Marketing Study Guide
-------------------------------------------------
MARKETING : Is the management process responsible for identifying, anticipating and satisfying customer profitability requirements.(CIM). Marketing is the delivery of customer satisfaction at a profit.
THE MARKETING ENVIROMENT
PESTLE:
*POLITICAL *ECONOMICAL *SOCIAL * TECHNOLOGICAL *LEGAL *ENVIROMENTAL *
-------------------------------------------------
MANAGEMENT TASKS IN MARKETING: * Research * Analyze * Plan / Forecast * Organize * Implement * Control/Monitor * Review & Respond
Efective marketing requires: INFORMED DESITIONS & MANAGED ACTIVITES.
THE GENERIC VALUE CHAIN ( Porter, 1985)
-------------------------------------------------
MARKET ANALYSIS
-------------------------------------------------
BUYING BEHAVIOUR, usually divided in 2: 1. Consumer Behavior : The purchasing behavior of final consumers 2. Organizational Buyer Behavior: in organizational or B2B settings.
Characteristics affecting CONSUMER BEHAVIOR:
-------------------------------------------------
BUYER: *CULTURE * SOCIAL * PERSONAL *PSYCOLOGICAL*
H.ASSAEL’S
BUYING DESITIONS (Buying behavior)
-------------------------------------------------
The Business buying process
-------------------------------------------------
STEPWISE OF MARKET SEGMENTATION
-------------------------------------------------
POSITIONING: Where do I want to be in the market?
-------------------------------------------------
PRODUCT vs SERVICE * A Product is anything that can be offered to a market for attention, acquisition, use, or consumption and that might satisfy a want or need. * A Service is a form of product that consist of activities, benefits, or satisfactions offered for sale that are essentially intangible and do not result in the ownership of anything.
-------------------------------------------------
PRODUCT LIFE CIRCLE
PORTER’S FIVE FORCES
MARKETING : Is the management process responsible for identifying, anticipating and satisfying customer profitability requirements.(CIM). Marketing is the delivery of customer satisfaction at a profit.
THE MARKETING ENVIROMENT
PESTLE:
*POLITICAL *ECONOMICAL *SOCIAL * TECHNOLOGICAL *LEGAL *ENVIROMENTAL *
-------------------------------------------------
MANAGEMENT TASKS IN MARKETING: * Research * Analyze * Plan / Forecast * Organize * Implement * Control/Monitor * Review & Respond
Efective marketing requires: INFORMED DESITIONS & MANAGED ACTIVITES.
THE GENERIC VALUE CHAIN ( Porter, 1985)
-------------------------------------------------
MARKET ANALYSIS
-------------------------------------------------
BUYING BEHAVIOUR, usually divided in 2: 1. Consumer Behavior : The purchasing behavior of final consumers 2. Organizational Buyer Behavior: in organizational or B2B settings.
Characteristics affecting CONSUMER BEHAVIOR:
-------------------------------------------------
BUYER: *CULTURE * SOCIAL * PERSONAL *PSYCOLOGICAL*
H.ASSAEL’S
BUYING DESITIONS (Buying behavior)
-------------------------------------------------
The Business buying process
-------------------------------------------------
STEPWISE OF MARKET SEGMENTATION
-------------------------------------------------
POSITIONING: Where do I want to be in the market?
-------------------------------------------------
PRODUCT vs SERVICE * A Product is anything that can be offered to a market for attention, acquisition, use, or consumption and that might satisfy a want or need. * A Service is a form of product that consist of activities, benefits, or satisfactions offered for sale that are essentially intangible and do not result in the ownership of anything.
-------------------------------------------------
PRODUCT LIFE CIRCLE
PORTER’S FIVE FORCES