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Marketing 2

Marketing 2. The marketing environment affects various factors and trends that affect corporate marketing activities and the achievement of goals. It has the following characteristics: objectivity; difference; variability; and correlation.

Edited at 2023-10-12 14:38:17

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Marketing 2

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Outline

Marketing 4
- 6
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Marketing 3
- 13
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Marketing 1
- 20
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Sources and information entropy
- 13
Ava Harper
Channels and channel capacity
- 11
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marketing

marketing environment

Various factors and trends that affect corporate marketing activities and the achievement of goals

Characteristics: Objectivity; Difference; Variability; Relevance

development trend

Environmental threats: likelihood and potential severity of threats

Marketing Opportunities: Likelihood of Success and Potential Attractiveness

Business Categories

Ideal Business: High Opportunities and Low Threats

Risky Business: High Opportunities and High Threats

Mature business: low opportunities and low threats

Difficult Business: Low Opportunities and High Threats

Countermeasures: resistance and reversal; reduction and improvement; transfer

Macro environment

Demographic environment

economic environment

natural environment

technical environment

political and legal environment

social and cultural environment

microenvironment

The enterprise itself

Suppliers and Marketing Intermediaries

market

Segmented by buyers and their purchasing purposes

consumer market

producer market

middleman market

government market

international market

organization market

competitor

Desire Competitors: Providers who satisfy consumers’ current desires

General Competitors: Providers of products that satisfy desires in various ways

Product form competitors: providers of various product models

Brand competitors: various brand providers of the same product

public

SWOT analysis method: Situation analysis is to list the various major internal strengths, weaknesses and external opportunities and threats that are closely related to the research object through investigation and arrange them in a matrix form.

data collection

Primary data, also known as primary data, refers to data collected personally by the company.

Collection method

observational study

Experimental Study

Research

Expert estimate

Secondary data, data that has been compiled and processed.

source

Internal information system

Information systems for dealers, advertising agencies, and industry associations

Government publications or commercial or trade publications

Businesses that provide marketing information

Evaluation criteria: fairness, reliability, validity

consumer market

Meaning: A market composed of all individuals and households who purchase products and services for personal consumption.

Characteristics: dispersion; difference; variability; substitutability; non-professionalism

Purchasing object

Convenience products: products that need to be purchased repeatedly in daily life - pay attention to the breadth of distribution and the reasonable distribution of distribution outlets

Shopping items: more expensive than convenience items, spend more time comparing before purchasing - sales points for similar products are concentrated,

Special products: special preferences, willing to spend time and energy to purchase - strive to create famous brand products and expand the visibility of the company's products

Non-desirable goods: consumer goods that you don’t understand or may not buy even if you know about them

Factors affecting purchase

Cultural factors: The most basic determinants of human desires and behaviors, which have the broadest and most profound impact on consumer behavior.

social factors

reference group

Direct reference groups: primary and secondary groups

Indirect reference groups: desirable groups and disliked groups

Impact performance: Obtain information; Maintain relationships; Demonstrate value

family

social role

personal reason

Age and gender; career and financial status; lifestyle; personality; self-concept

psychological factors

Motivation; Perception; Learning; Beliefs and Attitudes

role in decision-making

initiator

influencer

decision maker

buyers

user

Factors affecting family decision-making

gender decision-making impressions

spouse resources

consumption experience

family socioeconomic status

purchase behaviour

complex purchasing behavior

Products with widely different brands require extensive study and analysis before purchase.

conversion buying behavior

Products with obvious brand differences, do not waste time and constantly change purchases

coordinated buying behavior

For products with small brand differences and high risks, you will be dissatisfied after investing your energy in purchasing them. You will continue to collect product information to find a balance.

Habitual buying behavior

Frequently purchased products with low prices and small differences

Herd mentality: cultural pressure; commitment obligations; sanctioning outliers; following the herd; highlighting traits

purchasing decision process

Arouse needs - collect information - evaluate solutions - decide to purchase - post-purchase feelings and behaviors