1. Principles of Marketing Lecture-9

2. Summary of Lecture-8

3. Marketing Process

4.  Analyzing marketing opportunities  Selecting target markets  Developing the marketing Mix  Managing the marketing effort

5. Target Consumers Product PlacePrice Promotion Marketing Implementation Marketing Planning Marketing Control Marketing Analysis Competitors Marketing Intermediaries PublicsSuppliers Demographic- Economic Environment Technological- Natural Environment Political- Legal Environment Social- Cultural Environment

6. Analyzing marketing opportunities

7.  changing environment – opportunities and threats  changing firm situation – relative strengths and weaknesses  Fit - match opportunities with firm’s objectives and resources (strengths)  Market Information System

8. The Marketing Information System Marketing managers Analysis Planning Implemen- tation Control Assessing information needs Distributing information Internal records Marketing decisions and communication Marketing environment Test markets Marketing channels Competitors Publics Macro- environment forces Marketing Information System Developing information Marketing intelligence Marketing research Marketing decision support analysis

9. Selecting Target Markets

10.  Firm cannot satisfy everyone – mass marketing  Segment total market – market segmentation  Target markets – target marketing – niche marketing

11. Developing the Marketing Mix

12. Marketing Mix Target Market Product Product Variety Quality Design Features Brand Name Packaging Sizes Services Warranties Returns Place Channels Coverage Assortments Locations Inventory Transport Price List Price Discounts Allowances Payment Period Credit Terms Promotion Sales Promotion Advertising Sales Force Public Relations Direct Marketing

13. Managing the marketing effort

14. Executive Summary Current Marketing Situation Threats and Opportunity Analysis Objectives and Issues Marketing Strategy Action Programs Budgets Controls Contents of a Marketing Plan

15. Marketing Strategy Marketing Performance Implementation Climate and Culture Action Programs Decision and Reward Organizational Structure Human Resources Marketing Implementation

16. Marketing Control Process Set Goals Measure Performance Evaluate Performance Take Corrective Action

17. Today’s Topics

18. Marketing Environment

19. Environment

20. All the actors and forces influencing the company’s ability to transact business effectively with it’s target market. Includes….

21. Microenvironment Microenvironment - forces close to the company that affect its ability to serve its customers.

22. Macroenvironment Macroenvironment - larger societal forces that affect the whole microenvironment.

23. The Marketing Environment

24. Marketing Environment- consists of the actors and forces outside marketing that affect marketing management’s ability to develop and maintain successful relationships with its target customers.

25. Company Demographic Economic Natural Technological Political Cultural Company Customers Intermediaries Suppliers Competitors Publics

26. The Microenvironment

27. Company Customers Publics Suppliers Competitors Intermediaries Forces Affecting a Company’s Ability to Serve Customers Forces Affecting a Company’s Ability to Serve Customers

28. The Company’s Microenvironment

29. Company’s Internal Environment

30. Company’s Internal Environment Company’s Internal Environment- functional areas inside a company that have an impact on the marketing department’s plans.

31. Marketing Production Manufacturing Accounting R & D Finance Top Management

32. Suppliers Suppliers - provide the resources needed to produce goods and services.

33. Marketing Intermediaries Marketing Intermediaries - help the company to promote, sell, and distribute its goods to final buyers.

34. Customers Customers - five types of markets that purchase a company’s goods and services.

35. Company Consumer Markets International Markets Government Markets Business Markets Reseller Markets

36. Competitors Competitors - those who serve a target market with similar products and services.

37. Publics Publics - any group that perceives itself having an interest in a company’s ability to achieve its objectives.

38. Types of Publics Company Citizen Action Publics Local Publics General Public Internal Publics Government Publics Media Publics Financial Publics

39. Enough for today...

40. Summary

41. The Marketing Environment

42. Company Demographic Economic Natural Technological Political Cultural Company Customers Intermediaries Suppliers Competitors Publics

43. The Microenvironment

44. Company Customers Publics Suppliers Competitors Intermediaries Forces Affecting a Company’s Ability to Serve Customers Forces Affecting a Company’s Ability to Serve Customers

45. Next….

46. The Macroenvironment

47. Demographic Technological Cultural Economic Political Natural Forces that Shape Opportunities and Pose Threats to a Company Forces that Shape Opportunities and Pose Threats to a Company

48. Principles of Marketing Lecture-9