Factors Influencing Company Marketing Strategy

Demographic Environment:

The study of human populations in terms of size, density, location, age, gender, race,

occupation and other statistics is called demographic environment.

Technological Environment:

The most dramatic force is shaping our destiny. It has many rapidly changing forces which

creates many marketing opportunities but also turns many existing product extinct.

Political Environment:

Political Environment consists of law, government agencies and preserve groups that

influence or limit various organizations and individuals in a given society.

Cultural Environment:

Cultural Environment is made up institutions and other forces that affect a society basic,

values, perceptions, preferences and behaviors.

Marketing Intermediaries: Individual or firm (such as an agent, distributor, wholesaler,

retailer) that links producers to other intermediaries or the ultimate buyer. Marketing

intermediaries help a firm to promote, sell, and make-available a good or service through

contractual arrangements or purchase and resale of the item. Each intermediary receives the item

at one pricing point and moves it to the next higher pricing point until the item reaches the final

buyer.

Publics: Communities of people at large (whether or not organized as groups) that have a direct

or indirect association with an organization: customers, employees, investors, media, students,

etc.

Suppliers: Any person or entity which is a rival against another. In business, a company in the

same industry or a similar industry which offers a similar product or service. The presence of one

or more competitors can reduce the prices of goods and services as the companies attempt

to gain a larger market share. Competition also requires companies to become more efficient

in order to reduce costs. Fast-food restaurants McDonald's and Burger King are competitors, as

are Coca-Cola and Pepsi, and Wal-Mart and Target.

Competitors: Any person or entity which is a rival against another. In business, a company in

the same industry or a similar industry which offers a similar product or service. The presence of

one or more competitors can reduce the prices of goods and services as the companies attempt

to gain a larger market share. Competition also requires companies to become more efficient

in order to reduce costs. Fast-food restaurants McDonald's and Burger King are competitors, as

are Coca-Cola and Pepsi, and Wal-Mart and Target.

Marketing information system: A marketing information system is a management information

system designed to support marketing decision making.

Kotler, et al. (2006) define it more broadly as "people, equipment, and procedures to gather, sort,

analyze, evaluate, and distribute needed, timely, and accurate information to marketing decision

makers.

Marketing planning system: A systematic approach to marketing planning is often

unsuccessful in improving company performance because it fails to properly take into account

the people and personalities that must formulate and implement such plans. The plans themselves

may be analytically sound but the planning system is poorly managed. The author investigates

the background to this imbalance and argues that the formula for efficient and effective

marketing planning involves both analytical processes and human factors. E = (Analytical,

Human).

Marketing organization system: Any organization that markets one or

more systems, applications, and/or components produced by a development organization to

potential customer organizations.

Marketing Organization and implementation: Marketing organization, the implementation

of Marketing management and control is an important step in the process. Marketing plans need

to draw a certain organizational system to implement, the need to implement enterprise resource

sector will invest in Marketing activities to the need to control the implementation of the tours,

diagnose causes of the problems, and then take corrective measures or to improve the

implementation process, or adjust the plan itself to make it more realistic. Therefore, under the

conditions of modern market economy, enterprises must attach great importance to the

Marketing of the organization, execution and control.

Product: The product decisions should consider the product's advantages and how they will be

leveraged. Product decisions should include:

Brand name

Quality

Scope of product line

Warranty

Packaging

Price: Discuss pricing strategy, expected volume, and decisions for the following pricing

variables:

List price

Discounts

Bundling

Payment terms and financing options

Leasing options

Place: Decision variables include:

Distribution channels, such as direct, retail, distributors & intermediates

Motivating the channel - for example, distributor margins

Criteria for evaluating distributors

Locations

Logistics, including transportation, warehousing, and order fulfilment

Promotion:

Advertising, including how much and which media.

Public relations

Promotional programs

Budget; determine break-even point for any additional spending

Projected results of the promotional programs

Target Market: A target market is a group of customers that the business has decided to aim

its marketing efforts and ultimately its merchandise towards.[1]

A well-defined target market is

the first element to a marketing strategy.