONMENT
5. Political & Social Environment
-
-
Includes laws, government agencies & pressure groups that
influence and limit various organizations & individuals in a
given society.
Marketers should be aware of the law and legislation
imposed by the government, agencies and regulating bodies.
This element could give good or bad influences to the
marketers.
E.g. Government imposes the usage of helmets. This
regularity increased the demand for helmets.
25
26. THE COMPANY’S MACROENVIRONMENT
6. Cultural Environment
-
-
Institutions & other forces that affect society’s basic values,
perceptions, preferences, and behaviors.
Marketers should be aware with the cultural values of their
target market.
Some persistent values like core values cannot be changed
while secondary can be changed.
Core beliefs are passed on from parents to children. E.g.
everyone should get married.
Secondary beliefs are more open to changes. E.g. everyone
should get married in early age tend to change nowadays,
people are no longer engaged in marriage at younger age.
26
27. COMPANY’S REACTIONS TOWARDS MARKETING
ENVIRONMENT
Company/organizations react to marketing environment in two
ways:
1) Proactive approach
2) Reactive approach
27
28. COMPANY’S REACTIONS TOWARDS MARKETING
ENVIRONMENT
Proactive approach
-
-
Company takes aggressive actions to affects the publics and
forces in their marketing environment.
Such companies even hire lobbyist to influence legislation
affecting their industries & stage media events to gain
favorable press coverage.
Example would be Air Asia operates as low cost carrier even
though there s economic downturn.
28
29. COMPANY’S REACTIONS TOWARDS MARKETING
ENVIRONMENT
Reactive approach
-
Companies that view the marketing environment as
uncontrollable elements to which they must react and adapt.
They passively accept the marketing environment and do not
try to change it.
They analyze the forces and design the strategies to avoid
the threats and taking the advantages of the opportunities
the environment provides.
29