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The Marketing EnvironmentThe Marketing Environment
and How Social Mediaand How Social Media
Effects ItEffects It
By: Nathan HendersonBy: Nathan Henderson
P.E.S.T.L.P.E.S.T.L.
 Political- Gov’t regulations/rules that rules how businessesPolitical- Gov’t regulations/rules that rules how businesses
sell and marketsell and market
 Economy- Factors in economy that effect the market andEconomy- Factors in economy that effect the market and
it’s buisnessesit’s buisnesses
 Social- Influences from/on peersSocial- Influences from/on peers
 Technology- Pushing product/getting feedbackTechnology- Pushing product/getting feedback
 Legal- Laws/regulations that effect business operation inLegal- Laws/regulations that effect business operation in
home country and foreign exchangeshome country and foreign exchanges
Understanding The MarketUnderstanding The Market
 Consumer Behavior- Why consumersConsumer Behavior- Why consumers
buy products, and how they buybuy products, and how they buy
themthem
 Market Research- Understanding theMarket Research- Understanding the
reasons why sales are up/down.reasons why sales are up/down.
Finding the corrective action.Finding the corrective action.
 Global Marketing- Different productsGlobal Marketing- Different products
are sold/marketed better in differentare sold/marketed better in different
regionsregions
Target Market 4P’sTarget Market 4P’s
 ProductProduct
 Price ~ ValuePrice ~ Value
 Place ~ DistributingPlace ~ Distributing
 Promotion ~ CommunicationPromotion ~ Communication
Different Types of PlanningDifferent Types of Planning
 Strategic Planning- the process of determining anStrategic Planning- the process of determining an
organization’s primary objectives and taking theorganization’s primary objectives and taking the
proper course of actionproper course of action
 Tactical Planning- guides the implement action ofTactical Planning- guides the implement action of
activities specified in the strategic planactivities specified in the strategic plan
 S.W.O.T Analysis- Strengths, Weaknesses,S.W.O.T Analysis- Strengths, Weaknesses,
Opportunities, ThreatsOpportunities, Threats
Social MediaSocial Media
 Software or technology that allowsSoftware or technology that allows
users access information instantlyusers access information instantly
 Users can build, integrate aUsers can build, integrate a
community interaction among userscommunity interaction among users
Social Media ToolsSocial Media Tools
 Social Media Tool- Enables users to communicateSocial Media Tool- Enables users to communicate
with each other onlinewith each other online
 Social News Sites- Posting news items or links toSocial News Sites- Posting news items or links to
outside articles on storiesoutside articles on stories
 Social Media Networking Sites- Websites thatSocial Media Networking Sites- Websites that
provide virtual communitiesprovide virtual communities
• Share daily activitiesShare daily activities
• Post opinions on various topicsPost opinions on various topics
• Increase their circle of online friendsIncrease their circle of online friends
Types of MarketingTypes of Marketing
 E-Marketing- Strategic process ofE-Marketing- Strategic process of
creating, distributing, promoting andcreating, distributing, promoting and
pricing goodspricing goods
 Interactive- Buyer/sellerInteractive- Buyer/seller
communication through channelscommunication through channels
such as the internetsuch as the internet
 Integrated- Co-ordination of allIntegrated- Co-ordination of all
promotional activities to have apromotional activities to have a
customer focused messagecustomer focused message
Increasing Web UsageIncreasing Web Usage
 Social medias is the biggest changeSocial medias is the biggest change
in the Industrial Revolutionin the Industrial Revolution
 80% of companies use social media80% of companies use social media
for recruitmentfor recruitment
 EBooks out sold paper booksEBooks out sold paper books
 Youtube is the largest search engineYoutube is the largest search engine
Social Media and DemographySocial Media and Demography
 Social media takes pools of its usersSocial media takes pools of its users
and data or culture tastes andand data or culture tastes and
influencesinfluences
 Cultural Influences- Values/BeliefsCultural Influences- Values/Beliefs
 The broadest environmentalThe broadest environmental
determinant of behaviordeterminant of behavior

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The Marketing Environment

  • 1. The Marketing EnvironmentThe Marketing Environment and How Social Mediaand How Social Media Effects ItEffects It By: Nathan HendersonBy: Nathan Henderson
  • 2. P.E.S.T.L.P.E.S.T.L.  Political- Gov’t regulations/rules that rules how businessesPolitical- Gov’t regulations/rules that rules how businesses sell and marketsell and market  Economy- Factors in economy that effect the market andEconomy- Factors in economy that effect the market and it’s buisnessesit’s buisnesses  Social- Influences from/on peersSocial- Influences from/on peers  Technology- Pushing product/getting feedbackTechnology- Pushing product/getting feedback  Legal- Laws/regulations that effect business operation inLegal- Laws/regulations that effect business operation in home country and foreign exchangeshome country and foreign exchanges
  • 3. Understanding The MarketUnderstanding The Market  Consumer Behavior- Why consumersConsumer Behavior- Why consumers buy products, and how they buybuy products, and how they buy themthem  Market Research- Understanding theMarket Research- Understanding the reasons why sales are up/down.reasons why sales are up/down. Finding the corrective action.Finding the corrective action.  Global Marketing- Different productsGlobal Marketing- Different products are sold/marketed better in differentare sold/marketed better in different regionsregions
  • 4. Target Market 4P’sTarget Market 4P’s  ProductProduct  Price ~ ValuePrice ~ Value  Place ~ DistributingPlace ~ Distributing  Promotion ~ CommunicationPromotion ~ Communication
  • 5. Different Types of PlanningDifferent Types of Planning  Strategic Planning- the process of determining anStrategic Planning- the process of determining an organization’s primary objectives and taking theorganization’s primary objectives and taking the proper course of actionproper course of action  Tactical Planning- guides the implement action ofTactical Planning- guides the implement action of activities specified in the strategic planactivities specified in the strategic plan  S.W.O.T Analysis- Strengths, Weaknesses,S.W.O.T Analysis- Strengths, Weaknesses, Opportunities, ThreatsOpportunities, Threats
  • 6. Social MediaSocial Media  Software or technology that allowsSoftware or technology that allows users access information instantlyusers access information instantly  Users can build, integrate aUsers can build, integrate a community interaction among userscommunity interaction among users
  • 7. Social Media ToolsSocial Media Tools  Social Media Tool- Enables users to communicateSocial Media Tool- Enables users to communicate with each other onlinewith each other online  Social News Sites- Posting news items or links toSocial News Sites- Posting news items or links to outside articles on storiesoutside articles on stories  Social Media Networking Sites- Websites thatSocial Media Networking Sites- Websites that provide virtual communitiesprovide virtual communities • Share daily activitiesShare daily activities • Post opinions on various topicsPost opinions on various topics • Increase their circle of online friendsIncrease their circle of online friends
  • 8. Types of MarketingTypes of Marketing  E-Marketing- Strategic process ofE-Marketing- Strategic process of creating, distributing, promoting andcreating, distributing, promoting and pricing goodspricing goods  Interactive- Buyer/sellerInteractive- Buyer/seller communication through channelscommunication through channels such as the internetsuch as the internet  Integrated- Co-ordination of allIntegrated- Co-ordination of all promotional activities to have apromotional activities to have a customer focused messagecustomer focused message
  • 9. Increasing Web UsageIncreasing Web Usage  Social medias is the biggest changeSocial medias is the biggest change in the Industrial Revolutionin the Industrial Revolution  80% of companies use social media80% of companies use social media for recruitmentfor recruitment  EBooks out sold paper booksEBooks out sold paper books  Youtube is the largest search engineYoutube is the largest search engine
  • 10. Social Media and DemographySocial Media and Demography  Social media takes pools of its usersSocial media takes pools of its users and data or culture tastes andand data or culture tastes and influencesinfluences  Cultural Influences- Values/BeliefsCultural Influences- Values/Beliefs  The broadest environmentalThe broadest environmental determinant of behaviordeterminant of behavior