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Documenti di Cultura
Environment
Objectives
Tracking & Identifying Opportunities in the
Macroenvironment
Demographic, Economic, Natural,
Technological, Political, & Cultural
Developments
Macroenvironmental Influences on
the Marketing Mix
Science
&
Tech.
Physical
environ.
Marketing
Mix
Sociocultural
Demographic
Economic
&
Competition
Political
&
Legal
Macroenvironment:
Physical Environment
Ecological systems
Natural resources
Climate
Geography
Pollution levels
Water & Air
Demographic Environment
Worldwide Population Growth
Population Age Mix
Ethnic Markets
Educational Groups
Household Patterns
Economic Environment
Income Distribution
Subsistence economies
Raw-material-exporting economies
Industrializing economies
Industrial economies
Changing Role
of Government
Higher Pollution
Levels
Natural
Environment
Increased Costs
of Energy
Shortage of
Raw Materials
Accelerating Pace
of Change
Unlimited Opportunities
for Innovation
Varying
R & D Budgets
Increased
Regulation
Increased
Legislation
PoliticalLegal
Environment
SpecialInterest
Groups
Social/Cultural Environment
Of
Oneself
Of
the Universe
Of
Nature
Views
That Express
Values
Of
Others
Of
Organizations
Of
Society
Social/Cultural Environment
s
THE FOUR C
Company
The Four
: Company
s
C
Total organization
Interactive
Flexibility
Entrepreneurial approach
Intrapreneurial approach
s
C:
The Four
Customers Economic Utility
Form Utility
Place Utility
Time Utility
Possession Utility
Type
Price
Form
Time
Location
Location-based
Quality-based
Time-based
Alliances
Networks
Informal partnerships
Suppliers
Virtual corporations
S-T-P Marketing
Segmentation
Targeting
Positioning
4 Ps Marketing Plan
Product
Pricing
Promotion
Place
Understanding
Customer
Value
Creating
Customer
Value
Capturing
Customer
Value
Delivering
Customer
Value
Sustaining
Customer
Value
Functional
Economic
Market
Segmentation
1. Identify
segmentation
variables and
segment the
market
2. Develop
profiles of
resulting
segments
Market
Targeting
3. Evaluate
attractiveness
of each
segment
4. Select the
target
segment(s)
Market
Positioning
5. Identify
possible
positioning
concepts for
each target
segment
6. Select,
develop, and
communicate
the chosen
positioning
concept
Why Segmentation ?
Not all buyers alike
Subgroups may be identified
Subgroups smaller and more
homogeneous
Easier to satisfy smaller groups
2.
Group
into
segments
3.
Choose
target
market
TARGET MARKET
Basic Market-Preference
Patterns
Quality
(c) Clustered
preferences
Economy
(b) Diffused
preferences
Economy
Economy
(a) Homogeneous
preferences
Quality
Quality
Accessible
Substantial
Differential
Actionable
Market
A. Undifferentiated Marketing
Company
Marketing Mix 1
Company
Marketing Mix 2
Company
Marketing Mix 3
Segment 1
Segment 2
Segment 3
B. Differentiated Marketing
Segment 1
Company
Marketing
Mix
Segment 2
Segment 3
C. Concentrated Marketing
Positioning
The way consumers perceive the brand
relative to its competition
ID competitive advantage
Stress salient characteristics
Differentiate
Services
Differentiation
i.e. Delivery, Installation,
Repair Services, Customer
Training Services
Personnel
Differentiation
i.e. Hiring, Training
Better People Than
Competitors Do
Product
specialization
Selective
specialization
M1 M2 M3
M1 M2 M3
M1 M2 M3
P1
P1
P1
P2
P2
P2
P3
P3
P3
Market
specialization
Full market
coverage
M1 M2 M3
P = Product
M = Market
M1 M2 M3
P1
P1
P2
P2
P3
P3
Segment Cross-Classification:
Aerobic Shoes
Gender
Geography
F
Japan
Western
Europe
U.S.
14 - 21
Age
22 - 29