marketing workshop session (3)key env. and consumer behavior
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Session 5
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Actors and forces affect a firm’s ability to build and maintain a successful relationships with customers
Aspects of Marketing Environments - Microenvironment:
- Macroenvironment:
Actors close to the company
Larger Societal Forces
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MicroenvironmentDepartments Within the CompanySuppliersMarketing intermediariesCustomersCompetitorsPuplics
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MacroenvironmentDemographic Forces
•World Population•Changing age structures
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MacroenvironmentDemographic Forces
•World Population•Changing age structures
Baby boomers•Born Between 1946 and 64•28% of Population•50% of income•Lucrative market for Entertainment, travel, and housing
Generation X•Born Between 1965 and 76•14.6% of Population•125 billion $ Purchasing Power•Primary Buyers•Working to Live
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MacroenvironmentDemographic Forces
•World Population•Changing age structures
Generation Y•Born Between 1977 and 94•25.8% of Population•New Products, Services and media•Computer, Internet and Digital saavy
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MacroenvironmentDemographic Forces
•World Population•Changing age structures•Changing household•Geographic Population Shifts•Increasing Diversity•Better-educated workforce•Working Women
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MacroenvironmentDemographic ForcesKey Economic Trends
•Income Distribution•Changing in Consumer spending
Ernst Engel’s law
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MacroenvironmentDemographic ForcesKey Economic TrendsNatural Environment
•Shortage of raw Material•Increased Pollution
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MacroenvironmentDemographic ForcesKey Economic TrendsNatural EnvironmentTechnological Trends•Rapid Change•New Technologies create new Opportunities
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MacroenvironmentDemographic ForcesKey Economic TrendsNatural EnvironmentTechnological TrendsPolitical Environment•Laws•Pressure Groups•Ethical behavior and Social responsibility
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MacroenvironmentDemographic ForcesKey Economic TrendsNatural EnvironmentTechnological TrendsPolitical EnvironmentCultural Environment•Core Beliefs and secondary beliefs
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PEST Analysis
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Responding to Marketing EnvironmentReactive
Proactive
•Design Strategies that avoid Threats and Capitalize upon Opportunities
•Use PR, Advertising and Lawsuits To Influence Environmental Forces
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Session 5
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Most Companies Do research on What customers buy, Why, when and from where he buy.
95% of customer ( emotion, Feelings and Thoughts ) which make Buying Decisions Happen in Customer unconscious Mind.
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How Consumer Respond To market offers ?!
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Buyer CharacteristicsCultural Factors
•Culture•Subculture•Social Class
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Buyer CharacteristicsCultural FactorsSocial Factors
•Reference Groups•Family•Roles and States
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Buyer CharacteristicsCultural FactorsSocial FactorsPersonal Factors
•Life-cycle Stages
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Buyer CharacteristicsCultural FactorsSocial FactorsPersonal Factors
•Life-cycle Stages•Economic Situation
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Buyer CharacteristicsCultural FactorsSocial FactorsPersonal FactorsPsychological Factors
•Motivation•Perception
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Buyer CharacteristicsPsychological Factors
•Motivation Freud’s Theory : Subconscious Motivations
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Buyer CharacteristicsPsychological Factors
•Motivation Freud’s Theory Abraham Maslow Theory
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Buyer decision Process
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Buyer decision Process For new ProductConsumers go through five stages in the process of adopting a new product:1. Awareness: The consumer becomes aware of the new product, but lacksinformation about it.
2. Interest: The consumer seeks information about the new product.
3. Evaluation: The consumer considers whether trying the new product makes sense.
4. Trial: The consumer tries the new product on a small scale.
5. Adoption: The consumer decides to make full and regular use of the newproduct.
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Time of Adoption Of Innovations
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Product Life Cycle