SlideShare una empresa de Scribd logo
1 de 30
Descargar para leer sin conexión
Principles of Marketing Chapter 2 The Marketing Environment
Principles of Marketing Chapter 2 The 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 Marketing Chapter 2 The Marketing Environment OK, We’re back
Principles of Marketing Chapter 2 The 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 ,[object Object],[object Object],[object Object]
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 2 The 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 2 The Marketing Environment The marketing environment  is a set of forces that affects the ability to build and maintain successful relationships with customers 5 Forces of Competitive Position Model Bargaining  power of  suppliers Threat of New  entrants Threat of Substitute products 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 2 The 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 2 The Marketing Environment The marketing environment  is a set of forces that affects the ability to build and maintain successful relationships with customers Top management Finance Researck & Development Purchasing Operations Accounting 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 2 The 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 2 The 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 2 The 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 ,[object Object],[object Object],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.  Competitive
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 2 The 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 2 The 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 2 The 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 2 The 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 Marketing Chapter 2 The Marketing Environment OK, We’re back.  Again.
Principles of Marketing Chapter 2 The 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 2 The 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 2 The 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 2 The 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 By towing airplanes between gates and into maintenance facilities, American is saving 3.6 million gallons of fuel. Straight Rebuy Modify Rebuy New Task Buying Classifications 3
Principles of Marketing Chapter 2 The 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 Purchase process steps Feed back Order routine Evaluation & Selection Get proposals & analize Search for sources Description & characteristics Determination of quantities and specs Recognition of need
Principles of Marketing Chapter 2 The Marketing Environment Macroenvironment Microenvironment Business Markets Consumer Markets

Más contenido relacionado

La actualidad más candente

Retail Management assignment 0.docx (1).pdf
Retail Management assignment 0.docx (1).pdfRetail Management assignment 0.docx (1).pdf
Retail Management assignment 0.docx (1).pdfAbhishekNarayan49
 
The marketing environment and the marketing information system
The marketing environment and the marketing information systemThe marketing environment and the marketing information system
The marketing environment and the marketing information systemNGANG PEREZ
 
Company and Marketing Strategy Partnering to Build Customer Relationships
Company and Marketing Strategy Partnering to  Build Customer RelationshipsCompany and Marketing Strategy Partnering to  Build Customer Relationships
Company and Marketing Strategy Partnering to Build Customer RelationshipsFaHaD .H. NooR
 
The Strategic Marketing Process - How to Structure Your Marketing Activities ...
The Strategic Marketing Process - How to Structure Your Marketing Activities ...The Strategic Marketing Process - How to Structure Your Marketing Activities ...
The Strategic Marketing Process - How to Structure Your Marketing Activities ...Moderandi Inc.
 
Chapter 2 (1)
Chapter 2 (1)Chapter 2 (1)
Chapter 2 (1)kamran
 
Marketing Management, Strategic Marketing Management & Marketing Strategy
Marketing Management, Strategic Marketing Management & Marketing StrategyMarketing Management, Strategic Marketing Management & Marketing Strategy
Marketing Management, Strategic Marketing Management & Marketing StrategyHiba shaikh & Varda shaikh
 
Marketing planning process final
Marketing planning process finalMarketing planning process final
Marketing planning process finalshannette2028
 
Marketing - Definition & Importance, Concepts & Marketing Management Tasks
Marketing - Definition & Importance, Concepts & Marketing Management TasksMarketing - Definition & Importance, Concepts & Marketing Management Tasks
Marketing - Definition & Importance, Concepts & Marketing Management Taskssharen1967
 
Managerial perspective on marketing
Managerial perspective on marketingManagerial perspective on marketing
Managerial perspective on marketingAlexander Decker
 
Marketing organisation
Marketing organisationMarketing organisation
Marketing organisationAmey Wagh
 
Ba5207 Marketing Management
Ba5207 Marketing Management Ba5207 Marketing Management
Ba5207 Marketing Management Surendher Emrose
 
Understanding marketing management management-tasks
Understanding marketing management management-tasksUnderstanding marketing management management-tasks
Understanding marketing management management-tasksSameer Mathur
 

La actualidad más candente (20)

Retail Management assignment 0.docx (1).pdf
Retail Management assignment 0.docx (1).pdfRetail Management assignment 0.docx (1).pdf
Retail Management assignment 0.docx (1).pdf
 
INTRODUCTION TO MARKETING MANAGEMENT
INTRODUCTION TO MARKETING MANAGEMENTINTRODUCTION TO MARKETING MANAGEMENT
INTRODUCTION TO MARKETING MANAGEMENT
 
The marketing environment and the marketing information system
The marketing environment and the marketing information systemThe marketing environment and the marketing information system
The marketing environment and the marketing information system
 
Marketing Principles - Chapter 1
Marketing Principles - Chapter 1Marketing Principles - Chapter 1
Marketing Principles - Chapter 1
 
Company and Marketing Strategy Partnering to Build Customer Relationships
Company and Marketing Strategy Partnering to  Build Customer RelationshipsCompany and Marketing Strategy Partnering to  Build Customer Relationships
Company and Marketing Strategy Partnering to Build Customer Relationships
 
Chapter 2 mktg
Chapter 2 mktgChapter 2 mktg
Chapter 2 mktg
 
1 what strategic marketing
1 what strategic marketing 1 what strategic marketing
1 what strategic marketing
 
Marketing notes
Marketing notesMarketing notes
Marketing notes
 
Marketing
MarketingMarketing
Marketing
 
The Strategic Marketing Process - How to Structure Your Marketing Activities ...
The Strategic Marketing Process - How to Structure Your Marketing Activities ...The Strategic Marketing Process - How to Structure Your Marketing Activities ...
The Strategic Marketing Process - How to Structure Your Marketing Activities ...
 
Chapter 2 (1)
Chapter 2 (1)Chapter 2 (1)
Chapter 2 (1)
 
Marketing Management, Strategic Marketing Management & Marketing Strategy
Marketing Management, Strategic Marketing Management & Marketing StrategyMarketing Management, Strategic Marketing Management & Marketing Strategy
Marketing Management, Strategic Marketing Management & Marketing Strategy
 
Introduction to Marketing
Introduction to MarketingIntroduction to Marketing
Introduction to Marketing
 
Marketing planning process final
Marketing planning process finalMarketing planning process final
Marketing planning process final
 
Marketing - Definition & Importance, Concepts & Marketing Management Tasks
Marketing - Definition & Importance, Concepts & Marketing Management TasksMarketing - Definition & Importance, Concepts & Marketing Management Tasks
Marketing - Definition & Importance, Concepts & Marketing Management Tasks
 
Managerial perspective on marketing
Managerial perspective on marketingManagerial perspective on marketing
Managerial perspective on marketing
 
Marketing organisation
Marketing organisationMarketing organisation
Marketing organisation
 
Ba5207 Marketing Management
Ba5207 Marketing Management Ba5207 Marketing Management
Ba5207 Marketing Management
 
Understanding marketing management management-tasks
Understanding marketing management management-tasksUnderstanding marketing management management-tasks
Understanding marketing management management-tasks
 
Chap001
Chap001Chap001
Chap001
 

Destacado

Content Marketing = Brand New Marketing?
Content Marketing = Brand New Marketing?Content Marketing = Brand New Marketing?
Content Marketing = Brand New Marketing?Helge Tennø
 
#CNX14 - CPA, CPC, CP...What?! (The Non-Marketer’s Guide to Marketing)
#CNX14 - CPA, CPC, CP...What?! (The Non-Marketer’s Guide to Marketing)#CNX14 - CPA, CPC, CP...What?! (The Non-Marketer’s Guide to Marketing)
#CNX14 - CPA, CPC, CP...What?! (The Non-Marketer’s Guide to Marketing)Salesforce Marketing Cloud
 
Understanding emerging markets
Understanding emerging marketsUnderstanding emerging markets
Understanding emerging marketsTim Wilson
 
Everyone is on the Marketing Team (Event Marketing for Film Festivals)
Everyone is on the Marketing Team (Event Marketing for Film Festivals)Everyone is on the Marketing Team (Event Marketing for Film Festivals)
Everyone is on the Marketing Team (Event Marketing for Film Festivals)Christopher Holland
 
The Mobile Wallet Shift: Non-payment Opportunities for Marketers
The Mobile Wallet Shift: Non-payment Opportunities for MarketersThe Mobile Wallet Shift: Non-payment Opportunities for Marketers
The Mobile Wallet Shift: Non-payment Opportunities for MarketersVibes_Thought_Leadership
 
Focus on customers the psychology of buying behaviour
Focus on customers the psychology of buying behaviourFocus on customers the psychology of buying behaviour
Focus on customers the psychology of buying behaviour1STOUTSOURCE LTD
 
Structural effects of cognitive and affective reponses to web advertisements,...
Structural effects of cognitive and affective reponses to web advertisements,...Structural effects of cognitive and affective reponses to web advertisements,...
Structural effects of cognitive and affective reponses to web advertisements,...luthfii_a
 
20 Epic Examples of Content Marketing
20 Epic Examples of Content Marketing20 Epic Examples of Content Marketing
20 Epic Examples of Content MarketingJoe Pulizzi
 
110 world Flags
110 world Flags110 world Flags
110 world FlagsGovernment
 
22 Influencer Marketing Ideas from Influential Marketers
22 Influencer Marketing Ideas from Influential Marketers22 Influencer Marketing Ideas from Influential Marketers
22 Influencer Marketing Ideas from Influential MarketersPlacester
 
Emerging markets finalpresentation
Emerging markets finalpresentationEmerging markets finalpresentation
Emerging markets finalpresentationibc-emerging-markets
 
Cómo crear y mercadear tu negocio
Cómo crear y mercadear tu negocioCómo crear y mercadear tu negocio
Cómo crear y mercadear tu negocioTatiana Ramos
 

Destacado (20)

Content Marketing = Brand New Marketing?
Content Marketing = Brand New Marketing?Content Marketing = Brand New Marketing?
Content Marketing = Brand New Marketing?
 
#CNX14 - CPA, CPC, CP...What?! (The Non-Marketer’s Guide to Marketing)
#CNX14 - CPA, CPC, CP...What?! (The Non-Marketer’s Guide to Marketing)#CNX14 - CPA, CPC, CP...What?! (The Non-Marketer’s Guide to Marketing)
#CNX14 - CPA, CPC, CP...What?! (The Non-Marketer’s Guide to Marketing)
 
Understanding emerging markets
Understanding emerging marketsUnderstanding emerging markets
Understanding emerging markets
 
Everyone is on the Marketing Team (Event Marketing for Film Festivals)
Everyone is on the Marketing Team (Event Marketing for Film Festivals)Everyone is on the Marketing Team (Event Marketing for Film Festivals)
Everyone is on the Marketing Team (Event Marketing for Film Festivals)
 
The Mobile Wallet Shift: Non-payment Opportunities for Marketers
The Mobile Wallet Shift: Non-payment Opportunities for MarketersThe Mobile Wallet Shift: Non-payment Opportunities for Marketers
The Mobile Wallet Shift: Non-payment Opportunities for Marketers
 
Focus on customers the psychology of buying behaviour
Focus on customers the psychology of buying behaviourFocus on customers the psychology of buying behaviour
Focus on customers the psychology of buying behaviour
 
Structural effects of cognitive and affective reponses to web advertisements,...
Structural effects of cognitive and affective reponses to web advertisements,...Structural effects of cognitive and affective reponses to web advertisements,...
Structural effects of cognitive and affective reponses to web advertisements,...
 
Chapter5
Chapter5Chapter5
Chapter5
 
20 Epic Examples of Content Marketing
20 Epic Examples of Content Marketing20 Epic Examples of Content Marketing
20 Epic Examples of Content Marketing
 
110 world Flags
110 world Flags110 world Flags
110 world Flags
 
22 Influencer Marketing Ideas from Influential Marketers
22 Influencer Marketing Ideas from Influential Marketers22 Influencer Marketing Ideas from Influential Marketers
22 Influencer Marketing Ideas from Influential Marketers
 
Emerging markets finalpresentation
Emerging markets finalpresentationEmerging markets finalpresentation
Emerging markets finalpresentation
 
Superb Marketing Principles
Superb Marketing PrinciplesSuperb Marketing Principles
Superb Marketing Principles
 
Cómo crear y mercadear tu negocio
Cómo crear y mercadear tu negocioCómo crear y mercadear tu negocio
Cómo crear y mercadear tu negocio
 
Chapter4
Chapter4Chapter4
Chapter4
 
Ib chapter1slides
Ib chapter1slidesIb chapter1slides
Ib chapter1slides
 
Ib chapter2
Ib chapter2Ib chapter2
Ib chapter2
 
Ib chapter3
Ib chapter3Ib chapter3
Ib chapter3
 
Ib chapter4
Ib chapter4Ib chapter4
Ib chapter4
 
Business Perspectives on Emerging Markets 2012-2017
Business Perspectives on Emerging Markets 2012-2017 Business Perspectives on Emerging Markets 2012-2017
Business Perspectives on Emerging Markets 2012-2017
 

Similar a Chapter2

Marketing Chapter 01
Marketing Chapter 01Marketing Chapter 01
Marketing Chapter 01WanBK Leo
 
CHAPTER-1 AND CHAPTER-2 PPT OF POM.pptx
CHAPTER-1 AND CHAPTER-2 PPT OF POM.pptxCHAPTER-1 AND CHAPTER-2 PPT OF POM.pptx
CHAPTER-1 AND CHAPTER-2 PPT OF POM.pptxVEENANMAI002515
 
Pharma Marketing Management_Chapter 1.pptx
Pharma Marketing Management_Chapter 1.pptxPharma Marketing Management_Chapter 1.pptx
Pharma Marketing Management_Chapter 1.pptxankita974745
 
MBM_6109_CAT 1_Deliverable_Lamed.docx for coursework submission
MBM_6109_CAT 1_Deliverable_Lamed.docx for coursework submissionMBM_6109_CAT 1_Deliverable_Lamed.docx for coursework submission
MBM_6109_CAT 1_Deliverable_Lamed.docx for coursework submissionahimbisibwelamed
 
MBM_6109_CAT 1_Deliverable_Lamed.docx deliverable
MBM_6109_CAT 1_Deliverable_Lamed.docx deliverableMBM_6109_CAT 1_Deliverable_Lamed.docx deliverable
MBM_6109_CAT 1_Deliverable_Lamed.docx deliverableahimbisibwelamed
 
Marketing Environment
Marketing EnvironmentMarketing Environment
Marketing EnvironmentDr Pooja
 
Key Concepts In Marketing
Key Concepts In MarketingKey Concepts In Marketing
Key Concepts In Marketinglamanansala
 
Key concepts-in-marketing m1c1
Key concepts-in-marketing m1c1Key concepts-in-marketing m1c1
Key concepts-in-marketing m1c1thanuja
 
Running Head MARKETING 1MARKETING 2Market.docx
Running Head MARKETING 1MARKETING 2Market.docxRunning Head MARKETING 1MARKETING 2Market.docx
Running Head MARKETING 1MARKETING 2Market.docxcharisellington63520
 
pp1-Introduction of Marketing.pptx
pp1-Introduction of Marketing.pptxpp1-Introduction of Marketing.pptx
pp1-Introduction of Marketing.pptxIPExpert1
 
Introduction of Marketing
Introduction of MarketingIntroduction of Marketing
Introduction of MarketingVishal441507
 
Week 4 Dis 1Please respond to the following Brand Stretch .docx
Week 4 Dis 1Please respond to the following Brand Stretch .docxWeek 4 Dis 1Please respond to the following Brand Stretch .docx
Week 4 Dis 1Please respond to the following Brand Stretch .docxmelbruce90096
 
Sustainability marketing strategy 3
Sustainability marketing strategy 3Sustainability marketing strategy 3
Sustainability marketing strategy 3Erik Foley
 
Ms 06 marketing for managers (2)
Ms 06   marketing for managers (2)Ms 06   marketing for managers (2)
Ms 06 marketing for managers (2)smumbahelp
 
Chapter 18Ethical Marketing in a Consumer-Oriented World Appr.docx
Chapter 18Ethical Marketing in a Consumer-Oriented World Appr.docxChapter 18Ethical Marketing in a Consumer-Oriented World Appr.docx
Chapter 18Ethical Marketing in a Consumer-Oriented World Appr.docxcravennichole326
 
Unit V AMM Green Marketing, CRM & Rural Marketing
Unit V AMM Green Marketing, CRM & Rural MarketingUnit V AMM Green Marketing, CRM & Rural Marketing
Unit V AMM Green Marketing, CRM & Rural MarketingDayanand Huded
 

Similar a Chapter2 (20)

Mkt
MktMkt
Mkt
 
Marketing Chapter 01
Marketing Chapter 01Marketing Chapter 01
Marketing Chapter 01
 
CHAPTER-1 AND CHAPTER-2 PPT OF POM.pptx
CHAPTER-1 AND CHAPTER-2 PPT OF POM.pptxCHAPTER-1 AND CHAPTER-2 PPT OF POM.pptx
CHAPTER-1 AND CHAPTER-2 PPT OF POM.pptx
 
Pharma Marketing Management_Chapter 1.pptx
Pharma Marketing Management_Chapter 1.pptxPharma Marketing Management_Chapter 1.pptx
Pharma Marketing Management_Chapter 1.pptx
 
MBM_6109_CAT 1_Deliverable_Lamed.docx for coursework submission
MBM_6109_CAT 1_Deliverable_Lamed.docx for coursework submissionMBM_6109_CAT 1_Deliverable_Lamed.docx for coursework submission
MBM_6109_CAT 1_Deliverable_Lamed.docx for coursework submission
 
MBM_6109_CAT 1_Deliverable_Lamed.docx deliverable
MBM_6109_CAT 1_Deliverable_Lamed.docx deliverableMBM_6109_CAT 1_Deliverable_Lamed.docx deliverable
MBM_6109_CAT 1_Deliverable_Lamed.docx deliverable
 
Marketing Environment
Marketing EnvironmentMarketing Environment
Marketing Environment
 
Essay On Marketing Plan Management
Essay On Marketing Plan ManagementEssay On Marketing Plan Management
Essay On Marketing Plan Management
 
Key Concepts In Marketing
Key Concepts In MarketingKey Concepts In Marketing
Key Concepts In Marketing
 
Key concepts-in-marketing m1c1
Key concepts-in-marketing m1c1Key concepts-in-marketing m1c1
Key concepts-in-marketing m1c1
 
Running Head MARKETING 1MARKETING 2Market.docx
Running Head MARKETING 1MARKETING 2Market.docxRunning Head MARKETING 1MARKETING 2Market.docx
Running Head MARKETING 1MARKETING 2Market.docx
 
pp1-Introduction of Marketing.pptx
pp1-Introduction of Marketing.pptxpp1-Introduction of Marketing.pptx
pp1-Introduction of Marketing.pptx
 
Introduction of Marketing
Introduction of MarketingIntroduction of Marketing
Introduction of Marketing
 
Week 4 Dis 1Please respond to the following Brand Stretch .docx
Week 4 Dis 1Please respond to the following Brand Stretch .docxWeek 4 Dis 1Please respond to the following Brand Stretch .docx
Week 4 Dis 1Please respond to the following Brand Stretch .docx
 
Sustainability marketing strategy 3
Sustainability marketing strategy 3Sustainability marketing strategy 3
Sustainability marketing strategy 3
 
Ms 06 marketing for managers (2)
Ms 06   marketing for managers (2)Ms 06   marketing for managers (2)
Ms 06 marketing for managers (2)
 
MARKETING
MARKETINGMARKETING
MARKETING
 
Chapter 18Ethical Marketing in a Consumer-Oriented World Appr.docx
Chapter 18Ethical Marketing in a Consumer-Oriented World Appr.docxChapter 18Ethical Marketing in a Consumer-Oriented World Appr.docx
Chapter 18Ethical Marketing in a Consumer-Oriented World Appr.docx
 
Unit V AMM Green Marketing, CRM & Rural Marketing
Unit V AMM Green Marketing, CRM & Rural MarketingUnit V AMM Green Marketing, CRM & Rural Marketing
Unit V AMM Green Marketing, CRM & Rural Marketing
 
Schiffam01
Schiffam01Schiffam01
Schiffam01
 

Último

3.21.24 The Origins of Black Power.pptx
3.21.24  The Origins of Black Power.pptx3.21.24  The Origins of Black Power.pptx
3.21.24 The Origins of Black Power.pptxmary850239
 
DUST OF SNOW_BY ROBERT FROST_EDITED BY_ TANMOY MISHRA
DUST OF SNOW_BY ROBERT FROST_EDITED BY_ TANMOY MISHRADUST OF SNOW_BY ROBERT FROST_EDITED BY_ TANMOY MISHRA
DUST OF SNOW_BY ROBERT FROST_EDITED BY_ TANMOY MISHRATanmoy Mishra
 
2024.03.23 What do successful readers do - Sandy Millin for PARK.pptx
2024.03.23 What do successful readers do - Sandy Millin for PARK.pptx2024.03.23 What do successful readers do - Sandy Millin for PARK.pptx
2024.03.23 What do successful readers do - Sandy Millin for PARK.pptxSandy Millin
 
What is the Future of QuickBooks DeskTop?
What is the Future of QuickBooks DeskTop?What is the Future of QuickBooks DeskTop?
What is the Future of QuickBooks DeskTop?TechSoup
 
How to Use api.constrains ( ) in Odoo 17
How to Use api.constrains ( ) in Odoo 17How to Use api.constrains ( ) in Odoo 17
How to Use api.constrains ( ) in Odoo 17Celine George
 
In - Vivo and In - Vitro Correlation.pptx
In - Vivo and In - Vitro Correlation.pptxIn - Vivo and In - Vitro Correlation.pptx
In - Vivo and In - Vitro Correlation.pptxAditiChauhan701637
 
HED Office Sohayok Exam Question Solution 2023.pdf
HED Office Sohayok Exam Question Solution 2023.pdfHED Office Sohayok Exam Question Solution 2023.pdf
HED Office Sohayok Exam Question Solution 2023.pdfMohonDas
 
How to Show Error_Warning Messages in Odoo 17
How to Show Error_Warning Messages in Odoo 17How to Show Error_Warning Messages in Odoo 17
How to Show Error_Warning Messages in Odoo 17Celine George
 
How to Add Existing Field in One2Many Tree View in Odoo 17
How to Add Existing Field in One2Many Tree View in Odoo 17How to Add Existing Field in One2Many Tree View in Odoo 17
How to Add Existing Field in One2Many Tree View in Odoo 17Celine George
 
How to Make a Field read-only in Odoo 17
How to Make a Field read-only in Odoo 17How to Make a Field read-only in Odoo 17
How to Make a Field read-only in Odoo 17Celine George
 
Drug Information Services- DIC and Sources.
Drug Information Services- DIC and Sources.Drug Information Services- DIC and Sources.
Drug Information Services- DIC and Sources.raviapr7
 
Ultra structure and life cycle of Plasmodium.pptx
Ultra structure and life cycle of Plasmodium.pptxUltra structure and life cycle of Plasmodium.pptx
Ultra structure and life cycle of Plasmodium.pptxDr. Asif Anas
 
Human-AI Co-Creation of Worked Examples for Programming Classes
Human-AI Co-Creation of Worked Examples for Programming ClassesHuman-AI Co-Creation of Worked Examples for Programming Classes
Human-AI Co-Creation of Worked Examples for Programming ClassesMohammad Hassany
 
The Singapore Teaching Practice document
The Singapore Teaching Practice documentThe Singapore Teaching Practice document
The Singapore Teaching Practice documentXsasf Sfdfasd
 
Quality Assurance_GOOD LABORATORY PRACTICE
Quality Assurance_GOOD LABORATORY PRACTICEQuality Assurance_GOOD LABORATORY PRACTICE
Quality Assurance_GOOD LABORATORY PRACTICESayali Powar
 
The Stolen Bacillus by Herbert George Wells
The Stolen Bacillus by Herbert George WellsThe Stolen Bacillus by Herbert George Wells
The Stolen Bacillus by Herbert George WellsEugene Lysak
 
PISA-VET launch_El Iza Mohamedou_19 March 2024.pptx
PISA-VET launch_El Iza Mohamedou_19 March 2024.pptxPISA-VET launch_El Iza Mohamedou_19 March 2024.pptx
PISA-VET launch_El Iza Mohamedou_19 March 2024.pptxEduSkills OECD
 
CapTechU Doctoral Presentation -March 2024 slides.pptx
CapTechU Doctoral Presentation -March 2024 slides.pptxCapTechU Doctoral Presentation -March 2024 slides.pptx
CapTechU Doctoral Presentation -March 2024 slides.pptxCapitolTechU
 

Último (20)

3.21.24 The Origins of Black Power.pptx
3.21.24  The Origins of Black Power.pptx3.21.24  The Origins of Black Power.pptx
3.21.24 The Origins of Black Power.pptx
 
DUST OF SNOW_BY ROBERT FROST_EDITED BY_ TANMOY MISHRA
DUST OF SNOW_BY ROBERT FROST_EDITED BY_ TANMOY MISHRADUST OF SNOW_BY ROBERT FROST_EDITED BY_ TANMOY MISHRA
DUST OF SNOW_BY ROBERT FROST_EDITED BY_ TANMOY MISHRA
 
2024.03.23 What do successful readers do - Sandy Millin for PARK.pptx
2024.03.23 What do successful readers do - Sandy Millin for PARK.pptx2024.03.23 What do successful readers do - Sandy Millin for PARK.pptx
2024.03.23 What do successful readers do - Sandy Millin for PARK.pptx
 
What is the Future of QuickBooks DeskTop?
What is the Future of QuickBooks DeskTop?What is the Future of QuickBooks DeskTop?
What is the Future of QuickBooks DeskTop?
 
How to Use api.constrains ( ) in Odoo 17
How to Use api.constrains ( ) in Odoo 17How to Use api.constrains ( ) in Odoo 17
How to Use api.constrains ( ) in Odoo 17
 
In - Vivo and In - Vitro Correlation.pptx
In - Vivo and In - Vitro Correlation.pptxIn - Vivo and In - Vitro Correlation.pptx
In - Vivo and In - Vitro Correlation.pptx
 
Prelims of Kant get Marx 2.0: a general politics quiz
Prelims of Kant get Marx 2.0: a general politics quizPrelims of Kant get Marx 2.0: a general politics quiz
Prelims of Kant get Marx 2.0: a general politics quiz
 
HED Office Sohayok Exam Question Solution 2023.pdf
HED Office Sohayok Exam Question Solution 2023.pdfHED Office Sohayok Exam Question Solution 2023.pdf
HED Office Sohayok Exam Question Solution 2023.pdf
 
How to Show Error_Warning Messages in Odoo 17
How to Show Error_Warning Messages in Odoo 17How to Show Error_Warning Messages in Odoo 17
How to Show Error_Warning Messages in Odoo 17
 
Personal Resilience in Project Management 2 - TV Edit 1a.pdf
Personal Resilience in Project Management 2 - TV Edit 1a.pdfPersonal Resilience in Project Management 2 - TV Edit 1a.pdf
Personal Resilience in Project Management 2 - TV Edit 1a.pdf
 
How to Add Existing Field in One2Many Tree View in Odoo 17
How to Add Existing Field in One2Many Tree View in Odoo 17How to Add Existing Field in One2Many Tree View in Odoo 17
How to Add Existing Field in One2Many Tree View in Odoo 17
 
How to Make a Field read-only in Odoo 17
How to Make a Field read-only in Odoo 17How to Make a Field read-only in Odoo 17
How to Make a Field read-only in Odoo 17
 
Drug Information Services- DIC and Sources.
Drug Information Services- DIC and Sources.Drug Information Services- DIC and Sources.
Drug Information Services- DIC and Sources.
 
Ultra structure and life cycle of Plasmodium.pptx
Ultra structure and life cycle of Plasmodium.pptxUltra structure and life cycle of Plasmodium.pptx
Ultra structure and life cycle of Plasmodium.pptx
 
Human-AI Co-Creation of Worked Examples for Programming Classes
Human-AI Co-Creation of Worked Examples for Programming ClassesHuman-AI Co-Creation of Worked Examples for Programming Classes
Human-AI Co-Creation of Worked Examples for Programming Classes
 
The Singapore Teaching Practice document
The Singapore Teaching Practice documentThe Singapore Teaching Practice document
The Singapore Teaching Practice document
 
Quality Assurance_GOOD LABORATORY PRACTICE
Quality Assurance_GOOD LABORATORY PRACTICEQuality Assurance_GOOD LABORATORY PRACTICE
Quality Assurance_GOOD LABORATORY PRACTICE
 
The Stolen Bacillus by Herbert George Wells
The Stolen Bacillus by Herbert George WellsThe Stolen Bacillus by Herbert George Wells
The Stolen Bacillus by Herbert George Wells
 
PISA-VET launch_El Iza Mohamedou_19 March 2024.pptx
PISA-VET launch_El Iza Mohamedou_19 March 2024.pptxPISA-VET launch_El Iza Mohamedou_19 March 2024.pptx
PISA-VET launch_El Iza Mohamedou_19 March 2024.pptx
 
CapTechU Doctoral Presentation -March 2024 slides.pptx
CapTechU Doctoral Presentation -March 2024 slides.pptxCapTechU Doctoral Presentation -March 2024 slides.pptx
CapTechU Doctoral Presentation -March 2024 slides.pptx
 

Chapter2

  • 1. Principles of Marketing Chapter 2 The Marketing Environment
  • 2. Principles of Marketing Chapter 2 The 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
  • 3. { Commercial Break } Last week review…
  • 4. People need and/or want something Marketers will charge them to fulfill that People will be happy Marketers will profit
  • 5. Brand Demand Need Utility Value Want Promise Capacity Urgency Satisfaction Extra Desire
  • 6. Principles of Marketing Chapter 2 The Marketing Environment OK, We’re back
  • 7.
  • 8. 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 2 The 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
  • 9. The forces inside the industry Porter’s 5 Forces Microenvironment
  • 10. Principles of Marketing Chapter 2 The Marketing Environment The marketing environment is a set of forces that affects the ability to build and maintain successful relationships with customers 5 Forces of Competitive Position Model Bargaining power of suppliers Threat of New entrants Threat of Substitute products Bargaining power of Customers Competition
  • 11. Microenvironment Macroenvironment Consumer Markets Business Market Goals Concepts Key words Case Studies Practical examples Q&A Principles of Marketing Chapter 2 The 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
  • 12. Principles of Marketing Chapter 2 The Marketing Environment The marketing environment is a set of forces that affects the ability to build and maintain successful relationships with customers Top management Finance Researck & Development Purchasing Operations Accounting 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
  • 13. Microenvironment Macroenvironment Consumer Markets Business Market Goals Concepts Key words Case Studies Practical examples Q&A Principles of Marketing Chapter 2 The 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
  • 14. Microenvironment Macroenvironment Consumer Markets Business Market Goals Concepts Key words Case Studies Practical examples Q&A Principles of Marketing Chapter 2 The 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
  • 15.
  • 16. The forces Outside the industry Macroenvironment
  • 17. Microenvironment Macroenvironment Consumer Markets Business Market Goals Concepts Key words Case Studies Practical examples Q&A Principles of Marketing Chapter 2 The 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
  • 18. Principles of Marketing Chapter 2 The 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.
  • 19. Principles of Marketing Chapter 2 The 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
  • 20. Principles of Marketing Chapter 2 The 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 $ $$$ $$$$ $$
  • 21. { Commercial Break } This time is for real…
  • 22. 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:
  • 23. Brand Demand Need Utility Value Want Remember? Reaching the Consumer Market Assignment
  • 24. Principles of Marketing Chapter 2 The Marketing Environment OK, We’re back. Again.
  • 25. Principles of Marketing Chapter 2 The 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!
  • 26. Principles of Marketing Chapter 2 The 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.
  • 27. Principles of Marketing Chapter 2 The 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.
  • 28. Principles of Marketing Chapter 2 The 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 By towing airplanes between gates and into maintenance facilities, American is saving 3.6 million gallons of fuel. Straight Rebuy Modify Rebuy New Task Buying Classifications 3
  • 29. Principles of Marketing Chapter 2 The 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 Purchase process steps Feed back Order routine Evaluation & Selection Get proposals & analize Search for sources Description & characteristics Determination of quantities and specs Recognition of need
  • 30. Principles of Marketing Chapter 2 The Marketing Environment Macroenvironment Microenvironment Business Markets Consumer Markets