Marketing environment
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The document discusses the marketing environment, which consists of micro and macro environmental factors. The microenvironment includes internal groups like the company, suppliers, intermediaries, competitors, publics, and customers. The macroenvironment encompasses demographic, economic, natural, technological, political/social, and cultural forces from the broader society. Marketers must understand how these environmental factors influence customers and marketing activities to build strong relationships and achieve objectives.
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This document provides an overview of consumer behavior. It defines consumer behavior and notes it is influenced by factors like culture, social class, psychology, and more. It discusses the different types of consumers like customers, buyers, and institutional buyers. The document also outlines the consumer decision process from obtaining a product to consuming and disposing of it. It explains how understanding consumer behavior can help with marketing by informing market analysis, target selection, and strategy. The document concludes that understanding consumer needs and wants is important for business success.
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Unit 1 INTRODUCTION TO CONSUMER BEHAVIOUR
This chapter provides an insight to consumer buying decision making process.It provides a guidance to theories of consumer buying patterns
Consumer behaviour-Introduction,Types,Significance of consumer behaviour..etc
Definition of consumer Behaviour
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Consumer Behaviour,
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categories of consumer behaviour,
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Consumer behavior refers to how individuals make decisions to spend their available resources (time, money, effort) on consumption-related items. This includes what they buy, why they buy it, when they buy it, where they buy it, how often they buy it, and how often they use it. Consumer behavior is influenced by cultural, social, personal, and psychological factors. Marketers must understand these factors and how they influence consumers at different stages of the buying process. This document discusses the key factors that influence consumer behavior for Link Direct International, including cultural, social, personal, and psychological considerations. It also provides a brief SWOT analysis of the organization.
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In the highly specialised study of “BUSINESS MANAGEMENT”, today, the function of “MARKETING MANAGEMENT” plays a very critical role. This is because this functional area of management :
(1) “EARNS” the revenue, &
(2) “WORKS” in the close proximity with the public or persons outside the organisation.
Controlling these two attributes to have the desired benefits are the most difficult part of the management, because none of these two are within the direct control of the marketers.
This doesn’t mean that the other functional areas are not important, but they are not “DIRECTLY” involved in the activities mentioned above.
Similarly, within the study of Marketing Management, the “Consumers” or the “Customers” play a very critical role as these are the people who finally BUY the goods & services of the Organisation, and the firm is always on the move to make them buy so as to earn revenue.
Writing Sample - MARKETING, MATERIALISM AND INJURIOUS CONSUMPTION IN U.S. CUL...
Marketing influences consumer behavior and contributes to materialism and injurious consumption in the US in several ways:
1) Advertising appeals to psychological needs like esteem and belongingness, encouraging people to purchase brands and products as a means of gaining status or fitting in.
2) Marketing to children at a young age socializes them to aspire to wealth and fame, making them brand-oriented and materialistic as adults.
3) Some marketing of unhealthy products like tobacco and junk food disproportionately targets vulnerable groups, contributing to health issues.
4) While consumers have free will, marketing does reflect and reinforce societal values of overconsumption through constant messaging encouraging more purchasing.
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The document summarizes consumer and organizational buying behavior. It defines consumer behavior and lists several factors that influence it, including culture, subculture, social class, and reference groups. It also discusses the family as a reference group and personal factors like age, occupation, and lifestyle. The document outlines the buying decision process and roles. It describes different types of buying behavior and the organizational buying process in 3 stages.
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This document provides an overview of factors that influence consumer buying behavior in international markets. It discusses cultural, social, personal, and psychological influences. Cultural influences include values that are shared within a society. Social influences come from reference groups, family, and social class. Personal factors relate to demographics like age, gender, and lifestyle. Psychological influences include motivation, perception, learning, and memory. Understanding how these various factors differ between cultures and impact decision making is essential for marketers developing strategies in global consumer markets.
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Some key points covered are: the meaning of consumer behaviour is defined as activities people undertake when purchasing goods for personal use; a consumer uses products while a customer purchases products; factors influencing Indian consumers include changing demographics, westernization and celebrity influence; the consumer movement originated due to issues like food shortages and adulteration and led to the establishment of consumer protection laws and agencies in India.
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The document discusses various concepts related to consumer behavior including motivation theories like Maslow's hierarchy of needs, learning theories, perception process, consumer segmentation, brand loyalty, and factors that influence consumer behavior such as personality, culture, social class and reference groups. It also provides definitions of key terms from various consumer behavior textbooks and models like the perceptual process model. The references listed cover popular consumer behavior textbooks for further reading on concepts discussed.
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The document discusses key aspects of consumer behavior including definitions, important disciplines involved like psychology and economics, consumer involvement, types of consumers and consumer buying behavior. It explains how understanding consumer behavior can help with identifying market opportunities, selecting target markets, and informing marketing mix decisions related to product, price, distribution and promotion.
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Consumer behavior is the study of how, why, when, and where people buy products. It examines individual and group decision-making processes. Consumer behavior is influenced by internal factors like needs, motives, attitudes as well as external factors like culture, social groups, and the environment. Studying consumer behavior helps businesses better understand customer satisfaction and make strategic decisions around pricing, marketing, and product development. There are different types of consumer behavior depending on factors like a person's involvement in purchase decisions and differences between product options.
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Consumer behavior refers to how individuals make decisions to spend their available resources (time, money, effort) on consumption-related items. This includes what they buy, why they buy it, when they buy it, where they buy it, how often they buy it, and how often they use it. Consumer behavior is influenced by cultural, social, personal, and psychological factors. Marketers must understand these factors and how they influence consumers at different stages of the buying process. This document discusses the key factors that influence consumer behavior for Link Direct International, including cultural, social, personal, and psychological considerations. It also provides a brief SWOT analysis of the organization.
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This document provides an overview of consumer behavior as a field of study. It defines consumer behavior as the study of how individuals select, purchase, use, and dispose of products and services. Consumer behavior involves complex processes and is influenced by many factors, including marketing activities. The field draws from diverse disciplines and can be studied from different perspectives, such as using positivist or interpretivist approaches. Understanding consumer behavior allows marketers to better segment markets and tailor their strategies. The document outlines some of the key topics that will be covered in the book.
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Consumer Behavior, Buying Decision Process, Factors Influencing Buying Process, Consumer & Customer, Online Buying Behavior, Digital Buying Behavior
Why Study Consumer Behaviour
In the highly specialised study of “BUSINESS MANAGEMENT”, today, the function of “MARKETING MANAGEMENT” plays a very critical role. This is because this functional area of management :
(1) “EARNS” the revenue, &
(2) “WORKS” in the close proximity with the public or persons outside the organisation.
Controlling these two attributes to have the desired benefits are the most difficult part of the management, because none of these two are within the direct control of the marketers.
This doesn’t mean that the other functional areas are not important, but they are not “DIRECTLY” involved in the activities mentioned above.
Similarly, within the study of Marketing Management, the “Consumers” or the “Customers” play a very critical role as these are the people who finally BUY the goods & services of the Organisation, and the firm is always on the move to make them buy so as to earn revenue.
Writing Sample - MARKETING, MATERIALISM AND INJURIOUS CONSUMPTION IN U.S. CUL...
Marketing influences consumer behavior and contributes to materialism and injurious consumption in the US in several ways:
1) Advertising appeals to psychological needs like esteem and belongingness, encouraging people to purchase brands and products as a means of gaining status or fitting in.
2) Marketing to children at a young age socializes them to aspire to wealth and fame, making them brand-oriented and materialistic as adults.
3) Some marketing of unhealthy products like tobacco and junk food disproportionately targets vulnerable groups, contributing to health issues.
4) While consumers have free will, marketing does reflect and reinforce societal values of overconsumption through constant messaging encouraging more purchasing.
Understanding Consumer And Social Buying Bahavior 4
The document summarizes consumer and organizational buying behavior. It defines consumer behavior and lists several factors that influence it, including culture, subculture, social class, and reference groups. It also discusses the family as a reference group and personal factors like age, occupation, and lifestyle. The document outlines the buying decision process and roles. It describes different types of buying behavior and the organizational buying process in 3 stages.
Factors affecting buying behaviour
This document provides an overview of factors that influence consumer buying behavior in international markets. It discusses cultural, social, personal, and psychological influences. Cultural influences include values that are shared within a society. Social influences come from reference groups, family, and social class. Personal factors relate to demographics like age, gender, and lifestyle. Psychological influences include motivation, perception, learning, and memory. Understanding how these various factors differ between cultures and impact decision making is essential for marketers developing strategies in global consumer markets.
HBM Marketing CMD
This document provides an overview of marketing concepts and terms. It defines marketing as "the process involved in identifying, anticipating and satisfying consumer requirements profitably." The key aspects of marketing discussed include the 4Ps (product, price, place, promotion), market segmentation, the product life cycle, and various marketing research methods. It also examines the role of branding, pricing strategies, distribution channels, and advertising.
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This document provides an overview of consumer behaviour concepts including definitions of consumer behaviour, differences between consumers and customers, factors influencing consumer behaviour in India, and the consumer movement and protection in India.
Some key points covered are: the meaning of consumer behaviour is defined as activities people undertake when purchasing goods for personal use; a consumer uses products while a customer purchases products; factors influencing Indian consumers include changing demographics, westernization and celebrity influence; the consumer movement originated due to issues like food shortages and adulteration and led to the establishment of consumer protection laws and agencies in India.
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The marketing environment
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.
Marketing Environment
The document discusses the various components of a company's marketing environment, including the microenvironment made up of factors closest to the company like customers, competitors, and publics, as well as the larger macroenvironment consisting of demographic, economic, natural, technological, political, and cultural forces. It provides examples and explanations of each element of the marketing environment and how companies analyze and respond to changing environmental factors.
marketing environment
This document discusses analyzing a company's marketing environment. The microenvironment consists of factors close to the company that affect its ability to serve customers, including the company itself, suppliers, marketing intermediaries, customer groups, competitors, and publics. The macroenvironment includes broader factors like demographics, economic conditions, natural forces, technology, politics and culture that influence marketing. A marketer must understand how these internal and external factors interact and respond either proactively or reactively to changes in the uncontrollable marketing environment.
Marketing envt
The document discusses the marketing environment and its components. The marketing environment consists of the microenvironment and macroenvironment. The microenvironment includes factors directly related to the company like customers, competitors, suppliers, and public groups. The macroenvironment includes large societal forces like demographic, economic, technological, political, and cultural factors that indirectly influence the company. Understanding both the microenvironment and macroenvironment is important for developing effective marketing strategies.
Chapter 2. Analyzing the Marketing Environment
The marketing environment consists of internal and external factors that affect marketing decisions. The microenvironment includes suppliers, marketing intermediaries, customers, competitors, and publics. The macroenvironment comprises broader societal and industry forces including demographics, economics, natural environment, technology, politics, and culture. Marketers must understand how these forces impact customers and shape opportunities and threats in order to develop and maintain successful relationships.
CHAPTER 2 -Marketing PPT.pptx
This chapter discusses the marketing environment and its impact on marketing management. It defines the microenvironment as the actors close to a company, and the macroenvironment as broader societal forces. These environments present both opportunities and threats. The microenvironment includes a company's departments, suppliers, marketing intermediaries, customer markets, competitors, and publics. The macroenvironment consists of demographic, economic, natural, technological, political-legal, and sociocultural factors. Marketers must systematically monitor changes in both environments to identify threats and opportunities and adapt marketing strategies accordingly.
Principles of Marketing 17e Chapter 3 Analyzing the Marketing Environment.pptx
The document summarizes key concepts from a marketing textbook chapter on analyzing a company's marketing environment. It describes the microenvironment including a company's departments, suppliers, marketing intermediaries, competitors, publics, and customers. It also outlines the macroenvironment forces of demographics, economy, natural environment, technology, politics, and culture that shape marketing opportunities. Effective marketing requires understanding how these environmental actors and forces affect building customer relationships and developing strategies accordingly.
Marketing Enviroment
The document discusses market segmentation and target marketing. It defines market segmentation as dividing the market into customer segments and target marketing as selecting which segment to focus on. It also outlines the key components of a company's marketing environment, including the microenvironment of actors close to the company like suppliers, marketing intermediaries, and competitors, as well as the larger macroenvironment forces like demographics, economic conditions, natural resources, technology, and culture. Finally, it provides some statistics about Pakistan's population in terms of age structure, education levels, life expectancy, income distribution, and other factors in the macroenvironment.
Marketing environment
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.
Analysis of Marketing environment
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.
Marketing Environment
The document discusses the marketing environment and its importance for business planning and competition. It describes the internal and external environments. The external environment includes the micro and macro environments. The micro environment comprises suppliers, marketing intermediaries, competitors, publics, and customers. The macro environment includes the demographic, economic, socio-cultural, natural, technological, and political-legal environments. Understanding these environments helps businesses identify opportunities and threats and compete more effectively.
105 Marketing Enviornent Unit no 2.ppt
The marketing environment consists of internal and external factors that affect a company's marketing decision-making and performance. The microenvironment includes suppliers, marketing intermediaries, customers, competitors, and publics. The macroenvironment includes political, economic, social, technological, demographic, and natural forces. Understanding the marketing environment through environmental scanning allows companies to identify strengths, weaknesses, opportunities, and threats to inform long-term business strategy and decision-making.
Bus169 Kotler Chapter 03
The document discusses the marketing environment, including the microenvironment and macroenvironment. The microenvironment consists of internal forces like the company, marketing channels, customers, and competitors. The macroenvironment includes external forces like demographic, economic, technological, political, and cultural changes. It provides examples of factors in each area and how they can influence marketing strategies. The macroenvironment in particular is always changing, so companies must monitor trends and respond proactively when possible.
Marketing Environment
The document discusses the various internal and external factors that make up a company's marketing environment and how they can influence marketing strategies. It describes the microenvironment which includes factors close to the company like customers, suppliers, competitors. It also describes the macroenvironment which includes broader forces like demographic, economic, technological, political and cultural factors. It emphasizes the importance of environmental scanning and analysis to understand opportunities and threats from the changing marketing environment.
Marketing Practices - The Marketing Environment
The document discusses the marketing environment and its influence on marketing decisions. It describes the micro and macro environments. The micro environment includes actors close to the company like customers, competitors, suppliers, and publics. The macro environment consists of larger societal forces like demographic, economic, technological, political, and natural environments. Understanding how these internal and external factors affect marketing is important for developing sound marketing strategies.
Chapter 2 Marketing Environment ( BBA 1st Semester ) By Rafique Ahmed
This document summarizes the key elements of a company's marketing environment, including the microenvironment and macroenvironment. The microenvironment comprises actors close to the company that influence its ability to serve customers, such as suppliers, marketing intermediaries, customers, competitors, and publics. The macroenvironment involves broader societal forces like demographic, economic, natural, technological, political, and cultural factors that create opportunities and threats. Both the microenvironment and macroenvironment affect the company's relationships and ability to conduct business with its target market.
Different Types of Marketing Environment
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.
Marketing environment
Marketing managers must analyze their organization's environment to develop effective strategies. This involves analyzing both the micro and macro environment. The micro environment comprises suppliers, intermediaries, customers, competitors, and public. The macro environment includes political/legal, economic, social/cultural, technological, demographic, and natural forces. Managers use frameworks like PEST to systematically analyze these external factors. Regular environmental scanning and incorporating findings into planning is crucial due to increasing complexity and pace of change. However, many organizations have poorly developed scanning systems.
Marketing environment
The marketing environment refers to internal and external forces that affect an organization's ability to operate successfully. The micro environment includes forces close to the company like customers, suppliers, competitors, and public groups. The macro environment includes broader societal forces like political/legal, economic, sociocultural, technological, and demographic factors. Understanding these internal and external forces is important for analyzing markets and developing effective marketing strategies.
The Marketing Environment
The document discusses the marketing environment, which consists of internal and external forces that affect a company's ability to serve its customers. The microenvironment includes internal groups like the company, suppliers, and intermediaries. The macroenvironment comprises larger forces like competitive, demographic, economic, natural, technological, political, and cultural factors. It emphasizes the importance of environmental scanning to monitor these forces and help companies respond proactively rather than reactively to changes in the marketing environment.
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Principles of Marketing 17e Chapter 3 Analyzing the Marketing Environment.pptx
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Marketing environment
- 2. Marketing environment A company’s marketing environment consists of the actors and forces outside marketing that affect marketing management’s ability to build and maintain successful relationships with target customers. Micro environment: consists of the actors close to the company that affect its ability to service its customers. Macro environment: consists of larger societal forces that affect the microenvironment.
- 3. THE MICROENVIRONMENT The Company: All the interrelated groups form the internal environment. Groups should work in harmony to provide superior customer value and relationships. Suppliers: Suppliers provide the resources needed by the company to produce its goods and services. Marketing managers monitor the price trends of their key inputs. Marketing Intermediaries: Marketing intermediaries help the company to promote, sell, and distribute its products to final buyers. Resellers, financial intermediaries etc.
- 4. THE MICROENVIRONMENT (contd..) Competitors: Marketers must gain strategic advantage by positioning their offerings strongly against competitors’ offerings in the minds of consumers. No single competitive marketing strategy is best for all companies. Publics: Any group that has an actual or potential interest in or impact on an organization’s ability to achieve its objectives. Media publics, Local publics. Customers: consumer markets, resellers, government markets.
- 5. THE MACROENVIRONMENT Demographic Environment: Demography is the study of human populations in terms of size, density, location, age, gender, race, occupation, and other statistics. The Economic Environment: The economic environment consists of factors that affect consumer purchasing power and spending patterns. Natural Environment: Involves the natural resources that are needed as inputs by marketers or that are affected by marketing activities.
- 6. THE MACROENVIRONMENT The Technological Environment: Technology has released such wonders as antibiotics, robotic surgery, miniaturized electronics, laptop computers, and the Internet. The Political and Social Environment: The political environment consists of laws, government agencies, and pressure groups that influence or limit various organizations and individuals in a given society. Cultural Environment: is made up of institutions and other forces that affect a society’s basic values, perceptions, preferences, and behaviors.
- 7. RESPONDING TO THE MARKETING ENVIRONMENT Many companies think the marketing environment is an uncontrollable element to which they have to adapt. Other companies take a proactive rather than reactive approach to the marketing environment.