MGT301

Principles of
Marketing
Lecture-9
Summary
of
Lecture-8
 Marketing Process
 Analyzing marketing opportunities
 Selecting target markets
 Developing the marketing Mix
 Managing the marketing effort
Demographic- Marketing Technological-
Economic Intermediaries Natural
Environment Environment

ys ng

M lan
ar n
al eti

P
is

ke in
An ark Product

tin g
M

g
Suppliers Place Target Price Publics
Consumers

n
tio
en ing
M Con

Promotion
ar tr

ta
em et
ke ol

pl rk
tin

Im Ma
g

Political- Social-
Legal Competitors Cultural
Environment Environment
 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
 The Marketing
Information System
Marketing Marketing
managers Marketing Information System environment

Developing information Test

Analysis markets
Assessing Internal Marketing
Planning information Marketing
needs records intelligence
channels
Implemen-
tation Competitors

Control Marketing
decision Marketing Publics
Distributing
information support research
Macro-
analysis environment
forces

Marketing decisions and communication

 Selecting Target Markets
 Firm cannot satisfy everyone
– mass marketing
 Segment total market
– market segmentation
 Target markets
– target marketing
– niche marketing
Developing the Marketing Mix
 Marketing
Marketing Mix
Mix

Product Place
Product Variety
Target
Target Market
Market Channels
Quality Coverage
Design Assortments
Features Locations
Brand Name Price Inventory
Promotion
Packaging List Price Transport
Sales Promotion
Sizes Discounts
Advertising
Services Allowances Sales Force
Warranties Payment Period Public Relations
Returns Credit Terms Direct Marketing
Managing the marketing effort
Contents of a Marketing Plan

Executive Summary
Current Marketing Situation
Threats and Opportunity Analysis
Objectives and Issues
Marketing Strategy
Action Programs
Budgets
Controls
Marketing Implementation

Marketing
Marketing Strategy
Strategy
Decision
Organizational and Human
Structure Reward Resources

Action Climate and

Programs Culture

Implementation

Marketing
Marketing Performance
Performance
 Marketing Control Process

Set Measure Evaluate Take

Performance Performance Corrective
Goals Action
Today’s Topics
Marketing Environment
Environment
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.
 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.
 Demographic

Company
Cultural Economic
Publics Suppliers
Company

Political Competitors Customer

Natural
s
Intermediaries

Technological
The Microenvironment
 Company
Company
Publics
Publics Suppliers
Suppliers
Forces
Forces Affecting
Affecting aa
Company’s
Company’s Ability
Ability to
to
Serve
Serve
Customers
Customers
Competitors
Competitors Intermediaries
Intermediaries
Customers
Customers
 The Company’s
Microenvironment
Company’s Internal Environment

Company’s Internal Environment- functional areas inside

a company that have an impact on the marketing
department’s plans.
 Production
& D M
R an
uf
ac
ce

t ur
n

in
na

g
ment Fi

Acc
oun
Top
Manage

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

Suppliers - provide the resources needed to produce

goods and services.

Customers - five types of markets that purchase a

company’s goods and services.
 International Consumer
Markets Markets

Company
Company
Government Business
Markets Markets
Reseller
Markets
 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.
 Types of Publics
Citizen
ent Action Lo
rn m Publics Pu ca
o ve lics bl l
ic
G Pub s

G b
Pu dia

en lic
cs

Pu
er
Me
bli

al
al

Inte lics
Publics

Pub
Financi

r na
Company

l
Enough for today. .
.
 Summary

The Marketing Environment

 Demographic

Company
Cultural Economic
Publics Suppliers
Company

Political Competitors Customer

Natural
s
Intermediaries

Technological
The Microenvironment
 Company
Company

Publics
Publics Suppliers
Suppliers

Forces
Forces Affecting
Affecting aa
Company’s
Company’s Ability
Ability to
to
Serve
Serve
Customers
Customers

Competitors
Competitors
Intermediaries
Intermediaries

Customers
Customers
 Next….

The Macroenvironment
 Demographic
Demographic

Cultural
Cultural Economic
Economic
Forces
Forces that
that Shape
Shape
Opportunities
Opportunities
and
and Pose
Pose Threats
Threats
to
to aa Company
Company
Political
Political Natural
Natural

Technological
Technological
 MGT301
Principles of
Marketing
Lecture-9