The document summarizes key concepts from a marketing chapter, including:
1) It defines the marketing environment as the set of forces that affect a company's ability to build relationships with customers. This includes the microenvironment of actors close to the company and the macroenvironment of broader societal forces.
2) It distinguishes between consumer markets, made up of end users, and business markets, made up of organizations that purchase goods for further production or resale.
3) It outlines some of the major forces in the marketing environment, including competitors, suppliers, customers, and socioeconomic, technological, political, and cultural trends.
The marketing environment and the marketing information systemNGANG PEREZ
In this second chapter of our lecture we will begin with the environment and latter move to analyze the constituents in this environment regarding the market. You know, whether a business be carried online, or on air, or on land, or on waters, one thing is certain that it was conducted within an environment. Therefore understanding this environment becomes imperative for the success of the business always. Please take marketing students, the environment is one; but the conditions and the parameters are not always the same. Many people believe that organizations can survive if they are sure about the management of their internal systems like business processes, flow of goods and internal practices of quality and cost control. Most organizations devote a large part of their effort in managing the internal controllable elements, whereas they need to respond and adapt to the external environmental changes. Though they cannot significantly influence the external environment but they can be responsive to larger social and other environmental changes, which is likely to affect their business in both short run and long run. It is imperative for an organization to understand the market as well their consumers really well. I will not speak much before we get in to the details of the matter.
Marketing Fundamentals - Chapter 1 - BBA / MBA Course
PPT material Marketing Principles
Your comments are welcome to improve the content.
Dr. Francois Gaucher, DBA, MBA
Company and Marketing Strategy Partnering to Build Customer RelationshipsFaHaD .H. NooR
Companywide Strategic Planning: Defining Marketing’s Role
Designing the Business Portfolio
Planning Marketing: Partnering to Build Customer Relationships
Marketing Strategy and the Marketing Mix
Managing the Marketing Effort
Measuring and Managing Return on Marketing Investment
Strategic planning is the process of developing and maintaining a strategic fit between the organization’s goals and capabilities and its changing marketing opportunities
The Strategic Marketing Process - How to Structure Your Marketing Activities ...Moderandi Inc.
This guide defines a marketing process that you can use to put structure around your daily, monthly and annual marketing and sales activities.
The process covers more than just traditional marketing and ties together all go-to-market business activities: strategic planning, financial planning and measurement, creative development, marketing execution and sales, and customer retention.
Digital marketing is vague and changes every day; there aren’t a ton of hard and fast rules. We’re all learning as we go. However, our goal remains a very basic, human one: connecting with people and inspiring feelings within them. Regardless of any changes in technology or fancy, shiny tools that come along, that core goal remains the same. Join Matt Byrd, Senior Email Marketing Manager at Litmus, as he discusses the skills and tools digital marketers need keep a solid foot on the ever-changing landscape of digital marketing. You’ll walk away well-versed in methods for thinking critically to build modern marketing skills and competency, regardless of your professional background.
The marketing environment and the marketing information systemNGANG PEREZ
In this second chapter of our lecture we will begin with the environment and latter move to analyze the constituents in this environment regarding the market. You know, whether a business be carried online, or on air, or on land, or on waters, one thing is certain that it was conducted within an environment. Therefore understanding this environment becomes imperative for the success of the business always. Please take marketing students, the environment is one; but the conditions and the parameters are not always the same. Many people believe that organizations can survive if they are sure about the management of their internal systems like business processes, flow of goods and internal practices of quality and cost control. Most organizations devote a large part of their effort in managing the internal controllable elements, whereas they need to respond and adapt to the external environmental changes. Though they cannot significantly influence the external environment but they can be responsive to larger social and other environmental changes, which is likely to affect their business in both short run and long run. It is imperative for an organization to understand the market as well their consumers really well. I will not speak much before we get in to the details of the matter.
Marketing Fundamentals - Chapter 1 - BBA / MBA Course
PPT material Marketing Principles
Your comments are welcome to improve the content.
Dr. Francois Gaucher, DBA, MBA
Company and Marketing Strategy Partnering to Build Customer RelationshipsFaHaD .H. NooR
Companywide Strategic Planning: Defining Marketing’s Role
Designing the Business Portfolio
Planning Marketing: Partnering to Build Customer Relationships
Marketing Strategy and the Marketing Mix
Managing the Marketing Effort
Measuring and Managing Return on Marketing Investment
Strategic planning is the process of developing and maintaining a strategic fit between the organization’s goals and capabilities and its changing marketing opportunities
The Strategic Marketing Process - How to Structure Your Marketing Activities ...Moderandi Inc.
This guide defines a marketing process that you can use to put structure around your daily, monthly and annual marketing and sales activities.
The process covers more than just traditional marketing and ties together all go-to-market business activities: strategic planning, financial planning and measurement, creative development, marketing execution and sales, and customer retention.
Digital marketing is vague and changes every day; there aren’t a ton of hard and fast rules. We’re all learning as we go. However, our goal remains a very basic, human one: connecting with people and inspiring feelings within them. Regardless of any changes in technology or fancy, shiny tools that come along, that core goal remains the same. Join Matt Byrd, Senior Email Marketing Manager at Litmus, as he discusses the skills and tools digital marketers need keep a solid foot on the ever-changing landscape of digital marketing. You’ll walk away well-versed in methods for thinking critically to build modern marketing skills and competency, regardless of your professional background.
Everyone is on the Marketing Team (Event Marketing for Film Festivals)Christopher Holland
In the language of film festivals: “If the house is packed, programming did a great job. If the seats are empty, marketing must have screwed up.”
Specialization and the compartmentalization of duties in any company — film festivals being no exception — disguise the fact that every decision you make about your event affects how the members of your audience see you. That means that every decision is a marketing decision, and every person who works for you must be aware of the marketing impact their actions have. Everyone, whether they want to admit it or not, is on the marketing team.
Want a sneak peek? Here are a few examples of tidbits we’ve learned:
* Programming is marketing. You must show movies that YOUR audience wants to see, and accept the fact that “good programming” may defy your own tastes and the tastes of others.
* Customer service is marketing. When it comes to new customers, trusted word of mouth has the power to override your other marketing efforts, so treat everyone well.
* Other areas traditionally not thought of as marketing that really are: budgeting, education, sponsorship…
You will also learn key concepts and ways to bring your entire staff onto the marketing bandwagon (and keep them happy once they are on board)!
The non-payment side of the mobile wallet is a true game changer for marketers. This new marketing frontier empowers marketers to run mobile wallet programs that take advantage of time, location and interaction. These powerful new mobile wallet tools like Apple's Passbook and Google Wallet Objects allow marketers to drive in-store traffic and increase average order value.
To help marketers better understand this new opportunity, Vibes fielded the industry's first consumer study focused on the non-payment side of the mobile wallet. This definitive research reveals consumer attitudes and behaviors related to this emerging mobile marketing technology.
In this presentation, you will learn about:
- Benefits of the non-payment side of the mobile wallet
- The mobile wallet disconnect
- High consumer demand
- Preferred distribution and frequency of mobile wallet content
- Five tips to execute successful mobile wallet programs
Focus on customers the psychology of buying behaviour1STOUTSOURCE LTD
This presentation covers how to deal with customers and looks at the psychology of buying behavior and demographics. This presentation is from a series at the www.1stoutsource.com community forum search us out and call in.
20 amazing examples of content marketing coming straight from Joe Pulizzi's book, Epic Content Marketing. Examples include John Deere, Google, Adobe, LEGO, Coca-Cola, Red Bull, Copyblogger, American Express and many more.
22 Influencer Marketing Ideas from Influential MarketersPlacester
We've known all along how important influencer marketing is in shaping the opinions and behaviors of our ideal customer, the challenge for most has been how to cultivate influencers to grow your network. To find out more about this powerful form of marketing take a look at what we created with content marketing superstar Barry Feldman (influencer) and 22 of the most influential marketers around, Ann Handley, Jay Baer, Marcus Sheridan, Jeff Bullas, Joe Pulizzi, Lee Odden, Joe Chernov, Robert Rose, Mark Schaefer, Doug Kessler, Ardath Albee and More. From the team at Placester - Seth Price
In this presentation, we will discuss in details about 17 fundamental principles of selling and marketing, by knowing the real need of the customers and perception of the customer towards the brand.
To know more about Welingkar School’s Distance Learning Program and courses offered, visit:
http://www.welingkaronline.org/distance-learning/online-mba.html
In the Business Perspectives for Emerging Markets 2012-2017 Report from GIA, 431 large and mid-sized companies reveal their true goals and intentions. This presentation shows selected slides from a GIA white paper. To download the entire white paper that you are interested in, please visit http://bit.ly/GIAinsightWP
1. 70% say they want to gain a foothold for long term success
2. 51% say they were keen to gain global market share
3. 4 out of 10 have followed their customers to Emerging Markets
4. A third are looking for growth outside established markets with lackluster growth and profits
5. 1 out of 4 are keen to diversify their risks, as well as tap into short to medium term profits and growth
6. Only 17% said it was to lower supply costs
Many still favor BRIC countries as their top focus between 2012 and 2017, with similar emphasis on individual markets across 10 industries.
However, 91% admit to wanting to have done things differently in their Emerging Market strategies. The main regrets are not adapting more to local conditions, not entering sooner and not acquiring better market intelligence.
Over half say that information on Emerging Markets is not readily available in their organizations, with three out of four doubting the accuracy and completeness of the information that they do have.
Download the Business Perspectives for Emerging Markets 2012-2017 Report (Global Results) from GIA, to find out how companies say they will tackle Emerging Markets and what they see as the success factors and threats for their individual industries. The wide ranging Emerging Markets survey covered questions such as:
- How do you define Emerging Markets in your company?
- Which are the top Emerging Markets for your industry over the next five years?
- What key factors will determine whether foreign companies succeed in Emerging Markets?
- What are the biggest threats to succeeding in Emerging Markets?
- What are your company’s main reasons for investing in Emerging Markets?
- What share of your company’s global revenue do you expect to come from Emerging Markets?
- Which one aspect of your Emerging Markets strategy would you go back and change if you could?
Industries covered include: Manufacturing & Industrial; Telecommunication, Technology & Media; Professional & Business Services; Financial Services; Consumer & Retail; Pharmaceuticals & Healthcare; Energy, Resources & Environment; Automotive; Chemicals; Logistics & Transportation.
This presentation is an effort to discover the role and importance of environmental factors and forces in routine marketing activities internally and externally at micro and macro level.
Week 4 Dis 1Please respond to the following Brand Stretch .docxmelbruce90096
Week 4
Dis 1
Please respond to the following: "Brand Stretch Spectrum and Market Product Grid"
· Assess the importance of evaluating newly developed health care products in order to determine whether the products should carry existing brand names or whether they should be assigned new brand names. Suggest realistic branding strategies needed for marketers to evaluate newly developed health care products or services. Provide support for your rationale.
· From the e-Activity, determine whether or not the product offerings that you selected are consistent with the perceived selections of the given health care entity. Explain your rationale.
2 page
Dis 2
Please respond to the following: "Lateral Marketing Strategy"
· Assess the value of target marketing as an effective health care marketing strategy. Appraise the degree to which vertical and traditional segmentation help marketing managers use target marketing strategies. Support your rationale with at least two (2) specific examples of target marketing within a health care organization with which you are familiar.
· Evaluate the impact of lateral segmentation in encouraging marketing managers to look broadly at markets in order to identify previously overlooked opportunities. Provide at least one (1) specific example of quality initiatives within a health care organization.
2 page
Week 5
Dis 1
· Please respond to the following: "Marketing Segment and Perceptual Map"
· Evaluate the value and utility afforded by Philip Kotler’s Segment-by-Segment Invasion Plan as a tool for mapping current and future market segment pursuits. Provide support for your rationale.
· Assess the importance of a Perceptual Map for current and potential product offerings in the marketplace. Suggest one (1) way in which this instrument can be used by marketers to affect better product positioning outcomes within the health care industry.
2 page
Dis 2
Please respond to the following: "Product Ladder and Hierarchy of Needs"
· Assess the importance of the Ries and Trout’s Product Ladder as a target marketing device within the health care industry. Provide a rationale for your response.
· Assess the level of necessity for health care marketers to possess an effective understand of human motivation in order to better understand their customers. Provide at least two (2) specific examples of the use of human motivation within a health care organization.
2 page
Week 6
Dis 1
Please respond to the following: "Diffusion of Innovation"
· Per the text, health care consumers vary in their willingness to adopt new product offerings, with some being quicker to adopt than others. Suggest the key reasons why you believe these variances exist. Provide a rationale with at least (1) example of a situation or scenario that would support your response.
· Assess the importance of Everett Rogers’ Diffusion of Innovation Model as a tool for understanding the product adoption tendencies of health care consumer. Provide at least two (2) specific.
The development of a sustainability marketing strategy includes a five step process: screening issues and actors, segmenting markets, introducing innovations, positioning products, and partnering with sustainability stakeholders.
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Unit V AMM Green Marketing, CRM & Rural MarketingDayanand Huded
The Presentation comprises of Green marketing, Customer relationship management and rural marketing.
Green marketing is the marketing of products that are presumed to be environmentally safe. It incorporates a broad range of activities, including product modification, changes to the production process, sustainable packaging, as well as modifying advertising.
The term ‘green’ is indicative of purity. Green means pure in quality and fair or just in dealing. For example, green advertising means advertising without adverse impact on society. Green message means matured and neutral facts, free from exaggeration or ambiguity.
CRM: Customer Relationship Management is a comprehensive approach for creating, maintaining and expanding customer relationships.
CRM “is a business strategy that aims to understand, anticipate and manage the needs of an organisation’s current and potential customers”
It is a “comprehensive approach which provides seamless integration of every area of business that touches the customer- namely marketing, sales, customer services and field support through the integration of people, process and technology”
CRM is a shift from traditional marketing as it focuses on the retention of customers in addition to the acquisition of new customers
“The expression Customer Relationship Management (CRM) is becoming standard terminology, replacing what is widely perceived to be a misleadingly narrow term, relationship marketing (RM)”
CRM (Customer Relationship Management) is a comprehensive strategy and process of acquiring, retaining and partnering with selective customers to create superior value for the company and the customer.
The basic objective of CRM is to increase marketing efficiency and effectiveness.
Rural Marketing:
Rural marketing is a practise of assessing, persuading and converting the needs, wants, purchasing power of the customers into effective demand for products and service out for sale which would help in sufficing the requirements of people in the rural areas and thus increase the satisfaction levels as well as standard of living.
There are 600,000 villages in India. 25% of all villages account for 65% of the total rural population. So we can contact 65% of 680 million or 700 million population by simply contacting 150000 villages – which shows the huge potential of this market.
Rural marketing involves the process of developing, pricing, promoting, distributing rural specific product and a service leading to exchange between rural and urban market which satisfies consumer demand and also achieves organizational objectives.
Biological screening of herbal drugs: Introduction and Need for
Phyto-Pharmacological Screening, New Strategies for evaluating
Natural Products, In vitro evaluation techniques for Antioxidants, Antimicrobial and Anticancer drugs. In vivo evaluation techniques
for Anti-inflammatory, Antiulcer, Anticancer, Wound healing, Antidiabetic, Hepatoprotective, Cardio protective, Diuretics and
Antifertility, Toxicity studies as per OECD guidelines
2024.06.01 Introducing a competency framework for languag learning materials ...Sandy Millin
http://sandymillin.wordpress.com/iateflwebinar2024
Published classroom materials form the basis of syllabuses, drive teacher professional development, and have a potentially huge influence on learners, teachers and education systems. All teachers also create their own materials, whether a few sentences on a blackboard, a highly-structured fully-realised online course, or anything in between. Despite this, the knowledge and skills needed to create effective language learning materials are rarely part of teacher training, and are mostly learnt by trial and error.
Knowledge and skills frameworks, generally called competency frameworks, for ELT teachers, trainers and managers have existed for a few years now. However, until I created one for my MA dissertation, there wasn’t one drawing together what we need to know and do to be able to effectively produce language learning materials.
This webinar will introduce you to my framework, highlighting the key competencies I identified from my research. It will also show how anybody involved in language teaching (any language, not just English!), teacher training, managing schools or developing language learning materials can benefit from using the framework.
Introduction to AI for Nonprofits with Tapp NetworkTechSoup
Dive into the world of AI! Experts Jon Hill and Tareq Monaur will guide you through AI's role in enhancing nonprofit websites and basic marketing strategies, making it easy to understand and apply.
June 3, 2024 Anti-Semitism Letter Sent to MIT President Kornbluth and MIT Cor...Levi Shapiro
Letter from the Congress of the United States regarding Anti-Semitism sent June 3rd to MIT President Sally Kornbluth, MIT Corp Chair, Mark Gorenberg
Dear Dr. Kornbluth and Mr. Gorenberg,
The US House of Representatives is deeply concerned by ongoing and pervasive acts of antisemitic
harassment and intimidation at the Massachusetts Institute of Technology (MIT). Failing to act decisively to ensure a safe learning environment for all students would be a grave dereliction of your responsibilities as President of MIT and Chair of the MIT Corporation.
This Congress will not stand idly by and allow an environment hostile to Jewish students to persist. The House believes that your institution is in violation of Title VI of the Civil Rights Act, and the inability or
unwillingness to rectify this violation through action requires accountability.
Postsecondary education is a unique opportunity for students to learn and have their ideas and beliefs challenged. However, universities receiving hundreds of millions of federal funds annually have denied
students that opportunity and have been hijacked to become venues for the promotion of terrorism, antisemitic harassment and intimidation, unlawful encampments, and in some cases, assaults and riots.
The House of Representatives will not countenance the use of federal funds to indoctrinate students into hateful, antisemitic, anti-American supporters of terrorism. Investigations into campus antisemitism by the Committee on Education and the Workforce and the Committee on Ways and Means have been expanded into a Congress-wide probe across all relevant jurisdictions to address this national crisis. The undersigned Committees will conduct oversight into the use of federal funds at MIT and its learning environment under authorities granted to each Committee.
• The Committee on Education and the Workforce has been investigating your institution since December 7, 2023. The Committee has broad jurisdiction over postsecondary education, including its compliance with Title VI of the Civil Rights Act, campus safety concerns over disruptions to the learning environment, and the awarding of federal student aid under the Higher Education Act.
• The Committee on Oversight and Accountability is investigating the sources of funding and other support flowing to groups espousing pro-Hamas propaganda and engaged in antisemitic harassment and intimidation of students. The Committee on Oversight and Accountability is the principal oversight committee of the US House of Representatives and has broad authority to investigate “any matter” at “any time” under House Rule X.
• The Committee on Ways and Means has been investigating several universities since November 15, 2023, when the Committee held a hearing entitled From Ivory Towers to Dark Corners: Investigating the Nexus Between Antisemitism, Tax-Exempt Universities, and Terror Financing. The Committee followed the hearing with letters to those institutions on January 10, 202
Honest Reviews of Tim Han LMA Course Program.pptxtimhan337
Personal development courses are widely available today, with each one promising life-changing outcomes. Tim Han’s Life Mastery Achievers (LMA) Course has drawn a lot of interest. In addition to offering my frank assessment of Success Insider’s LMA Course, this piece examines the course’s effects via a variety of Tim Han LMA course reviews and Success Insider comments.
Unit 8 - Information and Communication Technology (Paper I).pdfThiyagu K
This slides describes the basic concepts of ICT, basics of Email, Emerging Technology and Digital Initiatives in Education. This presentations aligns with the UGC Paper I syllabus.
Embracing GenAI - A Strategic ImperativePeter Windle
Artificial Intelligence (AI) technologies such as Generative AI, Image Generators and Large Language Models have had a dramatic impact on teaching, learning and assessment over the past 18 months. The most immediate threat AI posed was to Academic Integrity with Higher Education Institutes (HEIs) focusing their efforts on combating the use of GenAI in assessment. Guidelines were developed for staff and students, policies put in place too. Innovative educators have forged paths in the use of Generative AI for teaching, learning and assessments leading to pockets of transformation springing up across HEIs, often with little or no top-down guidance, support or direction.
This Gasta posits a strategic approach to integrating AI into HEIs to prepare staff, students and the curriculum for an evolving world and workplace. We will highlight the advantages of working with these technologies beyond the realm of teaching, learning and assessment by considering prompt engineering skills, industry impact, curriculum changes, and the need for staff upskilling. In contrast, not engaging strategically with Generative AI poses risks, including falling behind peers, missed opportunities and failing to ensure our graduates remain employable. The rapid evolution of AI technologies necessitates a proactive and strategic approach if we are to remain relevant.
Welcome to TechSoup New Member Orientation and Q&A (May 2024).pdfTechSoup
In this webinar you will learn how your organization can access TechSoup's wide variety of product discount and donation programs. From hardware to software, we'll give you a tour of the tools available to help your nonprofit with productivity, collaboration, financial management, donor tracking, security, and more.
Model Attribute Check Company Auto PropertyCeline George
In Odoo, the multi-company feature allows you to manage multiple companies within a single Odoo database instance. Each company can have its own configurations while still sharing common resources such as products, customers, and suppliers.
Synthetic Fiber Construction in lab .pptxPavel ( NSTU)
Synthetic fiber production is a fascinating and complex field that blends chemistry, engineering, and environmental science. By understanding these aspects, students can gain a comprehensive view of synthetic fiber production, its impact on society and the environment, and the potential for future innovations. Synthetic fibers play a crucial role in modern society, impacting various aspects of daily life, industry, and the environment. ynthetic fibers are integral to modern life, offering a range of benefits from cost-effectiveness and versatility to innovative applications and performance characteristics. While they pose environmental challenges, ongoing research and development aim to create more sustainable and eco-friendly alternatives. Understanding the importance of synthetic fibers helps in appreciating their role in the economy, industry, and daily life, while also emphasizing the need for sustainable practices and innovation.
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
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
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. 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. 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. 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. 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
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. 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. 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. 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 $ $$$ $$$$ $$
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. Brand Demand Need Utility Value Want Remember? Reaching the Consumer Market Assignment
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 "green" 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. 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. 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. 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. 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. Principles of Marketing Chapter 2 The Marketing Environment Macroenvironment Microenvironment Business Markets Consumer Markets