1. MGT301 Principles of Marketing Lecture-9

2. Summary of Lecture-8

3. Marketing Process  Analyzing marketing opportunities  Selecting target markets  Developing the marketing Mix  Managing the marketing effort

4. 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

5. Analyzing marketing opportunities Analyzing marketing opportunities  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

6. 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

7. Selecting Target Markets Selecting Target Markets  Firm cannot satisfy everyone –mass marketing  Segment total market –market segmentation  Target markets –target marketing –niche marketing

8. Developing the Marketing Mix

9. 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

10. Managing the marketing effort Managing the marketing effort

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

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

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

14. Today’s Topics

15. Marketing Environment

16. Environment

17. All the actors and forces influencing the company’s ability to transact business effectively with it’s target market. Includes…. Microenvironment - forces close to the company that affect its ability to serve its customers. Macroenvironment - larger societal forces that affect the whole microenvironment.

18. The Marketing Environment 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.

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

20. The Microenvironment

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

22. The Company’s Microenvironment

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

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

25. Suppliers - provide the resources needed to produce goods and services. Marketing Intermediaries - help the company to promote, sell, and distribute its goods to final buyers. Customers - five types of markets that purchase a company’s goods and services.

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

27. Competitors - those who serve a target market with similar products and services. Publics - any group that perceives itself having an interest in a company’s ability to achieve its objectives.

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

29. Enough for today...

30. Summary The Marketing Environment

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

32. The Microenvironment

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

34. Next…. The Macroenvironment

35. 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

36. MGT301 Principles of Marketing Lecture-9