Marketing Part 3 long.pdf - Marketing 1 BA Finance and...

Marketing 1 - Part 3 –
BA Finance and Accounting
April 2021
Prof. Dr. Andreas Stoffers

Agenda
Part I: Basics of Marketing
1. Introduction to Marketing
2. Company and marketing strategy: partnering to build customer
relationships
Part II: Understanding Marketplace and Consumers
3. Market and Environment
4. Managing Marketing Information
5. Consumer Markets and Buyer Behaviour
6. Business Markets and Business Buyer Behaviour
|
page
2
| page 2

Agenda
Part III. Designing a Customer-Driven Strategy and Mix
7. Consumer-Driven Marketing Strategy
8. Products, Services, and Brands: Building Customer Value
9. New Product Development and Product Life-Cycle Strategies
10. Pricing: Understanding and Capturing Customer Value
11. Marketing Channels: Delivering Customer Value
12. Retailing and Wholesaling
13. Engaging Customers and Communicating Customer Value
14. Advertising, PR and Sales Promotion
15. Modern Marketing Channels
Part VI: Success Factor in Marketing: Cross-Cultural Management
16. Outlook: Four Trends in International Business and its Implications
on Marketing
17. The Role of Culture in Business
18. Recommendation for Marketing Students
|
page
3
| page 3

Understanding Marketplace and Consumer
Part II

Understanding Marketplace and Consumer
Part II
3. Market and Environment

o
The company’s microenvironment
o
The company’s macroenvironment
o
The demographic marketing environment
o
The economic environment
o
The natural environment
o
The technological environment
o
The political and social environment
o
The cultural environment
o
Responding to the marketing environment
3. Market and Environment
In this chapter you learn:
| page 6

| page 7

The company‘s microenvironment
3. Market and Environment
The marketing environment includes the actors and forces
outside marketing that affect marketing management’s
ability to build and maintain successful relationships with
target customers.
| page 8

3. Market and Environment
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.
| page 9
The company‘s microenvironment

3. Market and Environment
Actors in the Microenvironment
Source: Kotler: Principles (2016), p 95
| page 10
The company‘s microenvironment

3. Market and Environment
The Company:
Marketers must work in harmony with other company
departments to create customer value and relationships:
o
Top management
o
Finance
o
R&D
o
Purchasing
o
Operations
o
Accounting
| page 11
The company‘s microenvironment

3. Market and Environment
Suppliers:
In creating value for customers, marketers must partner
with other firms in the company’s value delivery network
o Provide the resources to produce
goods and services.