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.
This document outlines key topics in consumer markets and consumer buyer behavior. It discusses the model of consumer behavior and characteristics that affect consumer behavior, including cultural, social, personal, and psychological factors. It also summarizes the different types of buying decision behaviors and details the steps in the buyer decision process, from need recognition to the post-purchase evaluation. Finally, it examines the adoption process for new products and how product characteristics influence the rate of adoption.
This document outlines chapter 4 of a marketing textbook, which discusses managing marketing information and gaining customer insights. The chapter covers assessing marketing information needs, developing marketing information through various methods like marketing research and customer relationship management, analyzing marketing information, and distributing and using the information. The overall goal is to provide companies with fresh insights into customer needs and wants in order to create more value for customers.
Chapter-2 Marketing: Company and Marketing Strategy Partnering to Build Custo...Yousif Solangi
This document outlines the key topics covered in Chapter 2, which include company and marketing strategy, strategic planning, designing business portfolios, partnering with customers, developing marketing strategies and mixes, managing the marketing effort, and measuring return on marketing investment. The chapter discusses concepts such as defining a company's mission, analyzing business units, developing growth strategies using a product/market grid, implementing marketing plans, and controlling marketing performance.
The document discusses marketing research and metrics. It describes the marketing research process as having 6 steps: 1) define the problem, 2) develop a research plan, 3) collect information, 4) analyze the information, 5) present findings, and 6) make a decision. It also discusses characteristics of good marketing research and different metrics that can be used to measure marketing productivity such as awareness, market share, and customer satisfaction. Marketing-mix modeling and dashboards are presented as tools to quantify and interpret various marketing metrics.
defining marketing for the 21st century
,
what is marketing management
,
definition of marketing
,
marketing orientations/ philosophies / marketing c
,
marketing concept
,
core concepts of marketing
,
new consumer capabilities
,
the product concept
,
relationship between 4ps and 4cs/ and 4 as marketi
This document summarizes key topics from Chapter 3 of a marketing textbook. It discusses analyzing a company's internal microenvironment including departments like management, suppliers, marketing intermediaries, competitors, and publics. It also analyzes the external macroenvironment that affects marketing, including demographic trends in population, economic factors like income and spending patterns, natural resources, technological changes, political/legal issues, and cultural values in society. The chapter outlines how companies must respond to changes in both their internal and external operating environment.
Chapter 2 Company and Marketing Strategy (1).pptxKishore892184
The document discusses strategic planning and marketing strategy. It covers topics like company-wide strategic planning, designing business portfolios, partnering with other departments, developing a customer value-driven marketing strategy and mix, and measuring return on marketing investment. The key aspects are setting objectives, analyzing current business portfolios, developing growth strategies, integrating the marketing mix, and implementing and controlling the marketing plan.
This document provides an overview of key concepts in marketing strategy and planning. It discusses companywide strategic planning, including defining missions and objectives, analyzing business portfolios, and developing strategies. It also covers marketing strategy, including market segmentation, targeting, positioning, and the marketing mix. Finally, it discusses marketing implementation, organization, and control, including return on marketing investment.
This document outlines key topics in consumer markets and consumer buyer behavior. It discusses the model of consumer behavior and characteristics that affect consumer behavior, including cultural, social, personal, and psychological factors. It also summarizes the different types of buying decision behaviors and details the steps in the buyer decision process, from need recognition to the post-purchase evaluation. Finally, it examines the adoption process for new products and how product characteristics influence the rate of adoption.
This document outlines chapter 4 of a marketing textbook, which discusses managing marketing information and gaining customer insights. The chapter covers assessing marketing information needs, developing marketing information through various methods like marketing research and customer relationship management, analyzing marketing information, and distributing and using the information. The overall goal is to provide companies with fresh insights into customer needs and wants in order to create more value for customers.
Chapter-2 Marketing: Company and Marketing Strategy Partnering to Build Custo...Yousif Solangi
This document outlines the key topics covered in Chapter 2, which include company and marketing strategy, strategic planning, designing business portfolios, partnering with customers, developing marketing strategies and mixes, managing the marketing effort, and measuring return on marketing investment. The chapter discusses concepts such as defining a company's mission, analyzing business units, developing growth strategies using a product/market grid, implementing marketing plans, and controlling marketing performance.
The document discusses marketing research and metrics. It describes the marketing research process as having 6 steps: 1) define the problem, 2) develop a research plan, 3) collect information, 4) analyze the information, 5) present findings, and 6) make a decision. It also discusses characteristics of good marketing research and different metrics that can be used to measure marketing productivity such as awareness, market share, and customer satisfaction. Marketing-mix modeling and dashboards are presented as tools to quantify and interpret various marketing metrics.
defining marketing for the 21st century
,
what is marketing management
,
definition of marketing
,
marketing orientations/ philosophies / marketing c
,
marketing concept
,
core concepts of marketing
,
new consumer capabilities
,
the product concept
,
relationship between 4ps and 4cs/ and 4 as marketi
This document summarizes key topics from Chapter 3 of a marketing textbook. It discusses analyzing a company's internal microenvironment including departments like management, suppliers, marketing intermediaries, competitors, and publics. It also analyzes the external macroenvironment that affects marketing, including demographic trends in population, economic factors like income and spending patterns, natural resources, technological changes, political/legal issues, and cultural values in society. The chapter outlines how companies must respond to changes in both their internal and external operating environment.
Chapter 2 Company and Marketing Strategy (1).pptxKishore892184
The document discusses strategic planning and marketing strategy. It covers topics like company-wide strategic planning, designing business portfolios, partnering with other departments, developing a customer value-driven marketing strategy and mix, and measuring return on marketing investment. The key aspects are setting objectives, analyzing current business portfolios, developing growth strategies, integrating the marketing mix, and implementing and controlling the marketing plan.
This document provides an overview of key concepts in marketing strategy and planning. It discusses companywide strategic planning, including defining missions and objectives, analyzing business portfolios, and developing strategies. It also covers marketing strategy, including market segmentation, targeting, positioning, and the marketing mix. Finally, it discusses marketing implementation, organization, and control, including return on marketing investment.
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.
This document provides an overview of key concepts from Chapter 1 of the marketing textbook. It outlines the 7 steps of the marketing process as understanding customer needs, designing a customer-driven strategy, creating an integrated marketing plan, building customer relationships, capturing value from customers, and adapting to changes in the marketing landscape. It also summarizes various concepts discussed in each step, such as the 4 P's of the marketing mix, customer lifetime value, and relationship management.
Conducting Marketing Research
What is Marketing Research?
Types of Marketing Research Firms
The Marketing Research Process
Marketing Research Process
Characteristics of Good Marketing Research
What is Marketing-Mix Modeling?
Marketing Dashboards
The document discusses marketing information systems and demand forecasting. It defines a marketing information system as consisting of people, equipment, and procedures to gather, sort, analyze, evaluate, and distribute timely and accurate information to marketing decision makers. It also defines a marketing intelligence system as procedures and sources that managers use to obtain everyday information about developments in the marketing environment. The document discusses how companies can measure current and future demand through methods like estimating total market potential, analyzing area market potential, and surveying buyers' intentions.
The document discusses marketing strategies and plans, including identifying a company's value chain, core competencies, and marketing opportunities. It explains that a marketing plan operates at both a strategic and tactical level to direct a company's marketing efforts and should include an executive summary, situation analysis, marketing strategy, financial projections, and implementation controls. Additionally, the document covers topics such as product versus market orientation, SWOT analysis, and Porter's generic strategies.
This chapter discusses company and marketing strategy. It covers strategic planning, defining the company mission and objectives, analyzing the business portfolio, and developing strategies for growth. It also discusses partnering with customers, marketing strategy and the marketing mix, managing the marketing effort through implementation and control, and measuring return on marketing investment. The key aspects covered are strategic planning, market segmentation, targeting, and positioning, and the marketing mix of product, price, place, and promotion.
Chapter-3 Marketing: Analyzing the Marketing EnvironmentYousif Solangi
The document outlines the key components of a company's marketing environment, including the microenvironment and macroenvironment. The microenvironment includes factors close to the company like its departments, suppliers, marketing intermediaries, customers, and publics. The macroenvironment comprises broader forces like demographic, economic, natural, technological, political, and cultural factors in the environment. The document discusses how companies must analyze and respond to changes in both the micro and macroenvironments that impact marketing activities.
This document provides an overview of Chapter 13 which covers retailing and wholesaling. It discusses the key concepts around retailing including types of retailers based on organizational approach, services offered, and product lines. It also summarizes the major decisions retailers must make around marketing, pricing, promotion, and store placement. For wholesaling, the document outlines the main functions wholesalers provide and types of wholesalers. It concludes with some of the challenges and trends impacting wholesaling.
This document provides an overview of key topics in business markets and business buying behavior. It defines business markets and explains how they differ from consumer markets. The major factors that influence business buyer behavior and the typical steps in the business buying decision process are outlined. Different types of business buying situations like straight rebuy, modified rebuy, and new tasks are defined. The participants in business buying centers and the major influences on business buyers, including environmental, organizational, and interpersonal factors, are also summarized. Finally, it distinguishes institutional and government markets and how buyers in those markets make purchasing decisions.
The document summarizes key concepts from Chapter 3 of a marketing textbook. It discusses analyzing a company's microenvironment and macroenvironment. The microenvironment includes internal departments as well as suppliers, marketing intermediaries, customer markets, competitors, and publics. The macroenvironment covers demographic, economic, natural, technological, political, and cultural forces. Marketers must understand how these environmental factors influence customers and the business. They can take proactive, reactive, or uncontrollable approaches to responding to changes in the environment.
Defining Marketing for the 21st Century - Philip Kotler First Chapterraaaiii
This document provides an overview of marketing concepts and marketing management. It defines marketing according to Philip Kotler and the American Marketing Association. The marketing process and scope of marketing are discussed, including the eight types of demand states and different markets. Core marketing concepts are explained, such as the evolution of marketing orientations from production to holistic marketing. The document also discusses new marketing realities and capabilities in the digital age. It provides insights into rural markets in South Asia and marketing in times of turbulence. Finally, it outlines the major tasks involved in successful marketing management.
Chapter-1 Marketing: Creating and Capturing Customer ValueYousif Solangi
This document provides an overview of key concepts from the first chapter of a marketing textbook. It discusses what marketing is, understanding customer needs and the marketplace, designing a customer-driven marketing strategy, preparing an integrated marketing plan and program, building customer relationships, capturing value from customers, and the changing marketing landscape. The chapter introduces fundamental topics like the marketing mix, customer relationship management, customer lifetime value, and others.
This document provides an overview of key concepts in company and marketing strategy discussed in Chapter 2, including companywide strategic planning, designing the business portfolio, planning marketing through partnerships, marketing strategy and the marketing mix, and managing the marketing effort. Specific topics covered include defining a market-oriented mission, analyzing the current business portfolio, developing strategies for growth and downsizing, partnering through the value chain and value delivery network, segmenting and targeting markets, developing an integrated marketing mix, creating a marketing plan, organizing the marketing department, controlling marketing performance, and calculating return on marketing investment.
Developing Marketing Strategies and PlansKoichiTachiya
The document discusses developing marketing strategies and plans. It covers topics such as strategic planning at different organizational levels, the marketing plan components, and value creation for customers. Specifically, it examines how strategic planning is carried out from the corporate headquarters level down to individual business units. It also provides details on the typical contents of a marketing plan, including an executive summary, situation analysis, and financial projections.
This document outlines key concepts in customer-driven marketing strategy, including market segmentation, targeting, differentiation, and positioning. It discusses how companies divide large markets into smaller segments based on variables like geography, demographics, and behaviors. It also explains strategies for selecting target markets and developing a unique positioning by choosing competitive advantages to meet customer needs better than competitors. The overall aim is to create marketing strategies that deliver maximum value to chosen target customer segments.
Chapter 1 DEFINING MARKETING FOR THE 21st CENTURYNishant Agrawal
DEFINING MARKETING FOR THE 21st CENTURY
WHAT IS MARKETED?
DEMAND STATES
Core MARKETING CONCEPTS
MARKETING CONCEPTS
Company orientation
Towards marketplace
COMPANY ORIENTATION
Holistic Marketing Concept
Understand four Ps (Marketing Mix)
MARKETING TASKS
The document discusses key considerations and steps for buying an existing business. It identifies important questions to ask such as the business's potential, necessary changes, and financing. The advantages include an established business, but disadvantages can include outdated equipment or inventory. A thorough analysis of the business's financials, products, customers, and legal aspects is vital. The acquisition process typically involves initial contact, due diligence, negotiations, and finalizing a purchase agreement.
The document discusses company and marketing strategy, explaining strategic planning, developing growth strategies, and marketing's role. It describes customer-driven marketing strategy and forces that influence the marketing mix. Finally, it discusses the importance of measuring return on marketing investment and managing the marketing effort.
Chapter 5: Market Segmenting, Targeting, and Positioningtjamisonedu
This document discusses market segmentation, targeting, and positioning. It begins by distinguishing between targeted marketing, which selects specific consumer groups, and mass marketing, which sells to all consumers. The benefits of segmentation and targeting are that it allows companies to tailor products and messages to specific customer segments. Market segmentation can be done based on demographics, behaviors, benefits sought, geography, and psychographics like values and lifestyles. The document also covers strategies for targeting markets globally and techniques for positioning offerings to stand out from competitors.
The document defines marketing as creating, communicating, and delivering value for customers and society. It defines marketing management as choosing target markets and growing customers through superior value. It discusses the scope of marketing, including what can be marketed and who is involved. It also covers fundamental marketing concepts like segmentation, branding, and the marketing environment. Finally, it discusses how marketing has changed in recent years due to technology, globalization, and the need to differentiate products.
Marketing Practices - The Marketing Environmentnjones002
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.
105 Marketing Enviornent Unit no 2.pptNilesh Patil
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.
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.
This document provides an overview of key concepts from Chapter 1 of the marketing textbook. It outlines the 7 steps of the marketing process as understanding customer needs, designing a customer-driven strategy, creating an integrated marketing plan, building customer relationships, capturing value from customers, and adapting to changes in the marketing landscape. It also summarizes various concepts discussed in each step, such as the 4 P's of the marketing mix, customer lifetime value, and relationship management.
Conducting Marketing Research
What is Marketing Research?
Types of Marketing Research Firms
The Marketing Research Process
Marketing Research Process
Characteristics of Good Marketing Research
What is Marketing-Mix Modeling?
Marketing Dashboards
The document discusses marketing information systems and demand forecasting. It defines a marketing information system as consisting of people, equipment, and procedures to gather, sort, analyze, evaluate, and distribute timely and accurate information to marketing decision makers. It also defines a marketing intelligence system as procedures and sources that managers use to obtain everyday information about developments in the marketing environment. The document discusses how companies can measure current and future demand through methods like estimating total market potential, analyzing area market potential, and surveying buyers' intentions.
The document discusses marketing strategies and plans, including identifying a company's value chain, core competencies, and marketing opportunities. It explains that a marketing plan operates at both a strategic and tactical level to direct a company's marketing efforts and should include an executive summary, situation analysis, marketing strategy, financial projections, and implementation controls. Additionally, the document covers topics such as product versus market orientation, SWOT analysis, and Porter's generic strategies.
This chapter discusses company and marketing strategy. It covers strategic planning, defining the company mission and objectives, analyzing the business portfolio, and developing strategies for growth. It also discusses partnering with customers, marketing strategy and the marketing mix, managing the marketing effort through implementation and control, and measuring return on marketing investment. The key aspects covered are strategic planning, market segmentation, targeting, and positioning, and the marketing mix of product, price, place, and promotion.
Chapter-3 Marketing: Analyzing the Marketing EnvironmentYousif Solangi
The document outlines the key components of a company's marketing environment, including the microenvironment and macroenvironment. The microenvironment includes factors close to the company like its departments, suppliers, marketing intermediaries, customers, and publics. The macroenvironment comprises broader forces like demographic, economic, natural, technological, political, and cultural factors in the environment. The document discusses how companies must analyze and respond to changes in both the micro and macroenvironments that impact marketing activities.
This document provides an overview of Chapter 13 which covers retailing and wholesaling. It discusses the key concepts around retailing including types of retailers based on organizational approach, services offered, and product lines. It also summarizes the major decisions retailers must make around marketing, pricing, promotion, and store placement. For wholesaling, the document outlines the main functions wholesalers provide and types of wholesalers. It concludes with some of the challenges and trends impacting wholesaling.
This document provides an overview of key topics in business markets and business buying behavior. It defines business markets and explains how they differ from consumer markets. The major factors that influence business buyer behavior and the typical steps in the business buying decision process are outlined. Different types of business buying situations like straight rebuy, modified rebuy, and new tasks are defined. The participants in business buying centers and the major influences on business buyers, including environmental, organizational, and interpersonal factors, are also summarized. Finally, it distinguishes institutional and government markets and how buyers in those markets make purchasing decisions.
The document summarizes key concepts from Chapter 3 of a marketing textbook. It discusses analyzing a company's microenvironment and macroenvironment. The microenvironment includes internal departments as well as suppliers, marketing intermediaries, customer markets, competitors, and publics. The macroenvironment covers demographic, economic, natural, technological, political, and cultural forces. Marketers must understand how these environmental factors influence customers and the business. They can take proactive, reactive, or uncontrollable approaches to responding to changes in the environment.
Defining Marketing for the 21st Century - Philip Kotler First Chapterraaaiii
This document provides an overview of marketing concepts and marketing management. It defines marketing according to Philip Kotler and the American Marketing Association. The marketing process and scope of marketing are discussed, including the eight types of demand states and different markets. Core marketing concepts are explained, such as the evolution of marketing orientations from production to holistic marketing. The document also discusses new marketing realities and capabilities in the digital age. It provides insights into rural markets in South Asia and marketing in times of turbulence. Finally, it outlines the major tasks involved in successful marketing management.
Chapter-1 Marketing: Creating and Capturing Customer ValueYousif Solangi
This document provides an overview of key concepts from the first chapter of a marketing textbook. It discusses what marketing is, understanding customer needs and the marketplace, designing a customer-driven marketing strategy, preparing an integrated marketing plan and program, building customer relationships, capturing value from customers, and the changing marketing landscape. The chapter introduces fundamental topics like the marketing mix, customer relationship management, customer lifetime value, and others.
This document provides an overview of key concepts in company and marketing strategy discussed in Chapter 2, including companywide strategic planning, designing the business portfolio, planning marketing through partnerships, marketing strategy and the marketing mix, and managing the marketing effort. Specific topics covered include defining a market-oriented mission, analyzing the current business portfolio, developing strategies for growth and downsizing, partnering through the value chain and value delivery network, segmenting and targeting markets, developing an integrated marketing mix, creating a marketing plan, organizing the marketing department, controlling marketing performance, and calculating return on marketing investment.
Developing Marketing Strategies and PlansKoichiTachiya
The document discusses developing marketing strategies and plans. It covers topics such as strategic planning at different organizational levels, the marketing plan components, and value creation for customers. Specifically, it examines how strategic planning is carried out from the corporate headquarters level down to individual business units. It also provides details on the typical contents of a marketing plan, including an executive summary, situation analysis, and financial projections.
This document outlines key concepts in customer-driven marketing strategy, including market segmentation, targeting, differentiation, and positioning. It discusses how companies divide large markets into smaller segments based on variables like geography, demographics, and behaviors. It also explains strategies for selecting target markets and developing a unique positioning by choosing competitive advantages to meet customer needs better than competitors. The overall aim is to create marketing strategies that deliver maximum value to chosen target customer segments.
Chapter 1 DEFINING MARKETING FOR THE 21st CENTURYNishant Agrawal
DEFINING MARKETING FOR THE 21st CENTURY
WHAT IS MARKETED?
DEMAND STATES
Core MARKETING CONCEPTS
MARKETING CONCEPTS
Company orientation
Towards marketplace
COMPANY ORIENTATION
Holistic Marketing Concept
Understand four Ps (Marketing Mix)
MARKETING TASKS
The document discusses key considerations and steps for buying an existing business. It identifies important questions to ask such as the business's potential, necessary changes, and financing. The advantages include an established business, but disadvantages can include outdated equipment or inventory. A thorough analysis of the business's financials, products, customers, and legal aspects is vital. The acquisition process typically involves initial contact, due diligence, negotiations, and finalizing a purchase agreement.
The document discusses company and marketing strategy, explaining strategic planning, developing growth strategies, and marketing's role. It describes customer-driven marketing strategy and forces that influence the marketing mix. Finally, it discusses the importance of measuring return on marketing investment and managing the marketing effort.
Chapter 5: Market Segmenting, Targeting, and Positioningtjamisonedu
This document discusses market segmentation, targeting, and positioning. It begins by distinguishing between targeted marketing, which selects specific consumer groups, and mass marketing, which sells to all consumers. The benefits of segmentation and targeting are that it allows companies to tailor products and messages to specific customer segments. Market segmentation can be done based on demographics, behaviors, benefits sought, geography, and psychographics like values and lifestyles. The document also covers strategies for targeting markets globally and techniques for positioning offerings to stand out from competitors.
The document defines marketing as creating, communicating, and delivering value for customers and society. It defines marketing management as choosing target markets and growing customers through superior value. It discusses the scope of marketing, including what can be marketed and who is involved. It also covers fundamental marketing concepts like segmentation, branding, and the marketing environment. Finally, it discusses how marketing has changed in recent years due to technology, globalization, and the need to differentiate products.
Marketing Practices - The Marketing Environmentnjones002
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.
105 Marketing Enviornent Unit no 2.pptNilesh Patil
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.
The document discusses analyzing a company's marketing environment. It describes the internal and external factors that affect marketing decisions. The internal microenvironment includes suppliers, marketing intermediaries, customers, competitors, and various publics. The external macroenvironment consists of demographic, economic, natural, technological, political, and cultural forces outside a company's control. Together, constant monitoring of trends in both the micro and macroenvironment is necessary for marketers to build relationships and adapt their strategies.
This document outlines the key components of a company's marketing environment, including the microenvironment and macroenvironment. It discusses how changes in these environments can affect marketing decisions. The microenvironment includes suppliers, marketing intermediaries, competitors, customers, and publics. The macroenvironment includes the demographic, economic, natural, technological, political, and cultural forces. Understanding trends in these environments helps companies adapt their marketing strategies to changing conditions. The document also provides examples of cause-related marketing partnerships and how companies can respond to shifts in their operating environment.
The document discusses the marketing environment and its influence on marketing management. It can be divided into two parts:
1) The microenvironment includes forces close to the company like customers, competitors, suppliers, marketing intermediaries, and the company itself. It directly affects the company's ability to serve customers.
2) The macroenvironment includes larger societal forces like demographic, economic, natural, technological, political, and cultural factors. It creates opportunities and threats for companies. Successful companies constantly monitor and adapt to changes in the dynamic marketing environment.
Marketing management module 2 marketing environment mba 1st sem by babasab pa...Babasab Patil
The document summarizes the key components of a company's marketing environment, including the microenvironment and macroenvironment. The microenvironment includes internal groups like management and suppliers. It also includes external groups like customers, competitors, and publics that directly influence the company. The larger macroenvironment consists of demographic, economic, natural, technological, political, and cultural forces in the broader society that shape opportunities and threats. Marketers must carefully monitor trends in both the microenvironment and macroenvironment to understand shifting conditions.
This document provides an overview of a marketing management course, outlining 4 lectures on key marketing topics:
Lecture 1 covers marketing principles such as definitions of marketing, customer needs and wants, exchange and transactions, and markets. It also discusses the difference between marketing and selling and the marketing mix of 4Ps.
Lecture 2 will focus on market segmentation and target markets. Lecture 3 will cover consumer buying behavior and decision making. Finally, Lecture 4 will provide information on developing a marketing plan.
The course outlines the essential marketing concepts that will be explored in greater depth across the 4 lectures to provide students a foundation in marketing management.
Analyzing the Marketing Environment pdf.pdfOshadiVindika
The document discusses the marketing environment, which consists of micro and macro environmental factors that affect marketing decisions. The microenvironment includes internal company factors as well as external factors close to the company like suppliers, marketing intermediaries, customer markets, competitors, and publics. The macroenvironment comprises larger societal forces beyond a company's control such as demographic, economic, natural, technological, political, and cultural forces. Understanding how these environmental factors influence opportunities and threats is important for effective marketing strategy.
The marketing process involves understanding organizational goals, setting objectives, analyzing the marketing environment, developing and implementing strategies. Key parts of the environment are the microenvironment of suppliers, intermediaries, competitors, customers and publics, and the macroenvironment of demographic, economic, technological, political and social-cultural factors. Marketing managers must consider ethics around transparency, honesty, privacy and potential issues in areas like research, products, distribution, promotion and pricing.
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.
Marketing environment, classification of marketing environment- macro and micro environment, components of marketing environment, marketing intermediaries, competitors, public, factors of macro environment, social and cultural factors.
The document discusses the marketing environment and its various components. It defines the marketing environment as factors and forces that affect a firm's ability to build relationships with customers. The marketing environment has two main parts - the microenvironment and macroenvironment.
The microenvironment includes customers, competitors, suppliers, marketing intermediaries, and the public. It directly affects the organization. The macroenvironment includes demographic, economic, technological, political/legal, and sociocultural factors. It indirectly affects the organization. Successful companies continuously monitor and adapt to changes in both the micro and macroenvironment.
The document discusses the marketing environment and its various components. It defines the marketing environment as the combination of internal and external forces that influence marketing activities. It can be categorized into the micro and macro environment.
The micro environment includes internal factors like the company, suppliers, intermediaries, customers, competitors, and publics that are close to the company and can be controlled. The macro environment includes external uncontrollable factors like demographic, economic, natural, technological, political, and cultural forces that shape opportunities and threats. Understanding these environmental forces is important for marketers to develop effective strategies.
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.
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.
The document discusses the marketing environment and microenvironment that affect companies. It defines the marketing environment as external uncontrollable forces like economic trends, technologies and customer behaviors. The microenvironment consists of actors close to the company like suppliers, competitors and customers. It also describes the six elements in a company's microenvironment - the company itself, suppliers, intermediaries, competitors, publics and customer markets.
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.
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.
The document provides an overview of key concepts related to a marketing management syllabus, including the business environment and its micro and macro factors. It discusses the company's microenvironment including suppliers, marketing intermediaries, customers, competitors, and publics. It then explains various elements of the macroenvironment like the political, economic, sociocultural, technological, natural, and legal environments. Specific trends within the demographic and economic environments are also summarized.
This document discusses marketing management and market research. It provides details on:
- Analyzing competitors using tools like Porter's Five Forces and SWOT analysis
- Conducting qualitative and quantitative market research using methods like surveys, focus groups, and observational studies
- Examining the micro and macro environment that influence supply and demand, including factors like demographics, economy, competitors, and regulations
- Defining characteristics of consumer markets based on demographic, behavioral, geographic factors
Similar to Principles of Marketing 17e Chapter 3 Analyzing the Marketing Environment.pptx (20)
This document provides an overview of key concepts regarding sourcing decisions in supply chain management. It covers the role of sourcing, factors to consider when outsourcing functions, dimensions for evaluating supplier performance, structuring negotiations and auctions with suppliers, and designing a supplier portfolio. The objectives are to understand sourcing's role in supply chains and how to make sourcing decisions that minimize total costs.
The document discusses key concepts in designing samples and experiments, including:
1) Random sampling methods like simple random samples and stratified samples produce unbiased estimates, while convenience samples can be biased.
2) Experiments aim to isolate the effect of treatments by using random assignment to control for lurking variables. Completely randomized designs randomly assign subjects to treatments.
3) Increasing sample sizes reduces sampling variability and produces estimates closer to the true population parameters, assuming a random sample is used. Sample size matters more than population size for reducing variability.
This document provides an overview of key concepts related to normal distributions, including:
1) It introduces density curves and how they can be used to model distributions, with the normal distribution having a bell-shaped curve defined by a mean and standard deviation.
2) It explains how the mean and median can differ for skewed distributions and how they are the same for symmetric normal distributions.
3) It outlines the "68-95-99.7 rule" which indicates what percentage of observations fall within a certain number of standard deviations of the mean for a normal distribution.
4) It describes how data can be standardized using z-scores to transform it into a standard normal distribution for comparison purposes.
Chapter 5_Consumer Markets and Buyer Behavior.pptxBishoyRomani
1) The document discusses consumer markets and buyer behavior, outlining key factors that influence consumer purchasing decisions.
2) It introduces a model of consumer behavior that shows how marketing stimuli enter a consumer's "black box" and produce responses, influenced by consumer characteristics and decision processes.
3) The document then examines various cultural, social, personal, and psychological characteristics that shape buyer behavior, such as cultural and subculture influences, reference groups, motivation, perception, learning, beliefs and attitudes.
Chapter 8 Products, Services, and Brands -Building Customer Value.pptxBishoyRomani
This document discusses different types of products and services. It defines a product as anything offered for attention, acquisition, use or consumption that might satisfy a want or need, and a service as an intangible activity or benefit offered for sale. Products and services exist at three levels - the core benefit, the actual product, and augmented services. Consumer products are classified as convenience products, shopping products, specialty products, and unsought products based on how and when consumers purchase them. Industrial products include materials and parts, capital items, and supplies and services.
Principles of Marketing 17e Chapter 2 Company and Marketing Strategy.pptxBishoyRomani
This document provides an overview of strategic planning and marketing strategy. It discusses how companies develop strategic plans that define their mission and objectives. They analyze their current business portfolio to determine where to invest resources. Marketing plays a key role in developing strategies for growth through market penetration, development, product development, and diversification. Effective marketing requires partnering across departments and with suppliers/distributors. The marketing mix of product, price, place, and promotion must be integrated to achieve positioning goals. Ongoing analysis, planning, implementation and control are needed to manage the marketing effort.
Empowering Influencers: The New Center of Brand-Consumer Dynamics
In the current market landscape, establishing genuine connections with consumers is crucial. This presentation, "Empowering Influencers: The New Center of Brand-Consumer Dynamics," explores how influencers have become pivotal in shaping brand-consumer relationships. We will examine the strategic use of influencers to create authentic, engaging narratives that resonate deeply with target audiences, driving success in the evolved purchase funnel.
The Future of ''Digital marketing'' .pptxbhavanasizcom
Digital marketing leverages digital channels such as SEO, content marketing, social media, PPC, and email to promote products or services. It includes affiliate and influencer marketing, mobile strategies, and online PR. Marketing automation helps streamline efforts, while analytics guide data-driven decisions. The objective is to engage target audiences, drive conversions, and build brand loyalty by reaching customers in the digital spaces they frequent.The future of digital marketing will be driven by advancements in artificial intelligence (AI) for personalized content and customer service, and the rise of voice search optimization due to smart speakers. Video content, especially short-form videos, will continue to dominate, while augmented reality (AR) and virtual reality (VR) will enhance customer experiences. Emphasis on data privacy and compliance will grow, alongside the need for seamless omnichannel marketing. Blockchain technology will offer secure digital advertising, and sustainability will become a key focus. With the advent of 5G technology, faster mobile internet will enable new innovations, and advanced personalization will deliver highly relevant content to users.
Advanced Storytelling Concepts for MarketersEd Shimp
Every marketer knows you’re supposed to tell a story, but do you know how to tell a story? Do you know why you’re supposed to tell a story? Do you even truly know what a story is? While many marketing presentations emphasize the value of mythic storytelling, the nuts and bolts of actually constructing a story are never explored.
The goal of marketing may be to achieve specific KPIs that drive sales, which is very objective, but the top of the marketing funnel requires a softer approach. In our data-driven results-oriented fast-paced world, marketers must quantify results, but those results will never be achieved unless prospects are first approached with humanity.
There is a common misunderstanding that the so-called “soft skills” of marketing such as language and art are unmeasurable and subjective, but while the objective measures of market research are merely 100 years old, the rules of aesthetics have been perfected over the last 2,500 years.
Great story construction is a skill that requires significant knowledge and practice. This presentation will be a review of the ancient art of story construction.
We will discuss:
• Rhetoric – The art of effective communication
• The Socratic Method – You cannot teach, but you can persuade people to learn
• Plato’s Cave – You sell products, but you market ideas
• Aristotle’s Six Dramatic Elements – The secret recipe for marketing stories
This is for senior marketers who are tasked with creating effective narratives or guiding others in the process. By the end of the session, attendees will have gained the knowledge needed to work storytelling into all phases of the buyer’s journey.
Efficient Website Management for Digital Marketing ProsLauren Polinsky
Learn how to optimize website projects, leverage SEO tactics effectively, and implement product-led marketing approaches for enhanced digital presence and ROI.
This session is your key to unlocking the secrets of successful digital marketing campaigns and maximizing your business's online potential.
Actionable tactics you can apply after this session:
- Streamlined Website Management: Discover techniques to streamline website development, manage day-to-day operations efficiently, and ensure smooth project execution.
- Effective SEO Practices: Gain valuable insights into optimizing your website for search engines, improving visibility, and driving organic traffic to your digital assets.
- Leverage Product-Led Marketing: Explore strategies for incorporating product-led marketing principles into your digital marketing efforts, enhancing user engagement and driving conversions.
Don't miss out on this opportunity to elevate your digital marketing game and achieve tangible results!
In this humorous and data-heavy Master Class, join us in a joyous celebration of life honoring the long list of SEO tactics and concepts we lost this year. Remember fondly the beautiful time you shared with defunct ideas like link building, keyword cannibalization, search volume as a value indicator, and even our most cherished of friends: the funnel. Make peace with their loss as you embrace a new paradigm for organic content: Pillar-Based Marketing. Along the way, discover that the results that old SEO and all its trappings brought you weren’t really very good at all, actually.
In this respectful and life-affirming service—erm, session—join Ryan Brock (Chief Solution Officer at DemandJump and author of Pillar-Based Marketing: A Data-Driven Methodology for SEO and Content that Actually Works) and leave with:
• Clear and compelling evidence that most legacy SEO metrics and tactics have slim to no impact on SEO outcomes
• A major mindset shift that eliminates most of the metrics and tactics associated with SEO in favor of a single metric that defines and drives organic ranking success
• Practical, step-by-step methodology for choosing SEO pillar topics and publishing content quickly that ranks fast
Can you kickstart content marketing when you have a small team or even a team of one? Why yes, you can! Dennis Shiao, founder of marketing agency Attention Retention will detail how to draw insights from subject matter experts (SMEs) and turn them into articles, bylines, blog posts, social media posts and more. He’ll also share tips on content licensing and how to establish a webinar program. Attend this session to learn how to make an impact with content marketing even when you have a small team and limited resources.
Key Takeaways:
- You don't need a large team to start a content marketing program
- A webinar program yields a "one-to-many" approach to content creation
- Use partnerships and licensing to create new content assets
AI Best Practices for Marketing HUG June 2024Amanda Farrell
During this presentation, the Nextiny marketing team reviews best practices when adopting generative AI into content creation. Join our HUG community to register for more events https://events.hubspot.com/sarasota/
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Discover the power of affiliate marketing with ChatGPT! This comprehensive guide takes you through the process of starting and scaling your affiliate marketing business using the latest AI technology. Learn how to leverage ChatGPT to generate content ideas, create engaging articles, and connect with your audience through personalized interactions. From building your strategy and optimizing conversions to analyzing performance and staying updated with industry trends, this eBook provides everything you need to know to succeed in affiliate marketing. Whether you're a beginner looking to start your online business or an experienced marketer wanting to take your efforts to the next level, this guide is your roadmap to success in the world of affiliate marketing.
Dive deep into the cutting-edge strategies we're employing to revolutionize our web presence in the age of AI-driven search. As Gen Z reshapes the digital realm, discover how we can bridge the generational divide. Unlock the synergistic power of PPC, social media, and SEO, driving unparalleled revenues for our projects.
From Hope to Despair The Top 10 Reasons Businesses Ditch SEO Tactics.pptxBoston SEO Services
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Are you tired of seeing your business's online visibility plummet from hope to despair? When it comes to SEO tactics, many businesses find themselves grappling with challenges that lead them to abandon their strategies altogether. In a digital landscape that's constantly evolving, staying on top of SEO best practices is crucial to maintaining a competitive edge.
In this blog, we delve deep into the top 10 reasons why businesses ditch SEO tactics, uncovering the pain points that may resonate with you:
1. Algorithm Changes: The ever-changing algorithms can leave businesses feeling like they're chasing a moving target. Search engines like Google frequently update their algorithms to improve user experience and provide more relevant search results. However, these updates can significantly impact your website's visibility and ranking if you're not prepared.
2. Lack of Results: Investing time and resources without seeing tangible results can be disheartening. The absence of immediate results often leads businesses to lose faith in their SEO strategies. It's important to remember that SEO is a long-term game that requires patience and consistent effort.
3. Technical Challenges: From site speed issues to complex metadata implementation, technical hurdles can be daunting. Overcoming these challenges is crucial for SEO success, as technical issues can hinder your website's performance and user experience.
4. Keyword Competition: Fierce competition for top keywords can make it hard to rank effectively. Businesses often struggle to find the right balance between targeting high-traffic keywords and finding less competitive, niche keywords that can still drive significant traffic.
5. Lack of Understanding of SEO Basics: Many businesses dive into the complex world of SEO without fully grasping the fundamental principles. This lack of understanding can lead to several issues:
Keyword Awareness: Failing to recognize the importance of keyword research and targeting the right keywords in content.
On-Page Optimization: Ignorance regarding crucial on-page elements such as meta tags, headers, and content structure.
Technical SEO Best Practices: Overlooking essential aspects like site speed, mobile responsiveness, and crawlability.
Backlinks: Not understanding the value of high-quality backlinks from reputable sources.
Analytics: Failing to track and analyze data prevents businesses from optimizing their SEO efforts effectively.
6. Unrealistic Expectations and Timeframe: Entrepreneurs often fall prey to the allure of quick fixes and overnight success. Unrealistic expectations can overshadow the reality of the time and effort needed to see tangible results in the highly competitive digital landscape. SEO is a long-term strategy, and setting realistic goals is crucial for success.
#SEO #DigitalMarketing #BusinessGrowth #OnlineVisibility #SEOChallenges #BostonSEO
Boost Your Instagram Views Instantly Proven Free Strategies.pptxInstBlast Marketing
Join Performance Car Exclusive to drive the finest supercars, engineered with advanced materials and cutting-edge technology for peak performance.
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Design an eye-catching and inviting booth
Incorporate interactive elements that engage visitors
Use effective branding and visuals to reinforce your message
Plan your booth layout for maximum traffic flow
Implement technology to enhance the visitor experience
Create memorable experiences that leave a lasting impression
Transform your trade show presence with these proven tactics and ensure your booth stands out from the competition. Download the PDF now and start planning your next successful exhibit!
Unlock the secrets to enhancing your digital presence with our masterclass on mastering online visibility. Learn actionable strategies to boost your brand, optimize your social media, and leverage SEO. Transform your online footprint into a powerful tool for growth and engagement.
Key Takeaways:
1. Effective techniques to increase your brand's visibility across various online platforms.
2. Strategies for optimizing social media profiles and content to maximize reach and engagement.
3. Insights into leveraging SEO best practices to improve search engine rankings and drive organic traffic.
Mastering Local SEO for Service Businesses in the AI Era"" is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
2. • marketing operates in a complex and changing
environment.
• Other actors in this environment(suppliers,
intermediaries, customers, competitors, publics,
and others) may work with or against the company.
Major environmental forces (demographic,
economic, natural, technological, political, and
cultural) shape marketing opportunities, pose
threats, and affect the company’s ability to engage
customers and build customer relationships.
To develop effective marketing strategies, a
company must first understand the environment in
which marketing operates.
3. A Company’s Marketing Environment
Marketing Environment: the actors and
forces outside marketing that affect
marketing management’s ability to build
and maintain successful relationships with
target customers.
4. The Microenvironment and
Macroenvironment
Microenvironment:
• The actors close to the company that affect its ability to
serve its customers— the company, suppliers,
marketing intermediaries, customer markets,
competitors, and publics.
Macroenvironment:
• The larger societal forces that affect the
microenvironment—demographic, economic, natural,
technological, political, and cultural forces.
5. The Microenvironment
• What is marketing management job?
• Marketing management’s job is to build relationships
with customers by creating customer value and
satisfaction. marketing managers cannot do this alone.
Marketing success requires building relationships with
other company departments, suppliers, marketing
intermediaries, competitors, various publics, and
customers, which combine to make up the company’s
value delivery network.
7. The Company:
• In designing marketing plans, marketing management
takes other company groups into account—groups such
as top management, finance, research and development
(R&D), purchasing, operations, human resources, and
accounting. All of these interrelated groups form the
internal environment.
• Top management sets the company’s mission, objectives,
broad strategies, and policies. Marketing managers make
decisions within these broader strategies and plans. Then,
marketing managers must work closely with other
company departments. With marketing taking the lead,
all departments—from manufacturing and finance to
legal and human resources—share the responsibility for
understanding customer needs and creating customer
value.
8. Suppliers :-
• Suppliers form an important link in the company’s
overall customer value delivery network.
• They provide the resources needed by the
company to produce its goods and services.
Supplier problems can seriously affect marketing.
Marketing managers must watch supply
availability and costs. Supply shortages or delays,
can cost sales in the short run and damage
customer satisfaction in the long run.
• Rising supply costs may force price increases that
can harm the company’s sales volume.
9. Marketing Intermediaries:
• Firms that help the company to promote, sell,
and distribute its goods to final buyers.
• They include resellers, physical distribution firms,
marketing services agencies, and financial
intermediaries.
• Resellers : are distribution channel firms that
help the company find customers or make sales
to them. These include wholesalers and retailers
that buy and resell goods.
10. • Physical distribution firms: help the company
stock and move goods from their points of origin
to their destinations.
• Marketing services agencies: are the marketing
research firms, advertising agencies, media firms,
and marketing consulting firms. that help the
company target and promote its products to the
right markets.
• Financial intermediaries: include banks, credit
companies, insurance companies, and other
businesses that help finance transactions or
insure against the risks associated with the
buying and selling of goods.
11. Competitors:
• The marketing concept states that: to be
successful, a company must provide greater
customer value and satisfaction than its
competitors do. Thus, marketers must do more
than simply adapt to the needs of target
consumers. They also 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. Each firm should consider its
own size and industry position compared with
those of its competitors
12. Publics :
• Any group has an actual or potential interest in or
impact on an organization’s ability to achieve its
objectives. We can identify seven types of
publics:
• Financial publics: This group influences the
company’s ability to obtain funds. Banks,
investment analyst , and stockholders are the
major financial publics.
• Media publics: This group carries news, features,
editorial opinions, and other content. It includes
television stations, newspapers, magazines, and
blogs and other social media.
13. • Government publics: Management must take
government developments into account.
Marketers must often consult the company’s
lawyers on issues of product safety, truth in
advertising, and other matters.
• Citizen-action publics: A company’s marketing
decisions may be questioned by consumer
organizations, environmental groups, minority
groups, and others. Its public relations department
can help it stay in touch with consumer and citizen
groups.
14. • Internal publics: This group includes workers, managers,
volunteers, and the board of directors. Large companies
use newsletters and other means to inform and motivate
their internal publics. When employees feel good about
the companies they work for, this positive attitude spills
over to the external publics.
• General public: A company needs to be concerned
about the general public’s attitude toward its products
and activities. The public’s image of the company affects
its buying behavior.
• Local publics: This group includes local community
residents and organizations. Large companies usually
work to become responsible members of the local
communities in which they operate.
15. Customers
• Customers are the most important actors in the company’s
microenvironment. The aim of the entire value delivery
network is to engage target customers and create strong
relationships with them.
• The company might target any or all of five types of customer
markets.
1. Consumer markets: consist of individuals and households that
buy goods and services for personal consumption.
2. Business markets: buy goods and services for further
processing or use in their production processes.
3. reseller markets: buy goods and services to resell at a profit.
4. Government markets: consist of government agencies that
buy goods and services to produce public services or transfer
the goods and services to others who need them.
5. international markets: consist of these buyers in other
countries, including consumers, producers, resellers, and
governments.
16. The Macroenvironment
• The company and all of the other actors
operate in a larger macroenvironment of
forces that shape opportunities and pose
threats to the company.
18. Demographic Environment
• Demography is the study of human populations in
terms of size, density, location, age, gender, race,
occupation, and other statistics.
• Changes in the world demographic environment
have major implications for business. Thus marketers
keep a close eye on demographic trends and
developments in their markets. They analyze
changing age and family structures, geographic
population shifts, educational characteristics, and
population diversity.
19. The Economic Environment
• The economic environment consists of economic
factors that affect consumer purchasing power and
spending patterns.
• consumers have now adopted a back-to-basics in
their lifestyles and spending patterns that will likely
persist for years to come. They are buying less and
looking for greater value in the things they do buy.
• value marketing has become the watchword for
many marketers. Marketers in all industries are
looking for ways to offer more financially frugal
buyers greater value—just the right combination of
product quality and good service at a fair price.
20. The Natural and Technological
Environments
The Natural Environment
• 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, unexpected happenings in the
physical environment (anything from weather to
natural disasters) can affect companies and their
marketing strategies.
Natural environment:
• The physical environment and the natural resources
that are needed as inputs by marketers or that are
affected by marketing activities.
21. • Concern for the natural environment has
generated an environmental sustainability
movement. Today, enlightened companies go
beyond what government regulations dictate.
They are developing strategies and practices that
create a world economy that the planet can
support indefinitely. Environmental sustainability
means meeting present needs without
compromising the ability of future generations to
meet their needs.
• environmental sustainability :
Developing strategies and practices that create a
world economy that the planet can support
indefinitely.
22. The Technological Environment
technological environment:
• Forces that create new technologies, creating new
product and market opportunities.
• The technological environment changes rapidly,
creating new markets and opportunities. However,
every new technology replaces an older technology.
marketers should watch the technological
environment closely. Companies that do not keep up
will soon find their products outdated. If that
happens, they will miss new product and market
opportunities.
23. The Political–Social and Cultural Environments
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.
• Legislation regulating business is intended to protect:
1. companies from each other
2. consumers from unfair business practices
3. the interests of society against unrestrained
business behaviour
24. The Cultural Environment:
• A cultural environment is a set of beliefs , value,
practices, customs and behaviors that are found to be
common to everyone that is living within a certain
population. that people use to understand and explain
their physical and social environment.
• Institutions and other forces that affect society’s basic
values, perceptions, preferences, and behaviors.
• People grow up in a particular society that shapes their
basic beliefs and values.
• The following cultural characteristics can affect
marketing decision making :-
25. The Persistence of Cultural Values:
o People in a given society hold many beliefs and
values :
1- core beliefs and values have a high degree of
persistence. These beliefs shape more specific
attitudes and behaviors found in everyday life.
• Core beliefs and values are passed on from
parents to children and are reinforced by schools,
businesses, religious institutions, and
government.
• For example, most Americans believe in individual
freedom, hard work, getting married, and achievement
and success.
26. 2- Secondary beliefs and values: are more open to
change.
• Believing in marriage is a core belief, believing
that people should get married early in life is a
secondary belief.
Marketers have some chance of changing
secondary values but little chance of changing
core values.
27. Shifts in Secondary Cultural Values
• Although core values are fairly persistent,
cultural swings do take place. Consider the
impact of popular music groups, movie
personalities, and other celebrities on young
people’s hairstyle and clothing norms.
• Marketers want to predict cultural shifts to
spot new opportunities or threats.
28. Responding to the Marketing
Environment
There are three kinds of companies.
1. Those who make things happen.
2. Those who watch things happen.
3. Those who wonder what’s happened.
29. 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. They analyze
environmental forces and design strategies
that will help the company avoid the threats
and take advantage of the opportunities the
environment provides.
30. Other companies take a proactive stance
toward the marketing environment. these
firms develop strategies to change the
environment. Proactive firms take aggressive
actions to affect the publics and forces in their
marketing environment.
31. • Marketing management cannot always control
environmental forces. In many cases, it must
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
Editor's Notes
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Marketers must be environmental trend trackers and opportunity seekers.
By carefully studying the environment, marketers can adapt their strategies to meet new marketplace challenges and opportunities.
By using marketing research and marketing intelligence, companies constantly watch and adapt to the changing environment—or like Microsoft, in many cases, lead those changes.
Marketing management’s job is to build relationships with customers by creating customer value and satisfaction. However, marketing managers cannot do this alone.
Figure 3.1 shows the major actors in the marketer’s microenvironment. Marketing success requires building relationships with other company departments, suppliers, marketing intermediaries, competitors, various publics, and customers, which combine to make up the company’s value delivery network.
As shown in Figure 3.2, the company and all of the other actors operate in a larger macroenvironment of forces that shape opportunities and pose threats to the company.
Even the most dominant companies can be vulnerable to the often turbulent and changing forces in the marketing environment. Some of these forces are unforeseeable and uncontrollable. Others can be predicted and handled through skillful management.
Companies that understand and adapt well to their environments can thrive. Those that don’t can face difficult times.
The demographic environment is of major interest to marketers because it involves people, and people make up markets.
Marketers keep a close eye on demographic trends and developments in their markets and analyze changing age and family structures, geographic population shifts, educational characteristics, and population diversity.
The physical environment is where individuals live, learn, work, and play. People interact with their physical environment through the air they breathe, water they drink, houses they live in, and the transportation they access to travel to work and school. Poor physical environment can affect our ability and that of our families and neighbors to live long and healthy lives.
Clean air and safe water are necessary for good health. Air pollution is associated with increased asthma rates and lung diseases, and an increase in the risk of premature death from heart or lung disease. Water contaminated with chemicals, pesticides, or other contaminants can lead to illness, infection, and increased risks of cancer.