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    Marketing Opportunity Analysis and Consumer Analysis

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    Princes Aliesa Bulanadi
    The document discusses key aspects of strategic and tactical marketing processes. It covers developing marketing strategies like cost leadership, differentiation, and focus. It also discusses identifying strengths and weaknesses in a company's macroenvironment, which includes economic, political, sociocultural, demographic, technological, and natural factors. Additionally, the document outlines the marketing research process and covers consumer buying behavior aspects like consumer buying roles, influences on purchase behavior, and stages of a family's life cycle.

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    Marketing Opportunity Analysis and Consumer Analysis

    Uploaded by

    Princes Aliesa Bulanadi
    125 views17 pages
    The document discusses key aspects of strategic and tactical marketing processes. It covers developing marketing strategies like cost leadership, differentiation, and focus. It also discusses identifying strengths and weaknesses in a company's macroenvironment, which includes economic, political, sociocultural, demographic, technological, and natural factors. Additionally, the document outlines the marketing research process and covers consumer buying behavior aspects like consumer buying roles, influences on purchase behavior, and stages of a family's life cycle.

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    Marketing opportunity analysis and consumer analysis

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    The document discusses key aspects of strategic and tactical marketing processes. It covers developing marketing strategies like cost leadership, differentiation, and focus. It also discusses identifying strengths and weaknesses in a company's macroenvironment, which includes economic, political, sociocultural, demographic, technological, and natural factors. Additionally, the document outlines the marketing research process and covers consumer buying behavior aspects like consumer buying roles, influences on purchase behavior, and stages of a family's life cycle.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    125 views17 pages

    Marketing Opportunity Analysis and Consumer Analysis

    Uploaded by

    Princes Aliesa Bulanadi
    The document discusses key aspects of strategic and tactical marketing processes. It covers developing marketing strategies like cost leadership, differentiation, and focus. It also discusses identifying strengths and weaknesses in a company's macroenvironment, which includes economic, political, sociocultural, demographic, technological, and natural factors. Additionally, the document outlines the marketing research process and covers consumer buying behavior aspects like consumer buying roles, influences on purchase behavior, and stages of a family's life cycle.

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    You are on page 1of 17

    MARKETING OPPORTUNITY

    ANALYSIS AND CONSUMER


    ANALYSIS
    Chapter 3
    THE STRATEGIC MARKETING
    PROCESS
    MARKETING STRATEGY
    DEVELOPMENT
    Cost Leadership
    Differentiation
    Focused

    Subcategories of Strategy
    1. Forward Integration 1. Related Diversification
    2. Backward Integration 2. Unrelated Diversification
    3. Horizontal Integration 3. Retrenchment
    4. Market Penetration 4. Divestiture
    5. Market Development 5. Liquidation
    6. Product Development
    THE TACTICAL MARKETING
    PROCESS
    THE MARKETING ENVIRONMENT
    1. The Company
    2. Suppliers
    3. Market Intermediaries
    4. Customers
    5. Competition
    6. Publics
    IDENTIFYING STRENGTHS AND
    WEAKNESSES
    The Marketing Macroenvironment
    1. Economic Macroenvironment

    2. Politicolegal Macroenvironment

    3. Sociocultural Macroenvironment
    IDENTIFYING STRENGTHS AND
    WEAKNESSES
    4. Demographic Macroenvironment

    5. Technological Macroenvironment

    6. Natural Macroenvironment
    IDENTIFYING STRENGTHS AND
    WEAKNESSES
    Market Research
    THE MARKETING RESEARCH
    PROCESS
    Research need Problem/opportunity Establishment of research Research design
    determination definition objectives determination

    Sample size and sampling Data collection forms Determination of data Information sources/types
    plan determination design access methods identification

    Report preparation and


    Data collection Data analysis
    presentation
    THE MARKETING RESEARCH
    PROCESS
    1. Research need determination
    2. Problem/opportunity definition
    3. Establishment of research objectives
    4. Research design determination
    5. Information sources/types identification
    6. Determination of data access methods
    7. Data collection forms design
    8. Sample size and sampling plan determination
    9. Data collection
    10. Data analysis
    11. Report preparation and presentation
    CONSUMER AND
    ORGANIZATIONAL MARKETS
    Consumer Market
    THE CONSUMER BUYING PROCESS

    Need/Problem Information Alternative Purchase Post-purchase


    Recognition Research Evaluation Decision behavior
    CONSUMER BUYING ROLES
    CONSUMER MARKETS AND
    BUYING BEHAVIOR
    BUYING CHARACERISTICS
    INFLUENCING PURCHASE BEHAVIOR

    BUYER

    PSYCHOLOGICAL

    PERSONAL

    SOCIAL

    CULTURAL
    STAGES OF FAMILY’S LIFE CYCLE
    ABRAHAM MASLOW’S
    HIERARCHY OF NEEDS

    TEXT

    TEXT

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