MARKETING OPPORTUNITY

ANALYSIS AND CONSUMER

ANALYSIS
Chapter 3
THE STRATEGIC MARKETING
PROCESS
 MARKETING STRATEGY
DEVELOPMENT
Cost Leadership
Differentiation
Focused

Subcategories of Strategy
1. Forward Integration 1. Related Diversification
2. Backward Integration 2. Unrelated Diversification
3. Horizontal Integration 3. Retrenchment
4. Market Penetration 4. Divestiture
5. Market Development 5. Liquidation
6. Product Development
THE TACTICAL MARKETING
PROCESS
 THE MARKETING ENVIRONMENT
1. The Company
2. Suppliers
3. Market Intermediaries
4. Customers
5. Competition
6. Publics
 IDENTIFYING STRENGTHS AND
WEAKNESSES
The Marketing Macroenvironment
1. Economic Macroenvironment

2. Politicolegal Macroenvironment

3. Sociocultural Macroenvironment
 IDENTIFYING STRENGTHS AND
WEAKNESSES
4. Demographic Macroenvironment

5. Technological Macroenvironment

6. Natural Macroenvironment
 IDENTIFYING STRENGTHS AND
WEAKNESSES
Market Research
 THE MARKETING RESEARCH
PROCESS
Research need Problem/opportunity Establishment of research Research design
determination definition objectives determination

Sample size and sampling Data collection forms Determination of data Information sources/types
plan determination design access methods identification

Report preparation and

Data collection Data analysis
presentation
 THE MARKETING RESEARCH
PROCESS
1. Research need determination
2. Problem/opportunity definition
3. Establishment of research objectives
4. Research design determination
5. Information sources/types identification
6. Determination of data access methods
7. Data collection forms design
8. Sample size and sampling plan determination
9. Data collection
10. Data analysis
11. Report preparation and presentation
 CONSUMER AND
ORGANIZATIONAL MARKETS
Consumer Market
 THE CONSUMER BUYING PROCESS

Need/Problem Information Alternative Purchase Post-purchase

Recognition Research Evaluation Decision behavior
CONSUMER BUYING ROLES
CONSUMER MARKETS AND
BUYING BEHAVIOR
 BUYING CHARACERISTICS
INFLUENCING PURCHASE BEHAVIOR

BUYER

PSYCHOLOGICAL

PERSONAL

SOCIAL

CULTURAL
STAGES OF FAMILY’S LIFE CYCLE
ABRAHAM MASLOW’S
HIERARCHY OF NEEDS

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