Principles of Marketing

Chapter ( 3& 4 ) Marketing environment & Information System

“There are three kinds of companies: those who make things happen, those who watch things happen, and those who wonder what’s happened.”
A.U.C - Amira EL-Deeb

Principles of Marketing

2

Contents
1. 2.

3. 4. 5.
6.

Importance of information Sources of information Marketing environment Micro environment Macro environment Marketing information system

A.U.C - Amira EL-Deeb

Principles of Marketing

3

Amira EL-Deeb Principles of Marketing 4 .Importance of information In order to be able to set a marketing strategy and a marketing plan. Marketers needs information to:    Asses the Opportunities and Threats Know the strengths and weaknesses Identify the habits and the behavior of the markets A.C .U.

Environmental scanning Marketing information systems A.U. 2.C .Sources of information Marketers get these information through: 1.Amira EL-Deeb Principles of Marketing 5 .

U.The Marketing Environment The actors and forces outside marketing that affect marketing management’s ability to build and maintain successful relationships with target customers A.C .Amira EL-Deeb Principles of Marketing 6 .

C .Amira EL-Deeb Principles of Marketing 7 .The Marketing Environment  Microenvironment  Includes the actors close to the company that affect its ability to serve its customers.  Macro  environment Involves larger societal forces affect the microenvironment Discuss on the light of SWOT & which one can be controlled ? A.U.

Environmental Scanning A.Amira EL-Deeb Principles of Marketing 8 .C .U.

Amira EL-Deeb •Competitors •Customers Principles of Marketing •Intermediaries •Technology 9 .: •Suppliers Macro •Socio-culture •Politics •Economy • Culture • Resources A.C .Environmental Scanning Internal External Micro • Structure Micro Ex.U.

C . The company  Marketers must consider other parts of the organization including finance.Amira EL-Deeb Principles of Marketing .U. operations and accounting Marketing decisions must be related to the company goals and strategies 10  A. R&D.Environmental Scanning Micro internal environment Actors 1.

Customers 5. Marketing intermediaries 4.U. The company  Marketers must watch supply availability and pricing Effective partner relationship management with suppliers is essential 11 2. Publics A. Competitors 6.C .Amira EL-Deeb  Principles of Marketing .Environmental Scanning Micro external environment Actors 1. Suppliers 3.

Marketing 4. The company 2.U.Environmental Scanning Micro external environment Actors 1. Publics A. Customers intermediaries  5.Amira EL-Deeb Principles of Marketing . sell and distribute goods to final buyers Effective partner relationship management is essential 12 3.C . Suppliers  Help to promote. Competitors 6.

U. The company 2. Publics A.C . Suppliers 3.Amira EL-Deeb The five types of customer markets  Consumer  Business  Reseller  Government  International Principles of Marketing 13 .Environmental Scanning Micro external environment Actors 1. Competitors 6. Customers 5. Marketing  intermediaries 4.

Marketing   Conducting competitor analysis is critical for success of the firm A marketer must monitor the competitors’ offerings to create strategic advantage 14 intermediaries 4.U.Amira EL-Deeb Principles of Marketing .Environmental Scanning Micro external environment Actors 1. Suppliers 3. The company 2. Competitors 6.C . Publics A. Customers 5.

Amira EL-Deeb A group that has an actual or potential interest in or impact on an organization to achieve its goals Principles of Marketing 15 . The company 2.Environmental Scanning Micro external environment Actors 1.U. Publics A.C . Marketing  intermediaries 4. Suppliers 3. Customers 5. Competitors 6.

Amira EL-Deeb Principles of Marketing 16 .Environmental Scanning Macro external environment Macro environmental Forces are : Political Economic  Socio-Cultural  Demographic Natural resources Technological A.C .U.

population changed from… Baby boomers.Environmental Scanning Macro external environment Demographic Environment: The study of human populations in terms of size. density. age. then  Generation X. occupation and other statistics  The age structure of the U. then  Generation Y  A.U. gender.Amira EL-Deeb Principles of Marketing 17 . location.S.C . race.

Boomers Generation X Generation Y  A. earn 50% of personal income.Demographic Environment Key Generations Baby  Born between 1946 and 1964 Represent 28% of the population.Amira EL-Deeb Principles of Marketing 18 .U.C .

Demographic Environment Key Generations Baby  Born between 1965 and 1976 Will be primary buyers of most goods by 2010 Boomers Generation X Generation Y  A.Amira EL-Deeb Principles of Marketing 19 .U.C .

and media Challenging target for marketers 20 A.Amira EL-Deeb Principles of Marketing . almost as large a group as their baby boomer parents Requires New products.U.Demographic Environment Key Generations Baby  Boomers Generation X Generation Y    Born between 1977 and 1994 strong. services.C .

:   Shortages of raw materials Increased pollution 21 A.Natural Environment Involves the natural resources that are needed as inputs by marketers or that are affected by marketing activities  Ex.Amira EL-Deeb Principles of Marketing .C .U.

C .U.Technological Environment  The most dramatic force shaping our destiny  Rapidly changing force which creates many new marketing opportunities but also turns many existing products extinct A.Amira EL-Deeb Principles of Marketing 22 .

government agencies and pressure groups that influence or limit various organizations and individuals in a given society  A.C .U.Amira EL-Deeb Principles of Marketing 23 .Political Environment Consists of laws.

perceptions. preferences and behaviors.Amira EL-Deeb Principles of Marketing 24 .U.  A.C .Cultural Environment Made up of institutions and other forces that affect a society’s basic values.

C .Amira EL-Deeb Principles of Marketing 25 .Cultural Environment Includes people’s views of… Themselves  Identify with brands for self-expression Society  Recent shift from “me” to “we” society Organizations  Trend of decline in trust and loyalty to companies Nature  “lifestyles of health and sustainability” (LOHAS) consumer segment A.U.

Marketing Information System  We need ( MIS ) because After such environmental scanning some information may be not available e.  Products sales history  Consumer preference regarding products benefits  Products usage rate Principles of Marketing  A.Amira EL-Deeb 26 .C .g.U.

Marketing research. Marketing intelligence activities. Internal company records.Marketing Information System  A marketing information system is developed from: 1.Amira EL-Deeb Principles of Marketing 27 . 2. 3.C . A.U.

Marketing Information System 1. Internal company records    Order-to-Payment Cycle Sales Information Systems Company Databases A.C .Amira EL-Deeb Principles of Marketing 28 .U.

Marketing intelligence activities.Marketing Information System 1.U. 2.  a set of procedures and sources managers use to obtain everyday information about developments in the marketing environment A.Amira EL-Deeb Principles of Marketing 29 . Internal company records.C .

Marketing research. Marketing intelligence activities. 3.C .     1ry research 2ry research Focus group Questionnaires A. 2. Internal company records.Marketing Information System 1.Amira EL-Deeb Principles of Marketing 30 .U.

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