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Principles of MarketingChapter 2
The Marketing Environment
Principles of Marketing Chapter 2The Marketing Environment
Microenvironment
Macroenvironment
Consumer Markets
Business Market
Everybody has some marketing experience
The marketing environment is a set of forces that affects the ability to build and maintain successful relationships with customers
Goals
Concepts
Key words
Case Studies
Practical examples
Q&A
{ Commercial Break }
Last week review…
People need and/or want something
Marketers will charge them to fulfill that
People will be happy
Marketers will profit
Brand
Demand
Need
Utility
Value
Want
Promise
Capacity
Urgency
Satisfaction
Extra
Desire
Principles of MarketingChapter 2
The Marketing Environment
OK, We’re back
Principles of Marketing Chapter 2The Marketing Environment
Microenvironment
Macroenvironment
Consumer Markets
Business Market
Everybody has some marketing experience
The marketing environment is a set of forces that affects the ability to build and maintain successful relationships with customers
Goals
Concepts
Key words
Case Studies
Practical examples
Q&A
1. Understand the interaction between the market components
2. Differentiate Consumer Markets vs. Business Markets
3. Variables that affect the markets
Microenvironment
Macroenvironment
Consumer Markets
Business Market
Goals
Concepts
Key words
Case Studies
Practical examples
Q&A
Microenvironment consists of the actors close to the company that affect its ability to serve its customers, the company, suppliers, marketing intermediaries, customer markets, competitors, and publics
Principles of Marketing Chapter 2The Marketing Environment
Everybody has some marketing experience
The marketing environment is a set of forces that affects the ability to build and maintain successful relationships with customers
The forces inside the industry
Porter’s 5 Forces
Microenvironment
Principles of Marketing Chapter 2The Marketing Environment
The marketing environment is a set of forces that affects the ability to build and maintain successful relationships with customers
Bargaining power of suppliers
Threat ofNew
entrants
Threat ofSubstituteproducts
Bargaining power of
Customers
Competition
Microenvironment
Macroenvironment
Consumer Markets
Business Market
Goals
Concepts
Key words
Case Studies
Practical examples
Q&A
Principles of Marketing Chapter 2The Marketing Environment
Everybody has some marketing experience
The marketing environment is a set of forces that affects the ability to build and maintain successful relationships with customers
Principles of Marketing Chapter 2The Marketing Environment
The marketing environment is a set of forces that affects the ability to build and maintain successful relationships with customers
Top managementFinanceResearck & DevelopmentPurchasingOperationsAccounting
Resources providers
Help the company to promote, sell and distribute its products to final buyers.
Those companies or individuals offering the same
Any group that has an actual or potential interest in or impact on an organization’s ability to achieve its objectives. Financial publics, Media publics, Government publics, Citizen-action publics, Local publics, General public, Internal publics.
Our reason to exist
Microenvironment
Macroenvironment
Consumer Markets
Business Market
Goals
Concepts
Key words
Case Studies
Practical examples
Q&A
Principles of Marketing Chapter 2The Marketing Environment
Everybody has some marketing experience
The marketing environment is a set of forces that affects the ability to build and maintain successful relationships with customers
Crispin Porter + Bogusky
Superbowl disaster
Microenvironment
Macroenvironment
Consumer Markets
Business Market
Goals
Concepts
Key words
Case Studies
Practical examples
Q&A
Principles of Marketing Chapter 2The Marketing Environment
Everybody has some marketing experience
The marketing environment is a set of forces that affects the ability to build and maintain successful relationships with customers
Principles of Marketing Chapter 2The Marketing Environment
The marketing environment is a set of forces that affects the ability to build and maintain successful relationships with customers
human populations in terms of size, density, location, age, gender, race, occupation. Demographic trends include age, family structure, geographic population shifts, educational characteristics, and population diversity. consists of institutions and other forces that affect a society’s basic values, perceptions, and behaviors
factors that affect consumer purchasing power and spending patterns
involves the natural resources that are needed as inputs by marketers or that are affected by marketing activities. Shortages of raw materials
Increased pollution, Increase government intervention, Environmentally sustainable strategies.
Those business, products or individuals offering the same benefit.
consists of laws, government agencies, and pressure groups that influence or limit various organizations and individuals in a given society
Most dramatic force in changing the marketplace. Creates new products and opportunities.
The forces Outside the industry
Macroenvironment
Microenvironment
Macroenvironment
Consumer Markets
Business Market
Goals
Concepts
Key words
Case Studies
Practical examples
Q&A
Principles of Marketing Chapter 2The Marketing Environment
Everybody has some marketing experience
The marketing environment is a set of forces that affects the ability to build and maintain successful relationships with customers
From inventing the digital camera to being the last ones using it
Principles of Marketing Chapter 2The Marketing Environment
Microenvironment
Macroenvironment
Consumer Markets
Business Market
Everybody has some marketing experience
The marketing environment is a set of forces that affects the ability to build and maintain successful relationships with customers
Goals
Concepts
Key words
Case Studies
Practical examples
Q&A
Consumer market consists of those who buy finished products and services. The end user. The buying decision maker.
Principles of Marketing Chapter 2The Marketing Environment
Microenvironment
Macroenvironment
Consumer Markets
Business Market
Everybody has some marketing experience
The marketing environment is a set of forces that affects the ability to build and maintain successful relationships with customers
Goals
Concepts
Key words
Case Studies
Practical examples
Q&A
Supply
Surplus
Buying power
Segmentation.The consumer market can be split into age groups, ethnic group, or buying habits. Each group has needs that can be identified.
Reach. Common media modes are television, Internet, or print. A business owner can determine the best mix of media for reaching his market by determining how the target consumer receives his daily news or what magazines the consumer is likely to read.
B2C
Principles of Marketing Chapter 2The Marketing Environment
Microenvironment
Macroenvironment
Consumer Markets
Business Market
Everybody has some marketing experience
The marketing environment is a set of forces that affects the ability to build and maintain successful relationships with customers
Goals
Concepts
Key words
Case Studies
Practical examples
Q&A
Services
Soft goods
Consumer durables
Fast-moving common
goods
4 Types of Consumer
Products
$
$$$ $$$$
$$
{ Commercial Break }
This time is for real…
Who needs what kind of advertising…
How do I position a brand…
Would Bentley advertise in direct mail in buildings that belong to Plan 8…
Would Plan 8 be offered at the exit of a Bentley dealer…
Think:
Brand
Demand
Need
Utility
Value
Want
Remember?
Reaching the Consumer Market
Assignment
Principles of MarketingChapter 2
The Marketing Environment
OK, We’re back. Again.
Principles of Marketing Chapter 2The Marketing Environment
Microenvironment
Macroenvironment
Consumer Markets
Business Market
Everybody has some marketing experience
The marketing environment is a set of forces that affects the ability to build and maintain successful relationships with customers
Goals
Concepts
Key words
Case Studies
Practical examples
Q&A
Growing Consumer Market Segments
Two growing consumer market segments are Hispanic Americans and "green"
consumers. Hispanic Americans have the highest birth rate in the country. Green consumers choose products that are
environment-friendly.
For adidas, sustainability is not just a response or
responsibility – it’s an opportunity to create new
business value for yourselves and your
consumers!
Principles of Marketing Chapter 2The Marketing Environment
Microenvironment
Macroenvironment
Consumer Markets
Business Market
Everybody has some marketing experience
The marketing environment is a set of forces that affects the ability to build and maintain successful relationships with customers
Goals
Concepts
Key words
Case Studies
Practical examples
Q&A
Business market consists of those who buy materials and services to manufacture new products or services. They are not the end user.
Principles of Marketing Chapter 2The Marketing Environment
Microenvironment
Macroenvironment
Consumer Markets
Business Market
Everybody has some marketing experience
The marketing environment is a set of forces that affects the ability to build and maintain successful relationships with customers
Goals
Concepts
Key words
Case Studies
Practical examples
Q&A
B2B
Manufacturers
Demand
Inventory/Stock
Buying/Purchasing
Business to business
Those suitable to finish a product. You can buy wholesale and add your own label.
Forces that may change quality, prices, availability.
Surplus or shortages.
Purchasing changes the final result of any transaction and it’s itself a marketing response.
Principles of Marketing Chapter 2The Marketing Environment
Microenvironment
Macroenvironment
Consumer Markets
Business Market
Everybody has some marketing experience
The marketing environment is a set of forces that affects the ability to build and maintain successful relationships with customers
Goals
Concepts
Key words
Case Studies
Practical examples
Q&A
StraightRebuy
ModifyRebuy
New Task
BuyingClassifications
3
By towing airplanes between gates and into maintenance facilities, American is saving 3.6 million gallons of fuel.
Principles of Marketing Chapter 2The Marketing Environment
Microenvironment
Macroenvironment
Consumer Markets
Business Market
Everybody has some marketing experience
The marketing environment is a set of forces that affects the ability to build and maintain successful relationships with customers
Goals
Concepts
Key words
Case Studies
Practical examples
Q&A
Feedback
Order routine
Evaluation & Selection
Get proposals & analize
Search for sources
Description & characteristics
Determination of quantities and specs
Recognition of need
Principles of MarketingChapter 2
The Marketing Environment
Macroenvironment
Microenvironment
Business Markets
Consumer Markets