Vous êtes sur la page 1sur 41

Chapter 3

Marketing Environment

Prof. Sandeep Rathod


Marketing Environment

Today you have to run faster to


stay in the same place.
Philip Kotler
Learning Objectives

1. Gathering information and Measuring Market


Demand.
2. Scanning the marketing environment.
3. Analyzing consumer markets and buyer
behavior.
1. Gathering information and
Measuring Market Demand.

 MIS
 Marketing Research Process
 People ,equipment,and procedures to
gather,sort,analyze,evaluate, and distribute
needed,timely,and accurate information to
marketing decision makers.
Internal databases
Marketing intelligence
Marketing research
Information analysis
Marketing Research Process

 Defining the problem and research objective


 Developing the research plan for collecting
information
 Implementing the research plan-collecting and
analyzing the data
 Interpreting and reporting the findings
Relative terms

 Exploratory research
 Descriptive research
 Causal research
 Secondary data
 Primary data
 Online databases
Relative terms

 observational research
 Survey research
 Single-source data system
 Experimental research
 Focus group interviewing
 Online marketing research
2.Marketing Environment

 Tracking & Identifying Opportunities in the


Macroenvironment
 Demographic, Economic, Natural,
Technological, Political, & Cultural
Developments
Macroenvironmental Forces

 World trade enablers


 Asian economic power
 Rise of trade blocs
 International monetary crises
 Use of barter & countertrade
 Move towards market economies
 “Global” lifestyles
Macroenvironmental Forces

 Opening of “new” markets


 Emerging transnational firms
 Cross-border strategic alliances
 Regional ethnic & religious conflict
 Global branding
Demographic Environment
Worldwide Population Growth

Population Age Mix

Ethnic Markets

Educational Groups

Household Patterns

Geographical Shifts in Population

Shift from Mass Market to Micromarkets


Economic Environment
Income Distribution
Subsistence economies
Raw-material-exporting economies
Industrializing economies
Industrial economies

Savings, Debt, &


Credit Availability
Changing Role
of Government

Higher Pollution Natural Shortage of


Levels Environment Raw Materials

Increased Costs
of Energy
Accelerating Pace Unlimited Opportunities
of Change for Innovation

Issues in the Technological


Environment

Varying Increased
R & D Budgets Regulation
Increased
Legislation
Political-
Legal
Environment

Special-
Interest
Groups
Social/Cultural Environment
Of
Oneself

Of Of
the Universe Views Others
That Express
Of Values Of
Nature Organizations

Of
Society
Social/Cultural Environment
Review

 Tracking & Identifying Opportunities in the


Macroenvironment
 Demographic, Economic, Natural,
Technological, Political, & Cultural
Developments
Microenvironment

 Company
 Suppliers
 Marketing intermediaries
 Customers
 Competitors
 public
3.Consumer Behavior

1. Major factors influencing buyer behavior


2. The buying decision process
3. The stages of the buying decision process
4. Reference concepts
Simple Response Model

Stimulus Organism Response


Model of Buying Behavior

Marketing Other Buyer’s Buyer’s decision


stimuli stimuli characteristics process
Product Economic Cultural Problem recognition
Price Technological Social Information search
Place Political Personal Evaluation
Promotion Cultural Psychological Decision
Postpurchase
behavior

Buyer’s decisions
Product choice
Brand choice
Dealer choice
Purchase timing
Purchase amount
Cultural Factors
Culture
Subculture
Social Class

Buyer
Social Factors

Reference
Groups

Roles &
Family
Statuses
Influences on Consumer Behavior

Personal Influences

Age and Family Life Lifestyle


Cycle Stage

Occupation & Personality &


Economic Circumstances Self-Concept
Psychological Factors

Motivation

Beliefs &
Attitudes

Perception Learning
Four Types of Buying Behavior
High Low
Involvement Involvement
Significant Complex Variety-
differences Buying Seeking
between
brands
Behavior Behavior
Few Dissonance- Habitual
differences Reducing Buying
between
Buying
brands Behavior Behavior
Consumer Buying
Process
Problem
recognition

Information
search

Evaluation of
alternatives

Purchase
decision

Postpurchase
behavior
Reference concepts

 Customer value and satisfaction


 Customer value
 Relationship marketing
(1)The major factors influencing buying
behavior

 Cultural factors
 Social factors
 Personal factors
 Psychological factors
Cultural factors

 Culture
 Subculture
 Social class
Social class
Social classes are relatively
homogeneous and enduring divisions
in a society,which are hierarchically
ordered and whose members share
similar values ,interests, and behavior.
Social factors

 Reference groups
 Family
 Roles and statuses
Reference groups

 Reference groups consists of all the


groups that have a direct (face-to-face) or
indirect influence on the person’s attitudes
or behavior.
 Groups having a direct influence on a
person are called membership
groups.(direct groups)
 Indirect reference groups
Reference groups

 Aspirational groups are those the person


hopes to join.
 Dissociative groups are those whose values
or behavior an individual rejects.
 Opinion leader is the person in informal
product-related communications who offer
advice or information about a specific product
or product category.
Family

 Family procreation----one’s spouse


and children
 Types of Family
Roles and status

 A person participates in many groups----family,


club, organization.
 The person’s position in each group can be
defined in terms of role and status.
 A role consists of the activities that a person is
expected to perform.
 Each person carried a status.
Psychological factors
 Motivation
 Perception
 Learning
 Beliefs and attitude

Vous aimerez peut-être aussi