Principles of marketing: Lecture 9

Principles of marketing: Lecture 9 provide students with knowledge about: marketing environment; the micro-environment; the company’s micro-environment; company’s internal environment; financial publics; media publics;... Please refer to this lesson for details!

MGT301 Principles of Marketing

Lecture­9

of  

Lecture­8

Target Consumers

Im

pl em

en ta tio n

M ark etin g

Pla nn ing

M ark eti ng

C on tro l

M ar

ke tin g

An al

ys is

Competitors

Marketing Intermediaries

Publics Suppliers

 Market Information System

The Marketing Information SystemMarketing

Distributing information

Internal records

Marketing decisions and communication

Marketing environment

Test markets

Marketing channels Competitors Publics

environment forces

Macro-Marketing Information System

Developing information

Marketing intelligence

Marketing research

Marketing decision support analysis

Developing the Marketing Mix

List Price Discounts Allowances Payment Period Credit Terms

Promotion

Sales Promotion Advertising

Sales Force Public Relations Direct Marketing

 Managing the marketing effort

Executive Summary

Current Marketing Situation

Threats and Opportunity Analysis Objectives and Issues

Marketing Strategy Action Programs Budgets

Controls

Contents of a Marketing Plan

Marketing Strategy

Marketing Performance

Implementation

Climate and Culture

Action

Programs

Decision and Reward

Organizational

Structure

Human Resources

Marketing Implementation

Set

Goals

Measure Performance

Evaluate Performance

Take Corrective Action

Today’s Topics

Marketing Environment

Environment

Includes…

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

Macroenvironment ­ larger societal forces that affect the whole microenvironment

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

Suppliers

Competitors Publics

The Microenvironment

Serve Customers

Forces Affecting a Company’s Ability to

Serve Customers

The Company’s  Microenvironment

Company’s Internal Environment­ functional areas inside a 

company that have an impact on the marketing department’s plans. 

Production

M an ufa ctu rin g

A

cc o

u n tin g

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

Consumer Markets

International Markets

Government

Markets

Business Markets Reseller

Markets

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

Company

Citizen Action Publics Lo

cal

Pu

G en

Pu blic

In te rn al

P u b lic s

Enough for today. . .

The Marketing Environment

Suppliers

Competitors Publics

The Microenvironment

Serve Customers

Forces Affecting a  Company’s Ability to 

Serve Customers

The Macroenvironment

Forces that Shape Opportunities  and Pose Threats

to a Company

MGT301 Principles of Marketing

Lecture­9