Home Lecture (HL) : Fundamentals of Marketing - Chapter 3 (Consumer Buying Be...Faindra Jabbar
Home Lecture (HL)
Prepared by: Faindra Jabbar
Fundamentals of Marketing
Chapter 3
1. Model of Consumer Behavior
2. Factors Affecting Consumer Behavior
3. Types of Buying Decision Behavior
4. The Buyer Decision Process
Home Lecture (HL) : Fundamentals of Marketing (Chapter 1)Faindra Jabbar
Home Lecture (HL)
Fundamentals of Marketing
Chapter 1
What is marketing?
Basic concepts of Marketing
The evolution of marketing
Societal marketing concept
Holistic marketing concept
The marketing process
Targeting, Differentiation and PositioningAmitabh Mishra
Once the firm has identified its market segment opportunity , it has to decide how many and which one to target.
•“Market targeting is a process of evaluating the market segments and identify one or more market segments to serve”.
The document discusses market segmentation, targeting, and positioning. It defines market segmentation as dividing a market into distinct subgroups that can be targeted effectively. It discusses different bases for segmentation, including geographic, demographic, psychographic, and behavioral variables. Geographic segmentation divides the market based on location, while demographic segmentation uses variables like age, gender, income. Psychographic segmentation considers personality, lifestyle, and values. The document provides several examples of companies segmenting their markets on these different bases.
This document outlines strategies for customer-driven marketing, including market segmentation, targeting, differentiation, and positioning. It discusses segmenting consumer and business markets based on variables like geography, demographics, behaviors, and psychographics. Effective segmentation requires segments to be measurable, accessible, substantial, and actionable. Targeting strategies include undifferentiated, differentiated, and concentrated approaches. Differentiation relies on identifying competitive advantages to build brand position. Strong branding involves developing a positioning statement and communicating the chosen position.
Market segmentation is The process of dividing a potential market into distinct subsets of consumers and selecting one or more segments as a target market to be reached with a distinct marketing mix.
This document provides an overview of consumer behavior and marketing concepts. It discusses the evolution from production and selling concepts to the modern marketing concept. The marketing concept focuses on determining consumer needs and delivering superior value. The document also introduces segmentation, targeting, positioning and the marketing mix. It discusses the importance of creating customer value, satisfaction and retention for business success.
Marketing strategy of a cosmetic brand: ShiseidoSalman Bin Firoz
Shiseido is a Japanese cosmetics company looking to launch products in the US market. Their target market is women. The presentation discusses various cultural, social, personal, and psychological factors that influence consumers' cosmetics buying behavior, such as opinions of friends and family, brand status, age, and motivation. It also outlines the different types of buying decision processes consumers may go through, from initial need recognition to post-purchase evaluation. Suggestions are provided to Shiseido for promoting their products online and through events and ensuring their retail outlets are well-trained.
Home Lecture (HL) : Fundamentals of Marketing - Chapter 3 (Consumer Buying Be...Faindra Jabbar
Home Lecture (HL)
Prepared by: Faindra Jabbar
Fundamentals of Marketing
Chapter 3
1. Model of Consumer Behavior
2. Factors Affecting Consumer Behavior
3. Types of Buying Decision Behavior
4. The Buyer Decision Process
Home Lecture (HL) : Fundamentals of Marketing (Chapter 1)Faindra Jabbar
Home Lecture (HL)
Fundamentals of Marketing
Chapter 1
What is marketing?
Basic concepts of Marketing
The evolution of marketing
Societal marketing concept
Holistic marketing concept
The marketing process
Targeting, Differentiation and PositioningAmitabh Mishra
Once the firm has identified its market segment opportunity , it has to decide how many and which one to target.
•“Market targeting is a process of evaluating the market segments and identify one or more market segments to serve”.
The document discusses market segmentation, targeting, and positioning. It defines market segmentation as dividing a market into distinct subgroups that can be targeted effectively. It discusses different bases for segmentation, including geographic, demographic, psychographic, and behavioral variables. Geographic segmentation divides the market based on location, while demographic segmentation uses variables like age, gender, income. Psychographic segmentation considers personality, lifestyle, and values. The document provides several examples of companies segmenting their markets on these different bases.
This document outlines strategies for customer-driven marketing, including market segmentation, targeting, differentiation, and positioning. It discusses segmenting consumer and business markets based on variables like geography, demographics, behaviors, and psychographics. Effective segmentation requires segments to be measurable, accessible, substantial, and actionable. Targeting strategies include undifferentiated, differentiated, and concentrated approaches. Differentiation relies on identifying competitive advantages to build brand position. Strong branding involves developing a positioning statement and communicating the chosen position.
Market segmentation is The process of dividing a potential market into distinct subsets of consumers and selecting one or more segments as a target market to be reached with a distinct marketing mix.
This document provides an overview of consumer behavior and marketing concepts. It discusses the evolution from production and selling concepts to the modern marketing concept. The marketing concept focuses on determining consumer needs and delivering superior value. The document also introduces segmentation, targeting, positioning and the marketing mix. It discusses the importance of creating customer value, satisfaction and retention for business success.
Marketing strategy of a cosmetic brand: ShiseidoSalman Bin Firoz
Shiseido is a Japanese cosmetics company looking to launch products in the US market. Their target market is women. The presentation discusses various cultural, social, personal, and psychological factors that influence consumers' cosmetics buying behavior, such as opinions of friends and family, brand status, age, and motivation. It also outlines the different types of buying decision processes consumers may go through, from initial need recognition to post-purchase evaluation. Suggestions are provided to Shiseido for promoting their products online and through events and ensuring their retail outlets are well-trained.
Under Armour is an American sports apparel company founded in 1996 that focuses on designing clothing to keep athletes dry and comfortable during exercise. The case study analyzes Under Armour's demographic segmentation by discussing how they target different age groups, genders, income levels, and generations with customized products and marketing approaches. Key variables like life stage, gender differences, income prioritization, and generational influences are considered when segmenting the market. Overall, the document provides an overview of Under Armour's demographic segmentation strategy and how they account for various consumer characteristics.
Understanding Marketing Processes and Consumer BehaviorMuhammad Khan
The document discusses key concepts in marketing including marketing processes, consumer behavior, marketing plans, marketing managers, the marketing mix, target marketing, market segmentation, branding, and marketing research. It defines marketing as the process of planning and executing ideas, goods and services to create exchanges that satisfy objectives. The marketing mix, also called the four P's, combines product, price, place, and promotion strategies. Marketing research studies consumer needs and wants to help sellers meet them.
Consumer behavior involves how individuals search for, purchase, use, and dispose of products and services. It is influenced by cultural, social, psychological, and personal factors. Marketers must understand consumer behavior to effectively target, position, and appeal to consumers. Advertising plays an important role in influencing consumer behavior by creating brand awareness, image, and loyalty. For advertising to be effective, it must understand consumer needs, target the appropriate audience, and convey the right message about a product's benefits.
The document outlines the curriculum for a marketing subject that is worth 3 credits over 11 lessons. It details the weekly topics to be covered from chapters in the textbook, assignments for each class, grading breakdown, and requirements for a group presentation project. The group presentation involves developing an integrated marketing communications plan for a client company and pitching the plan to the instructor and client team.
Principles of MARKETING ( CHAPTER 7 TITLE: TITLE: PRODUCT,SERVICES, AND BRAND...CHRISTIAN CALDERON
This document discusses product, service, and branding strategy. It defines a product as anything offered for consumption that might satisfy a want or need, including physical goods, services, and ideas. Services are intangible activities or benefits offered for sale. Products exist on a continuum from pure tangible goods to pure services. Key aspects of developing individual products and services include defining core benefits and attributes like quality, features, style, and packaging. Branding and brand strategy are also important decisions involving brand name selection, protection, and extending or introducing new brands. The document also covers product classification, lines, mixes, and the unique characteristics of services.
Chapter 9 Identifying Market Segments and TargetsPeleZain
- Advertising is any paid form of nonpersonal presentation and promotion of ideas, goods, or services by an identified sponsor. Developing an advertising program involves five steps: setting objectives, establishing a budget, choosing the message/creative strategy, deciding on media, and evaluating effects.
- Sales promotion consists of mostly short-term incentive tools designed to stimulate quicker or greater purchase of particular products.
- Events and experiences are a means for companies to become part of special moments in consumers' lives to broaden relationships, but must be properly managed.
- Public relations includes programs to promote or protect a company's image through publications, events, news, community affairs and more at a lower cost than advertising.
This document discusses buyer behavior and market segmentation. It defines buyer behavior as the process by which individuals make purchasing decisions. The buyer decision making process typically involves need perception, information search, alternative evaluation, purchase/consumption, and post-purchase evaluation. Market segmentation is the subdivision of a market into distinct groups that have common needs and will respond similarly to a marketing approach. Markets can be segmented by geography, demographics, psychographics, and behavior.
Lecture no.6 product, services & branding strategiesAsad Ali
This document discusses various aspects of products and services, including:
1) It defines products as anything offered to a market for consumption, including physical goods, services, and ideas. Services are intangible offerings like banking or consulting.
2) Consumer products are classified based on how and how often they are purchased, such as convenience products bought frequently and specialty products requiring special effort.
3) Industrial products are purchased for use in business operations rather than personal use.
4) Branding, packaging, labeling, and after-sale services are discussed as important elements that distinguish a product in the market and influence customer perception.
Chapter 3: Consumer Behavior—How People Make Buying Decisionstjamisonedu
The document discusses factors that influence consumer buying behavior, including:
1. The six stages of the consumer decision making process: realizing a need, searching for information, evaluating alternatives, selecting a product, assessing performance after purchase, and disposing of the product.
2. Situational factors like the physical environment of a store, social situations, time constraints, mood, and the reason for purchase can temporarily influence buying decisions.
3. Psychological factors rooted in consumers' self-concept, attitudes, perceptions, and Maslow's hierarchy of needs have enduring impacts on purchasing choices.
4. Societal influences such as culture, social class, reference groups, opinion leaders, and family also shape what and
The document provides an overview of key concepts in marketing and marketing management. It defines marketing as creating, communicating, and delivering value to customers, and managing customer relationships. Marketing management is choosing target markets and getting, keeping, and growing customers through superior customer value. The document outlines different concepts in marketing including production, product, selling, marketing, societal marketing, and holistic marketing concepts. It also discusses the marketing mix of product, price, place, promotion, and people. Different bases for segmenting markets are described such as geographic, demographic, psychographic, and behavioral segmentation. Effective criteria for target market selection include segments being measurable, substantial, accessible, differentiable, and actionable.
Segmentation, targeting, and positioning are important marketing strategies. Segmentation involves dividing the market into subgroups based on variables like geography, demographics, psychographics, and behavior. Effective segmentation results in groups that are measurable, accessible, substantial, differentiable, and actionable. Targeting involves selecting specific segments to target with tailored marketing programs. Positioning is how a product is defined in consumers' minds relative to competitors based on attributes, benefits, and competitive advantages.
This document provides an introduction to key concepts in marketing, including:
1. The relationship between buyers and sellers, where buyers depend on sellers for goods and services they want and sellers depend on buyers for profits.
2. Definitions of markets, consumers, customers, and commercial markets.
3. The concepts of product orientation versus market orientation.
4. The key elements of promotion, advertising, public relations, publicity, and sales.
5. How needs, wants, and demands differ.
6. Several definitions of marketing and its core purpose of identifying and satisfying customer needs profitably.
Market segmentation, targeting, positioning, and differentiation are key elements of a customer-driven marketing strategy. Segmentation involves dividing the market into distinct groups with unique needs. Targeting evaluates segment attractiveness and selects which to enter. Differentiation creates superior customer value for the targeted segments. Positioning arranges the offering in customers' minds relative to competitors. Effective segmentation is measurable, accessible, differentiable, and allows for actionable programs for each segment. Common bases for consumer segmentation include geographic, demographic, psychographic, and behavioral factors. When targeting, companies evaluate segment size, growth, and attractiveness as well as their objectives and resources to select segments. Targeting can be undertaken through undifferentiated, differentiated, concentrated,
The document provides an overview of marketing management concepts. It discusses key topics like the nature and scope of marketing, the evolution of marketing from a production to customer-focused orientation, and different marketing concepts including the exchange concept, production concept, and marketing concept. It also references several foundational marketing management textbooks.
Market segmentation involves dividing markets into distinct segments based on characteristics like geography, demographics, behaviors, and psychographics. Effective segmentation creates segments that are measurable, accessible, substantial, differentiable, and actionable. Market targeting selects specific segments to target with tailored marketing strategies like differentiated, concentrated, or micromarketing. Positioning determines how a product is defined in consumers' minds relative to competitors based on important attributes. Choosing the right positioning strategy involves identifying competitive advantages, selecting a value proposition, and consistently communicating and delivering the chosen position through all marketing mix elements.
This document discusses market segmentation, targeting, and positioning. It explains what constitutes a market and different approaches to marketing such as mass marketing, product variety marketing, and target marketing. The key bases for segmenting markets are discussed, including demographic, geographic, psychographic, and behavioral criteria. Effective segmentation requires segments to be measurable, accessible, substantial, and actionable. The document outlines steps in the segmentation, targeting, and positioning process and provides examples to illustrate various concepts.
This chapter discusses consumer markets and consumer buyer behavior. It outlines the model of consumer behavior and factors that influence consumer decisions, including cultural, social, personal and psychological characteristics. It also describes the consumer decision-making process of need recognition, information search, evaluation of alternatives, purchase decision and post-purchase evaluation. Finally, it briefly introduces the business buying process.
Market segmentation involves dividing a heterogeneous market into homogeneous subgroups. It is based on the recognition that markets contain different customer groups with distinct needs, characteristics and behaviors. The key objectives of market segmentation are to identify specific customer segments, understand their unique needs and develop tailored marketing strategies for each segment. Common approaches to segmentation include mass marketing, product differentiation and target marketing. Markets can be segmented based on geographic, demographic, psychographic and behavioral factors. The main benefits of effective segmentation include better understanding customer needs, more efficient resource allocation and increased sales and profits.
The document discusses the results of a study on the impact of COVID-19 lockdowns on air pollution. Researchers found that lockdowns led to significant short-term reductions in nitrogen dioxide and fine particulate matter pollution globally as human activity declined. However, the impacts on air quality were temporary and pollution levels rebounded once lockdowns were lifted and activity resumed.
Media, Technology and Society - Interaction in Social CommunicationFaindra Jabbar
Media, Technology, and Society
Topic: Interaction in Social Communication
Overview
What is Communication
Virtual view of communication
What is interaction?
Types of interaction
The impact of mediation
What is reciprocity?
Under Armour is an American sports apparel company founded in 1996 that focuses on designing clothing to keep athletes dry and comfortable during exercise. The case study analyzes Under Armour's demographic segmentation by discussing how they target different age groups, genders, income levels, and generations with customized products and marketing approaches. Key variables like life stage, gender differences, income prioritization, and generational influences are considered when segmenting the market. Overall, the document provides an overview of Under Armour's demographic segmentation strategy and how they account for various consumer characteristics.
Understanding Marketing Processes and Consumer BehaviorMuhammad Khan
The document discusses key concepts in marketing including marketing processes, consumer behavior, marketing plans, marketing managers, the marketing mix, target marketing, market segmentation, branding, and marketing research. It defines marketing as the process of planning and executing ideas, goods and services to create exchanges that satisfy objectives. The marketing mix, also called the four P's, combines product, price, place, and promotion strategies. Marketing research studies consumer needs and wants to help sellers meet them.
Consumer behavior involves how individuals search for, purchase, use, and dispose of products and services. It is influenced by cultural, social, psychological, and personal factors. Marketers must understand consumer behavior to effectively target, position, and appeal to consumers. Advertising plays an important role in influencing consumer behavior by creating brand awareness, image, and loyalty. For advertising to be effective, it must understand consumer needs, target the appropriate audience, and convey the right message about a product's benefits.
The document outlines the curriculum for a marketing subject that is worth 3 credits over 11 lessons. It details the weekly topics to be covered from chapters in the textbook, assignments for each class, grading breakdown, and requirements for a group presentation project. The group presentation involves developing an integrated marketing communications plan for a client company and pitching the plan to the instructor and client team.
Principles of MARKETING ( CHAPTER 7 TITLE: TITLE: PRODUCT,SERVICES, AND BRAND...CHRISTIAN CALDERON
This document discusses product, service, and branding strategy. It defines a product as anything offered for consumption that might satisfy a want or need, including physical goods, services, and ideas. Services are intangible activities or benefits offered for sale. Products exist on a continuum from pure tangible goods to pure services. Key aspects of developing individual products and services include defining core benefits and attributes like quality, features, style, and packaging. Branding and brand strategy are also important decisions involving brand name selection, protection, and extending or introducing new brands. The document also covers product classification, lines, mixes, and the unique characteristics of services.
Chapter 9 Identifying Market Segments and TargetsPeleZain
- Advertising is any paid form of nonpersonal presentation and promotion of ideas, goods, or services by an identified sponsor. Developing an advertising program involves five steps: setting objectives, establishing a budget, choosing the message/creative strategy, deciding on media, and evaluating effects.
- Sales promotion consists of mostly short-term incentive tools designed to stimulate quicker or greater purchase of particular products.
- Events and experiences are a means for companies to become part of special moments in consumers' lives to broaden relationships, but must be properly managed.
- Public relations includes programs to promote or protect a company's image through publications, events, news, community affairs and more at a lower cost than advertising.
This document discusses buyer behavior and market segmentation. It defines buyer behavior as the process by which individuals make purchasing decisions. The buyer decision making process typically involves need perception, information search, alternative evaluation, purchase/consumption, and post-purchase evaluation. Market segmentation is the subdivision of a market into distinct groups that have common needs and will respond similarly to a marketing approach. Markets can be segmented by geography, demographics, psychographics, and behavior.
Lecture no.6 product, services & branding strategiesAsad Ali
This document discusses various aspects of products and services, including:
1) It defines products as anything offered to a market for consumption, including physical goods, services, and ideas. Services are intangible offerings like banking or consulting.
2) Consumer products are classified based on how and how often they are purchased, such as convenience products bought frequently and specialty products requiring special effort.
3) Industrial products are purchased for use in business operations rather than personal use.
4) Branding, packaging, labeling, and after-sale services are discussed as important elements that distinguish a product in the market and influence customer perception.
Chapter 3: Consumer Behavior—How People Make Buying Decisionstjamisonedu
The document discusses factors that influence consumer buying behavior, including:
1. The six stages of the consumer decision making process: realizing a need, searching for information, evaluating alternatives, selecting a product, assessing performance after purchase, and disposing of the product.
2. Situational factors like the physical environment of a store, social situations, time constraints, mood, and the reason for purchase can temporarily influence buying decisions.
3. Psychological factors rooted in consumers' self-concept, attitudes, perceptions, and Maslow's hierarchy of needs have enduring impacts on purchasing choices.
4. Societal influences such as culture, social class, reference groups, opinion leaders, and family also shape what and
The document provides an overview of key concepts in marketing and marketing management. It defines marketing as creating, communicating, and delivering value to customers, and managing customer relationships. Marketing management is choosing target markets and getting, keeping, and growing customers through superior customer value. The document outlines different concepts in marketing including production, product, selling, marketing, societal marketing, and holistic marketing concepts. It also discusses the marketing mix of product, price, place, promotion, and people. Different bases for segmenting markets are described such as geographic, demographic, psychographic, and behavioral segmentation. Effective criteria for target market selection include segments being measurable, substantial, accessible, differentiable, and actionable.
Segmentation, targeting, and positioning are important marketing strategies. Segmentation involves dividing the market into subgroups based on variables like geography, demographics, psychographics, and behavior. Effective segmentation results in groups that are measurable, accessible, substantial, differentiable, and actionable. Targeting involves selecting specific segments to target with tailored marketing programs. Positioning is how a product is defined in consumers' minds relative to competitors based on attributes, benefits, and competitive advantages.
This document provides an introduction to key concepts in marketing, including:
1. The relationship between buyers and sellers, where buyers depend on sellers for goods and services they want and sellers depend on buyers for profits.
2. Definitions of markets, consumers, customers, and commercial markets.
3. The concepts of product orientation versus market orientation.
4. The key elements of promotion, advertising, public relations, publicity, and sales.
5. How needs, wants, and demands differ.
6. Several definitions of marketing and its core purpose of identifying and satisfying customer needs profitably.
Market segmentation, targeting, positioning, and differentiation are key elements of a customer-driven marketing strategy. Segmentation involves dividing the market into distinct groups with unique needs. Targeting evaluates segment attractiveness and selects which to enter. Differentiation creates superior customer value for the targeted segments. Positioning arranges the offering in customers' minds relative to competitors. Effective segmentation is measurable, accessible, differentiable, and allows for actionable programs for each segment. Common bases for consumer segmentation include geographic, demographic, psychographic, and behavioral factors. When targeting, companies evaluate segment size, growth, and attractiveness as well as their objectives and resources to select segments. Targeting can be undertaken through undifferentiated, differentiated, concentrated,
The document provides an overview of marketing management concepts. It discusses key topics like the nature and scope of marketing, the evolution of marketing from a production to customer-focused orientation, and different marketing concepts including the exchange concept, production concept, and marketing concept. It also references several foundational marketing management textbooks.
Market segmentation involves dividing markets into distinct segments based on characteristics like geography, demographics, behaviors, and psychographics. Effective segmentation creates segments that are measurable, accessible, substantial, differentiable, and actionable. Market targeting selects specific segments to target with tailored marketing strategies like differentiated, concentrated, or micromarketing. Positioning determines how a product is defined in consumers' minds relative to competitors based on important attributes. Choosing the right positioning strategy involves identifying competitive advantages, selecting a value proposition, and consistently communicating and delivering the chosen position through all marketing mix elements.
This document discusses market segmentation, targeting, and positioning. It explains what constitutes a market and different approaches to marketing such as mass marketing, product variety marketing, and target marketing. The key bases for segmenting markets are discussed, including demographic, geographic, psychographic, and behavioral criteria. Effective segmentation requires segments to be measurable, accessible, substantial, and actionable. The document outlines steps in the segmentation, targeting, and positioning process and provides examples to illustrate various concepts.
This chapter discusses consumer markets and consumer buyer behavior. It outlines the model of consumer behavior and factors that influence consumer decisions, including cultural, social, personal and psychological characteristics. It also describes the consumer decision-making process of need recognition, information search, evaluation of alternatives, purchase decision and post-purchase evaluation. Finally, it briefly introduces the business buying process.
Market segmentation involves dividing a heterogeneous market into homogeneous subgroups. It is based on the recognition that markets contain different customer groups with distinct needs, characteristics and behaviors. The key objectives of market segmentation are to identify specific customer segments, understand their unique needs and develop tailored marketing strategies for each segment. Common approaches to segmentation include mass marketing, product differentiation and target marketing. Markets can be segmented based on geographic, demographic, psychographic and behavioral factors. The main benefits of effective segmentation include better understanding customer needs, more efficient resource allocation and increased sales and profits.
The document discusses the results of a study on the impact of COVID-19 lockdowns on air pollution. Researchers found that lockdowns led to significant short-term reductions in nitrogen dioxide and fine particulate matter pollution globally as human activity declined. However, the impacts on air quality were temporary and pollution levels rebounded once lockdowns were lifted and activity resumed.
Media, Technology and Society - Interaction in Social CommunicationFaindra Jabbar
Media, Technology, and Society
Topic: Interaction in Social Communication
Overview
What is Communication
Virtual view of communication
What is interaction?
Types of interaction
The impact of mediation
What is reciprocity?
Media, Technology, and Society - TelecommunityFaindra Jabbar
Media, Technology, and Society
Topic: Telecommunity
Overview
What is a community?
Classical theory of community
New trend of community
Globalization
How globalization impact community?
The rise of global communities of practice
The document discusses the benefits of exercise for mental health. Regular physical activity can help reduce anxiety and depression and improve mood and cognitive functioning. Exercise causes chemical changes in the brain that may help protect against mental illness and improve symptoms.
Media Technology and Society - Cyber SocietyFaindra Jabbar
Media Technology and Society
Topic: Cyber Society
Cyberspace
Cyber Society
Positive impact of Cyberspace
Negative impact of Cyberspace
Social Media
Web 2.0
Marketing can be defined as a process of socializing or communicating the value of product or service to the customers with the objective to sell products or services. It is actually a very critical function of business which focuses towards attracting the customers (Kotler, 2001). If properly planned and executed, marketing aims at getting far better results in form of increased sales, brand /image building, higher revenues, etc. The aim of this report is to provide an understanding of how marketing, research, planning and marketing mix are used in all organizations (Palmer, 2012). Marketing not only earns profitability to the marketers but also to the customers, as they have all the options in front of them to choose the best among the available ones (Palmer, 2012). Marketing is done with the aim of selling goods, services, events, experiences, ideas, people, businesses, information, awareness programs etc.
This marketing plan is for Tesco Stores (Malaysia) Sdn Bhd, a subsidiary of British retailer Tesco operating in Malaysia. The plan covers situational analysis, objectives, strategies, and marketing elements. Key competitors in Malaysia include Giant, Carrefour, and Jusco, who compete on price, variety of products, and shopping experience. A SWOT analysis identifies Tesco's strengths in brand, customer service and prices, as well as opportunities for growth, but also weaknesses in over-reliance on the UK market and threats from economic declines and competitive pressures. The plan analyzes Tesco's target Malaysian customers and outlines segmentation, targeting, and positioning strategies.
Media, Technology and Society - The new trends of social interactionFaindra Jabbar
Media, Technology, and Society
Topic: The new trends of social interaction
What is Website?
Web 1.0, Web 2.0 & Social Media
Web 2.0 Technologies
Blog (web log)
Social Media
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.
The document discusses the internal and external marketing environments. The micro-environment includes factors close to the company like suppliers, competitors, and customers. The macro-environment includes broader forces like demographics, technology, economy, and government that influence marketing. Understanding both environments is important for marketers to build relationships and stay aware of trends. Market research helps companies gather information on these environments.
The marketing environment consists of internal and external factors that affect marketing management's ability to build relationships with customers. The microenvironment includes actors close to the company like suppliers and intermediaries. The macroenvironment comprises larger societal forces like demographic, economic, natural, technological, political, and cultural forces beyond the company's control. Companies must monitor the changing marketing environment and respond to opportunities and threats.
The document discusses the marketing environment and its components. It defines the marketing environment as the external factors that affect a company's ability to build customer relationships. The marketing environment has a micro and macro environment. The micro environment directly impacts the company and includes suppliers, customers, competitors, publics, and marketing intermediaries. The macro environment includes demographic, economic, natural, technological, political, and cultural forces outside a company's control. Understanding these environmental factors is important for effective marketing.
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 provides an overview of the marketing environment and its impact on organizations. It discusses both the microenvironment (including suppliers, companies, competitors, intermediaries, customers, and publics) and the macroenvironment (political/legal, economic, cultural, technological, natural, and demographic factors). The marketing environment influences a company's ability to serve customers. Companies must understand the environmental forces and can choose to react or proactively influence them. Demographic trends like population aging and workforce changes impact product/service demand.
The document discusses the various environments that affect a company's marketing decisions, including the microenvironment and macroenvironment. The microenvironment includes internal departments, suppliers, customers, competitors, and publics. The macroenvironment includes demographic, economic, natural, technological, political, and cultural forces. Understanding how these environments are changing helps companies adapt their marketing strategy accordingly.
The document discusses the marketing environment and its impact on business organizations. It explains that marketing activities are influenced by uncontrollable external factors known as the marketing environment. The environment consists of micro and macro elements. The micro environment includes factors directly affecting the company like customers, suppliers, and competitors. The macro environment comprises broader forces like demographics, economics, technology, and culture that impact all businesses. Understanding both the micro and macro environments is important for developing a strategic marketing plan and succeeding in the market.
This document discusses environmental factors that influence marketing. It defines the micro-environment as forces close to a company that can be influenced, including companies, suppliers, customers and competitors. The macro-environment is broader societal forces like demographics, economy, technology and culture that are difficult to control. Reactive strategies respond to environmental changes, while proactive strategies initiate changes. Understanding both micro and macro environmental factors is important for marketing success.
The document provides an overview of key concepts related to a marketing management syllabus, including the business environment and its micro and macro factors. It discusses the company's microenvironment including suppliers, marketing intermediaries, customers, competitors, and publics. It then explains various elements of the macroenvironment like the political, economic, sociocultural, technological, natural, and legal environments. Specific trends within the demographic and economic environments are also summarized.
Principles of Marketing Philippine Marketing EnvironmentDr. John V. Padua
The document provides an overview of the Philippine marketing environment and key concepts to understand when marketing in the Philippines. It discusses the objectives of understanding the Philippine market and Filipino consumer traits. It also describes the marketing environment, including the microenvironment of companies, suppliers, intermediaries, customers, competitors and publics, as well as the macroenvironment forces of demographics, economy, natural environment, technology, politics and culture. Specifically regarding Philippine culture, it outlines several defining personality traits of Filipino consumers like hiya, amor propio, utang na loob, pakikisama and bahala na that marketers need to consider.
The document provides an overview of key topics covered in Chapter 3, which analyzes a company's marketing environment. It discusses the internal and external factors that influence marketing decisions, including suppliers, customers, competitors, and societal forces. Demographic trends like population growth and aging, as well as geographic shifts and diversity increases, are changing the business landscape and requiring companies to adapt their marketing strategies.
Marketing management book 1 st sem mba @ bec domsBabasab Patil
This document provides an overview of marketing management concepts. It discusses the nature and scope of marketing, including definitions of marketing and the types of entities that are marketed such as goods, services, experiences, events, persons, places, properties, organizations, information and ideas. It also covers analyzing consumer markets and buyer behavior, explaining how cultural, social, personal and psychological factors influence consumer decisions. Specific topics covered include reference groups, family influences, and social roles/statuses.
The document discusses the marketing environment and its components. It describes the micro environment as comprising of factors directly affecting the organization like customers, suppliers, competitors, public and the company itself. The macro environment consists of uncontrollable external factors like demographic, economic, technological, political and cultural forces influencing the organization. It provides details about each component's influence and considerations for marketers.
The microenvironment consists of forces close to the company that affect its ability to serve customers. It includes suppliers, marketing intermediaries, customers, competitors, and publics. The macroenvironment comprises broader societal forces that shape opportunities and pose threats. It encompasses demographic, economic, natural, technological, political, and cultural conditions. Marketers must understand how these environmental factors influence customers and strategically respond to changes.
3. PPT Ethical Dimension of sustainable marketing.pdfssuser8e72bb1
The document discusses the challenges of marketing socially useful goods to the poor. It identifies 4 main challenges: 1) The poor's perceived values and lack of purchasing power, 2) Lack of awareness and education about product benefits, 3) Limitations of distribution channels, 4) Social and cultural differences. Case studies of P&G's PuR water purifier and Danone's yogurt products in developing markets demonstrate challenges of achieving mass scale and repeat purchases. Overcoming these challenges requires understanding the market through research, identifying important products, and facilitating partnerships along the supply chain to increase sustainable access and adoption among the poor.
The marketing environment consists of internal and external factors that affect marketing management's ability to build relationships with customers. The microenvironment includes internal factors like the company, suppliers, marketing intermediaries, customer markets, and competitors. The macro environment comprises larger societal forces like demographic, economic, natural, technological, political, and cultural factors in the external environment. Marketers must consider both micro and macro environmental factors to understand how they influence customers and develop effective marketing strategies.
Presentation talks about the consumer of rural India, facts and figure of rural India, their buying behavior, and also factors affecting decision making process and many more.
Marketing management book 1 st sem mba @ bec domsBabasab Patil
This document provides an overview of marketing management. It discusses the nature and scope of marketing, including social and managerial definitions. It also discusses building and delivering customer value and satisfaction, retaining customers, and the marketing environment. Key points covered include the importance of understanding customer needs, ensuring availability and timely feedback, competing concepts like production and societal marketing, and forces in the marketing environment like competition, suppliers, and political/economic factors.
This document discusses marketing environment scanning strategies. It explains that companies can influence the political environment by hiring lobbyists. Trade associations and political action committees also lobby the government. The document notes that marketers cannot always affect environmental forces and must sometimes simply react to changes. However, taking a proactive approach to publics and forces is beneficial. An effective strategy is to create an environmental scanning plan to monitor key areas and trends. This involves collecting reliable and timely data from various sources and interpreting it to inform decision making. The document concludes with key terms related to marketing environments and demographic groups.
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2. Chapter
Overview
1. The
Company’s
Microenvironment
2. The
company’s
Macroenvironment
3. Responding
to
the
MarkeEng
Environment
Home
Lecture
(HL)
with
Faindra
Jabbar
2
3. The
MarkeEng
Environment
The
markeEng
environment
includes
the
actors
and
forces
that
affect
a
firm’s
ability
to
build
and
maintain
successful
relaEonships
with
customers.
Home
Lecture
(HL)
with
Faindra
Jabbar
3
4. The
MarkeEng
Environment
Home
Lecture
(HL)
with
Faindra
Jabbar
4
Microenvironment
Macroenvironment
The
OrganizaEon
The
OrganizaEon
5. The
Microenvironment
Microenvironment
consists
of
the
actors
close
to
the
company
that
affects
its
ability
to
serve
its
customer’s
needs;
the
company,
suppliers,
markeEng
intermediaries,
customer
markets,
compeEtors,
and
publics.
Home
Lecture
(HL)
with
Faindra
Jabbar
5
6. The
Microenvironment
Home
Lecture
(HL)
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Faindra
Jabbar
6
Actors
in
the
Microenvironment
7. The
Microenvironment
• The
company
–
the
internal
environment
of
the
company
that
is
markeEng
the
product.
– Top
management,
Finance,
R
&
D,
Purchasing,
OperaEons,
AccounEng
– Departments
within
the
company
impact
markeEng
planning
and
acEons.
Home
Lecture
(HL)
with
Faindra
Jabbar
7
8. The
Microenvironment
• Suppliers
–
provide
resources
to
produce
goods
and
services.
– Treat
suppliers
as
partners
to
provide
customer
value
Home
Lecture
(HL)
with
Faindra
Jabbar
8
9. The
Microenvironment
• Marke:ng
intermediaries
-‐
help
sell,
promote,
and
distribute
goods.
• Also
known
as
a
“Middleman”.
Home
Lecture
(HL)
with
Faindra
Jabbar
9
10. Types
of
MarkeEng
Intermediaries
• Resellers
–
distribuEon
channel
firms
that
help
the
company
find
customers
or
make
sales
to
them.
Eg:
Wholesalers
and
retailers.
• Physical
distribu:on
firms
–
help
company
to
stock
and
move
goods
from
their
points
of
origin
to
their
desEnaEons
with
the
assistance
from
warehouse
and
transportaEon
firms.
• Marke:ng
service
agencies
–
help
promote
the
product,
eg:
adverEsing
company.
• Financial
intermediaries
–
help
finance
the
transacEon
of
goods,
eg:
banks
Home
Lecture
(HL)
with
Faindra
Jabbar
10
11. The
Microenvironment
• Customer
markets
–
the
people
who
buy
the
products.
Consumer
market,
Business
market,
Government
market,
Reseller
market,
InternaEonal
markets.
• Compe:tors
–
other
organizaEons
that
are
compeEng
for
the
same
consumers
with
the
intenEon
to
fulfill
the
same
needs
and
wants.
Home
Lecture
(HL)
with
Faindra
Jabbar
11
12. Publics
The
communiEes
of
people
at
large
(whether
or
not
organized
as
groups)
that
have
a
direct
or
indirect
associaEon
with
an
organizaEon.
Home
Lecture
(HL)
with
Faindra
Jabbar
12
13. 7
Types
of
Publics
The
organizaEon
Local
Publics
General
Publics
Internal
Publics
CiEzen-‐
AcEon
Publics
Financial
Publics
Media
Publics
Government
Publics
Home
Lecture
(HL)
with
Faindra
Jabbar
13
15. The
Demographic
Environment
Study
of
human
populaEons
in
terms
of
size,
density,
locaEon,
age,
gender,
race,
occupaEon,
and
other
staEsEcs
Demographic
trends
include
age,
family
structure,
geographic
populaEon
shics,
educaEonal
characterisEcs,
and
populaEon
diversity
Home
Lecture
(HL)
with
Faindra
Jabbar
15
16. The
Economic
Environment
• Consists
of
factors
that
affects
consumer
purchasing
power
and
spending
paderns.
• Malaysian
per
capita
income
increases
from
RM
15,819
(2004),
to
RM
22,345(2007),
to
RM29,661
(2011).
(Bank
Negara
Malaysia)
• Middle
income
Malaysians
with
salary
range
from
RM3,000
to
RM5,000
accounted
for
more
than
seven
million.
(The
Star,
31
July
2008)
Home
Lecture
(HL)
with
Faindra
Jabbar
16
17. The
Natural
Environment
• Involves
the
natural
resources
that
are
needed
as
inputs
by
marketers
or
that
are
affected
by
markeEng
acEviEes.
• Key
natural
environment
trends
§ Concern
for
the
natural
environment
has
grown
steadily,
increasing
the
importance
of
these
trends:
v
Shortage
of
raw
materials
v
Increased
polluEon
v
Increased
government
intervenEon
Home
Lecture
(HL)
with
Faindra
Jabbar
17
18. The
Technology
Environment
• The
technological
environment
is
characterized
by
rapid
change.
• New
technology
changes
the
way
we
live
our
life
and
the
way
firms
do
their
business.
• Key
Technological
Trends
§ New
technologies
create
new
opportuniEes
and
markets
but
make
old
technologies
obsolete.
Home
Lecture
(HL)
with
Faindra
Jabbar
18
19. The
PoliEcal
Environment
• Includes
laws,
governmental
agencies,
and
pressure
groups
that
impact
organizaEons
and
individuals.
“The
stable
poliEcal
condiEon
in
any
parEcular
country
will
lead
for
a
stable
businesses….”
Home
Lecture
(HL)
with
Faindra
Jabbar
19
20. The
Cultural
Environment
• Cultural
environment
is
composed
of
insEtuEons
and
other
forces
that
affect
a
society’s
basic
values,
percepEons,
preferences,
and
behaviors.
• Culture
can
influence
decision
making.
– Core
beliefs
and
values
are
persistent
and
are
passed
on
from
parents
to
children
and
are
reinforced
by
schools,
churches,
businesses,
and
government.
– Secondary
beliefs
and
values
change
and
shic
more
easily
and
expressed
through
people’s
views
of
themselves,
others,
organizaEon,
society,
nature
and
the
universe.
Home
Lecture
(HL)
with
Faindra
Jabbar
20
21. Responding
to
the
MarkeEng
Environment
Home
Lecture
(HL)
with
Faindra
Jabbar
21
• Passive
Acceptance
and
AdaptaEon
• Watching
and
reacEng
to
forces
in
the
environment
ReacEve
• Aggressive
acEons
to
affect
forces
in
the
environment.
• lobbyist.,
PR,
&
contractual
agreements
to
influence
environmental
forces
ProacEve