marketing enviroment & concept lecture no.1
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INFORMATIONTECHNOLOGY
Marketing environment & concepts
Created by : Ahmed Waly
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Agenda Case study for introduction to marketing Marketing environment .Marketing concept .
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Case study for introduction to marketing
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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
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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
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Case study for introduction to marketing
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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?
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Marketing environment
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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.
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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
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custom
e
r
public
company
Intermediaries supplier competit
or
Forces that affecting a Company’s Ability to serve customer
Microenvironment
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Customermarkets
Consumer
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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.
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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.
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Forces that Shape Opportunities and Pose Threats to a Company
Demographic
Technological
Cultural
Economic
Macroenvironment
Political
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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.
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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
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MacroenvironmentA.Demographic
Changing Age StructurePopulation is getting older
Increased EducationIncreased college attendance
Geographic Shifts
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Economic
Development
Changes in income
Changesin
ConsumerSpendingPatterns
MacroenvironmentB.Economic
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Rapid Pace of Change
High Research & Develop. Budgets
Focus on Minor Improvements
Increased Regulation
MacroenvironmentC.Technological
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MacroenvironmentD.Political
Increased Legislation
Changing Enforcement of laws
Greater Concern for Ethics
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Oneself
Society
Nature
Organization
MacroenvironmentE.Cultural
Views that express values of
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Marketing concepts
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Marketing concept era
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The Production Concept
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Marketing and Sales Concepts Contrasted
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Societal Marketing Concept
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Marketing concept erathe top 30 companies in customer services
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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
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Marketing concept erathe top 30 companies in customer services
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Marketing concept eraadvanced examples
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