Transcript Marketing as a process Marketing environment Market segmentation

Marketing environment
Marketing mix
Marketing as a process
Market segmentation
Elena Horská
Marketing environment
1.
2.
3.
4.
5.
6.
7.
Economic environment
Cultural environment
Technologic environmet
Legal and political environemnt
Demografic environment
Competition
Suppliers, buyers
• Firms must adapt uncontrollable
environment by adjusting the marketing
mix:
– Product
– Price
– Place
– Promotion
From 4 P´s to 4 C´s
• Product versus consumer needs and
wants
• Price versus costs to satisfy consumer
needs and wants
• Place versus convenience
• Promotion versus communication
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?