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Chapter 3 Analyzing Marketing Opportunity

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Title: Chapter 2 Marketing Environment Last modified by: Ramon Created Date: 11/4/2004 2:58:38 PM Document presentation format: – PowerPoint PPT presentation

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Title: Chapter 3 Analyzing Marketing Opportunity


1
Chapter 3 Analyzing Marketing Opportunity
  • Today you have to run faster to stay in the same
    place.
  • Philip Kotler

2
Learning Objectives
  1. Gathering information and Measuring Market
    Demand.
  2. Scanning the marketing environment.
  3. Analyzing consumer markets and buyer behavior.

3
1. Gathering information and Measuring Market
Demand.
  • MIS
  • Marketing Research Process

4
MIS
  • People ,equipment,and procedures to
    gather,sort,analyze,evaluate, and distribute
    needed,timely,and accurate information to
    marketing decision makers.

5
MISs STRUCTURE(P132)
  • Internal databases
  • Marketing intelligence
  • Marketing research
  • Information analysis

6
Marketing Research Process
  • Defining the problem and research objective
  • Developing the research plan for collecting
    information
  • Implementing the research plan-collecting and
    analyzing the data
  • Interpreting and reporting the findings

7
Relative terms
  • Exploratory research
  • Descriptive research
  • Causal research
  • Secondary data
  • Primary data
  • Online databases

8
Relative terms
  • observational research
  • Survey research
  • Single-source data system
  • Experimental research
  • Focus group interviewing
  • Online marketing research

9
2.Marketing Environment
  • Microenvironment
  • macroenvironment

10
Microenvironment
  • Company
  • Suppliers
  • Marketing intermediaries
  • Customers
  • Competitors
  • public

11
Macroenvironment
  • Demographic Environment
  • Economic Environment
  • Natural Environment
  • Technological Environment
  • Political-Legal Environment
  • Social-cultural Environment

12
Demographic Environment
  • Worldwide Population Growth
  • Population Age Mix
  • Ethnic Markets
  • Educational Groups
  • Household Patterns
  • Geographical Shifts in Population

13
Economic Environment
  • Income distribution
  • Savings, Debt, and Availability

14
Natural Environment
  • Shortage of raw material
  • Increased energy costs
  • Increased pollution level
  • Changing role of governments

15
Technological Environment
  • Accelerating Pace of Technological Change
  • Unlimited Opportunities for Innovation
  • Varying RD Budgets
  • Increased Regulation of Technological Changes

16
Political-Legal Environment
  • Legislation Regulating Business
  • Growth of Special-interest Groups

17
Social-cultural Environment
  • High Persistence of Core Cultural Values
  • Existence of Subcultures
  • Shifts of Secondary Cultural Values through Tim

18
3.Consumer Behavior
  1. Major factors influencing buyer behavior
  2. The buying decision process
  3. The stages of the buying decision process
  4. Reference concepts

19
Reference concepts
  • Customer value and satisfaction
  • Customer value
  • Relationship marketing

20
(1)The major factors influencing buying behavior
  • Cultural factors
  • Social factors
  • Personal factors
  • Psychological factors

21
Cultural factors
  • Culture
  • Subculture
  • Social class

22
Social class
  • Social classes are relatively homogeneous and
    enduring divisions in a society,which are
    hierarchically ordered and whose members share
    similar values ,interests, and behavior.

23
Social factors
  • Reference groups
  • Family
  • Roles and statuses

24
Reference groups
  • Reference groups consists of all the groups that
    have a direct (face-to-face) or indirect
    influence on the persons attitudes or behavior.
  • Groups having a direct influence on a person are
    called membership groups.(direct groups)
  • Indirect reference groups

25
Reference groups
  • Aspirational groups are those the person hopes to
    join.
  • Dissociative groups are those whose values or
    behavior an individual rejects.
  • Opinion leader is the person in informal
    product-related communications who offer advice
    or information about a specific product or
    product category.

26
Family
  • Family procreation----ones spouse and children
  • Types of Family

27
Types of Family
  • Skippies(student-kids with income and purchasing
    power)
  • Mobys(mother old and baby young)
  • Dinks(double income,no kids)
  • Dewks(double income with kids)
  • Puppies(???????)
  • Woofs(?????)

28
Roles and status
  • A person participates in many groups----family,
    club, organization.
  • The persons position in each group can be
    defined in terms of role and status.
  • A role consists of the activities that a person
    is expected to perform.
  • Each person carried a status.

29
Personal factors
  • Age and stage in the life cycle
  • Occupation and economic circumstances
  • Lifestyle
  • Personality and self-concept

30
Lifestyle
  • A lifestyle is the persons pattern of living in
    the world as expressed in activities, interests,
    and opinion.
  • Lifestyle portrays the whole person
    interacting with his or her environment.
  • Markerters search for relationships between their
    products and lifestyle groups.

31
VAL2 (value and lifestyles)
  • Actualizers
  • Fulfilled
  • Achievers
  • Experiences
  • Believers
  • Strivers
  • Makers
  • Stuggles

32
Personality and self-concept
  • By personality, we mean distinguishing
    psychological characteristics that lead to
    relatively consistent and enduring responses to
    environment.

33
Psychological factors
  • Motivation
  • Perception
  • Learning
  • Beliefs and attitude

34
????Anna Lee?????????
  • ????
  • ??32?,??
  • ???,?????????--????
  • ??????????????(???????5?)
  • ???????????????
  • ?????
  • ???Anna Lee
  • ????
  • ??8000?

35
????Anna Lee?????????
  • ????
  • ??32?,??
  • ???,?????????--????
  • ??????????????(???????5?)
  • ???????????????
  • ?????
  • ???Anna Lee
  • ????
  • ??8000?

36
The Cinema Two Week Cycle
Going to the movies is not a two hour event for
Identity Builders it is a complex planning and
evaluating process that offers many opportunities
to marketer.
The Day(6-7 hours)
The Week before - picking the film, who to
go with, where to see, when
- PLANNING
Eating, Malling, Getting home
The Week After -talking about the Day,
assessing the film, the school yard
discussion.
-REVIEWING
Getting to the Venue
The Movie
2 hours Hanging Out all day with friend
AND THEN IT STARTS AGAIN
Note in S.E. Asia markets cinema attendance by
teens is among highest in the world with an
average of around one film a month.
37
(2) The buying decision process
  • Buying roles
  • Buying behavior
  • Complex buying behavior
  • Dissonance-reducing buyer behavior
  • Habitual buying behavior
  • Variety-seeking buying behavior

38
Anna Lee ??????????
  • ?20????,??????
  • ???????
  • ??/???
  • ??(??)
  • ??
  • ??
  • ??
  • ???
  • ??/??
  • ??
  • ??

39
Analysis of Regular Blue Ribbon Drinkers
40
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41
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42
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43
(No Transcript)
44
Regional Breakdown
Base All Respondents
Profile
Source Millennium Study
45
Age/Sex Breakdown
Base All Respondents
Profile
Source Millennium Study
46
Educational/Family Position
Base All Respondents
Profile
Source Millennium Study
47
Household Income
Base All Respondents
Profile
Source Millennium Study
48
???????????--????
???? ?? (???????)
???? (????????)
???? (?????)
???? (?????)
???? (?????)
49
(3)the stage of the buying decision process
  • Problem recognition
  • Information search
  • Evaluation of alternatives
  • Purchase decision
  • Postpurchase behavior

50
4.Business buyer behavior
  • Business Market
  • Model of Business Buyer Behavior

51
Business market
  • Characteristics of Business markets(p213
    Table6.1)
  • Derived demand

52
Derived demand
  • Business demand that ultimately comes from the
    demand for consumer goods.

53
Model of Business Buyer Behavior
  • (p217)

54
Business buying behavior
  • Straight rebuy
  • Modified rebuy
  • New task
  • Systems buying

55
Participants in the business buying process
  • Buying centrer
  • User
  • Influencers
  • Deciders
  • gatekeepers

56
Major influences on business buyer behavior
  • Environmental
  • Organizational
  • Interpersonal
  • Individual
  • buyers

57
Discussion
  • 1.No.2,p236
  • 2.No. 3,p204
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