Industrial Management Marketing Management.pdf

Industrial Management Marketing Management

1. Marketing
Management

2. What is
Marketing Management?
Marketing(management) is the process of
planning and executing the conception,
pricing, promotion, and distribution of ideas,
goods, and services to create exchanges
that satisfy individual and organizational
goals.
-American Marketing Association

3. What is a
Marketing Information System (MIS)?
A marketing information system
consists of people, equipment, and
procedures to gather, sort, analyze,
evaluate, and distribute needed, timely,
and accurate information to
marketing decision makers.

4. Internal Records and
Marketing Intelligence
Order-to-Payment
Cycle
Databases,
Warehousing,
Data Mining
Marketing
Intelligence
System
Sales
Information
System

5. Steps to Improve Marketing Intelligence
Train sales force to scan for new developments
Motivate channel members to share intelligence
Network externally
Utilize a customer advisory panel
Utilize government data resources
Purchase information
Collect customer feedback online

6. Environmental Forces
Demographic
EconomicPolitical-Legal
Socio-CulturalTechnological
Natural

7. Demographic Environment
•Population growth
•Population age mix
•Ethnic markets
•Educational groups
•Household patterns
•Geographical shifts

8. Economic Environment
•Income Distribution
•Savings, Debt, and
Credit
•Levi’s has responded to
changes in income
distribution by offering
an upscale line and a
mass market line

9. Social-Cultural Environment
Views of themselves
Views of others
Views of nature
Views of organizations
Views of society
Views of the universe

10. Natural Environment
Shortage of
raw materials
Increased
energy costs
Anti-pollution
pressures
Governmental
protections

11. Consumer
Environmental Segments
True Blue Greens
Greenback Greens
Sprouts
Apathetics
Grousers

12. Technological Environment
Pace of change
Opportunities for innovation
Varying R&D budgets
Increased regulation of change

13. Political-Legal Environment
Increase in
business legislation
Growth of special
interest groups

14. What Influences
Consumer Behavior?
Cultural Factors
Social Factors
Personal Factors

15. Social Factors
Reference
groups
Social
roles
Statuses
Family

16. Personal Factors
Age
Values
Life cycle
stage
Occupation
Personality
Self-
concept
Wealth
Lifestyle

17. Consumer Buying Process
Problem Recognition
Information Search
Evaluation
Purchase Decision
Postpurchase
Behavior

18. Successive Sets Involved in
Consumer Decision Making

19. A Consumer’s Evaluation of Brand
Beliefs About Laptops

20. How Customers Use and Dispose of
Products

21. Patterns of
Target Market Selection

22. Patterns of
Target Market Selection

23. Patterns of
Target Market Selection