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7/25/2019 Unit 2 Marketing Process and Environment.pptx
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Unit 2
Marketing Process and
Environment
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Marketing Process:
It has two major dimension Targeting
customers and developing marketing mix.
Targeting Customers: Marketing process starts
by identifying the target customers. The
process begins by identifying the totalmarkets, dividing the total market in to market
segments, selecting the most profitable
segments, focusing and serving these segmentswith the well designed marketing mix.
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The marketing process is associated will these activities and
responsibilities of the marketer. It means the continuous flow
of goods from production point the consumption point.
According to Philip Kotler:
1. Analyzing marketing opportunities:
hange in technology, increasing consumer!s purchasing
power, social and cultural dynamism.
".Developing marketing strategies
The marketing managers need to develop the segmentation,
targeting and positioning strategies. #eveloping strategies for
competitive advantages.
$.Planning marketing programs
%.Managing the marketing efforts.
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Concentration: & 'n the basis of customerneeds and wants only the right product can be
created( )nalysis of marketing environment
)nalysis of marketing opportunities
Identification of target market Identification of customer needs and wants
*roduction of desired goods and services.
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Equalization: ()fter the suitableproducts are produced but before that are
distributed to the target market, the marketer
has to correctly examine whether the product
does match to the customer needs and wants.(
Matching product with needs and wants Matching supply with demand
#evelop a marketing program
*erform marketing activities
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Dispersion: ( )fter the desired goods and servicesare produced and information regarding the demand
position is analy+ed, the goods become ready for physicaldistribution(
Movement of goods and services from product centers to
consumption centers
Involvement of marketing intermediaries
*erform marketing activities
Transfer of ownership from seller to buyer
eed satisfaction
Feed Back: -ollowup
/valuation of markets
Marketing control
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Marketing MixProduct Price Promotion Place
0uality 1evel )dvertising #istribution channels
-eatures andbenefits
#iscounts *ersonalselling
#istributioncoverage
2tyle )llowances 2alespromotion
'utlet locations
3rand name *ayment terms *ublicity 2ales territories
*ackaging 4eturns Investorrelations
Inventory locations
5arranty Tradeshows Transportationcenters
2ervice level
2upportingservices
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Developing the MarketingMix
Marketing mix is the set of marketing tools to achieve theorganizational goals.
1. Product Mix: It includes decision relating to hat to o!er tothe target customers.
.
Product planning and development.Product line and product mix
.Product "ualit#
.$ariet#
.Design % size& looks& color& eight etc '
.(eatures % )okia o!ering di!erent com*ination of features.+randing % name& logo& color& slogan '
.Packaging and la*eling
.,arrant# & after sales service
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2. Place or distribution mix: Placedecision mainl# involve ho to
manage the -o of products fromthe factor# to the market.
hannel selection / channel
motivationhannel con-ict management
Ph#sical distri*ution % It involves
e0cient management oftransportation& arehousing&inventor# management& material
handling& order processing and
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1. Price mix: The price mix decisions includesanalysis of competitors prices, formulation of
pricing objectives, setting the base price anddetermining terms and conditions of sales etc.
ompetitors price analysis
*ricing objectives *rice setting
onditions of sales
#iscounts, allowances and commission
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. Promotion mix: 6ere identify and explain thekey activities conducted under the promotion mix of
marketing. )dvertising & Television, audio, video paper etc (
*ersonal selling & sales through sales persons (
2ales promotion & sample, premium, contests,
demonstration, coupons, special displays, price reductionon temporary basis (
*ublic relation & press, government, customers and
society (
#irect marketing & door to door selling, mailorder
marketing, telephone marketing, television marketing, on
line marketing, etc (
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Marketing Environment:
/nvironment consists of surroundings or forces influencing
growth or development. Marketing environment is the totalityof forces that effect on the marketing decision and the
attainment of the marketing goal. The marketing environment
is more important to management today than ever before. This
is both because the rate of environmental change has increase
and because there are more type of important environmental
changes. It is the source of not only challenges to the
management it is also the strong source of opportunities. )
marketer identifies business opportunities from among the
marketing environmental force. Marketing plans policies andstrategies are affected by the set of environmental forces
including both internal and external, the combination of these
forces is known as marketing environment.
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Internal Environment: It located ithin the organization
Production facilities: If the company is a producer, it must have ade7uate
production facilities on the basis of changing demand and need of customers. Financial capability: ) marketing company re7uires ade7uate finance to run
it smoothly.
Human resources: It consists of technical and nontechnical manpower. -or
smooth functioning of the company skilled manpower is re7uired.
Company location: 2uccess of a company, to a large extent, depends uponthe selection of a right or proper location.
R. And capability: *roducts once developed and introduced may not fulfill
the needs and wants of the target market.
Company image: ompan# image is the position of the
compan# in the market or the nature of market response.onsumer3s man# easil# accept the products of thosecompanies& hich have good image in the market.
'bjectives8 resources8 structure 8
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External Environment:
Micro:
!he Firm"s Market: It may be defined in as a place where
buyers and sellers meet, goods or services are offered for sale and
ownership of goods or services is transferred. & onsumer9s
market, Industrial market, ovt. or organi+ational market (
Producer # $uppliers: It consist of individuals or organi+ations
regularly supplying the products to the marketing organi+ation forreproduction or resale purpose. 2uccess of marketing
organi+ation depends upon the regular supply of goods and
services by the suppliers.
Marketing intermediaries: They are independent businessorgani+ations that help the flow of goods and services form the
producing point to the consumption point. They are resellers such
as agents, distributors, wholesalers, retailers or middleman.
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Macro:
%conomic en&ironment: )ccording to
economic law the marketing of a particular
product largely depends upon two factors
ability to the consumers to spend and their
willingness to spend. 'nce without othercannot fulfill the marketing objective. It
consists 1evel of income, Monetary and fiscal
policy. 1evel of employment, 4ate of inflation. /conomic conditions: *rosperity, 4ecession,
#epression, 4ecovery.
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Prosperity: #uring this period unemployment is low and
aggregate income is high. onsumers are generally willing
to spend and marketers take advantages.
Recession:#uring this unemployment and people!s incomefall. Many company!s cut down their workforce and many
business close down their operation. Many countries of the
world including ;2), 5estern /urope, and ulf countries
went into recession between "
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Demograpic environments:#emographic represents the statistical study of
human population and its distributioncharacteristics. It is an utmost important task for
the marketing executives to study about the
changing pattern of demography of the country.
It consists Total population and its growth and
structure of population distribution & like sex
wise distribution, )ge wise distribution, Marital
status, -ertility and mortality rate *opulationdensity, #istribution by education and 4eligious
structures etc (
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$ocio'Cultural en&ironment: ulture is the
means used in adjusting to the biological
environment, psychological, and historicalcomponents of human existence. ) society is a
group of people having distinct beliefs,
knowledge, costumes, habits, taste, values culture
and lifestyle. These socio cultural characteristics
differ from people to people and society to society.
Therefore their choice of goods and services also
differ from one another. It consists #emographicsof society, ultural value of society, onsumerism
&against and for of goods and services etc.(
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!echnological en&ironment: It is the knowledge and
procedures used in the conversion of resources to a
finished product. It is the practical application of
science, new or old to meet a need or solve a problem.
Political'(egal en&ironment: It is a broad term
covering the firms and institution by which the nation
is governed. It consists of an interaction set of laws,government agencies and pressure groups that
influence and constrain the conduct of various
organi+ations and individuals in the society, while
formulation a marketing plan and program a marketermust be able to analy+e all these political and legal
factors.
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)atural en&ironment: 4esources are not distributed by
nature in all the countries in the same ratio. 5hatever
resources are available, they cannot be used forever, because
they will be fully deployed after certain period. Therefore the
marketer needs to be aware of the conse7uences of non
availability of natural resources and the alternative solution to
the problems should be determined. & It consists increased
levels of environment pollution, overnment intervention inatural resources management, (
Competiti&e en&ironment: 2uccess in the market place is
dependent not only upon identifying and responding to
customer9s need but also upon the companies ability to ensurethat its response is judged by customers to be superior that of
the competitors.
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Factors affecting Marketing nvironment
/conomic dimensions of environment
2ocial dimensions or environment
*olitical environment 1egal regulatory environment
Technical environment
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Marketing Environment in !epal:
epal is a small landlocked 6imalayan country situated at the
heart of )sia. epal has a multiparty system. The nearest sea port
for entry and exit of epalese cargoes is alcutta port. epal hasbeen using hittagong port of 3angladesh for launching
international trade with rest of the world. The major
environmental forces that have greater impact on epalese market
and trade pattern may be economic environment, demographic,
political legal and technological etc.
epal is an agrarian country. ontribution of agriculture
sector to the country9s real #* and employment is high. -arming
is still highly labor intensive. 4ecently marketing opportunities for
services sectors like computer software, insurance, bankingeducation, hospitals and nursing homes haven been fostering
rapidly with bright future, /conomically, epal hopes from 5T'
regimes.
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The demographic character of epal shows that the market
structure of the country diverse in nature. *reviously, epal
was recogni+ed as the country peace but now it has been
converted into the politically disturbed country. *oliticaldisturbance in the country, /specially the Maoist problem, and
other parties of Terai and hilly has affected the permanency of
government which has adverse effect on the country9s business
and economic performance. /ffective rules and regulations
regarding marketing activities are lacking in epal.
1abor is comparatively cheap in epal. Industrial
development has not taken proper direction in epal so the use
of appropriate technology is not sufficient. )lmost all the
technologies are imitating. 4ecently information technologyhas been gaining momentum in the country in commercial
sector.
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6owever, for the last several yearsenvironmental degradation has been
alarmingly increased in the country due to theunplanned deforestation at faster pace,
exploitation of natural resources for business
purposes and over population especially in cityareas. The si+e of epalese market is small so
the domestic industries no enjoy cost and
value effectiveness. )s a result their
competitive power is weak compared to
foreign competitors.
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"igligts o# !epalese MarketingEnvironment:
epal is a small landlocked 6imalayan country situated
at the heart of )sia
earest sea port is alcutta
epal is a multy party system
;sing hittagong port of 3angladesh for internationaltrade
epal is an )grarian country
-arming is still highly labor intensive
4ecently Marketing opportunities are growing in
computer software, insurance, banking, education,
hospitals and nursing homes.
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epal hopes from 5T'
#emographic character of the country is diverse
in nature 'ur country is politically disturbed
/ffective marketing rules and regulations are
lacking in epal Industrial development has not taken proper
direction
4ural farming is still in traditional based
Informational technology has been gaining
momentum
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Affecting causes of )epalese marketing en&ironment
are as follo*s:
,esternization Ur*anization
4i*eralization
5lo*alization
(oreign Emplo#ment
Political insta*ilit#
orruption
Information communication 6echnolog# Pollution
,arming
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Important "uestions
7. ,hat are the ke# components ofmarketing process8 Explain.
2. Explain the term marketing mix and
descri*e its four components.1. De9ne marketing environment. Explain
the maor components of microenvironment of Marketing8
. ,h# the natural environment isimportant in )epalese marketing orld8
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