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Marketing Environment and Consumer Behavior Analysis - Prof. Trần, Summaries of Marketing Management

An in-depth analysis of the marketing environment and consumer behavior. It discusses the actors and forces outside marketing that affect marketing management's ability to build and maintain successful relationships with target customers, known as the marketing environment. The document also delves into consumer buyer behavior, focusing on the buying behavior of final consumers. It explains how consumers make buying decisions, the role of cultural factors, social networks, and group influence in consumer behavior, and the importance of understanding these factors for effective marketing strategies.

Typology: Summaries

2022/2023

Uploaded on 03/08/2024

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CHƯƠNG 3: MARKETING ENVIROMENT
Định nghĩa
The marketing environment includes the actors and forces outside marketing that affect
marketing management’s ability to build and maintain successful relationships with target
customers. Môi trường tiếp thị bao gồm các tác nhân và lực lượng bên ngoài tiếp thị ảnh hưởng đến
khả năng quản lý tiếp thị để xây dựng và duy trì mối quan hệ thành công với khách hàng mục tiêu.
Câu dẫn
Marketers must be environmental trend trackers and opportunity seekers. By carefully
studying the environment, marketers can adapt their strategies to meet new marketplace
challenges and opportunities.
By using marketing research and marketing intelligence, companies constantly watch and
adapt to the changing environment—or like Microsoft, in many cases, lead those changes.
Các nhà tiếp thị phải là người theo dõi xu hướng môi trường và người tìm kiếm cơ hội. Bằng cách
nghiên cứu cẩn thận môi trường, các nhà tiếp thị có thể điều chỉnh chiến lược của họ để đáp ứng
những thách thức và cơ hội thị trường mới. Bằng cách sử dụng nghiên cứu tiếp thị và tiếp thị thông
minh, các công ty liên tục theo dõi và thích ứng với môi trường thay đổi — hoặc như Microsoft, trong
nhiều trường hợp, dẫn dắt những thay đổi đó.
Gồm 2 môi trường:
Microenvironment consists of the actors close to the company that affect its ability to serve
its customers—the company, suppliers, marketing intermediaries, customer markets,
competitors, and publics.
Câu dẫn vào môi trường vĩ mô:
Marketing management’s job is to build relationships with customers by creating customer
value and satisfaction. However, marketing managers cannot do this alone. Marketing
success requires building relationships with other company departments, suppliers,
marketing intermediaries, competitors, various publics, and customers, which combine to
make up the company’s value delivery network
Company: All of these interrelated company groups form the internal environment,
the microenvironment. With marketing taking the lead, all departments—from
manufacturing and finance to legal and human resources—share the responsibility
for understanding customer needs and creating customer value.
Suppliers: Suppliers form an important link in the company’s overall customer value
delivery network. Supplier problems can seriously affect marketing. Marketing
managers must watch supply availability and costs. Supply shortages or delays,
labor strikes, natural disasters, and other events can cost sales in the short run and
damage customer satisfaction in the long run. Rising supply costs may force price
increases that can harm the company’s sales volume.
Marketing intermediaries: help the company promote, sell, and distribute its
products to final buyers. They include resellers, physical distribution firms,
marketing services agencies, and financial intermediaries.
Ví dụ về các trung gian phân phối: for example
Resellers are distribution channel firms that help the company find customers or
make sales to them. Large and growing reseller organizations, such as Walmart and
Costco, frequently have enough power to dictate terms or even shut smaller
manufacturers out of large markets.
Physical distribution firms help the company stock and move goods from their
points of origin to their destinations.
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CHƯƠNG 3: MARKETING ENVIROMENT

Định nghĩa

The marketing environment includes the actors and forces outside marketing that affect

marketing management’s ability to build and maintain successful relationships with target customers. Môi trường tiếp thị bao gồm các tác nhân và lực lượng bên ngoài tiếp thị ảnh hưởng đến khả năng quản lý tiếp thị để xây dựng và duy trì mối quan hệ thành công với khách hàng mục tiêu. Câu dẫn Marketers must be environmental trend trackers and opportunity seekers. By carefully studying the environment, marketers can adapt their strategies to meet new marketplace challenges and opportunities. By using marketing research and marketing intelligence, companies constantly watch and adapt to the changing environment—or like Microsoft, in many cases, lead those changes. Các nhà tiếp thị phải là người theo dõi xu hướng môi trường và người tìm kiếm cơ hội. Bằng cách nghiên cứu cẩn thận môi trường, các nhà tiếp thị có thể điều chỉnh chiến lược của họ để đáp ứng những thách thức và cơ hội thị trường mới. Bằng cách sử dụng nghiên cứu tiếp thị và tiếp thị thông minh, các công ty liên tục theo dõi và thích ứng với môi trường thay đổi — hoặc như Microsoft, trong nhiều trường hợp, dẫn dắt những thay đổi đó.

Gồm 2 môi trường:

Microenvironment consists of the actors close to the company that affect its ability to serve its customers—the company, suppliers, marketing intermediaries, customer markets, competitors, and publics. Câu dẫn vào môi trường vĩ mô: Marketing management’s job is to build relationships with customers by creating customer value and satisfaction. However, marketing managers cannot do this alone. Marketing success requires building relationships with other company departments, suppliers, marketing intermediaries, competitors, various publics, and customers, which combine to make up the company’s value delivery network ● Company: All of these interrelated company groups form the internal environment, the microenvironment. With marketing taking the lead, all departments—from manufacturing and finance to legal and human resources—share the responsibility for understanding customer needs and creating customer value. ● Suppliers: Suppliers form an important link in the company’s overall customer value delivery network. Supplier problems can seriously affect marketing. Marketing managers must watch supply availability and costs. Supply shortages or delays, labor strikes, natural disasters, and other events can cost sales in the short run and damage customer satisfaction in the long run. Rising supply costs may force price increases that can harm the company’s sales volume.

● Marketing intermediaries: help the company promote, sell, and distribute its

products to final buyers. They include resellers, physical distribution firms,

marketing services agencies, and financial intermediaries.

Ví dụ về các trung gian phân phối: for example Resellers are distribution channel firms that help the company find customers or make sales to them. Large and growing reseller organizations, such as Walmart and Costco, frequently have enough power to dictate terms or even shut smaller manufacturers out of large markets. Physical distribution firms help the company stock and move goods from their points of origin to their destinations.

Marketing services agencies are the marketing research firms, advertising agencies, media firms, and marketing consulting firms that help the company target and promote its products to the right markets. Financial intermediaries include banks, credit companies, insurance companies, and other businesses that help finance transactions or insure against the risks associated with the buying and selling of goods.

● Competitors: The marketing concept states that, to be successful, a company

must provide greater customer value and satisfaction than its competitors do.

Marketers must gain strategic advantage by positioning their offerings strongly

against competitors’ offerings in the minds of consumers.

No single competitive marketing strategy is best for all companies. Each firm

should consider its own size and industry position compared to those of its

competitors.

Publics: Any group that has an actual or potential interest in or impact on an

organization’s ability to achieve its objectives:

Financial publics. This group influences the company’s ability to obtain funds.

Media publics. This group carries news, features, and editorial opinion.

Government publics. Management must take government developments into

account.

Citizen-action publics. A company’s marketing decisions may be questioned

by consumer organizations, environmental groups, minority groups, and

others.

Local publics. This group includes neighborhood residents and community

organizations.

General public. A company needs to be concerned about the general public’s

attitude toward its products and activities.

Internal publics. This group includes workers, managers, volunteers, and the

board of directors.

● Customers:

Consumer markets: consist of individuals.

Business markets: buy goods and services for further processing or use in

their production processes.

Reseller markets: buy goods and services to resell at a profit.

Government markets: consist of government agencies that buy goods and

services to produce public services or transfer the goods and services to

others who need them.

International markets: consist of various buyers in other countries, including

consumers, producers, resellers, and governments.

Each market type has special characteristics that call for careful study by the

seller.

Môi trường vĩ mô:

Macroenvironment consists of the larger societal forces that affect the microenvironment— demographic, economic, natural, technological, political, and cultural forces.

Cause-related marketing has stirred some controversy. Critics worry that cause-related marketing is more a strategy for selling than a strategy for giving—that “cause-related” marketing is really “cause-exploitative” marketing. ● Cultural: The cultural environment consists of institutions and other forces that affect a society’s basic values, perceptions, and behaviors. Cultural factors strongly affect how people think and how they consume, so marketers are keenly interested in cultural forces. The cultural environment consists of institutions and other forces that affect a society’s basic values, perceptions, preferences, and behaviors. People grow up in a particular society that shapes their basic beliefs and values. They absorb a worldview that defines their relationships with others. Cultural characteristics can affect marketing decision making. People in a given society hold many beliefs and values. Their core beliefs and values have a high degree of persistence. For example, most Americans believe in individual freedom, hard work, getting married, and achievement and success. These beliefs shape more specific attitudes and behaviors found in everyday life. Secondary beliefs and values are more open to change. Believing in marriage is a core belief; believing that people should get married early in life is a secondary belief. Marketers have some chance of changing secondary values but little chance of changing core values.

CHƯƠNG 5 : YẾU TỐ ẢNH HƯỞNG HÀNH VI KHÁCH HÀNG

Khái niệm : Consumer buyer behavior is the buying behavior of final consumers—

individuals and households that buy goods and services for personal consumption. Consumer markets are made up of all the individuals and households that buy or acquire goods and services for personal consumption. Câu dẫn: Consumers make many buying decisions every day, and the buying decision is the focal point of the marketer’s effort. Most large companies research consumer buying decisions in great detail to answer questions about what consumers buy, where they buy, how and how much they buy, when they buy, and why they buy. Marketers can study actual consumer purchases to find out what they buy, where, and how much. But learning about the whys of consumer buying behavior is not so easy—the answers are often locked deep within the consumer’s mind. Often, consumers themselves don’t know exactly what influences their purchases.

  • Cultural: Culture is the set of basic values, perceptions, wants, and behaviors learned by a member of society from family and other important institutions. Cultural factors exert a broad and deep influence on consumer behavior. Marketers need to understand the role played by the buyer’s culture, subculture, and social class. Marketers are always trying to spot cultural shifts so as to discover new products that might be wanted. For example, the cultural shift toward greater concern about health and fitness has created a huge industry for health-and- fitness services, exercise equipment and clothing, organic foods, and a variety of diets. Subcultures are groups of people within a culture with shared value systems based on common life experiences and situations. Social classes are society’s relatively permanent and ordered divisions whose members share similar values, interests, and behaviors. Measured as a combination of occupation, income, education, wealth, and other variables.
  • Social:

Group and socialnetwork

  • Online social networks
  • Buzz marketing
  • Social media sites
  • Virtual worlds
  • Word of mouth
  • Opinion leaders Marketers are working to harness the power of these new online social networks and other “word-of-Web” opportunities to promote their products and build closer customer relationships. Word-of-mouth influence can have a powerful impact on consumer buying behavior. The personal words and recommendations of trusted friends, associates, and other consumers tend to be more credible than those coming from commercial sources, such as advertisements or salespeople. Marketers of brands subjected to strong group influence must figure out how to reach opinion leaders —people within a reference group who, because of special skills, knowledge, personality, or other characteristics, exert social influence on others. Some experts call this group the influentials or leading adopters. When these influentials talk, consumers listen. Buzz marketing involves enlisting or even creating opinion leaders to serve as “brand ambassadors” who spread the word about a company’s products. Many companies are now turning everyday customers into brand evangelists. Family
  • Family is the most important consumer-buying organization in society.
  • Role and status can be defined by a person’s position in a group.
  • Personal