Marketing enviroment & concept lecture no.1
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This document discusses marketing concepts and the marketing environment. It begins with a case study on how a company marketed a new car model. It then defines the marketing environment as being composed of microenvironmental and macroenvironmental forces. The microenvironment includes customers, competitors, suppliers, marketing intermediaries, and publics. The macroenvironment includes demographic, economic, technological, political, and cultural forces. It provides examples of each type of force and how they influence marketing opportunities and threats. The document concludes by contrasting different marketing concepts such as production, sales, and societal marketing concepts.
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Marketing enviroment & concept lecture no.1
- 2. INFORMATION TECHNOLOGY Agenda Case study for introduction to marketing Marketing environment . Marketing concept .
- 3. INFORMATION TECHNOLOGY Case study for introduction to marketing
- 4. INFORMATION TECHNOLOGY Case study for introduction to marketing Explore the truth ( fortwo & individuality , test drive ) Budget 120000$ 2200 cars are sold 270000 visitor within 4 months The main consumer couples aged 20-35 years Overview
- 5. INFORMATION TECHNOLOGY Case study for introduction to marketing Creation of demand to product & services which translate to sales Definition of marketing View of marketing Old : - selling & telling New :- customer satisfaction Customer value Performance > expectation = satisfaction
- 6. INFORMATION TECHNOLOGY Case study for introduction to marketing
- 7. INFORMATION TECHNOLOGY Case study for introduction to marketing Segmentation: The process of dividing a market Targeting: Involves evaluating each market segment’s attractiveness Differentiation: Creating superior customer value Positioning: Arranging for a product to occupy a clear place Marketing managers must consider the following, to ensure a successful marketing strategy: 1. What customers will we serve? — What is our target market? 2. How can we best serve these customers? — What is our value proposition?
- 9. INFORMATION TECHNOLOGY Marketing environment Definition All the actors and forces influencing the company’s ability to transact business effectively with it’s target market Includes Microenvironment - forces close to the company that affect its ability to serve its customers. Macroenvironment - larger societal forces that affect the whole microenvironment.
- 12. INFORMATION TECHNOLOGY Customer markets Consumer International Business Reseller GOV.
- 13. INFORMATION TECHNOLOGY The Company’s Microenvironment Company’s Internal Environment- functional areas such as top management, finance, and manufacturing, etc. Suppliers - provide the resources needed to produce goods and services. Marketing Intermediaries - help the company to promote, sell, and distribute its goods to final buyers.
- 14. INFORMATION TECHNOLOGY The Company’s Microenvironment Competitors - those who serve a target market with similar products and services. Publics - any group that perceives itself having an interest in a company’s ability to achieve its objectives Customers - five types of markets that purchase a company’s goods and services.
- 15. INFORMATION TECHNOLOGY Forces that Shape Opportunities and Pose Threats to a Company Demographic Technological Cultural Economic Macroenvironment Political
- 16. INFORMATION TECHNOLOGY The Company’s Macroenvironment Demographic - monitors population in terms of age, sex, race, occupation, location and other statistics. Economic - factors that affect consumer buying power and patterns. Technological - forces that create new product and market opportunities.
- 17. INFORMATION TECHNOLOGY The Company’s Macroenvironment Political - laws, agencies and groups that influence or limit marketing actions. Cultural - forces that affect a society’s basic values, perceptions, preferences, and behaviors
- 18. INFORMATION TECHNOLOGY Macroenvironment A.Demographic Changing Age Structure Population is getting older Changing Family Structure Marrying later, fewer children, working women Increased Education Increased college attendance Growing Ethnic and Racial Diversity 73% Saudi, 12% Egyptian, 10% Asian & 3.4% African Geographic Shifts
- 19. INFORMATION TECHNOLOGY Economic Development Changes in income Key Economic Concerns for Marketers Changes in Consumer Spending Patterns Macroenvironment B.Economic
- 20. INFORMATION TECHNOLOGY Rapid Pace of Change High Research & Develop. Budgets Focus on Minor Improvements Increased Regulation Macroenvironment C.Technological
- 22. INFORMATION TECHNOLOGY Oneself Others Society Nature Organization Macroenvironment E.Cultural Views that express values of
- 26. INFORMATION TECHNOLOGY Marketing and Sales Concepts Contrasted
- 28. INFORMATION TECHNOLOGY Marketing concept era the top 30 companies in customer services
- 29. INFORMATION TECHNOLOGY Marketing concept era the top 10 companies in sales 2012 2011 Brand 1 1 Coca-cola 2 8 Apple 3 2 IBM 4 4 Google 5 3 Microsoft 6 5 GE 7 6 Macdonalds 8 7 Intel 9 17 Samsung 10 11 Toyota
- 30. INFORMATION TECHNOLOGY Marketing concept era the top 30 companies in customer services