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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.
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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.
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.
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.
organization’s ability to achieve its objectives:
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.
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.
Group and socialnetwork