Marketing enviroment & concept lecture no.1
Click here to load reader
-
Upload
ahmed-waly -
Category
Business
-
view
1.040 -
download
0
Transcript of Marketing enviroment & concept lecture no.1
![Page 1: Marketing enviroment & concept lecture no.1](https://reader038.fdocuments.net/reader038/viewer/2022102323/5463ee07af795967228b4b49/html5/thumbnails/1.jpg)
INFORMATIONTECHNOLOGY
Marketing environment & concepts
Created by : Ahmed Waly
![Page 2: Marketing enviroment & concept lecture no.1](https://reader038.fdocuments.net/reader038/viewer/2022102323/5463ee07af795967228b4b49/html5/thumbnails/2.jpg)
INFORMATIONTECHNOLOGY
Agenda Case study for introduction to marketing Marketing environment .Marketing concept .
![Page 3: Marketing enviroment & concept lecture no.1](https://reader038.fdocuments.net/reader038/viewer/2022102323/5463ee07af795967228b4b49/html5/thumbnails/3.jpg)
INFORMATIONTECHNOLOGY
Case study for introduction to marketing
![Page 4: Marketing enviroment & concept lecture no.1](https://reader038.fdocuments.net/reader038/viewer/2022102323/5463ee07af795967228b4b49/html5/thumbnails/4.jpg)
INFORMATIONTECHNOLOGY
Case study for introduction to marketing
Explore the truth ( fortwo & individuality , test drive ) Budget 120000$2200 cars are sold 270000 visitor within 4 months The main consumer couples aged 20-35 years
Overview
![Page 5: Marketing enviroment & concept lecture no.1](https://reader038.fdocuments.net/reader038/viewer/2022102323/5463ee07af795967228b4b49/html5/thumbnails/5.jpg)
INFORMATIONTECHNOLOGY
Case study for introduction to marketing
Creation of demand to product & services which translate to sales
Definition of marketing
View of marketing
Old : - selling & tellingNew :- customer satisfaction
Customer value
Performance > expectation = satisfaction
![Page 6: Marketing enviroment & concept lecture no.1](https://reader038.fdocuments.net/reader038/viewer/2022102323/5463ee07af795967228b4b49/html5/thumbnails/6.jpg)
INFORMATIONTECHNOLOGY
Case study for introduction to marketing
![Page 7: Marketing enviroment & concept lecture no.1](https://reader038.fdocuments.net/reader038/viewer/2022102323/5463ee07af795967228b4b49/html5/thumbnails/7.jpg)
INFORMATIONTECHNOLOGY
Case study for introduction to marketing
Segmentation: The process of dividing a market Targeting: Involves evaluating each market segment’s attractivenessDifferentiation: Creating superior customer valuePositioning: Arranging for a product to occupy a clear place
Marketing managers must consider the following, to ensure a successful marketing strategy:
1. What customers will we serve?— What is our target market?
2. How can we best serve these customers?
— What is our value proposition?
![Page 8: Marketing enviroment & concept lecture no.1](https://reader038.fdocuments.net/reader038/viewer/2022102323/5463ee07af795967228b4b49/html5/thumbnails/8.jpg)
INFORMATIONTECHNOLOGY
Marketing environment
![Page 9: Marketing enviroment & concept lecture no.1](https://reader038.fdocuments.net/reader038/viewer/2022102323/5463ee07af795967228b4b49/html5/thumbnails/9.jpg)
INFORMATIONTECHNOLOGY
Marketing environment
Definition All the actors and forces influencing the company’s ability to transact business effectively with it’s target market
Includes Microenvironment - forces close to the
company that affect its ability to serve its customers.
Macroenvironment - larger societal forces that affect the whole microenvironment.
![Page 10: Marketing enviroment & concept lecture no.1](https://reader038.fdocuments.net/reader038/viewer/2022102323/5463ee07af795967228b4b49/html5/thumbnails/10.jpg)
INFORMATIONTECHNOLOGY
i n t e r m e d i a r i e s
s u p p l i e r
p u b l i cc u s t o m e r
C o m p e t i t o r s
Demographic
Economic
Technological
Political
Cultural
Micro
Macro
Marketing Environment
c o m p a n y
![Page 11: Marketing enviroment & concept lecture no.1](https://reader038.fdocuments.net/reader038/viewer/2022102323/5463ee07af795967228b4b49/html5/thumbnails/11.jpg)
INFORMATIONTECHNOLOGY
custom
e
r
public
company
Intermediaries supplier competit
or
Forces that affecting a Company’s Ability to serve customer
Microenvironment
![Page 12: Marketing enviroment & concept lecture no.1](https://reader038.fdocuments.net/reader038/viewer/2022102323/5463ee07af795967228b4b49/html5/thumbnails/12.jpg)
INFORMATIONTECHNOLOGY
Customermarkets
Consumer
![Page 13: Marketing enviroment & concept lecture no.1](https://reader038.fdocuments.net/reader038/viewer/2022102323/5463ee07af795967228b4b49/html5/thumbnails/13.jpg)
INFORMATIONTECHNOLOGY
The Company’s MicroenvironmentCompany’s Internal Environment- functional areas such as top management, finance, and manufacturing, etc.
Suppliers - provide the resources needed to produce goods and services.
Marketing Intermediaries - help the company to promote, sell, and distribute its goods to final buyers.
![Page 14: Marketing enviroment & concept lecture no.1](https://reader038.fdocuments.net/reader038/viewer/2022102323/5463ee07af795967228b4b49/html5/thumbnails/14.jpg)
INFORMATIONTECHNOLOGY
The Company’s MicroenvironmentCompetitors - those who serve a target market with similar products and services.
Publics - any group that perceives itself having an interest in a company’s ability to achieve its objectives
Customers - five types of markets that purchase a company’s goods and services.
![Page 15: Marketing enviroment & concept lecture no.1](https://reader038.fdocuments.net/reader038/viewer/2022102323/5463ee07af795967228b4b49/html5/thumbnails/15.jpg)
INFORMATIONTECHNOLOGY
Forces that Shape Opportunities and Pose Threats to a Company
Demographic
Technological
Cultural
Economic
Macroenvironment
Political
![Page 16: Marketing enviroment & concept lecture no.1](https://reader038.fdocuments.net/reader038/viewer/2022102323/5463ee07af795967228b4b49/html5/thumbnails/16.jpg)
INFORMATIONTECHNOLOGY
The Company’s Macroenvironment
Demographic - monitors population in terms of age, sex, race, occupation, location and other statistics.
Economic - factors that affect consumer buying power and patterns.
Technological - forces that create new product and market opportunities.
![Page 17: Marketing enviroment & concept lecture no.1](https://reader038.fdocuments.net/reader038/viewer/2022102323/5463ee07af795967228b4b49/html5/thumbnails/17.jpg)
INFORMATIONTECHNOLOGY
The Company’s MacroenvironmentPolitical - laws, agencies and groups that influence or limit marketing actions.
Cultural - forces that affect a society’s basic values, perceptions, preferences, and behaviors
![Page 18: Marketing enviroment & concept lecture no.1](https://reader038.fdocuments.net/reader038/viewer/2022102323/5463ee07af795967228b4b49/html5/thumbnails/18.jpg)
INFORMATIONTECHNOLOGY
MacroenvironmentA.Demographic
Changing Age StructurePopulation is getting older
Increased EducationIncreased college attendance
Geographic Shifts
![Page 19: Marketing enviroment & concept lecture no.1](https://reader038.fdocuments.net/reader038/viewer/2022102323/5463ee07af795967228b4b49/html5/thumbnails/19.jpg)
INFORMATIONTECHNOLOGY
Economic
Development
Changes in income
Changesin
ConsumerSpendingPatterns
MacroenvironmentB.Economic
![Page 20: Marketing enviroment & concept lecture no.1](https://reader038.fdocuments.net/reader038/viewer/2022102323/5463ee07af795967228b4b49/html5/thumbnails/20.jpg)
INFORMATIONTECHNOLOGY
Rapid Pace of Change
High Research & Develop. Budgets
Focus on Minor Improvements
Increased Regulation
MacroenvironmentC.Technological
![Page 21: Marketing enviroment & concept lecture no.1](https://reader038.fdocuments.net/reader038/viewer/2022102323/5463ee07af795967228b4b49/html5/thumbnails/21.jpg)
INFORMATIONTECHNOLOGY
MacroenvironmentD.Political
Increased Legislation
Changing Enforcement of laws
Greater Concern for Ethics
![Page 22: Marketing enviroment & concept lecture no.1](https://reader038.fdocuments.net/reader038/viewer/2022102323/5463ee07af795967228b4b49/html5/thumbnails/22.jpg)
INFORMATIONTECHNOLOGY
Oneself
Society
Nature
Organization
MacroenvironmentE.Cultural
Views that express values of
![Page 23: Marketing enviroment & concept lecture no.1](https://reader038.fdocuments.net/reader038/viewer/2022102323/5463ee07af795967228b4b49/html5/thumbnails/23.jpg)
INFORMATIONTECHNOLOGY
Marketing concepts
![Page 24: Marketing enviroment & concept lecture no.1](https://reader038.fdocuments.net/reader038/viewer/2022102323/5463ee07af795967228b4b49/html5/thumbnails/24.jpg)
INFORMATIONTECHNOLOGY
Marketing concept era
![Page 25: Marketing enviroment & concept lecture no.1](https://reader038.fdocuments.net/reader038/viewer/2022102323/5463ee07af795967228b4b49/html5/thumbnails/25.jpg)
INFORMATIONTECHNOLOGY
The Production Concept
![Page 26: Marketing enviroment & concept lecture no.1](https://reader038.fdocuments.net/reader038/viewer/2022102323/5463ee07af795967228b4b49/html5/thumbnails/26.jpg)
INFORMATIONTECHNOLOGY
Marketing and Sales Concepts Contrasted
![Page 27: Marketing enviroment & concept lecture no.1](https://reader038.fdocuments.net/reader038/viewer/2022102323/5463ee07af795967228b4b49/html5/thumbnails/27.jpg)
INFORMATIONTECHNOLOGY
Societal Marketing Concept
![Page 28: Marketing enviroment & concept lecture no.1](https://reader038.fdocuments.net/reader038/viewer/2022102323/5463ee07af795967228b4b49/html5/thumbnails/28.jpg)
INFORMATIONTECHNOLOGY
Marketing concept erathe top 30 companies in customer services
![Page 29: Marketing enviroment & concept lecture no.1](https://reader038.fdocuments.net/reader038/viewer/2022102323/5463ee07af795967228b4b49/html5/thumbnails/29.jpg)
INFORMATIONTECHNOLOGY
Marketing concept erathe top 10 companies in sales
2012 2011 Brand 1 1 Coca-cola
2 8 Apple
3 2 IBM
4 4 Google
5 3 Microsoft
6 5 GE
7 6 Macdonalds
8 7 Intel
9 17 Samsung
10 11 Toyota
![Page 30: Marketing enviroment & concept lecture no.1](https://reader038.fdocuments.net/reader038/viewer/2022102323/5463ee07af795967228b4b49/html5/thumbnails/30.jpg)
INFORMATIONTECHNOLOGY
Marketing concept erathe top 30 companies in customer services
![Page 31: Marketing enviroment & concept lecture no.1](https://reader038.fdocuments.net/reader038/viewer/2022102323/5463ee07af795967228b4b49/html5/thumbnails/31.jpg)
INFORMATIONTECHNOLOGY
Marketing concept eraadvanced examples
![Page 32: Marketing enviroment & concept lecture no.1](https://reader038.fdocuments.net/reader038/viewer/2022102323/5463ee07af795967228b4b49/html5/thumbnails/32.jpg)
INFORMATIONTECHNOLOGY