WHAT IS MARKETING

MARKETS

MARKETING

MARKETING PHILOSOPHIES

THE SOCIETAL MARKETING CONCEPT

THE MARKETING PROCESS

THE MARKETING MIX

STRATEGIC MARKETING PLANNING

BUSINESS PORTFOLIO ANALYSIS The BCG Matrix

The General Electric Grid

Developing Growth Strategies

COMPANYS ENVIRONMENT
Companys Micro Environment

Companys Internal Environment

Companys Customers

Publics

Companys Macro Environment

CONSUMER MARKETS
Models of Consumer behavior

Characteristics affecting consumer behavior

Social Class

Social Factors Groups

Family Life cycle stages

Life style dimensions

Types of Buying Decision behavior

The Buyer Decision Process

Purchase Decision

The Buyer Decision Process for New Product

BUSINESS MARKETS

CHARACTERISTICS OF BUSINESS MARKETS 1. Market structure and demand a. Business markets are Geographically concentrated b. Business demand is Derived Demand it is ultimately derived from the demand for consumer goods. c. Business markets have Inelastic Demand. d. Business markets have more Fluctuating demand 2. Nature of the Buying Unit a. More Buyers b. More Professional Efforts 3. Types of decision and the decision Process a. More complex decision b. More formalized c. Buyers and sellers are more dependent on each other 4. Other characteristics of the business markets a. Direct purchasing b. Reciprocity c. Leasing

MODEL OF BUSINESS BUYER BEHAVIOUR

BUSINESS BUYER BEHAVIOUR A. What buying decisions do business buyers make? Main Types of Buying situation a. Straight rebuy b. Modified rebuy c. New task

Specific Buying Decisions Systems Buying and Selling B. Who Participates in business buying process? a. Users b. Influencers c. Buyers

d. Deciders e. Gatekeepers C. What are the main influences on Business Buyers? Main Influences on Business Buyers are:

D. How do business buyers make their buying decisions?

MARKETING RESEARCH
MARKETING INFORMATION SYSTEM

DEVELOPING INFORMATION 1. Internal records 2. Marketing Intelligence 3. Competitor Intelligence

MARKETING RESEARCH

THE MARKETING RESEARCH PROCESS

Defining the problem and research objectives The problem

Research objectives

Developing the research plan 1. Determining information needs 2. Gathering secondary information a. Primary Information b. Secondary Information

3. Commercial database sources 4. Online databases and internet data sources 5. Planning primary data collection a. Qualitative research b. Quantitative research

Research Approaches 1. Observation A. Electronic observation

B. Survey Research i. Structured survey ii. Unstructured survey

C. Experimental research

Contact Methods

Sampling

DEMAND ESTIMATION

DEFINE THE MARKET

MEASURING CURRENT MARKET DEMAND 1. Estimating total market demand

2. Estimating actual sales and market share a) Publications of industrys trade associations. b) Reports of marketing research firms like Nielson.

FORECASTING FUTURE DEMAND A three stage process 1. Environmental Forecast 2. Industry forecast 3. Company sales forecast Companys sales forecasting Techniques