Cours 2 the marketing environment

Also, pollution can go as far as negatively affecting a company's reputation if they are known for damaging the environment. Barriers and Profitability The most attractive segment is one in which entry barriers are high and exit barriers are low What are the substitutes for my product?

Who are our competitors?

external marketing environment

Buyers bargaining power grows when: They become more concentrated or organized; The product represents a significant portion of the buyers cost; The product is undifferentiated; The buyers switching costs are low; Buyers are price sensitive; Buyers can integrate upstream. The external sources aren't always those in a published form and can include verbal sources such as ' word of mouth '.

Analyse the roles and responsibilities of marketing in the context of the marketing environment

Financial Technical 3. A segments attractiveness entry and exit barriers. Issues are less deep-seated and can be 'a temporary short-lived reaction to a social phenomenon '. There are also many restrictions on subliminal messages and monopolies. Barriers and Profitability The most attractive segment is one in which entry barriers are high and exit barriers are low What are the substitutes for my product? This refers to the purchasing power of potential customers and the ways in which people spend their money. In order to understand the different spending patterns, marketers need to also take into consideration about the development of digital technology and its effect on market growth and employment. Some products are regulated by both state and federal laws. Also, pollution can go as far as negatively affecting a company's reputation if they are known for damaging the environment. Business markets include those that buy goods and services for use in producing their own products to sell. For example, research and development have input as to the features a product can perform and accounting approves the financial side of marketing plans and budget in customer dissatisfaction. The external sources aren't always those in a published form and can include verbal sources such as ' word of mouth '.

The appropriate decision makers analyze the translated information of the potential effects of the organization. International markets include buyers in other countries and includes customers from the previous categories.

marketing environment pdf

Estimate competitor response patterns Retaliatory Complacent Hemmed-in Selective Unpredictable Competitor identification The competitive arena Product from competitors Technically similar products Product substitutes Technically dissimilar products Generic competitors Products that solve the problem or eliminate it in a dissimilar way Potential new entrants With technically similar products With technically dissimilar products Company capability profiles The Customer Value Analysis 1.

Establishment of transfer costs Protection technology patents, trade secrets Control of scarce resources or distinctive skills Reducing fixed costs State power Lobbying capacity Key success factors of the football industry in France Create a brand valued by the public supporters, opinion leaders Establish exclusive partnerships with a supplier, sponsors, supplier clubs Brazil, League 2 Develop programs for consumer loyalty pricing, subscription, related services, sales promotion Control of scarce resources and distinctive skills players, coaches, stadium Lobbying capacity towards regulators Related Interests.

Managerial Marketing assets Strengths and weaknesses Competitor analysis 1.

Internal marketing environment

These digital communities consist of many groups of demographics that involve different levels of Internet usage and versatile behaviour with online purchasing. Environmental scanning helps a business improve their decision-making process in times of risk to the external and internal environments the business is in. The consumer market is made up of individuals who buy goods and services for their own personal use or use in their household. External Environment[ edit ] The external environment "consists of those relevant physical and social factors outside the boundaries of the organisation or specific decision unit that are taken directly into consideration. The government market consists of government agencies that buy goods to produce public services or transfer goods to others who need them. The second step of the scanning process is gathering the information. The external and internal information sources. The public have the power to help you reach your goals; just as they can also prevent you from achieving them. Establishment of transfer costs Protection technology patents, trade secrets Control of scarce resources or distinctive skills Threat of potential entrants Industry rivalry Innovation Capacity Customer Loyalty reputation, service quality, etc..

There are also many restrictions on subliminal messages and monopolies. Any actions of your company must be considered from the angle of the general public and how they are affected. How strong is the suppliers bargaining power?

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Micro and Macro Environment Factors