Post on 19-Oct-2014
description
Chap
ter 2
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http://www.trendhunter.com/
trends/emily-crane-haute-edible-couture
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Trendspotters
http://www.faithpopcorn.com/
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Malcolm Gladwell
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Chapter Objectives
1. What are the components of the marketing environment? How do those elements affect marketing strategy?
2. What are consumer markets?
3. How are business markets similar to consumer markets? How are they different?
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Overview
“The world moves pretty fast. If you don’t look
around once in awhile, you could miss it.”
Ferris Bueller
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Objective 1
What are the components of the
marketing environment? How do those
elements affect marketing strategy?
DEFINED
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The Marketing Environment is a
set of forces, some controllable and
some uncontrollable, that influence the
ability of a business to create value and
attract and serve customers.
EXPLAINED
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Organization
Internal Environment
ExternalEnvironment
Loss of Control
APPLIED
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Marketing Environment
External Environment
Micro- Environment
Macro- Environment
? ?
APPLIED
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Macroenvironment
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Objective 2
What are consumer markets?
DEFINED
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Consumer Markets are the end user of the
product or service and include individuals and
households that are
potential or actual buyers
of products or services.
EXPLAINED
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Consumer Markets
$10 Trillion
ID
AZ
UT
MT
WY
NM
CO
AL
FL
SC
TN
KY
INOH
NC
SD
KS
NE
MN
WI
IA
IL
MO
AR
MS
OK
ND
OR
CA NV
WA
AK
PA
ME
VA
NY
CT
WV
MDNJ
VT
NH
MA
DE
RI
HI
LA
MI
GA
TX
4 states account for 1/3rd of buying power:
CaliforniaTexasFloridaNew York
U.S. Consumer Buying Power in 2007
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Hispanic market
http://pewhispanic.org/
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Objective 3
How are business markets similar to
consumer markets? How are they different?
THINK
ABOUT
IT
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Consumer / Business Markets
Consumer Market
Business Market
DEFINED
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Business Markets include individuals and organizations that are
potential or actual buyers of goods and services that are used
in, or in support of,
the production of other
products or services that
are supplied to others.
EXPLAINED
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Business Markets
Manufacturers
Intermediaries
Universities
Governments
THINK
ABOUT
IT
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NAICS
Level Code Description
Sector 51 Information
Subsector 513 Broadcasting and telecommunications
Industry Group 5133 Telecommunications
Industry 51332 Wireless telecom carriers (except satellite)
U.S. Industry 513321 Paging
EXPLAINED
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Buying Classifications
APPLIED
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Business vs. Consumer Markets
Characteristic Business Markets Consumer Markets
Demand Organization Individual
Purchase Volume Larger Fewer
# of Customers Fewer Many
Location of buyers Concentrated Dispersed
Distribution Direct Indirect
Nature of buying Professional Personal
Buying Influence Multiple Single
Negotiations Complex Simpler
Reciprocity Yes No
Leasing Greater Lesser
Promotion Method Personal Selling Advertising
APPLIED
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http://www.census.gov
Population
APPLIED
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http://www.harrisinteractive.com
http://www.ubertrends.com
http://www.trendwatching.com
Social trends