Marketing enviroment & concept lecture no.1

INFORMATIONTECHNOLOGY

Marketing environment & concepts

Created by : Ahmed Waly


Agenda Case study for introduction to marketing Marketing environment .Marketing concept .


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



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





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?


Marketing environment


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.


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


custom

e

r

public

company

Intermediaries supplier competit

or

Forces that affecting a Company’s Ability to serve customer

Microenvironment


Customermarkets

Consumer


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.


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.


Forces that Shape Opportunities and Pose Threats to a Company

Demographic

Technological

Cultural

Economic

Macroenvironment

Political


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.


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


MacroenvironmentA.Demographic

Changing Age StructurePopulation is getting older

Increased EducationIncreased college attendance

Geographic Shifts


Economic

Development

Changes in income

Changesin

ConsumerSpendingPatterns

MacroenvironmentB.Economic


Rapid Pace of Change

High Research & Develop. Budgets

Focus on Minor Improvements

Increased Regulation

MacroenvironmentC.Technological


MacroenvironmentD.Political

Increased Legislation

Changing Enforcement of laws

Greater Concern for Ethics


Oneself

Society

Nature

Organization

MacroenvironmentE.Cultural

Views that express values of


Marketing concepts


Marketing concept era


The Production Concept


Marketing and Sales Concepts Contrasted


Societal Marketing Concept


Marketing concept erathe top 30 companies in customer services


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


Marketing concept erathe top 30 companies in customer services


Marketing concept eraadvanced examples


Business

Marketing enviroment & concept lecture no.1