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DezesitegebruiktcookiesvanGoogleomservicesteleveren,advertentiestepersonaliserenenverkeerte
analyseren.InformatieoverjegebruikvandezesitewordtgedeeldmetGoogle.Alsjedezesitegebruikt,gaje
akkoordmethetgebruikvancookies.

BusinessPerspective&
Marketing
MEERINFORMATIE

IKSNAPHET

Monday,26August2013

BlogArchive

Whataretheattributesoftheproductofferandconsumer
needsassociatedwiththose

August(9)
July(1)

AboutMe

a)Retailbankcurrentaccounts?

AbhinavP.Tripathi
India

Pointers:
Theofferistypicallyaninterestbearingaccountwithopenaccess,asafeplacetostoreyour
company.Thecustomerneedisforinancialsecurityandeasyaccesstoownfunds.

b)Aspaofferingmassage,facialtreatment,aromatherapy,anddetoxservices?

Pointers:
Theofferisarelaxingexperiencewhichmakesthecustomerfeelgoodaboutthemselves.The
customerneedisbasedaroundtheneedtorelax,toexperiencesensualenjoymentandtofeel
positiveaboutthemselves.

c)TheMontBlancpen?

Pointers:
Theofferisapentheabilitytomakemarksonpaperbutaluxuriouspenwithareputationfor
highquality.Butitisevenmorethanthis.Thebrandisonewhichconveystotheownerthatthey
havearrived;theycanaffordsomethingwhichisofsuchhighquality.Thecustomerneedisbased
aroundtheneedtorewardthemselves,ortoconveyacertainclassorqualityaboutthemselves.

d)AcelebritymagazinesuchasHello!(Ola,etc)orFemina?

Pointers:
Theofferisamagazinebutonewhichconveysacertaintypeoflifestylethatthereaders
themselvesareeithercuriousaboutorwanttoattainforthemselves.Thecustomerneedisa
voyeurneedreally,butalsothatofwantingtoescapeintootherpeopleslivesasawayoftaking
timeoutfromtheirown.

e)Watchingafootballmatchliveinasportsstadium?

Pointers:

Viewmycompleteprofile

Theofferisanexperienceinastadiumsurroundedbylotsofothersupporters.Theexperience
DezesitegebruiktcookiesvanGoogleomservicesteleveren,advertentiestepersonaliserenenverkeerte
dependsonwhoisplayingandthesizeofthecrowd.Thecustomerneedisaroundtheneedto
analyseren.InformatieoverjegebruikvandezesitewordtgedeeldmetGoogle.Alsjedezesitegebruikt,gaje
supportsomething,toenjoywatchingacontest,and/ortobewithfriends/colleagues.
akkoordmethetgebruikvancookies.
MEERINFORMATIE

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Simplemarketingexchangeprocessesforthefollowing
buyersellerrelationships:
a)Therelationshipbetweenatoycompanysalespersonandtheownerofaretailoutlet.

Pointers:
Thetoycompanyisprovidingthetoysforretailsalewithappropriatecreditfacilities,return
facilities,distributionarrangementsandotherservicesforpaymentatawholesalepricefor
goods.

b)Therelationshipbetweenapopbandofyourchoiceanditsaudience.

Pointers:
Thisdependsonthemedium,e.g.throughCDorviaaconcert.Letsassumethemediumisa
concertandthatthepopbandis,forexample,U2.U2isprovidingentertainment,musical
atmosphereandexperienceinreturnforticketpayment(andinvolvementintheconcertifthey
haveafrontseat/standingspace).

c)Therelationshipbetweenanonlinedatingagencyanditssubscribers.

Pointers:
Thedatingagencyisprovidingthepotentialsuitorwithanenvironmentinwhichtheycan
interactwithpeopleofeithertheoppositesexorsamesex,withaviewtodevelopingaromantic
engagement.Inreturn,theyreceiveeitheraoneofffeeorpaymentviasubscription.
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Marketingmixesforthefollowingorganizations:
a)ABollywoodmoviestudioreleasingablockbusterilmandthecinemaaudience.

Pointers:
Therelevantmarketingmixisthemarketingmixforservices.Thebasiccustomerneedisthe
needtobeentertained,toescapetheirdailylives.Pricingcanbedeterminedbasedonpeakand
offpeaktimesand/orsegments(e.g.employed,students).Distributionisinterestingbecausethis
reallydependsontheilm,e.g.ArtmovieorIndiemightusedifferentcinemas.Inthisexample,
theywouldengageadistributorforIndia,andtherestoftheworldforilmandDVDdistribution
rights.PromotioncouldbeviatheInternet,throughbillboardsandlotsofotherapproaches.
Considerationsaroundprocess,physicalevidenceandpeopleshouldtakeintoaccountthatwe
arediscussingtheBollywoodilmstudio(notthecinema,ortheilmdistributioncompany).

b)Atravelagencyspecializinginluxuryholidaysandtheirwealthyclientele.

Pointers:

Therelevantmarketingmixisthemarketingmixforservices.Thebasiccustomerneedisthe
needtoescapetheirdailylives,toexperiencenewenvironmentsandtorelaxandbelookedafter.
DezesitegebruiktcookiesvanGoogleomservicesteleveren,advertentiestepersonaliserenenverkeerte
Pricingisdeterminedonthebasisoflocation(e.g.farlungorshorthaulluxurycitytravel).In
analyseren.InformatieoverjegebruikvandezesitewordtgedeeldmetGoogle.Alsjedezesitegebruikt,gaje
thisexample,distributioncouldbebookingviatheinternetorthroughrenownedtravelagents.
akkoordmethetgebruikvancookies.
PromotioncouldbeviatheInternetalso,orthroughbrochures,appropriatemagazinesetc.
MEERINFORMATIE
IKSNAPHET
Considerationsaroundprocess,physicalevidenceandpeopleshouldtakeintoaccountthatwe
arediscussingaluxuryholidayandawealthybuyerwhomightnotnecessarilybookthese
holidaysthemselves,butthroughtheirstafforadvisors.

c)Apple,asmakersoftheiPod,itsnetworkofdistributionoutlets,andtheenduser.

Pointers:
Therelevantmarketingmixisthemarketingmixforproducts.Thebasiccustomerneedisthe
needtoescapetheirdailyliveandtoenjoystimulatingmusic.Pricingisdeterminedonthe
productsperceivedcapabilitiesvisviscompetitiveofferings.Inthisexample,distribution
couldbeviaelectricalshops,majorsupermarketgroups,entertainmentretailers(e.g.
Blockbuster)orthroughApplesownwebsite.PromotioncouldbeviatheInternetalso,through
magazinesorambientmedia(particularlyinplacessuchastrainstheDelhiMetroforinstance).

d)Achemicalcompanysupplyingfertilizerstofarmers.

Pointers:
Therelevantmarketingmixisthemarketingmixforproducts.Thebasiccustomerneedisthe
needtoimprovecropproductivity,i.e.togetmoreproduceperhectareoflandthan
competitors.Pricingislargelydeterminedontheproductsperceivedcapabilitiestoincrease
cropyieldversuscompetitiveofferings.Inthisexample,distributioncouldbeviagardening
centres,orspecializedfarmsupplydistributors/wholesalers.Promotionwouldbethroughdirect
mailandpersonalsellingthroughsalesforces.
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Tuesday,13August2013

Performanceenvironment..........................

Theperformanceenvironmentconsistsofthoseorganizationsthateitherdirectlyorindirectly
influenceanorganizationsoperationalperformance.Therearethreemaintypes:
Thosecompaniesthatcompeteagainsttheorganizationinthepursuitofitsobjectives.
Thosecompaniesthatsupplyrawmaterials,goods,andservicesandthosefurtherdownthe
marketingchannelthataddvalueasdistributors,dealers,andretailers.Theseorganizationshavethe
potentialtodirectlyinfluencetheperformanceoftheorganizationbyaddingvaluethroughproduction,
assembly,anddistributionofproductspriortoreachingtheenduser.
Thosecompaniesthathavethepotentialtoindirectlyinfluencetheperformanceoftheorganization
inthepursuitofitsobjectives.Theseorganizationsoftensupplyservicessuchasconsultancy,
financialservices,marketingresearchorcommunicationagencies.
Analysisoftheperformanceenvironmentisundertakensothatanorganizationcanadoptabetter
positionrelativetothatofitsstakeholdersandcompetitors.Adjustmentsaremadeascircumstances
developand/orinanticipationofenvironmentalandperformanceconditions.Theperformance
environmentencompassesnotjustcompetitorsbutalsosuppliersandotherorganizationssuchas
distributors,whoallcontributetotheindustryvaluechain.

Portersuggeststhatcompetitioninanindustryisacompositeoffivemaincompetitiveforces.These
arethelevelofthreatthatnewcompetitorswillenterthemarket,thethreatposedbysubstitute
DezesitegebruiktcookiesvanGoogleomservicesteleveren,advertentiestepersonaliserenenverkeerte
products,andthebargainingpowerofbothbuyersandsuppliers.Theseinturnaffectthefifthforce,
analyseren.InformatieoverjegebruikvandezesitewordtgedeeldmetGoogle.Alsjedezesitegebruikt,gaje
akkoordmethetgebruikvancookies.
theintensityofrivalrybetweenthecurrentcompetitors.PortercalledthesevariablestheFiveForces
ofCompetitiveIndustryAnalysis.
MEERINFORMATIE
IKSNAPHET
Thisisthemostcommontechniqueusedtoanalyzetheperformanceenvironment.
Porterconcludesthatthemoreintensetherivalrybetweentheindustryplayers,thelowertheiroverall
performancewillbe.Ontheotherhand,thelowertherivalrythegreatertheperformanceofthe
industryplayerswillbe.
PortersFiveForcescomprise(1)suppliers,(2)buyers,(3)newentrants,(4)competitorsand(5)
Substitutes
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Dearstudents
Inordertounderstandhowtheelementsintheexternalenvironmentarechanging,itisnecessaryfor
organizationstoputinplacemethodsandprocessestoinformthemofdevelopments.Akeyprocess
isenvironmentalscanning.
AccordingtoAguilar(1967),environmentalscanningistheprocessofgatheringinformationabouta
companysexternaleventsandrelationships,inordertoassisttopmanagementinitsdecision
making,andsodevelopitsfuturecourseofaction.Itcanberegardedastheinternalcommunication
ofexternalinformationaboutissuesthatmaypotentiallyinfluenceanorganizationsdecisionmaking
process,focusingontheidentificationofemergingissues,situations,andpotentialthreatsinthe
externalenvironment(Albright,2004).
Environmentalscanningisanimportantcomponentofthestrategicmarketingplanningprocess.The
developmentofanorganizationsstrategicoptionsisdependentonfirstdeterminingtheopportunities
andthreatsintheenvironmentandauditinganorganizationsresources.
Environmentalscanningisthecollectionandinterpretationofinformationaboutexternalforces,
events,andrelationshipsthatmayaffectthefutureoftheorganization.Ithelpsidentifymarket
opportunitiesandthreatsandprovidesguidelinesforthedesignofmarketingstrategy.
Theenvironmentalscanningprocessconsistsofthedatagatheringphase,theenvironmental
interpretation/analysisphaseandthestrategyformulationphase.
Thethreeprocessesareinterlinkedbutovertime,moreattentionisfocusedoneachonemorethan
theotherssothatattheendoftheprocess,greatereffortisexpendedonusingknowledgegleaned
fromtheexternalandcompetitiveenvironmentstoformulatestrategy.
Therearethreeimportantareasofinformationinenvironmentalscanningactivitieswhichare:
Customercompetitorinformation
Companyresourceinformation
Informationonsuppliersoflabour
PostedbyAbhinavP.Tripathiat23:01
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DearStudents
Themarketingenvironmentincorporatestheexternalenvironment,theperformanceenvironment,and
theinternalenvironment.
Theexternalenvironmentincorporatesmacroenvironmentalfactorswhicharelargelyuncontrollable
andwhichanorganizationgenerallycannotinfluence.Theexternalenvironmentconsistsofthe
political,social,andtechnologicalinfluences,andorganizationshaverelativelylittleinfluenceoneach
ofthese.
Theperformanceenvironmentincorporateskeyfactorswithinanindustrywhichimpactuponstrategic
decisionmaking.Theperformanceenvironmentconsistsofthecompetitors,suppliers,andindirect
serviceproviderswhoshapethewayanorganizationachievesitsobjectives.Here,organizations
haveamuchstrongerlevelofinfluence.
Theinternalenvironmentiscontrollableandistheprincipalmeans,throughitsresourcebase,by

whichanorganizationinfluencesitsstrategy.Theinternalenvironmentconcernstheresources,
processes,andpoliciesanorganizationmanagesinorderthatitcanattempttoachieveitsgoals.
DezesitegebruiktcookiesvanGoogleomservicesteleveren,advertentiestepersonaliserenenverkeerte
analyseren.InformatieoverjegebruikvandezesitewordtgedeeldmetGoogle.Alsjedezesitegebruikt,gaje
Theseelementscanbeinfluenceddirectlybyanorganization.

akkoordmethetgebruikvancookies.

MEERINFORMATIE

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Tuesday,6August2013

Howclosetothecustomershouldacompanyaimtobe?Thisistheprincipleofmarket
orientation.Theconceptliesattheheartofwhatmarketingisconcernedwith.Developingamarket
orientationisarguedtomakeorganizationsmoreprofitable,especiallywhenthereislimited
competition,unchangingcustomerwantsandneeds,fastpacedtechnologicalchangeandstrong
economiesinoperation.

Butdevelopingamarketorientationisnotthesameasdevelopingamarketingorientation.

Sowhatsthedifference?

Acompanywithamarketingorientationwouldbeacompanythatincreasestheimportanceof
marketingwithintheorganization,e.g.byappointingamarketingpersontoitsboardofdirectors,or
trusteesinthecaseofacharity,orpartoftheexecutiveteaminalimitedcompanyorpartnership.
Developingamarketorientationreferstotheorganizationwidegenerationofmarketintelligence
pertainingtocurrentandfuturecustomerneeds,disseminationoftheintelligenceacrossthe
departments,andorganizationwideresponsivenesstoit.

PostedbyAbhinavP.Tripathiat02:52
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