Macro PDF

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Summary

Macro...

Description

Macro, meso and micro enviroment  Macro  The macro environment consists of ‘global forces’, think about: economical developments, demographics, politics, technological developments and social developments.  Meso  The meso environment consists of ‘market forces’, think about: suppliers, supply and demand, distribution, competitors and strategic alliances.  Micro  The micro environment involves forces that address the internal environment of the firm. Think about: vision, mission, strategy, resources, processes, Psychological marketing products and Economic marketing objectives objectives: services.

What is marketing

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Turnover Profit Market share Margin Distribution Return on investment

- Image - Brand awareness - Customer satisfaction - Customer loyality

 Marketing is the process of developing, pricing, promoting and distributing products, services or ideas that are tailored to the market; it includes all other activities that create value and systematically lead to increased sales or another desired response, establish a good reputation and ongoing relationships with customers, so that all stakeholders achieve their objectives.  Instead of searching for users (customers) for your product, you develop the right products for a selected group of users (customers). The market is leading. MARKETING PROCESS Analyse => Objectives => Strategy => MIX instruments => Controlling Analyse: Macro environment: Destep and Meso environment: Porter’s 5 forces Objectives: Setting goals Specific

(what standard?)

Measurable (quantitive) Ambitious

(think big…)

Realistic

(achievable)

Controlling

Time limited (in a specific period) Prioritized

(in order of importance)

Consistant

(linked to each other)

Marketing Strategy: What  How Marketing Mix: Those 4 P‘s count as the start for the marketing mix    

Product Place Promotion Price...