PRINCIPLES OF MARKETING

19-07

POLITICAL
ECONOMIC
SOCIAL
TECHNOLOGY
ECOLOGIC
LEGAL

21-07

WHAT IS MARKETING?

SHARE HOLDERS People who are part of the company

STAKE HOLDERS Interest groups/have actions on the o
 1. Create value for customers understand cx, the needs and what they want
2. Build strong customer relationshipcreate projects, partnership, event
3. Capture value from customers in return

CST Corporate Social Responsibility people, planet, and profit

MARKETING MIX

Product  service but is tangible

Price value
Promotion communication
Place distribution

THE 7 PS OF SERVICES MARKETING

DIFFERENCE BETWEEN MARKETING, ADVERTISING, SELLING, BD
25-07

MARKETING OVERVIEW

MARKETING MIX 4P’S

 NEDS WANTS AND DEMANDS

Human need state of felt deprivation

Human want the form that a human need takes as shaped by culture and individual personality.
Demands humans want that are backed by buying power
VALUE AND SATISFACTION
Marketing intermediaries marcas ej: exito
Company marketer grupo grande/ compañía: grupo exito

Segmentation
Trade
Differenciation
Position

 
Evolution of the marketing concept: 
Production concept: price 
Product concept: quality 
Selling concept: Promotion /buy
Marketing concept: reliability, experience
Social marketing: empowerment people 
 
POSSITION OF THE MARKET
GOLDEN CIRCLE
1.0
We use to communicate to our customer trough radio/tv…
There’s no possibility to say if they like it or no
Just sacar un product al mercado y venderlo y ya
Ej: vendedores informales/ san Andresito
Ex of 1.0:

NEEDS VS PRODUCTS: People have needs, someone creates a product and then respond for the need

2.0
CONSUMER IS THE KING IN 2.0

1. Sell the product

2. Customer
3. Create a better world valores
4. Sociedad

Insight method 
Needs= opportunities 
08-08
ETHICS values- a good way to behave
f

Consumerism cumplir las expectativas de la marca y del product

Environmentalism protect and improve environment
11-08

Positive impact in: PEOPLE + PROSPERITY (money) + PLANET

Have an impact on the three aspects: environment, economic and social
Society: organizations, communities
08-09
Mass marketing vendedores que dicen su product ej:aguacate

Segmentation is made with social status, range of age, demographics,

22 SEPT

BRAND IMAGE VS. BRAND IDENTITY

Bran image people recordation—related to the brain
Brand identity value in people—hearth
PRESENTACIONES
#6
6.1 Strategic marketing and operational marketing
6.2 Marketing environment-micro and macro environment
6.3 Peste and Pestle
6.4 External marketing environment

STRATEGY PLAN

MARKETING ENVIRONMENT

Microenvironment
Macro environment
VIDEO
What is the marketing environment? The sum or collection of all internal and external factors
Making analysis of the environment you are going to operate, and will give you a lot of insights and some
important information to improve your plan
IMPORTANCE OG ANALYZING THE MARKETING ENVIRONMENT
LEVELS OF THE MARKETING ENVIRONMENT
1. Macro-influence is very low
2. Micro-influence is limited
3. Internal- influence is high

Continuously study the environment to keep competitive

External and internal are related
Why is important to study the marketing environment?

Limitations: unexpected and unanticipated events, no sufficient guarantee, uncritical falth, too much info
Plan should be flexible

#7
7.1 consumer market
7.2 the consumer buying process
7.3 behavioral influences
7.4 models of buying behavior
7.5 culture, sub-culture, demographics, social class, reference groups, marketing activities, perception
7.6 types of buying behavior
7.7 consumer profile

CONSUMER MARKET

VIDEO THE BUYING DECISION PROCESS

1. Problem recognition
2. Information search: what, where and what price
3. Evaluation of alternatives: based on comfort, image, design…
4. Purchase decision: relational or emotional
5. Purchase: decide based on the purchase decision
6. Post purchase evaluation: observe reaction and test durability
Marketing factors influence the buying decision (4 P’S)

BEHAVIORAL INFLUENCES

MODELS OF BUYING BEHAVIOR

CULTURE:
SUB-CULTTURE:
SOCIAL CLASS: lower, middle, and lower class
REFERENCE GROUPS:
TYPES OF BUYING BEHAVIOR

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CONSUMER PROFILE

#8
8.1 information systems
8.2 what is customer insights?
8.3 what is marketing information systems?
8.4 developing information
8.5 Marketing research techniques

INFORMATION SYSTEMS
Learning objectives
WHAT IS CUSTOMER INSIGHTS?
Understand what cx needs
MARKETING INFORMATION SYSTEM (MIS)

#9
9.1 Business market
9.1 B2B
9.3 Key terms to keep in mind
9.4 market structure and demand markets
9.5 Business buying behavior
9.6 nature of the buying unit
9.7 differences B2B and B2C
9.8 Major types of buying situations
9.9 Participants in the business buying process
BUSINESS BUYER BEHAVIOR AND THE BUSINESS BUYING PROCESS

MARKET STRUCTURE AND DEMAND MARKETS

 ****

BUSINESS BUYING BEHAVIOR

Business buyers face more complex buying decisions than cx buyers

B2B
B2C AND B2C DIFFERENCES

***
TYPES OF BUSINESS BUYING SITUATIONS
Straight rebuy, modified rebuy and new task

PARTICIPANTS IN THE BUSINESS BUYING PROCESS

B2B DYNAMICS
10.1 Market segmentation, market targeting and market positioning
10.2 STDP segmentation
10.3 Market segmentation and bases for segmenting consumer markets
10.4 Bases of business market segmentation
10.5 STDP targeting
10.6 STDP differentiation
10.7 STDP positioning
10.8 STDP process
SEGMENTATION. TARGETING AND POSITIONING
STDP SEGMENTATION
Market segmentation: requires dividing a market into smaller segments with distinct needs, characteristics, or
behaviors that might require separate marketing strategies or mixes.

VIDEO SEGMENTATION A MARKET SOLUTIONS

People’s devices generate data historial creates a complete picture of buyer decisions
Understand, find and engage consumers drive more impact in consumers
Merchandising and developing new products

1. Understand the consumer lifestyle and preferences look what consumers wants
The channels, sensibility to discounts understand how to develop better products
2. Find what is the best opportunities which places gives better opportunities and find the consumers,
which channels to use, are they watching tv o e-mail? Where they engage with you
3. Engage consumers to inspire action how they can be more enthusiastic with the product, show them
NIELSEN SEGMENTATION & MARKETING SOLUTIONS help to flexibility quickly interact analyze
and share data across your organization in one convenient easy to use online platforms utilize our vast
network of data sources and industry recognized segmentation solutions to determine the most effective
marketing and location strategies to drive bigger outcomes in your business

SEGMENTATION
Includes gender, inf it is single or married, range of age and income
SEGMENTATION TREE EXAMPLE
5 BASES OF BUSINESS MARKET SEGMENTATION

STDP TARGETING
STDP DIFFERENTIATION

STDP POSITIONING
STDP PROCESS

By family income
By family accommodations