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Be Notes Unit 11 Marketing

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MARKETING

BusinessActualités & Politique
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UNDERSTANDING PRINCIPLES OF MARKETING ,[object Object],[object Object],[object Object],[object Object]
OUTLINE ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
MARKETING MIX OF GOODS & SERVICES ,[object Object],[object Object],[object Object],[object Object]
VALUE & SATISFACTION ,[object Object],[object Object],Value = Benefits Costs
UTILITY = SATISFY NEED/WANT ,[object Object],[object Object],[object Object],[object Object]
GOODS, SERVICES, IDEAS ,[object Object],[object Object],[object Object],Tangible
RELATIONSHIP MARKETING ,[object Object],[object Object]
MARKETING ENVIRONMENT The forces that directly or indirectly influence and organizations ability to undertake it business.
MARKETING ENVIRONMENT ,[object Object],[object Object],[object Object],[object Object]
CRUDE OIL PRICES- YEARLY AVERAGE Source: “History if Illinois Basin Posted Crude Oil Prices”, http://www.ioga.com/Special/crudeoil_Hist.htm OPEC Formed Yom Kippur War US Emphasis On Energy Efficiency Iraq/Iran War Saudi Arabia Increases Production Gulf War Import Cutbacks
COMPETITIVE ENVIRONMENT ,[object Object],[object Object],[object Object]
MARKETING MIX (4 P’S) Product Place Price Promotion
PRODUCT ,[object Object],[object Object]
VHS VS. DVD RENTAL Source: Video Software Dealers Association
PRICE ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
PLACE ,[object Object],[object Object],[object Object],[object Object]
CHANNELS OF DISTRIBUTION Producer Producer Producer Consumer Consumer Consumer Retailer Wholesaler Retailer
PROMOTION ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
WEB EFFECT ON MEDIA SHOPPING What’s the biggest way the Web has changed how you shop for media? Source: “Add To Cart” Wired , 10/04, p. 70.
TARGET MARKET ,[object Object],[object Object],[object Object],[object Object]
MARKET SEGMENTATION VARIABLES ,[object Object],[object Object],[object Object],[object Object]
GEOGRAPHIC VARIABLES ,[object Object],[object Object],[object Object],[object Object],[object Object]
DEMOGRAPHIC VARIABLES ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
PSYCHOGRAPHIC VARIABLES ,[object Object],[object Object],[object Object],[object Object]
BEHAVIORAL VARIABLES ,[object Object],[object Object],[object Object],[object Object]
MARKETING RESEARCH ,[object Object],[object Object]
MARKETING RESEARCH & PROCESS
RESEARCH PROCESS Study Situation Select Method Collect Data Analyze Data Prepare Report
RESEARCH METHODS Observation Focus Group Experimentation Surveys
INFLUENCES ON CONSUMER BEHAVIOR ,[object Object],[object Object],[object Object],[object Object]
BUYING PROCESS
DATA ,[object Object],[object Object]
ORGANIZATIONAL MARKETS ,[object Object],[object Object],[object Object]
BUYING BEHAVIOR- ORGANIZATIONAL ,[object Object],[object Object],[object Object],[object Object],[object Object]
MARKETING MIX- INTERNATIONAL ,[object Object],[object Object],[object Object],[object Object]
MARKETING MIX- SMALL BUSINESS ,[object Object],[object Object],[object Object],[object Object]

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Be Notes Unit 11 Marketing

  • 1.
  • 2.
  • 3.
  • 4.
  • 5.
  • 6.
  • 7.
  • 8. MARKETING ENVIRONMENT The forces that directly or indirectly influence and organizations ability to undertake it business.
  • 9.
  • 10. CRUDE OIL PRICES- YEARLY AVERAGE Source: “History if Illinois Basin Posted Crude Oil Prices”, http://www.ioga.com/Special/crudeoil_Hist.htm OPEC Formed Yom Kippur War US Emphasis On Energy Efficiency Iraq/Iran War Saudi Arabia Increases Production Gulf War Import Cutbacks
  • 11.
  • 12. MARKETING MIX (4 P’S) Product Place Price Promotion
  • 13.
  • 14. VHS VS. DVD RENTAL Source: Video Software Dealers Association
  • 15.
  • 16.
  • 17. CHANNELS OF DISTRIBUTION Producer Producer Producer Consumer Consumer Consumer Retailer Wholesaler Retailer
  • 18.
  • 19. WEB EFFECT ON MEDIA SHOPPING What’s the biggest way the Web has changed how you shop for media? Source: “Add To Cart” Wired , 10/04, p. 70.
  • 20.
  • 21.
  • 22.
  • 23.
  • 24.
  • 25.
  • 26.
  • 28. RESEARCH PROCESS Study Situation Select Method Collect Data Analyze Data Prepare Report
  • 29. RESEARCH METHODS Observation Focus Group Experimentation Surveys
  • 30.
  • 32.
  • 33.
  • 34.
  • 35.
  • 36.