MARKETING. Temas 2 y 3. Entorno de Marketing y Organizaciones

Marketing Environment and Organizations

• Briefing and Objectives: Marketing objectives are specific, measurable, achievable, realistic, and time-bound. They are tied to business goals and often measured by return on investment (ROI).

• Marketing Objectives (External): These include attracting new customers, converting visitors into leads and ultimately into customers, and fostering customer loyalty.

• Briefing Document: A concise document outlining the study's methodology, data sources, and project team members. Its contents include: company overview, needs analysis, marketing plan justification, budget details, and supplemental project information.

• Two Stages of Briefing:

  • Phase A: Defines the project scope and outlines the product or service.
  • Phase B: Completes the marketing plan, adding missing details and information.

• The Environment (Macro and Micro): The environment encompasses internal and external factors influencing a company's performance. Internal factors are company-specific, while external ones are broader industry and societal conditions which indirectly and directly affect the company. Distinguish between the intended and perceived views of the environment.

• Macroenvironment: Broad set of forces (political, economic, social, technological, ecological, legal factors).

• Microenvironment: Immediate factors influencing a company (suppliers, customers, competitors, intermediaries, public).

  • Porter's Five Forces Analysis: Used to assess the level of competition, and profitability in an industry. (Power of customers, power of suppliers, threat of new entrants, threat of substitutes, rivalry among existing competitors).

The Market

• Market: The area where buyers and sellers interact for goods and services. Considered from the perspective of need fulfillment.

• Market Segmentation: Dividing a broad consumer or business market into smaller, identifiable groups with similar needs. (demographic, geographic, psychographic, and behavioral characteristics)

• Market Segmentation Criteria: Types of consumers targeted and types of products offered.

  • Buyer Personas: Detailed representation of an ideal customer.

Market Types

• Potential Market: Total set of consumers with potential interest in a product/service.
• Available Market: Consumers interested in a product/service and capable of purchase.
• Accessible Market: Consumers with access to the product/service.
• Feasible Market: Those with interest, access, and expressed intent to buy.
• Targeted Market: Specified group of consumers for marketing efforts.

Competition

• Competitive Analysis: Understanding direct and indirect competitors to identify strengths, weaknesses, opportunities, and threats.

• Levels of Competition:

  • Product Form: Directly similar products.

• Product Category: Similar functionality or benefits.

Product Life Cycle, Matrix BCG

• Product Life Cycle: Stages a product goes through (introduction, growth, maturity, decline) requiring different marketing strategies at each point.

• Product Portfolio Analysis (BCG Matrix): Evaluates a company's product portfolio based on market share and market growth rate.

  • Star Products: High market share, high market growth.
  • Cash Cow Products: High market share, low market growth.
  • Problem Child Products: Low market share, high market growth.
  • Dog Products: Low market share, low market growth.

• Competitor Benchmarks: Used to assess product or service and adapt it through analysis of competitors to improve the business' position.

Company and Product

• Company Analysis: Understanding factors like company history, culture, mission, values and financial specifics.

• Product Analysis: Examining different aspects of a product/service: basic benefit, tangible product, features to enhance the product, and potential product enhancements.

Este cuestionario explora los objetivos de marketing y la importancia de la planificación dentro de las organizaciones. Se discutirá cómo definir el alcance del proyecto y los factores internos y externos que afectan el marketing. Ideal para estudiantes interesados en la estrategia de marketing.