1. INFORMATION
TECHNOLOGY
Marketing
environment &
concepts
Created by : Ahmed Waly

2. INFORMATION
TECHNOLOGY
Agenda
Case study for introduction to marketing
Marketing environment .
Marketing concept .

3. INFORMATION
TECHNOLOGY
Case study for introduction
to marketing

4. INFORMATION
TECHNOLOGY
Case study for introduction
to marketing
Explore the truth
( fortwo & individuality , test drive )
Budget 120000$
2200 cars are sold
270000 visitor within 4 months
The main consumer couples aged 20-35
years
Overview

5. INFORMATION
TECHNOLOGY
Case study for introduction
to marketing
Creation of demand to product & services which
translate to sales
Definition of marketing
View of marketing
Old : - selling & telling
New :- customer satisfaction
Customer value
Performance > expectation = satisfaction

6. INFORMATION
TECHNOLOGY
Case study for introduction
to marketing

7. INFORMATION
TECHNOLOGY
Case study for introduction
to marketing
Segmentation: The process of dividing a market
Targeting: Involves evaluating each market
segment’s attractiveness
Differentiation: Creating superior customer value
Positioning: Arranging for a product to occupy a
clear place
Marketing managers must consider the following, to
ensure a successful marketing strategy:
1. What customers will we serve?
— What is our target market?
2. How can we best serve these
customers?
— What is our value proposition?

8. INFORMATION
TECHNOLOGY
Marketing environment

9. INFORMATION
TECHNOLOGY
Marketing environment
Definition
All the actors and forces influencing the
company’s ability to transact business
effectively with it’s target market
Includes
Microenvironment - forces close to the
company that affect its ability to serve its
customers.
Macroenvironment - larger societal
forces that affect the whole
microenvironment.

10. INFORMATION
TECHNOLOGY
Marketing Environment

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TECHNOLOGY
Microenvironment

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TECHNOLOGY
Customer
markets
Consumer International Business Reseller GOV.

13. INFORMATION
TECHNOLOGY
The Company’s
Microenvironment
Company’s Internal Environment- functional
areas such as top management, finance, and
manufacturing, etc.
Suppliers - provide the resources needed to
produce goods and services.
Marketing Intermediaries - help the company to
promote, sell, and distribute its goods to final
buyers.

14. INFORMATION
TECHNOLOGY
The Company’s
Microenvironment
Competitors - those who serve a target market
with similar products and services.
Publics - any group that perceives itself having
an interest in a company’s ability to achieve its
objectives
Customers - five types of markets that
purchase a company’s goods and services.

15. INFORMATION
TECHNOLOGY
Forces that Shape Opportunities
and Pose Threats to a Company
Demographic
Technological
Cultural
Economic
Macroenvironment
Political

16. INFORMATION
TECHNOLOGY
The Company’s
Macroenvironment
Demographic - monitors population in terms of
age, sex, race, occupation, location and other
statistics.
Economic - factors that affect consumer
buying power and patterns.
Technological - forces that create new product
and market opportunities.

17. INFORMATION
TECHNOLOGY
The Company’s
Macroenvironment
Political - laws, agencies and groups that
influence or limit marketing actions.
Cultural - forces that affect a society’s basic
values, perceptions, preferences, and
behaviors

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TECHNOLOGY
Macroenvironment
A.Demographic
Changing Age Structure
Population is getting older
Changing Family Structure
Marrying later, fewer
children,
working women
Increased Education
Increased college
attendance
Growing Ethnic and Racial
Diversity
73% Saudi, 12% Egyptian,
10% Asian & 3.4% African
Geographic
Shifts

19. INFORMATION
TECHNOLOGY
Economic
Development
Changes
in income
Key
Economic
Concerns for
Marketers Changes
in Consumer
Spending
Patterns
Macroenvironment
B.Economic

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TECHNOLOGY
Rapid Pace of
Change
High Research & Develop.
Budgets
Focus on Minor
Improvements
Increased Regulation
Macroenvironment
C.Technological

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TECHNOLOGY
Macroenvironment
D.Political
Increased
Legislation
Changing
Enforcement
of laws
Greater
Concern for
Ethics

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TECHNOLOGY
Oneself
Others
Society
Nature
Organization
Macroenvironment
E.Cultural
Views that express values of

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TECHNOLOGY
Marketing concepts

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TECHNOLOGY
Marketing concept era

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TECHNOLOGY
The Production Concept

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TECHNOLOGY
Marketing and Sales Concepts
Contrasted

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TECHNOLOGY
Societal Marketing Concept

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TECHNOLOGY
Marketing concept era
the top 30 companies in customer services

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TECHNOLOGY
Marketing concept era
the top 10 companies in sales
2012 2011 Brand
1 1 Coca-cola
2 8 Apple
3 2 IBM
4 4 Google
5 3 Microsoft
6 5 GE
7 6 Macdonalds
8 7 Intel
9 17 Samsung
10 11 Toyota

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TECHNOLOGY
Marketing concept era
the top 30 companies in customer services

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TECHNOLOGY
Marketing concept era
advanced examples

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TECHNOLOGY