This document outlines the key components of a company's marketing environment including the microenvironment, macroenvironment, demographic environment, economic environment, natural environment, technological environment, political environment, cultural environment, and how companies can respond either reactively or proactively. It provides learning objectives on describing these environmental forces and how changes within them affect marketing decisions.
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.
1. The document discusses strategies for analyzing a company's marketing environment, including using an environmental scanning plan to monitor key areas and collect data from various sources.
2. An effective scanning plan determines areas to monitor, how to collect information, who is responsible, and how to analyze trends found in the data.
3. Information collected must be reliable, timely, and used in decision making. Emphasis should be placed on interpreting data rather than just collecting it.
Apple is known for its strong brand equity built on delivering high quality, user friendly products that provide status and pride to customers. Its brand pyramid is built on customer loyalty, attachment to the brand community, and engagement. Apple focuses on selling an overall lifestyle and experience with its products rather than just the products themselves. While customers are fiercely loyal to the brand, some criticize Apple's products as being too expensive given their quality and the costs of repairs. The brand's strategy involves centralized marketing, Apple-exclusive stores, media attention, education sales, varied products, and constant innovation to drive resonance with customers.
Integrated Marketing communication ToolsKuhu Pathak
This document provides an overview of various integrated marketing communication (IMC) tools including advertising, direct marketing, interactive/internet marketing, sales promotion, publicity/public relations, and personal selling. It describes each tool, highlighting their advantages and disadvantages. It also discusses considerations for developing an IMC promotional program such as situation analysis, objectives, strategy, integration, implementation, and evaluation. The goal of IMC is to coordinate these various promotional elements into a controlled, integrated marketing communications program.
The document discusses marketing strategies and plans at different organizational levels. It covers developing marketing strategies through understanding customer value, strategic planning at the corporate and business unit levels, and creating marketing plans. Specifically:
- Strategic planning involves understanding customer value through activities like value delivery, value chains, and core competencies. It also covers core business processes and the role of the CMO.
- Corporate strategic planning establishes the mission, identifies strategic business units, allocates resources, and assesses growth opportunities through new businesses, downsizing, or terminating older businesses.
- Business unit strategic planning develops goals and strategies for each unit based on opportunities and threats in external and internal analyses.
- Marketing plans operate at strategic
Marketing Channels - Delivering Customer ValueFaHaD .H. NooR
The document discusses marketing channels and delivering customer value. It covers topics such as supply chains, value delivery networks, the nature of marketing channels, channel behavior and organization, channel design decisions, and channel management decisions. Specifically, it describes how channel members add value by bridging time, place and possession gaps between goods and customers. It also outlines different types of vertical marketing systems that provide channel leadership and different ways channel organization can change.
Product, Services, and Brands - Building Customer Value - MarketingFaHaD .H. NooR
What Is a Product?
Product and Services Decisions
Branding Strategy: Building Strong Brands
Services Marketing
A Product is anything that can be offered to a market for attention, acquisition, use, or consumption that might satisfy a need or want
Experiences represent what buying the product or service will do for the customer
The document outlines 12 different advertising execution styles: slice-of-life, lifestyle, spokesperson/testimonial, fantasy, humorous, real/animated product, symbols, mood or image, demonstration, musical, and scientific. It provides brief descriptions and examples for each style, such as depicting people in normal settings for slice-of-life ads or endorsing a product through a celebrity spokesperson for testimonial ads.
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.
1. The document discusses strategies for analyzing a company's marketing environment, including using an environmental scanning plan to monitor key areas and collect data from various sources.
2. An effective scanning plan determines areas to monitor, how to collect information, who is responsible, and how to analyze trends found in the data.
3. Information collected must be reliable, timely, and used in decision making. Emphasis should be placed on interpreting data rather than just collecting it.
Apple is known for its strong brand equity built on delivering high quality, user friendly products that provide status and pride to customers. Its brand pyramid is built on customer loyalty, attachment to the brand community, and engagement. Apple focuses on selling an overall lifestyle and experience with its products rather than just the products themselves. While customers are fiercely loyal to the brand, some criticize Apple's products as being too expensive given their quality and the costs of repairs. The brand's strategy involves centralized marketing, Apple-exclusive stores, media attention, education sales, varied products, and constant innovation to drive resonance with customers.
Integrated Marketing communication ToolsKuhu Pathak
This document provides an overview of various integrated marketing communication (IMC) tools including advertising, direct marketing, interactive/internet marketing, sales promotion, publicity/public relations, and personal selling. It describes each tool, highlighting their advantages and disadvantages. It also discusses considerations for developing an IMC promotional program such as situation analysis, objectives, strategy, integration, implementation, and evaluation. The goal of IMC is to coordinate these various promotional elements into a controlled, integrated marketing communications program.
The document discusses marketing strategies and plans at different organizational levels. It covers developing marketing strategies through understanding customer value, strategic planning at the corporate and business unit levels, and creating marketing plans. Specifically:
- Strategic planning involves understanding customer value through activities like value delivery, value chains, and core competencies. It also covers core business processes and the role of the CMO.
- Corporate strategic planning establishes the mission, identifies strategic business units, allocates resources, and assesses growth opportunities through new businesses, downsizing, or terminating older businesses.
- Business unit strategic planning develops goals and strategies for each unit based on opportunities and threats in external and internal analyses.
- Marketing plans operate at strategic
Marketing Channels - Delivering Customer ValueFaHaD .H. NooR
The document discusses marketing channels and delivering customer value. It covers topics such as supply chains, value delivery networks, the nature of marketing channels, channel behavior and organization, channel design decisions, and channel management decisions. Specifically, it describes how channel members add value by bridging time, place and possession gaps between goods and customers. It also outlines different types of vertical marketing systems that provide channel leadership and different ways channel organization can change.
Product, Services, and Brands - Building Customer Value - MarketingFaHaD .H. NooR
What Is a Product?
Product and Services Decisions
Branding Strategy: Building Strong Brands
Services Marketing
A Product is anything that can be offered to a market for attention, acquisition, use, or consumption that might satisfy a need or want
Experiences represent what buying the product or service will do for the customer
The document outlines 12 different advertising execution styles: slice-of-life, lifestyle, spokesperson/testimonial, fantasy, humorous, real/animated product, symbols, mood or image, demonstration, musical, and scientific. It provides brief descriptions and examples for each style, such as depicting people in normal settings for slice-of-life ads or endorsing a product through a celebrity spokesperson for testimonial ads.
Personal selling involves face-to-face communication between a seller and buyer with the goal of making a sale. It is one of the oldest forms of promotion. The personal selling process typically involves prospecting, pre-approach planning, the approach, presentation, handling objections, closing the sale, and follow-up. It is most useful for small businesses, concentrated markets, complex products, and those requiring demonstrations. Benefits include customized messaging, feedback, and building long-term relationships, though it also has higher costs than other promotional methods.
The document discusses ways to motivate marketing channel members. It outlines various channel members like wholesalers and retailers. It also discusses the importance of channel members in distributing products. Some key ways to motivate channel members mentioned are cooperative arrangements, partnerships, distribution programming, and using different types of power like reward power and referent power. Motivating channel members is important to increase sales, build brand preference, add value to products, and improve performance.
Chapter 10 - Crafting the Brand Positioning LorenzoGuinto
1. The document discusses how firms can develop an effective brand positioning in the market by determining their competitive frame of reference, examining competitors' strategies and strengths/weaknesses, and creating a brand mantra.
2. It also addresses how marketers can identify and analyze competition and how brands can successfully differentiate themselves.
3. Additionally, it notes that small businesses must emphasize their brand elements and leverage word-of-mouth due to limited resources.
Group 1 presents information on ethics in sales management. It defines key terms like business ethics, sales management ethics, and boundary spanners. It discusses how customers can be vulnerable to salespeople due to ignorance, naivety, or powerlessness. Codes of ethics define acceptable behaviors for companies and occupations. Approaches to ethics include idealism, relativism, and consequentialism. An organization's ethical climate and emphasis on sales can influence employees' ethical decisions and behaviors. Laws aim to protect fair competition and consumers from unfair business practices. The goal of ethics in sales is for salespeople to prioritize ethical treatment of customers over short-term gains.
This document discusses various marketing concepts related to products, branding, packaging, pricing, distribution channels, and physical distribution. It defines key terms and outlines strategies and considerations for each topic. For products, it identifies different forms and tools for differentiation. For branding, it distinguishes between registered and unregistered brands and discusses criteria for a good brand. It then covers packaging, labeling, warranties, and a product's life cycle. The document also examines pricing objectives and approaches, distribution channel types and selection, and the goals and management of physical distribution.
This document discusses a book written by Maxwell Ranasinghe titled "Multiple Choice Questions in Marketing" which contains 580 frequently asked marketing questions answered. The author has over 20 years of experience teaching marketing and conducting workshops. MCQs have become an important part of marketing exams worldwide. The author gathered over 1600 questions from various exam papers and identified 580 that were frequently asked, which are answered in the book. The book is divided into 12 chapters covering standard marketing topics at diploma, undergraduate and graduate levels. This presentation discusses 20 sample MCQs selected from the Promotion chapter of the book. The full book containing all 580 questions and answers can be purchased on Amazon.
Customer relationship management (CRM) in retail focuses on identifying and building loyalty with valuable customers. Retailers collect customer data to analyze purchasing patterns and classify customers into segments based on their lifetime value and profitability. CRM programs are developed for different segments, with programs for high-value customers focusing on retention and share of wallet. Implementation requires coordination between IT, marketing, sales, and operations. The goal is developing a base of loyal customers who frequently patronize the retailer.
This document outlines 10 key concepts about retailing, wholesaling, and logistics. It defines retailing and wholesaling, describes the major types of each, and explains how franchising works. It also discusses how market logistic decisions are made and trends in logistics, such as frequent deliveries, shorter order times, and customized packaging.
Personal selling involves oral communication between a seller and buyer to influence a purchase decision. It is a two-way communication process that allows marketers to adjust their message to individual customers. The process of personal selling generally involves prospecting, pre-approach, presentation, demonstration, handling objections, closing the sale, and follow-up. It has evolved from door-to-door peddlers to a more professional function within business organizations.
Google's core brand values are focused on universal access to information and empowering employees to drive innovation. While Google has built successful technologies and products, the company needs to redefine its mission and brand to stay relevant as its role has expanded beyond just information access. Taking on Microsoft in cloud computing and Apple in smartphones allows Google to challenge monopolies, provide more customer choice, and help Google redefine its vision through new product involvement.
There are five important flows in a distribution channel:
1. Product flow refers to the physical movement of products from manufacturer to consumer.
2. Negotiation flow represents the buying and selling functions between channel members.
3. Ownership flow shows the transfer of title as the product moves through the channel.
4. Information flow is the exchange of information in two directions between all channel parties.
5. Promotion flow is the one-way persuasive communication in the form of advertising, selling, and publicity that flows through the channel.
Business markets involve the sale of goods and services to other businesses rather than individual consumers. Business buyers face different situations like straight rebuys, modified rebuys, or new tasks. Multiple people are involved in organizational buying decisions, including users, buyers, influencers, deciders, and gatekeepers. The business buying process involves stages like problem recognition, information search, evaluation of alternatives, purchase decision, and post-purchase behavior. Factors like product characteristics, price, supplier service, and relationships influence business buyer decisions.
This document provides an overview of the role of salespeople and the field of selling. It discusses what selling is, why learning about selling is important even for non-sales roles, and the role of personal selling in firms. Personal selling involves uncovering customer needs and providing long-term benefits to both parties, not just making a sale. It also discusses the changing nature of sales roles and how salespeople add value for customers. Salespeople play various roles like relationship managers, account managers, and information providers. The document emphasizes that selling principles are useful for many occupations and interactions beyond just sales jobs.
This document discusses evaluating sales force performance. It outlines several key points:
1. Performance evaluation assesses how well salespeople meet objectives and helps organizations identify areas for improvement.
2. Sales force performance is influenced by internal factors like motivation and skills, and external factors like the market environment and organizational structures.
3. The evaluation process involves determining influential factors, selecting criteria, establishing standards, comparing performance to standards, providing feedback, and evaluating. Information comes from records, reports, customers, managers and other sources.
4. Tools for evaluation include essays, rating scales, and ranking techniques. Sales control, audit, analysis and cost analysis also help track performance.
This document discusses a book titled "Multiple Choice Questions in Marketing" by Maxwell Ranasinghe. The book contains 580 frequently asked marketing questions answered. It was written to help students pass exams by analyzing over 1600 marketing exam questions and identifying 580 that are frequently asked. The questions are organized into 12 chapters covering standard marketing topics. The document provides 20 sample multiple choice questions from the Price chapter of the book and their answers.
Milo targets "future champions" aged 3-13 and positions itself as encouraging an active lifestyle. It has the largest share of the PHP 6 billion powdered chocolate drink market at 84%. Milo is a chocolate-flavored drink that is 13% more expensive than competitors. It uses TV, radio, print, online and event marketing nationwide. Milo has a niche strategy of dominating the youth market by supporting sports and promoting excellence. The document recommends Milo continue its strong marketing campaign, consider expanding its flavor options, and keep utilizing events and social media.
This document summarizes key considerations for retail locations, including:
1) Various location types like freestanding sites, shopping centers, malls, and mixed-use developments each have advantages and disadvantages for retailers.
2) Factors like trade area size, occupancy costs, traffic patterns, and property restrictions influence location choices.
3) A retailer's target market size and density, as well as their product or service uniqueness, shape optimal location and retail strategy.
4) Legal issues like zoning, codes, licensing and signage also impact suitable retail locations.
Direct marketing involves communicating directly with customers to generate a response or transaction. It has grown significantly due to factors like the expansion of the postal service, rise of credit cards, and changing lifestyles. Direct marketers develop databases to segment and target customers. They use various media like mail, telemarketing, and catalogs. The goal is often to directly elicit a behavior like a purchase. Combining direct marketing with other promotional tools can improve results.
The document provides guidance on developing an effective marketing plan. It outlines 10 key elements that should be included: describing the business, conducting a situational analysis, defining customers, strategizing market entry, forecasting sales, defining a marketing budget, integrating marketing communications, identifying sales channels, tracking marketing activities, and evaluating progress. The marketing plan is presented as a strategic document to guide a business and coordinate its marketing efforts.
This document discusses the marketing environment and its influence on marketing decisions. It describes the microenvironment including customers, competitors, and other actors close to the company. It also analyzes the macroenvironment including demographic, economic, natural, technological, political, and cultural forces. The document provides examples of how changes in these environments impact marketing and outlines legislation affecting marketing. It concludes by explaining reactive and proactive approaches companies can take to respond to the changing marketing environment.
The document discusses the marketing environment and its influence on marketing decisions. It describes the microenvironment including suppliers, marketing intermediaries, competitors, publics, and customers. It then explains the macroenvironment including demographic, economic, natural, technological, political, and cultural forces. It provides examples of how changes in these environments require companies to adapt strategically through new products, services, and policies. Companies can take proactive or reactive approaches to the shifting marketing environment.
Personal selling involves face-to-face communication between a seller and buyer with the goal of making a sale. It is one of the oldest forms of promotion. The personal selling process typically involves prospecting, pre-approach planning, the approach, presentation, handling objections, closing the sale, and follow-up. It is most useful for small businesses, concentrated markets, complex products, and those requiring demonstrations. Benefits include customized messaging, feedback, and building long-term relationships, though it also has higher costs than other promotional methods.
The document discusses ways to motivate marketing channel members. It outlines various channel members like wholesalers and retailers. It also discusses the importance of channel members in distributing products. Some key ways to motivate channel members mentioned are cooperative arrangements, partnerships, distribution programming, and using different types of power like reward power and referent power. Motivating channel members is important to increase sales, build brand preference, add value to products, and improve performance.
Chapter 10 - Crafting the Brand Positioning LorenzoGuinto
1. The document discusses how firms can develop an effective brand positioning in the market by determining their competitive frame of reference, examining competitors' strategies and strengths/weaknesses, and creating a brand mantra.
2. It also addresses how marketers can identify and analyze competition and how brands can successfully differentiate themselves.
3. Additionally, it notes that small businesses must emphasize their brand elements and leverage word-of-mouth due to limited resources.
Group 1 presents information on ethics in sales management. It defines key terms like business ethics, sales management ethics, and boundary spanners. It discusses how customers can be vulnerable to salespeople due to ignorance, naivety, or powerlessness. Codes of ethics define acceptable behaviors for companies and occupations. Approaches to ethics include idealism, relativism, and consequentialism. An organization's ethical climate and emphasis on sales can influence employees' ethical decisions and behaviors. Laws aim to protect fair competition and consumers from unfair business practices. The goal of ethics in sales is for salespeople to prioritize ethical treatment of customers over short-term gains.
This document discusses various marketing concepts related to products, branding, packaging, pricing, distribution channels, and physical distribution. It defines key terms and outlines strategies and considerations for each topic. For products, it identifies different forms and tools for differentiation. For branding, it distinguishes between registered and unregistered brands and discusses criteria for a good brand. It then covers packaging, labeling, warranties, and a product's life cycle. The document also examines pricing objectives and approaches, distribution channel types and selection, and the goals and management of physical distribution.
This document discusses a book written by Maxwell Ranasinghe titled "Multiple Choice Questions in Marketing" which contains 580 frequently asked marketing questions answered. The author has over 20 years of experience teaching marketing and conducting workshops. MCQs have become an important part of marketing exams worldwide. The author gathered over 1600 questions from various exam papers and identified 580 that were frequently asked, which are answered in the book. The book is divided into 12 chapters covering standard marketing topics at diploma, undergraduate and graduate levels. This presentation discusses 20 sample MCQs selected from the Promotion chapter of the book. The full book containing all 580 questions and answers can be purchased on Amazon.
Customer relationship management (CRM) in retail focuses on identifying and building loyalty with valuable customers. Retailers collect customer data to analyze purchasing patterns and classify customers into segments based on their lifetime value and profitability. CRM programs are developed for different segments, with programs for high-value customers focusing on retention and share of wallet. Implementation requires coordination between IT, marketing, sales, and operations. The goal is developing a base of loyal customers who frequently patronize the retailer.
This document outlines 10 key concepts about retailing, wholesaling, and logistics. It defines retailing and wholesaling, describes the major types of each, and explains how franchising works. It also discusses how market logistic decisions are made and trends in logistics, such as frequent deliveries, shorter order times, and customized packaging.
Personal selling involves oral communication between a seller and buyer to influence a purchase decision. It is a two-way communication process that allows marketers to adjust their message to individual customers. The process of personal selling generally involves prospecting, pre-approach, presentation, demonstration, handling objections, closing the sale, and follow-up. It has evolved from door-to-door peddlers to a more professional function within business organizations.
Google's core brand values are focused on universal access to information and empowering employees to drive innovation. While Google has built successful technologies and products, the company needs to redefine its mission and brand to stay relevant as its role has expanded beyond just information access. Taking on Microsoft in cloud computing and Apple in smartphones allows Google to challenge monopolies, provide more customer choice, and help Google redefine its vision through new product involvement.
There are five important flows in a distribution channel:
1. Product flow refers to the physical movement of products from manufacturer to consumer.
2. Negotiation flow represents the buying and selling functions between channel members.
3. Ownership flow shows the transfer of title as the product moves through the channel.
4. Information flow is the exchange of information in two directions between all channel parties.
5. Promotion flow is the one-way persuasive communication in the form of advertising, selling, and publicity that flows through the channel.
Business markets involve the sale of goods and services to other businesses rather than individual consumers. Business buyers face different situations like straight rebuys, modified rebuys, or new tasks. Multiple people are involved in organizational buying decisions, including users, buyers, influencers, deciders, and gatekeepers. The business buying process involves stages like problem recognition, information search, evaluation of alternatives, purchase decision, and post-purchase behavior. Factors like product characteristics, price, supplier service, and relationships influence business buyer decisions.
This document provides an overview of the role of salespeople and the field of selling. It discusses what selling is, why learning about selling is important even for non-sales roles, and the role of personal selling in firms. Personal selling involves uncovering customer needs and providing long-term benefits to both parties, not just making a sale. It also discusses the changing nature of sales roles and how salespeople add value for customers. Salespeople play various roles like relationship managers, account managers, and information providers. The document emphasizes that selling principles are useful for many occupations and interactions beyond just sales jobs.
This document discusses evaluating sales force performance. It outlines several key points:
1. Performance evaluation assesses how well salespeople meet objectives and helps organizations identify areas for improvement.
2. Sales force performance is influenced by internal factors like motivation and skills, and external factors like the market environment and organizational structures.
3. The evaluation process involves determining influential factors, selecting criteria, establishing standards, comparing performance to standards, providing feedback, and evaluating. Information comes from records, reports, customers, managers and other sources.
4. Tools for evaluation include essays, rating scales, and ranking techniques. Sales control, audit, analysis and cost analysis also help track performance.
This document discusses a book titled "Multiple Choice Questions in Marketing" by Maxwell Ranasinghe. The book contains 580 frequently asked marketing questions answered. It was written to help students pass exams by analyzing over 1600 marketing exam questions and identifying 580 that are frequently asked. The questions are organized into 12 chapters covering standard marketing topics. The document provides 20 sample multiple choice questions from the Price chapter of the book and their answers.
Milo targets "future champions" aged 3-13 and positions itself as encouraging an active lifestyle. It has the largest share of the PHP 6 billion powdered chocolate drink market at 84%. Milo is a chocolate-flavored drink that is 13% more expensive than competitors. It uses TV, radio, print, online and event marketing nationwide. Milo has a niche strategy of dominating the youth market by supporting sports and promoting excellence. The document recommends Milo continue its strong marketing campaign, consider expanding its flavor options, and keep utilizing events and social media.
This document summarizes key considerations for retail locations, including:
1) Various location types like freestanding sites, shopping centers, malls, and mixed-use developments each have advantages and disadvantages for retailers.
2) Factors like trade area size, occupancy costs, traffic patterns, and property restrictions influence location choices.
3) A retailer's target market size and density, as well as their product or service uniqueness, shape optimal location and retail strategy.
4) Legal issues like zoning, codes, licensing and signage also impact suitable retail locations.
Direct marketing involves communicating directly with customers to generate a response or transaction. It has grown significantly due to factors like the expansion of the postal service, rise of credit cards, and changing lifestyles. Direct marketers develop databases to segment and target customers. They use various media like mail, telemarketing, and catalogs. The goal is often to directly elicit a behavior like a purchase. Combining direct marketing with other promotional tools can improve results.
The document provides guidance on developing an effective marketing plan. It outlines 10 key elements that should be included: describing the business, conducting a situational analysis, defining customers, strategizing market entry, forecasting sales, defining a marketing budget, integrating marketing communications, identifying sales channels, tracking marketing activities, and evaluating progress. The marketing plan is presented as a strategic document to guide a business and coordinate its marketing efforts.
This document discusses the marketing environment and its influence on marketing decisions. It describes the microenvironment including customers, competitors, and other actors close to the company. It also analyzes the macroenvironment including demographic, economic, natural, technological, political, and cultural forces. The document provides examples of how changes in these environments impact marketing and outlines legislation affecting marketing. It concludes by explaining reactive and proactive approaches companies can take to respond to the changing marketing environment.
The document discusses the marketing environment and its influence on marketing decisions. It describes the microenvironment including suppliers, marketing intermediaries, competitors, publics, and customers. It then explains the macroenvironment including demographic, economic, natural, technological, political, and cultural forces. It provides examples of how changes in these environments require companies to adapt strategically through new products, services, and policies. Companies can take proactive or reactive approaches to the shifting marketing environment.
This document discusses the PESTLE factors that influence transport planning and policy. PESTLE is an acronym that stands for Political, Economic, Social, Technological, Legal, and Environmental factors. Each factor is described in 1-2 paragraphs explaining how it can impact organizations and the examples of considerations within each area. Political factors relate to government policy and regulations. Economic factors influence business operations and profitability. Social factors involve societal attitudes and demographics. Technological factors drive new ways of producing, distributing, and communicating. Legal factors ensure compliance with consumer protection and other laws. Environmental factors consider sustainability and resource scarcity issues.
The document discusses analyzing a company's marketing environment. It outlines four learning objectives related to understanding how various internal and external factors influence marketing strategy. These include customers, the company, competitors, corporate partners, and the macroenvironment. The macroenvironment analysis framework identifies six key factors: culture, social trends, demographics, political/legal, economic, and technology. Several examples are provided to illustrate social trends, generational cohorts, and relevant legislation that marketers must consider.
The document discusses the marketing environment and its key elements. It covers the microenvironment including internal factors like employees and the company itself, as well as external factors like customers, suppliers, and competitors. It also discusses the macroenvironment including political, economic, social, technological, legal, and environmental forces. A 5 forces model is introduced to analyze competitive forces like threat of new entry and power of buyers and suppliers.
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.
we know that business does not operate in the vacuum but in the environment, that is why this presentation try to make you aware of the marketing environment
This document summarizes key points from a chapter about consumer behavior and social well-being. It discusses how ethical business practices are good for business, and how marketers have an obligation to provide safe products. It also explains how consumer behavior impacts major public policy issues and can sometimes be harmful to individuals and society. Specific examples of these impacts are given, such as data privacy, sustainability, addiction, and illegal or destructive consumer actions.
The document provides an overview of how companies analyze their marketing environment. It discusses both the microenvironment, which includes factors close to the company like suppliers, marketing intermediaries, customers and competitors. It also discusses the macroenvironment, which includes broader forces like demographic, economic, technological, political and cultural factors. Specifically, it outlines trends in the demographic environment like the aging population and increasing diversity. It also notes major trends in the natural environment like resource shortages and pollution, and in technology like its ability to create new opportunities. Overall the document introduces the key elements of a company's internal and external marketing environment that must be considered for strategic planning.
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.
Marketing Management (micro and macro environment)sly mot
Marketing management require and environment. Micro and macro environment is the core elements where marketers must look into. By failing so, companies will be in trouble.
This document discusses international marketing decisions and strategies. It covers factors that affect international marketing like trade systems, economic environments, political/legal environments and cultural differences. It also describes three approaches to entering foreign markets - exporting, licensing and direct investment. Additionally, it outlines considerations for adapting the marketing mix and organizing international marketing operations. The learning objectives are to discuss how international factors influence marketing decisions, describe market entry approaches, and explain adapting strategies and organizational forms.
REVISION CIA 1 BUSINESS ENVIRONMENT.pptxramidhavsclas
The document discusses the business environment and its key components. It defines business environment as the sum of all external factors that influence a business. The environment is categorized into internal and external factors. External factors are further divided into micro and macro environments. Micro includes suppliers, customers, competitors etc while macro includes political, legal, economic, socio-cultural and technological factors. Understanding the various elements of the business environment is important for businesses to identify opportunities, threats and adapt to changes.
Forces in the Irish marketing environment (1)Raliat Yusuf
This document provides an overview of marketing and the environment in which marketing operates. It discusses both the micro-environment including suppliers, competitors and customers, and the macro-environment such as economic, technological, political and socio-cultural forces. The macro forces like changing demographics, technology advancements, and cultural shifts require constant monitoring and flexible adaptation of marketing strategies. Understanding these environmental factors is crucial for developing successful marketing plans.
This document discusses the business environment, including its meaning, objectives, types (internal and external), components (micro and macro), and importance. The business environment represents all external factors that influence business operations and performance, and consists of political, cultural, legal, economic, social, technological, and other factors. Understanding the business environment is important for businesses to identify opportunities and threats, plan effectively, and improve performance.
The document discusses various macro-environmental forces that can impact digital marketing strategies, including technological forces, economic forces, political forces, legal forces, and social forces. Technological forces refer to changing technologies that create new opportunities. Economic forces include factors like employment, income, and economic growth and disruption. Political forces involve government promotion and regulation of e-commerce. Legal forces relate to privacy, data protection and regulations on digital marketing activities. Social forces comprise cultural diversity and variations in internet usage among digital communities.
This document discusses the marketing environment and its impact on marketing management. It covers the microenvironment including the company, suppliers, intermediaries, customers, competitors, and publics. The macroenvironment includes demographic, economic, natural, technological, political, and cultural forces. Key points are made about how different generations like baby boomers and Gen Y affect marketing. The document also explores trends in the natural environment like resource shortages. It discusses how companies must respond to changes in the overall marketing environment to be successful.
This document discusses the various elements that make up a company's macroenvironment. It covers demographic trends like changing age structures and generational differences. Economic factors like income levels and spending patterns are examined. Environmental issues and technological advances are also reviewed. The political and regulatory landscape as well as cultural values and their influence on consumer behavior are summarized. Generational marketing approaches and sustainability strategies are highlighted as ways companies can address macroenvironmental considerations.
This document discusses product and promotion concepts including product classifications, the product life cycle, integrated marketing communication, and positioning statements. It provides examples and descriptions of key terms like the difference between products and services, consumer and business product categories, branding, co-branding, packaging, and the promotional mix. The document examines these topics from both domestic and international perspectives to understand how to best create and communicate value to customers.
This document discusses key concepts around products, services, and branding. It defines products as tangible items or services that can satisfy wants or needs, while services are intangible activities or benefits offered for sale. Market offerings often include both goods and services. Products and services can be classified based on how and when consumers purchase them, such as convenience products bought frequently in daily life. The document also covers branding, packaging, product lines, product mixes, and positioning brands through attributes, benefits and values.
This document discusses key aspects of developing a customer-driven marketing strategy, including segmentation, targeting, differentiation, and positioning. It describes how to segment customers based on geographic, demographic, psychographic, and behavioral variables. The key steps in targeting involve evaluating segments, selecting target segments, and ensuring social responsibility. Differentiation involves creating superior customer value, while positioning is how a product is defined by consumers relative to attributes and competitors. An effective value proposition and positioning statement are also discussed.
The document discusses developing marketing information through internal databases, competitive marketing intelligence, and marketing research. It covers obtaining secondary and primary data, different research methods like surveys, experiments, and tracking online behavior. Sampling plans and interpreting findings are also discussed. The goal is to gather relevant information from various sources to inform marketing decisions.
The document discusses key topics relating to financial markets and securities. It provides information on the role of financial markets in the US economy and key players such as companies, individuals, and organizations. It also outlines major types of securities like common stock, preferred stock, and bonds. The document discusses how financial markets are regulated and some of the major laws governing their operations.
The document discusses small businesses and entrepreneurship. It covers why entrepreneurs start small businesses, the typical entrepreneurial mindset and characteristics, and various funding options for small businesses. The document also examines the opportunities and threats facing small businesses, as well as strategies for becoming a successful business owner such as developing a business plan and leveraging available resources. Small businesses and entrepreneurship are described as playing an important economic role in the United States through job and business creation.
The document discusses different forms of business ownership including sole proprietorships, partnerships, corporations, and limited liability companies. It provides details on the characteristics and legal structures of each type, as well as their advantages and disadvantages. The key points are that sole proprietorships are owned by a single individual, partnerships have two or more co-owners, corporations are separate legal entities that issue stock, and LLCs combine characteristics of corporations and partnerships.
The document outlines learning objectives and concepts related to strategic planning, marketing strategy, and marketing management. It discusses strategic planning steps including setting objectives and analyzing business portfolios. It also covers developing customer-driven marketing strategies, implementing marketing plans, and measuring marketing return on investment. Key topics include the marketing mix, market segmentation, positioning, and the roles of marketing in strategic planning and partnering with other departments.
The document discusses principles and techniques for effective business communication. It covers topics such as the importance of communication skills, elements of nonverbal communication, choosing appropriate communication channels, considering the audience, selecting the right words, and delivering verbal presentations. The document provides guidance on communicating clearly and successfully in a business environment.
The document discusses the relationship between ethics and social responsibility. It defines ethics as beliefs about right and wrong, and social responsibility as a business's obligation to contribute to society. The document emphasizes that ethics and social responsibility are closely related, as an ethical organization must consider its impact on various stakeholder groups like employees, customers, investors, and the community. It also provides frameworks for evaluating ethical decisions and creating an ethical organizational culture.
This document provides an overview of key business concepts. It discusses the role of businesses and non-profits in the economy. It also summarizes the evolution of business models from the industrial revolution to today's relationship era. Additionally, it outlines factors of production, trends impacting careers, and elements of the dynamic business environment.
The document discusses opportunities and challenges of global trade for businesses. It explains that while the global economy contracted in 2009, it has since recovered. Nations trade to access resources and markets beyond their borders. International trade is measured using metrics like balance of trade. Companies can reach global markets through strategies like exporting, licensing and foreign direct investment. However, barriers like cultural differences, trade policies and distance present challenges to global business. The document uses examples of fast food chains adapting menus in other countries to illustrate how businesses customize their offerings for local tastes overseas.
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Communicating effectively and consistently with students can help them feel at ease during their learning experience and provide the instructor with a communication trail to track the course's progress. This workshop will take you through constructing an engaging course container to facilitate effective communication.
This document provides an overview of wound healing, its functions, stages, mechanisms, factors affecting it, and complications.
A wound is a break in the integrity of the skin or tissues, which may be associated with disruption of the structure and function.
Healing is the body’s response to injury in an attempt to restore normal structure and functions.
Healing can occur in two ways: Regeneration and Repair
There are 4 phases of wound healing: hemostasis, inflammation, proliferation, and remodeling. This document also describes the mechanism of wound healing. Factors that affect healing include infection, uncontrolled diabetes, poor nutrition, age, anemia, the presence of foreign bodies, etc.
Complications of wound healing like infection, hyperpigmentation of scar, contractures, and keloid formation.
Temple of Asclepius in Thrace. Excavation resultsKrassimira Luka
The temple and the sanctuary around were dedicated to Asklepios Zmidrenus. This name has been known since 1875 when an inscription dedicated to him was discovered in Rome. The inscription is dated in 227 AD and was left by soldiers originating from the city of Philippopolis (modern Plovdiv).
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তাই একজন নাগরিক হিসাবে এই তথ্য গুলো আপনার জানা প্রয়োজন ...।
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ISO/IEC 27001, ISO/IEC 42001, and GDPR: Best Practices for Implementation and...PECB
Denis is a dynamic and results-driven Chief Information Officer (CIO) with a distinguished career spanning information systems analysis and technical project management. With a proven track record of spearheading the design and delivery of cutting-edge Information Management solutions, he has consistently elevated business operations, streamlined reporting functions, and maximized process efficiency.
Certified as an ISO/IEC 27001: Information Security Management Systems (ISMS) Lead Implementer, Data Protection Officer, and Cyber Risks Analyst, Denis brings a heightened focus on data security, privacy, and cyber resilience to every endeavor.
His expertise extends across a diverse spectrum of reporting, database, and web development applications, underpinned by an exceptional grasp of data storage and virtualization technologies. His proficiency in application testing, database administration, and data cleansing ensures seamless execution of complex projects.
What sets Denis apart is his comprehensive understanding of Business and Systems Analysis technologies, honed through involvement in all phases of the Software Development Lifecycle (SDLC). From meticulous requirements gathering to precise analysis, innovative design, rigorous development, thorough testing, and successful implementation, he has consistently delivered exceptional results.
Throughout his career, he has taken on multifaceted roles, from leading technical project management teams to owning solutions that drive operational excellence. His conscientious and proactive approach is unwavering, whether he is working independently or collaboratively within a team. His ability to connect with colleagues on a personal level underscores his commitment to fostering a harmonious and productive workplace environment.
Date: May 29, 2024
Tags: Information Security, ISO/IEC 27001, ISO/IEC 42001, Artificial Intelligence, GDPR
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This chapter describes the environmental forces that affect the company’s ability to serve its customers, explains how changes in the demographic and economic environments affect marketing decisions, and identifies the major trends in the firm’s natural and technological environments.
This chapter further explains the key changes in the political and cultural environments and discusses how companies can react to the marketing environment.
As the dominant software developer, Microsoft put its Windows operating system and Office productivity suite on almost every computer sold. The huge success of Windows drove Microsoft’s revenues, profits, and stock price to great heights.
But moving into the new millennium, PC sales growth flattened due to the advent of new digital devices and technologies. Today, rather than just creating the software that makes PCs run, Microsoft wants to be a full-line digital devices and services company that delivers “delightful, seamless technology experiences” that connect people to communication, productivity, entertainment, and one another.
Marketing environment refers to the actors and forces outside marketing that affect marketing management’s ability to build and maintain successful relationships with target customers. The marketing environment consists of a microenvironment and a macroenvironment.
The microenvironment consists of the actors close to the company that affect its ability to serve its customers.
The macroenvironment consists of the larger societal forces that affect the microenvironment.
This figure shows the major actors in the marketer’s microenvironment.
In designing marketing plans, marketing management takes other company groups into account.
Suppliers provide the resources needed by the company to produce its goods and services. Supplier problems can seriously affect marketing.
Marketing intermediaries help the company promote, sell, and distribute its products to final buyers. They include resellers, physical distribution firms, marketing services agencies, and financial intermediaries.
Marketers must gain strategic advantage by positioning their offerings strongly against competitors’ offerings in the minds of consumers.
A public is any group that has an actual or potential interest in or impact on an organization’s ability to achieve its objectives. These include financial, media, government, citizen-action, local publics, general, and internal publics.
Customers are the most important actors in the company’s microenvironment. Customers include consumer markets, business markets, reseller markets, and international markets.
This figure shows the six major forces in the company’s macroenvironment.
Each of these forces are discussed in greater detail in the following slides.
Demography is the study of human populations in terms of size, density, location, age, gender, race, occupation, and other statistics. Marketers analyze several important factors that affect the marketing environment.
The first factor is the changing age and family structures. The U.S. population contains several generational groups. These include the baby boomers, Generation X, Generation Y or Millennials, and Generation Z.
The second factor is the changing American household. More people are divorcing or separating, choosing not to marry, marrying later, or marrying without intending to have children. Marketers must increasingly consider the special needs of nontraditional households because they are now growing more rapidly than traditional households. Each group has distinctive needs and buying habits.
The third factor is geographic shifts in population. Population shifts interest marketers because people in different regions buy differently. For example, people in the Midwest buy more winter clothing than people in the Southeast.
And the final factor is increasing diversity. Marketers face increasingly diverse markets as their operations become more international in scope. Some major companies also explicitly target gay and lesbian consumers.
The economic environment consists of economic factors that affect consumer purchasing power and spending patterns.
Nations vary greatly in their levels and distribution of income. Some countries have industrial economies, which constitute rich markets for many different kinds of goods. Some other countries have subsistence economies, where they consume most of their own agricultural and industrial output and offer few market opportunities. In between are developing economies that can offer outstanding marketing opportunities for the right kinds of products.
Economic factors can have a dramatic effect on consumer spending and buying behavior. Value marketing has become the slogan for many marketers. Marketers in all industries are looking for ways to offer today’s frugal buyers greater value.
This distribution of income has created a tiered market. Many companies aggressively target the affluent, while other firms target those with more modest means. Still other companies tailor their marketing offers across a range of markets, from the affluent to the less affluent.
The natural environment involves the physical environment and the natural resources that are needed as inputs by marketers or that are affected by marketing activities. Marketers should be aware of several trends in the natural environment.
The first involves growing shortages of raw materials. Firms making products that require scarce resources face large cost increases, even if the materials remain available. The second trend is increased pollution. The third trend is increased government intervention in natural resource management. The governments of different countries vary in their concern and efforts to promote a clean environment.
Today enlightened companies adopt practices that support environmental sustainability. This refers to the effort to create a world economy that the planet can support indefinitely.
New technologies can offer exciting opportunities for marketers. Many firms use radio-frequency identification or RFID technology to track products through various points in the distribution channel. New technologies create new markets and opportunities. Companies that do not keep up will soon find their products outdated.
Government agencies investigate and ban potentially unsafe products. Regulations have resulted in much higher research costs and longer times between new product ideas and their introduction. Marketers should be aware of these regulations when applying new technologies and developing new products.
The political environment refers to laws, government agencies, and pressure groups that influence and limit various organizations and individuals in a given society.
Business legislation has been enacted for a number of reasons. The first is to protect companies from each other. The second purpose of government regulation is to protect consumers from unfair business practices. The third purpose is to protect the interests of society against unrestrained business behavior.
This table summarizes the major U.S. legislations affecting marketing and their purposes. Theses include the Sherman Antitrust Act, Federal Food and Drug Act, Clayton Act, Federal Trade Commission Act, and the Robinson-Patman Act.
This table continues illustrating other U.S. legislations that affect marketing like the Wheeler-Lea Act, Lanham Trademark Act, National Traffic and Safety Act, Fair Packaging and Labeling Act, and the Child Protection Act .
This table depicts the purpose of the Federal Cigarette Labeling and Advertising Act, National Environmental Policy Act, Consumer Product Safety Act, Magnuson-Moss Warranty Act, Children’s Television Act, and the Nutrition Labeling and Education Act.
This table depicts the purpose of the Telephone Consumer Protection Act, Americans with Disabilities Act, Children’s Online Privacy Protection Act, Do-Not-Call Implementation Act, CAN-SPAM Act, and the Financial Reform Law.
Socially responsible firms actively seek out ways to protect the long-run interests of their consumers and the environment. Almost every aspect of marketing involves ethics and social responsibility issues. Companies are now developing policies, guidelines, and other responses to complex social responsibility issues.
To exercise their social responsibility and build more positive images, many companies are now linking themselves to worthwhile causes. Cause-related marketing has become a primary form of corporate giving.
Critics worry that cause-related marketing is more a strategy for selling than a strategy for giving. Thus, companies using cause-related marketing might find themselves walking a fine line between increased sales and an improved image and charges of exploitation.
The cultural environment consists of institutions and other forces that affect a society’s basic values, perceptions, preferences, and behaviors. Society shapes basic beliefs and values. Cultural characteristics that can affect marketing decision making are the persistence of cultural values and shifts in secondary cultural values, such as people’s views of themselves, others, organizations, society, and nature.
Many companies view the marketing environment as an uncontrollable element to which they must react and adapt. They passively accept the marketing environment and do not try to change it.
Other companies take a proactive stance toward the marketing environment. Rather than assuming that strategic options are bounded by the current environment, these firms develop strategies to change the environment. These firms take aggressive actions to affect the publics and forces in their marketing environment.
Marketing management cannot always control environmental forces. In many cases, it must settle for simply watching and reacting to the environment. For example, a company would have little success trying to influence geographic population shifts, the economic environment, or major cultural values. But whenever possible, smart marketing managers take a proactive rather than reactive approach to the marketing environment.