MARKETING MARKETING ENVIRONMENT

- making a sale “selling” - Forces that directly and indirectly influence an

organizations capability to undertake its business
- satisfying customer needs
INTERNAL ENVIRONMENT – within the org
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EXTERNAL ENVIRONMENT – outside the org

MACRO – immediate environment (political, social,

economic, natural forces, demographics)

MICRO – broad forces (suppliers, marketing channel,

customer, competitors, public)

MARKETING RESEARCH – collecting, organizing info

5 KEY STEPS

1. Define the Problem

NEEDS, WANTS AND DEMANDS - state of felt
depreciation 2. Collect the data

NEEDS - for survival Primary Research – interviews, survey etc.

DEMAND – human wants that are hacked by buying Secondary Research – from primary research
power
3. Analyzing and Interpret Data
WANTS – form taken by human needs to satisfy oneself
4. Conclusion
PRODUCT – combination of products, services etc.
5. Implementation
SERVICE – wants > needs

GOALS OF MARKETING
CONSUMER MARKETING – business to consumer
 Maximize consumption
 Maximize choice BUSINESS MARKETING – business to business
 Maximize consumer needs FMCG – fast moving consumer goods
 Maximize life quality (Kotler 2000)
WHITE GOODS – household appliances
CONTEMPORARY MARKETING APPROACH
BROWN GOODS – entertainment and fun
 Marketing mix
 Conceptual approach SOFT GOODS – shorter value after every use
 Systematic approach
SEGMENTATION - market to be segmented
 Marketing management
 Micro marketing TARGETING – most attractive segment
 Social marketing
 Comparative marketing POSITIONING – final step; consumer conception

TRADITIONAL MARKETING APPROACH

 Direct mail – flyers HOW TO USE STP?

 Print marketing – newspaper DEMOGRAPHICS – individual profile
 Broadcast marketing – radio, tv
 Referral marketing – word of mouth PSYCHOGRAPHICS – personality/emotion

Interview – talking to people

STRATEGIC MARKETING – plan for reaching goal Survey – more helpful

TACTICAL MARKETING – means you use to achieve goal Costumer Data – loyalty cards
LIFESTYLE – hobbies, entertainment, vacations

BELIEFS AND VALUES – religious, political etc. views

LIFESTAGES – chronological benchmarking

GEOGRAPHIC – location

BEHAVIOR – nature of the purchase

BENEFIT – satisfaction

MARKETING MIX

- marketing tools that the firm uses to pursue its

marketing objectives in the target

7 P’S

- E. Jerome McCarthy (1960)

 Product – satisfy customer

 Place – accessible
 Price – affordable
 Promotion – advertisement
 People – employees
 Processes – delivery
 Physical Evidence – receipts/insurance

4 M’S

 Merchandise – details of product

 Market – target
 Media – promotion
 Message – slogan/taglines

5 C’S

- Neil Borden

 Customer – intended buyer

 Company – ability to meet costumers needs
 Competition – competitors
 Collaborators – can help your business
 Context – limitations due to economic factors