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Defining markets and marketing environment Adapting to the new market economy

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Page 1: Defining markets and marketing environment Adapting to the new market economy

Defining markets and marketing environmentAdapting to the new market economy

Page 2: Defining markets and marketing environment Adapting to the new market economy

What is Marketing???

Page 3: Defining markets and marketing environment Adapting to the new market economy

Target Market & SegmentationMarketMeta market Marketers and prospects

Page 4: Defining markets and marketing environment Adapting to the new market economy

Needs, Wants DemandsProduct, ServiceBrandValueSatisfactionBrand Value Proposition

Page 5: Defining markets and marketing environment Adapting to the new market economy

Transaction

Buyer Seller

Page 6: Defining markets and marketing environment Adapting to the new market economy

Marketing ChannelsCommunication channelsDistribution ChannelsService Channels

Page 7: Defining markets and marketing environment Adapting to the new market economy

CompetitionBrand competitionIndustry competitionForm competitionGeneric competition

Page 8: Defining markets and marketing environment Adapting to the new market economy

Marketing MixProduct

VarietyQualityDesign FeaturesBrand namePackagingSizesServicesWarrantiesReturns

PRICEDiscountsAllowancesCredit termsRebates

PromotionSales promotionAdvertisingSales forcePublic relationsDirect MarketingInternet marketing

PLACEChannelsAssortmentsLocationsInventoryTransport

Page 9: Defining markets and marketing environment Adapting to the new market economy

Marketing mix strategySales promotion

Advertising

Sales Force

PR

Direct mail, tele marketing, internet

company

Product services prices

Distribution channels

Target customers

Page 10: Defining markets and marketing environment Adapting to the new market economy

The selling concept

Producer Products selling profits

Target market customer needs integrated marketing profits

Marketing concept

Page 11: Defining markets and marketing environment Adapting to the new market economy

Adapting marketing to the new environment

New technological advances & new market forces creating New economy

How to sustain ?

Page 12: Defining markets and marketing environment Adapting to the new market economy

New forcesDigitalization & ConnectivityDisintermediationCustomizationInudtry convergance

Page 13: Defining markets and marketing environment Adapting to the new market economy

The new EraCustomer segment focused vs product focusCustomer lifetime value Vs transactionsStakeholders Vs shareholders360 degree marketingBrand building through Behavior VS

AdvertisingCustomer retention Vs customer acquisition

Page 14: Defining markets and marketing environment Adapting to the new market economy

Measuring Customer SatisfactionUnder delivering & Overpromising

Page 15: Defining markets and marketing environment Adapting to the new market economy

1 Cultural environment 1. Overview 2.Defining culture 3.Elements of Culture 4.Cross-cultural comparisons 5.Adapting to cultures 6.Culture and the marketing

GLOBAL CULTURAL ENVIRONMENT CHAPTER OVERVIEW Defining Culture Elements of Culture Cross-Cultural Comparisons Adapting to Cultures Cultures and the Marketing

Chapter 1 Defining a Cultural Change 1-1. Introduction The U. S. has gone through several significant changes Adapting to circumstances is both normal

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* * Chapter Eight Adapting Organizations to Today’s Markets Copyright © 2010 by the McGraw-Hill Companies, Inc. All rights reserved. McGraw-Hill/Irwin

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The Connecticut Maritime Association ADAPTING TO CHANGE – RIDING THE DRAGON Defining Leadership: Industry Tackles Global Challenges

The Critical Role of Markets in Adapting to Climate Change · 2019-07-21 · The Critical Role of Markets in Adapting to Climate Change Matthew E. Kahn mkahn10@ ... Create an adaptation

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Defining relevant markets and assessing SMP in a … · Defining relevant markets and assessing SMP in a converged ... Pakistan and Tanzania. ... •Services available may depend