MarketingBasicsL2ht08stud - 08-09-03 Lecture
2


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Unformatted text preview: 08-09-03 Lecture
2
 Environment,
informa2on
and
 consumer
markets

 Today
 •
Marke(ng
Environment
 •
Marke(ng
Informa(on
 •
Consumer
Markets
 The
Marke2ng
Environment
 The
marke(ng
environment
includes
the
actors
and
 forces
outside
marke2ng
that
affect
marke2ng
 management’s
ability
to
build
and
maintain
 successful
rela2onships
with
customers
 3-4 1 08-09-03 The
Marke2ng
Environment
 Marketing Environment Microenvironment

consists
of
the
actors
close
to
the
 company
that
affect
its
ability
to
serve
its
 customers,
the
company,
suppliers,
marke2ng
 intermediaries,
customer
markets,
compe2tors,
and
 publics
 3-5 The
Company’s
Microenvironment
 Marketing Environment Macroenvironment

consists
of
the
larger
societal
 forces
that
affect
the
microenvironment
 •  Demographic
 •  Economic
 •  Natural
 •  Technological
 •  Poli2cal
 •  Cultural
 3-6 The
Company’s
Microenvironment
 •  •  •  •  •  The
Company
 Suppliers
 Marke2ng
intermediaries
 Customers
 Compe2tors
 3-7 2 08-09-03 The
Company’s
Microenvironment
 The Company Internal
environment
includes:
 •  Top
management
 •  Finance
 •  R&D
 •  Purchasing
 •  Opera2ons
 •  Accoun2ng
 3-8 The
Company’s
Microenvironment
 Suppliers •  •  Provide
the
resources
to
produce
goods
and
 services
 Treated
as
partners
to
provide
customer
value
 3-9 The
Company’s
Microenvironment
 Marketing Intermediaries •  Help
the
company
to
promote,
sell,
and
 distribute
its
products
to
final
buyers
 •  Resellers are the distribution channel firms that help the company find customers or make sales to them •  Physical distribution firms •  Marketing services agencies •  Financial intermediaries 3-10 3 08-09-03 The
Company’s
Microenvironment
 Marketing Intermediaries Physical
distribu(on
firms
are
the

distribu2on
channel
 firms
that
help
the
company
to
stock
and
move
 goods
from
their
points
of
origin
to
their
final
 des2na2on
 3-12 The
Company’s
Microenvironment
 Customers Customer
markets
consist
of
individuals
and
 households
that
buy
goods
and
services
for
 personal
consump2on
 Business
markets
buy
goods
and
services
for
further
 processing
or
for
use
in
their
produc2on
process
 3-15 The
Company’s
Microenvironment
 Customers Reseller
markets
buy
goods
and
services
to
resell
at
 a
profit
 Government
markets
buy
goods
and
services
to
 produce
public
services
or
transfer
goods
and
 services
to
others
who
need
them
 Interna(onal
markets
consist
of
buyers
in
other
 countries
including
consumers,
producers,
 resellers,
and
governments
 3-16 4 08-09-03 The
Company’s
Microenvironment
 Competitors Firms
must
gain
strategic
advantage
by
posi2oning
their
 offerings
against
compe2tors’
offerings
 3-17 The
Company’s
Macroenvironment
 •  •  •  •  •  •  Demographic
environment
 Economic
environment
 Natural
environment
 Technological
environment
 Poli2cal
environment
 Cultural
environment
 3-21 The
Company’s
Macroenvironment
 Demographic Environment Demography
is
the
study
of
human
popula2ons
 in
terms
of
size,
density,
loca2on,
age,
 gender,
race,
occupa2on,
and
other
sta2s2cs
 Demographic
environment
is
important
because
 it
involves
people,
and
people
make
up
 markets
 Demographic
trends
include
age,
family
 structure,
geographic
popula2on
shiPs,
 educa2onal
characteris2cs,
and
popula2on
 diversity
 3-22 5 08-09-03 The
Company’s
Macroenvironment
 Demographic Environment More
people
are:
 •  Divorcing
or
separa2ng
 •  Choosing
not
to
marry
 •  Choosing
to

marrying
later
 •  Marrying
without
intending
to
have
children
 •  Higher
divorce
rates
 •  Increased
number
of
working
women
 •  Stay‐at‐home
dads
 3-27 Managing
Marke(ng
 Informa(on
 Assessing
Marke2ng
Informa2on
Needs
 Marke(ng
informa(on
system
(MIS)
consists
of
 people,
equipment,
and
procedures
to
gather,
 sort,
analyze,
evaluate,
and
distribute
needed,
 2mely,
and
accurate
informa2on
to
marke2ng
 decision
makers
 •  Assess
the
informa2on
needs
 •  Develop
needed
informa2on
 •  Analyze
informa2on

 •  Distribute
informa2on
 4-4 6 08-09-03 Developing
Marke2ng
Informa2on
 Marketers
can
obtain
informa2on
from:
 •  Internal
data
 •  Marke2ng
intelligence
 •  Marke2ng
research
 4-7 Developing
Marke2ng
Informa2on
 Marketing Intelligence Marke(ng
intelligence

‐
the
systema2c
collec2on
 and
analysis
of
publicly
available
informa2on
 about
compe2tors
and
developments
in
the
 marketplace
 The
goal
of
marke2ng
intelligence
‐

is
to
improve
 strategic
decision
making,
assess
and
track
 compe2tors’
ac2ons,
and
provide
early
warning
 of
opportuni2es
and
threats
 4-10 Marke2ng
Research
 Marke(ng
research
‐
the
systema2c
design,
collec2on,
 analysis,
and
repor2ng
of
data
relevant
to
a
specific
 marke2ng
situa2on
facing
an
organiza2on
 4-11 7 08-09-03 Consumer
Markets
and
 Consumer
Buyer
Behavior
 Characteris2cs
Affec2ng
Consumer
Behavior
 Culture
is
the
learned
values,
percep2ons,
wants,
and
 behavior
from
family
and
other
important
 ins2tu2ons
 Subculture
are
groups
of
people
within
a
culture
with
 shared
value
systems
based
on
common
life
 experiences
and
situa2ons
 5-8 8 08-09-03 Characteris2cs
Affec2ng
Consumer
Behavior
 Social Factors Groups Membership
groups
have
a
direct
 influence
and
to
which
a
person
belongs
 Aspira(onal
groups
are
groups
to
which
an
 individual
wishes
to
belong
 Reference
groups
are
groups
that
form
a
 comparison
or
reference
in
forming
 aVtudes
or
behavior
 Characteris2cs
Affec2ng

Consumer
Behavior
 Social Factors Groups Opinion
leaders
are
people
within
a
reference
 group
with
special
skills,
knowledge,
 personality,
or
other
characteris2cs
that
can
 exert
social
influence
on
others
 •  Buzz
marke(ng
enlists
opinion
leaders
to
 spread
the
word
 •  Social
networking
is
a
new
form
of
buzz
 marke2ng
 •  MySpace.com •  Facebook.com 5-13 Characteris2cs
Affec2ng
Consumer
Behavior
 Social
Factors
 Family
is
the
most
important
consumer‐buying
 organiza2on
in
society
 Social
roles
and
status
are
the
groups,
family,
 clubs,
and
organiza2ons
to
which
a
person
 belongs
that
can
define
role
and
social
status
 9 08-09-03 Characteris2cs
Affec2ng




Consumer
 Behavior
 Personal Factors •  •  •  •  •  •  Personal
characteris2cs
 Age
and
life‐cycle
stage
 Occupa2on
 Economic
situa2on
 Lifestyle
 Personality
and
self‐concept
 5-15 Characteris2cs
Affec2ng

Consumer
Behavior
 A
mo(ve
is
a
need
that
is
sufficiently
pressing
to
 direct
the
person
to
seek
sa2sfac2on Maslow’s Hierarchy of Needs •  People
are
driven
by
par2cular
needs
at
 par2cular
2mes
 •  Human
needs
are
arranged
in
a
hierarchy
 •  •  •  •  •  Psychological Safety Social Esteem Self-actualization Psychological Factors 5-27 Characteris2cs
Affec2ng
Consumer
Behavior
 Percep(on
is
the
process
by
which
people
select,
 organize,
and
interpret
informa2on
to
form
a
 meaningful
picture
of
the
world
from
three
 perceptual
processes
 •Selec(ve
aLen(on
 •
Selec(ve
distor(on
 •Selec(ve
reten(on
 5-29 Psychological Factors 10 08-09-03 Types
of
Buying
Decision
Behavior
 Complex Buying Behavior When
consumers
are
highly
mo2vated
in
a
 purchase
and
perceive
significant
differences
 among
brands
 Dissonance‐reducing
buying
behavior
occurs
 when
consumers
are
highly
involved
with
an
 expensive,
infrequent,
or
risky
purchase,
but
see
 liYle
difference
among
brands
 5-35 Types
of
Buying
Decision
Behavior
 Habitual
buying
behavior
occurs
when
 consumers
have
low
involvement
and
there
 is
liYle
significant
brand
difference
 Variety‐seeking
buying
behavior
occurs
when
 consumers
have
low
involvement
and
there
 are
significant
brand
differences
 5-36 The
Buyer
Decision
Process
 Five
stages
in
the
buyer
decision
process
 11 08-09-03 The
Buyer
Decision
Process
 Need Recognition Need
recogni(on
occurs
when
the
buyer
 recognizes
a
problem
or
need
triggered
by
 external
or
internal
s2muli
 Information Search Informa(on
search
is
the
amount
of
 informa2on
needed
in
the
buying
process
 and
depends
on
the
strength
of
the
drive,
 the
amount
of
informa2on
you
start
with,
 the
ease
of
obtaining
the
informa2on
etc.
 The
Buyer
Decision
Process
 Information Search Sources
of
informa2on:
 Personal
sources—family
and
friends
 Commercial
sources—adver2sing,
Internet
 Public
sources—mass
media,
consumer
 organiza2ons
 Experien(al
sources—handling,
examining,
using
 the
product
 Purchase Decision The
purchase
decision
is
the
act
by
the
consumer
to
 buy
the
most
preferred
brand
 The
Buyer
Decision
Process
 Post-Purchase Decision The
post‐purchase
decision
is
the
sa2sfac2on
or
 dissa2sfac2on
the
consumer
feels
about
the
purchase
 Rela2onship
between:
 •  Consumer’s
expecta2ons
 •  Product’s
perceived
performance
 Customer
sa2sfac2on
is
a
key
to
building
profitable
 rela2onships
with
consumers.
 12 08-09-03 The
Buyer
Decision
Process
for
New
Products
 Adop(on
process
is
the
mental
process

an
 individual
goes
through
from
first
learning
 about
an
innova2on
to
final
regular
use Stages in the Adoption Process Awareness

 Interest
 Evalua2on
 Trial
 Adop2on
 1.  2.  3.  4.  5.  The
Buyer
Decision
Process
for
New
Products
 Individual Differences in Innovation Early
adopters
are
opinion
leaders
and
adopt
 new
ideas
early
but
cau2ously
 Early
majority
are
deliberate
and
adopt
new
 ideas
before
the
average
person
 Late
majority
are
skep2cal
and
adopt
new
 ideas
only
aPer
the
majority
of
people
have
 tried
it
 Laggards
are
suspicious
of
changes
and
adopt
 new
ideas
only
when
they
become
tradi2on
 The
end!
See
you
next
week!
 13 ...
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This note was uploaded on 12/06/2010 for the course BUSINESS EFO202 taught by Professor Anna during the Spring '07 term at Mälardalens högskola.

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