marketing5

Országok listájaHungaryBudapesti Corvinus EgyetemGazdálkodástudományi KarNemzetközi gazdálkodás (angol nyelven)Marketingmarketing5

5
After this class, you should be able to:
·

Learning Objectives

Principles of Marketing
· · · · · · ·

The Marketing Environment

Describe the environmental forces that affect the company's success. Explain how changes in the demographic and economic environments affect marketing decisions. Identify major trends in the natural and technological environment. Explain the key changes in the political & cultural environments. Explain the importance of information to the company. Define the marketing information system and discuss its parts. Outline the steps in the marketing research process. Explain how companies analyze and distribute marketing information.

Relevant Literature: Kotler & Armstrong, 12e, Chpt 3,4

Marketing Principles
Spring Term 2007/2008

2-2

Key Environments

Fiat 500
· Marketing Environment
· The actors and forces that affect a firm's ability to build and maintain successful relationships with customers.

· After VW Beetle, now Fiat 500 launched 50 years after the classic · Fiat's investment · Demand quickly outstripped supply

· The new Fiat 500 enjoys cross-generational appeal · Car of the year 2008 award · Innovative campaign (see webpage)

Is Fiat's 500 going to be as successful as the VW Beetle?
Marketing Principles
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Marketing Principles

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Key Environments
· Departments within the company impact marketing planning.

The Microenvironment

· Aspects of the marketing environment:

· Microenvironment:

· Actors close to the company

· Macroenvironment

· Larger societal forces

Marketing Principles

Marketing Principles
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The Microenvironment

The Microenvironment
· Marketing intermediaries help to sell, promote, and distribute goods. · Intermediaries take many forms.
· Resellers · Physical distribution firms · Marketing services agencies · Financial intermediaries

· Suppliers help to create and deliver customer value.

· Treat suppliers as partners.

Marketing Principles

Marketing Principles
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Actors in the Microenvironment

The Macroenvironment
· Customer markets must be studied. · Market types
· · · · · Consumer Business Government Reseller International

Marketing Principles

Marketing Principles
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Major Macroenvironmental Forces

The Macroenvironment · Key Demographic Trends
· Changing age structure
· Seven generational groups.
· Baby boomers, Generation X and Generation Y are key groups.

· Distinct segments typically exist within these generational groups.

Marketing Principles

Marketing Principles
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Seven U.S. Generations The Macroenvironment · Key Economic Trends
· Income distribution is often skewed.
· Upper class, middle class,
working class, underclass · Rich: getting richer Middle class: shrinking Underclass: still poor

· Consumer spending patterns are changing.

Marketing Principles

Marketing Principles
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The Macroenvironment · The Natural Environment

The Macroenvironment
· Key Technological Trends

· Concern for the natural environment has grown steadily, increasing the importance of these trends:

· Shortage of raw materials · Increased pollution · Increased governmental intervention

· The technological environment is rapidly changing. · New technologies create new opportunities and markets but make old technologies obsolete.

Marketing Principles

Marketing Principles
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The Macroenvironment
· The Cultural Environment
· Is composed of institutions and other forces that affect a society's basic values, perceptions, preferences, and behaviors.

The Macroenvironment

· The Political Environment

· Laws, · Governmental agencies, · Pressure groups ....

Marketing Principles

Marketing Principles
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Marketing Info. System

· Marketing Information System (MIS)

· Consists of people, equipment, and procedures that gather, sort, analyze, evaluate, and distribute needed, timely, and accurate information to marketing decision makers.

Marketing Principles

Marketing Principles
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Marketing Info. System

Marketing Info. System

· Assessing Marketing Information Needs
· The MIS must balance needs against feasibility:
· Not all information can be obtained. · Obtaining, processing, sorting, and delivering information is costly.

· Assessing Marketing Information Needs

· The MIS serves company managers as well as external partners.

Marketing Principles

Marketing Principles
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Marketing Info. System

Marketing Info. System Developing Information
· Internal data · Marketing intelligence · Marketing research
· Marketing intelligence is the systematic collection and analysis of publicly available information about competitors and trends in the marketing environment. · Competitive intelligence gathering activities have grown. · Many sources of competitive info. exist.

Developing Information

· Internal data · Marketing intelligence · Marketing research

· Internal Data is gathered via customer databases, financial records, and operations reports. · Advantages of internal data include quick/easy access to information. · Disadvantages stem from incompleteness or inappropriateness of data to a particular situation.

Marketing Principles

Marketing Principles
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The Marketing Research Process

Marketing Info. System

Developing Information

· Internal data · Marketing intelligence · Marketing research
Marketing Principles
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· Marketing research is the systematic design, collection, analysis, and reporting of data relevant to a specific marketing situation facing an organization. · Several steps are involved in the marketing research process.

Marketing Principles

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Marketing Info. System

Marketing Info. System
· Step 2: Developing the Research Plan
· Research objectives guide the determination of specific information needs.

· Step 1: Defining the problem and research objectives

· Don't confuse the symptoms of the problem with its cause when defining the problem. · Exploratory, descriptive, and causal research each fulfill different objectives.

Marketing Principles

Marketing Principles
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Marketing Info. System
· Secondary data sources:

Marketing Info. System Types of Data
· Advantages:
· Obtained quickly · Less expensive than primary data · Government information · Internal, commercial, and online databases · Publications

· Step 2: Developing the Research Plan

· Research proposals outline the type of data needed and the research plan.

· Secondary data: Information collected for another purpose which already exists. · Primary data: Information collected for the specific purpose at hand

· Secondary data · Primary data

· Disadvantages:
· Information may not exist or may not be usable.

Marketing Principles

Marketing Principles
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Marketing Info. System

Marketing Info. System
· Research approaches:
· Observation research using people or machines
· Mystery shoppers, traffic counters, web site "cookies" are some examples. · Discovers behavior but not motivations. · Ethnographic research expands observation research to include consumer interviews.

Types of Data
· Research approaches:
· Observation · Survey · Experiment

· Planning primary research:

· Secondary data · Primary data
· Contact methods · Sampling plan · Research instruments

Marketing Principles

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Discussion Question · Key Contact Methods Include:
· Mail surveys · Telephone surveys · Personal interviewing:
· Individual or focus group

Marketing Info. System

What specific behaviors, actions, or situations might an observational researcher track if employed by a bank? · Online (Internet) research

· Strength and Weaknesses?

Marketing Principles

Marketing Principles
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Marketing Info. System

Marketing Info. System
· Sample: subgroup of population from whom information will be collected · Sampling Plan Decisions:
· Sampling unit · Sample size · Sampling procedure:
· Probability samples · Non-probability samples

Types of Data
· Research approaches · Contact methods · Sampling plan
· Sampling unit · Sample size · Sampling procedure

· Planning primary research:

· Secondary data · Primary data
· Research instruments

Marketing Principles

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Marketing Info. System
· Research Instruments:
· Questionnaires
· Include different types of questions

Marketing Info. System

Types of Data
· · · ·
· Questionnaire · Mechanical instruments

· Planning primary research:
Research approaches Contact methods Sampling plan Research instruments · Open-ended question: What are the most important benefits you seek when buying a car? · Closed-ended question: What is your gender? ____ Male ____ Female · Phrasing and question order are key

· Secondary data · Primary data

Marketing Principles

Marketing Principles
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The Marketing Research Process

Marketing Info. System

· Research Instruments:

· Mechanical instruments

· · · · · ·

Traffic counters Retailer store checkout scanners Video-taped store traffic People meters Website logs, cookies, software Physiological measurement equipment

Marketing Principles

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Marketing Info. System
· Step 4 of the Research Process: Interpreting and Reporting the Findings

Marketing Info. System

· Step 3 of the Research Process: Implementing the Research Plan

· Involves collecting, processing, and analyzing information.

Marketing Principles

Marketing Principles
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