Marketing

Management
 What is
Marketing Management?
Marketing (management) is the process of
planning and executing the conception,
pricing, promotion, and distribution of ideas,
goods, and services to create exchanges
that satisfy individual and organizational
goals.
- American Marketing Association
 What is a
Marketing Information System (MIS)?
A marketing information system
consists of people, equipment, and
procedures to gather, sort, analyze,
evaluate, and distribute needed, timely,
and accurate information to
marketing decision makers.
 Internal Records and
Marketing Intelligence

Sales
Order-to-Payment
Information
Cycle
System

Databases, Marketing
Warehousing, Intelligence
Data Mining System
Steps to Improve Marketing Intelligence

Train sales force to scan for new developments

Motivate channel members to share intelligence

Network externally

Utilize a customer advisory panel

Utilize government data resources

Purchase information
Collect customer feedback online
 Environmental Forces

Demographic

Political-Legal Economic

Technological Socio-Cultural

Natural
 Demographic Environment

Population growth Educational groups

Population age mix Household patterns
Ethnic markets Geographical shifts
 Economic Environment

Income Distribution
Savings, Debt, and
Credit

Levis has responded to

changes in income
distribution by offering
an upscale line and a
mass market line
Social-Cultural Environment

Views of themselves

Views of others

Views of organizations

Views of society

Views of nature

Views of the universe

 Natural Environment

Shortage of
raw materials

Increased
energy costs

Anti-pollution
pressures

Governmental
protections
 Consumer
Environmental Segments

True Blue Greens

Greenback Greens

Sprouts

Grousers

Apathetics
Technological Environment

Pace of change

Opportunities for innovation

Varying R&D budgets

Increased regulation of change

Political-Legal Environment

Increase in
business legislation

Growth of special
interest groups
 What Influences
Consumer Behavior?

Cultural Factors

Social Factors

Personal Factors
 Social Factors

Reference
Family
groups

Social
Statuses
roles
 Personal Factors

Age
Self- Life cycle
concept stage

Lifestyle Occupation

Values Wealth
Personality
Consumer Buying Process

Problem Recognition

Information Search

Evaluation

Purchase Decision

Postpurchase
Behavior
Successive Sets Involved in
Consumer Decision Making
A Consumers Evaluation of Brand
Beliefs About Laptops
How Customers Use and Dispose of
Products
 Patterns of
Target Market Selection
 Patterns of
Target Market Selection
 Patterns of
Target Market Selection