Organization Information about needs-Discover consumer needs-concepts for product-satisfy consumer needs (product,price,promotion,place)-goodd,servise,ideas-the market;
Supplies-organization(Marketing department, other departments, employees)-customers
Social (demographic, cultural changes) Economic (macroeconomic condition, consumer income) Technological (changing technology, technology’s impact on customer value, electronic business technologies) Competitive(alternative forms of competition, small businesses) Regulatory (Laws protecting competition, laws affecting marketing mix actions, self-regulation)
Indentify market needs (benefits in terms: Product features, expense, quality, saving in time and convenience)-link needs to actions(take steps to segment and target markets)-execute marketing program actions( a marketing mix: product, place, price, promotion).
1. New-product strategy 2. Idea generation. 3. Screening and evaluation. 4.business analysis. 5. Development. 6. Market testing 7. Commercialization. Target market-potential consumers. Marketing mix-product,price,promotion,place. Environment forces-the uncontrollable social,economic,technological,competitive that affect the result of marketing decision. Customer value- buyer’s benefits before and after-sale service. Marketing concept-an organization should satisfy consumers and achieve its goals. Marketing orientation- collect and use info about customer’s needs to create customer value. Social marketing concepts-the view that organization should satisfy(Ben and Jerry). Ultimate consumers- goods and service for a household. Utility-the benefits received by users of product. Profit-reward to a business for risk. Social forces- demographic characteristics of the population and its values. Environmental scanning- the process of acquiring info on events outside the organization to identify and interpret