Marketing environment Marketing mix Marketing as a process Market segmentation

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Marketing environmentMarketing mixMarketing
as a processMarket segmentation

• Elena Horská

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Marketing environment

1. Economic environment
2. Cultural environment
3. Technologic environmet
4. Legal and political environemnt
5. Demografic environment
6. Competition
7. Suppliers, buyers

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• Firms must adapt uncontrollable environment by
  adjusting the marketing mix
• Product
• Price
• Place
• Promotion

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From 4 Ps to 4 Cs

• Product versus consumer needs and wants
• Price versus costs to satisfy consumer needs and
  wants
• Place versus convenience
• Promotion versus communication

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Marketing as the process

• Diagnosis Where is the company now and why?
• Prognosis Where is the company headed?
• Objectives Where should the company be headed?
• Strategy What is the way to get there?
• Tactics What specific actions should be
  undertaken, by whom, and when?
• Control What measures should be watched to
  indicate whether the company is succeeding?

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