Download - AB 219 Marketing Unit Two
![Page 1: AB 219 Marketing Unit Two](https://reader035.vdocuments.us/reader035/viewer/2022062721/56813830550346895d9fdd06/html5/thumbnails/1.jpg)
AB 219 Marketing Unit Two
The Marketing Environment and Marketing Research
Note: This seminar will be recorded by the instructor.
![Page 2: AB 219 Marketing Unit Two](https://reader035.vdocuments.us/reader035/viewer/2022062721/56813830550346895d9fdd06/html5/thumbnails/2.jpg)
Agenda
• Assignment• Quiz questions• Discussion-questions• Final Project Brand Choice• Review Unit 1• Unit 2
![Page 3: AB 219 Marketing Unit Two](https://reader035.vdocuments.us/reader035/viewer/2022062721/56813830550346895d9fdd06/html5/thumbnails/3.jpg)
What is Marketing?
• Kotler: “Marketing is the process by which companies create value for customers and build strong customer relationships in order to capture value from customers in return.” (Kotler, 2010)
![Page 4: AB 219 Marketing Unit Two](https://reader035.vdocuments.us/reader035/viewer/2022062721/56813830550346895d9fdd06/html5/thumbnails/4.jpg)
The Marketing Mix and Environment
![Page 5: AB 219 Marketing Unit Two](https://reader035.vdocuments.us/reader035/viewer/2022062721/56813830550346895d9fdd06/html5/thumbnails/5.jpg)
Microenvironmental Actors
• The organization itself• Suppliers• Marketing Intermediaries• Competitors• Publics• Customers
![Page 6: AB 219 Marketing Unit Two](https://reader035.vdocuments.us/reader035/viewer/2022062721/56813830550346895d9fdd06/html5/thumbnails/6.jpg)
The Firm or Organization
• Marketing impacts many areas of an organization
• Different functional areas and their capabilities go into marketing planning
• All areas must realize the need to help in marketing efforts
![Page 7: AB 219 Marketing Unit Two](https://reader035.vdocuments.us/reader035/viewer/2022062721/56813830550346895d9fdd06/html5/thumbnails/7.jpg)
Suppliers
• Provide the materials and resources that organizations use to provide product
• Resources must be provided in a timely way at a cost and quality level required for the product.
![Page 8: AB 219 Marketing Unit Two](https://reader035.vdocuments.us/reader035/viewer/2022062721/56813830550346895d9fdd06/html5/thumbnails/8.jpg)
Marketing Intermediaries
• Assist the organization getting products to consumers
• Can be involved in a number of area, including physical distribution, financing, marketing services and reselling
• Importance of developing strong relationships
![Page 9: AB 219 Marketing Unit Two](https://reader035.vdocuments.us/reader035/viewer/2022062721/56813830550346895d9fdd06/html5/thumbnails/9.jpg)
Competitors
• Almost no one is free of competition
• Need to monitor competitive actions
• Need to develop a systematic approach to competitive evaluation
![Page 10: AB 219 Marketing Unit Two](https://reader035.vdocuments.us/reader035/viewer/2022062721/56813830550346895d9fdd06/html5/thumbnails/10.jpg)
Publics
• Many times referred to as stakeholders
• Involve any group that may impact the development of an organization’s strategies
• This is the reason why companies often need to be actively engaged in public relations
![Page 11: AB 219 Marketing Unit Two](https://reader035.vdocuments.us/reader035/viewer/2022062721/56813830550346895d9fdd06/html5/thumbnails/11.jpg)
Customers
• The entire rationale for an organization’s existence
• For most companies, this actor represents its sole source of revenue
• There is a need to establish long-term relationships with this group
![Page 12: AB 219 Marketing Unit Two](https://reader035.vdocuments.us/reader035/viewer/2022062721/56813830550346895d9fdd06/html5/thumbnails/12.jpg)
The Macroenvironment
• Demographic environment• Economic environment• Natural environment• Technological environment• Political environment• Cultural environment
• Businesses are impacted by ALL of these forces.
![Page 13: AB 219 Marketing Unit Two](https://reader035.vdocuments.us/reader035/viewer/2022062721/56813830550346895d9fdd06/html5/thumbnails/13.jpg)
Demographic Environment
• Demographics can differ significantly between markets
• Looks at:-Aging of the population-Changes in family structures-How the population shifts geographically-Higher levels of education-Increased or decreased diversity
![Page 14: AB 219 Marketing Unit Two](https://reader035.vdocuments.us/reader035/viewer/2022062721/56813830550346895d9fdd06/html5/thumbnails/14.jpg)
Economic Environment
• Buying Power
disposable income
discretionary income
• Willingness to spend
• Economic conditions and business cycle
recession vs. expansion
![Page 15: AB 219 Marketing Unit Two](https://reader035.vdocuments.us/reader035/viewer/2022062721/56813830550346895d9fdd06/html5/thumbnails/15.jpg)
Natural Environment
• Looks at the raw resources and natural world conditions that help or hinder the firm
• Raw resources used in products may be in short supply or what is supplied may be in surplus
• Things like climate, natural disasters and man-made disasters can impact the organization
![Page 16: AB 219 Marketing Unit Two](https://reader035.vdocuments.us/reader035/viewer/2022062721/56813830550346895d9fdd06/html5/thumbnails/16.jpg)
Technological Forces
• Technology – the application of knowledge and tools to solve problems and perform tasks more efficiently.
-most dramatic force today-enables market fragmentation-Not always digital and computer technology
![Page 17: AB 219 Marketing Unit Two](https://reader035.vdocuments.us/reader035/viewer/2022062721/56813830550346895d9fdd06/html5/thumbnails/17.jpg)
Political Environment
• Political forces may include working with politicians, public interest groups, unions, political groups.
• It also includes obeying laws and regulations that governments might enact
• Depending on the size of the organization, it may need to consider the local, county, state, national and international political environment
![Page 18: AB 219 Marketing Unit Two](https://reader035.vdocuments.us/reader035/viewer/2022062721/56813830550346895d9fdd06/html5/thumbnails/18.jpg)
Cultural Environment
• Overall, a way of life• Cultures have core and secondary beliefs and values• Includes:
-How people view themselves-How people view others-How people view organizations and other structures in society
-How people view nature and the universe
![Page 19: AB 219 Marketing Unit Two](https://reader035.vdocuments.us/reader035/viewer/2022062721/56813830550346895d9fdd06/html5/thumbnails/19.jpg)
The importance of marketing research
• Enables marketers to understand consumers and meet their needs
• Is the connection between marketers and consumers in many ways
![Page 20: AB 219 Marketing Unit Two](https://reader035.vdocuments.us/reader035/viewer/2022062721/56813830550346895d9fdd06/html5/thumbnails/20.jpg)
Marketing Research Process
• Defining the problem• Designing the research plan• Collecting data• Interpreting the findings from the data• Reporting findings in a timely manner
![Page 21: AB 219 Marketing Unit Two](https://reader035.vdocuments.us/reader035/viewer/2022062721/56813830550346895d9fdd06/html5/thumbnails/21.jpg)
Secondary Data
• Advantages
readily available
less expensive
less time consuming
Excellent source:
http://www.census.gov/
• DisadvantagesMay be old
May not be in form required
May be incorrect
![Page 22: AB 219 Marketing Unit Two](https://reader035.vdocuments.us/reader035/viewer/2022062721/56813830550346895d9fdd06/html5/thumbnails/22.jpg)
Primary Data Collection Approaches
• Observation• Survey• Experiment
Need to Assure Reliability and Validity as much as possible
![Page 23: AB 219 Marketing Unit Two](https://reader035.vdocuments.us/reader035/viewer/2022062721/56813830550346895d9fdd06/html5/thumbnails/23.jpg)
Sampling – from a population
• Probability – random, stratified, cluster sampling• Non probability – quota, convenience, judgment• Census- a complete count of the population
![Page 24: AB 219 Marketing Unit Two](https://reader035.vdocuments.us/reader035/viewer/2022062721/56813830550346895d9fdd06/html5/thumbnails/24.jpg)
Basic Contact Methods
• Mail• Telephone• Online• Personal Interview
Questionnaire Construction – open ended vs. closed ended
![Page 25: AB 219 Marketing Unit Two](https://reader035.vdocuments.us/reader035/viewer/2022062721/56813830550346895d9fdd06/html5/thumbnails/25.jpg)
Any Questions?
Thank you for attending!
See you next week!