Principles of marketing: Lecture 9 provide students with knowledge about: marketing environment; the micro-environment; the company’s micro-environment; company’s internal environment; financial publics; media publics;... Please refer to this lesson for details!
MGT301 Principles of Marketing Lecture9 Summary of Lecture8 Marketing Process Analyzing marketing opportunities Selecting target markets Developing the marketing Mix Managing the marketing effort DemographicEconomic Environment g tin ke ol ar tr M Con Political Legal Environment Target Price Consumers Promotion Competitors Publics Im Ma pl rk em et en ing ta t io n M An ark al eti ys ng is Place Product g tin g ke in ar n M lan P Suppliers Technological Natural Environment Marketing Intermediaries Social Cultural Environment Analyzing marketing opportunities changing environment – opportunities and threats changing firm situation – relative strengths and weaknesses Fit match opportunities with firm’s objectives and resources (strengths) Market Information System The Marketing Information System Marketing managers Marketing Information System Developing information Analysis Planning Assessing information needs Internal records Marketing intelligence Implementation Marketing environment Test markets Marketing channels Competitors Control Distributing information Marketing decision support analysis Marketing research Marketing decisions and communication Publics Macroenvironment forces Selecting Target Markets Firm cannot satisfy everyone – mass marketing Segment total market – market segmentation Target markets – target marketing – niche marketing Developing the Marketing Mix Marketing Marketing Mix Mix Product Place Target Target Market Market Product Variety Quality Channels Coverage Design Assortments Features Locations Brand Name Price Packaging List Price Sizes Discounts Services Allowances Warranties Payment Period Public Relations Returns Credit Terms Direct Marketing Promotion Sales Promotion Advertising Sales Force Inventory Transport Managing the marketing effort The Company’s Microenvironment Company’s Internal Environment Company’s Internal Environment functional areas inside a company that have an impact on the marketing department’s plans. M an uf Marketing ac t ur in g ting oun Acc Top Manage ment Fi na n ce R D & Production Marketing Intermediaries help the company to promote, sell, and distribute its goods to final buyers Suppliers provide the resources needed to produce goods and services Customers five types of markets that purchase a company’s goods and services International Markets Consumer Markets Company Company Business Markets Government Markets Reseller Markets Competitors 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 Types of Publics Company l r na Inte lics Pub Financi al Publics Lo Pu ca bl l ic s al er en lic G b Pu Me Pu dia bli cs nt e m n r ve lics o G Pub Citizen Action Publics Enough for today. . Summary The Marketing Environment Demographic Company Cultural Publics Economic Suppliers Company Political Competitors Customer s Intermediaries Technological Natural The Microenvironment Company Company Suppliers Suppliers Publics Publics Forces Affecting a Forces Affecting a Company’s Ability to Company’s Ability to Serve Serve Customers Customers Competitors Competitors Intermediaries Intermediaries Customers Customers Next… The Macroenvironment Demographic Demographic Cultural Cultural Forces that Shape Forces that Shape Opportunities Opportunities and Pose Threats and Pose Threats to a Company to a Company Political Political Economic Economic Natural Natural Technological Technological MGT301 Principles of Marketing Lecture9 ... Political Economic Economic Natural Natural Technological Technological MGT301 Principles? ?of? ?Marketing Lecture? ?9 ...Summary of? ? Lecture? ?8 Marketing Process Analyzing marketing opportunities Selecting target markets... Macroenvironment larger societal forces that affect the whole microenvironment The Marketing Environment Marketing Environment consists? ?of? ?the actors and forces outside marketing that affect marketing management’s ability to develop and maintain successful relationships with its target