Factors of the marketing management process

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LA ADMINISTRACION DE EMPRESAS Y SU EVOLUCION CON UNA MIRADA HACIA EL FUTURO Y EL MUNDO CAMBIANTE

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Develop a marketing program

Factors of the marketing management process

Market positioning

Identifies the exiting positions of all the products currently serving its market segments

Occupy a clear,distinctive and desirable place relative to competing products

Give them the greatest strategic advantage in their target markets

Distinguish our products from competing products

Target consumers

Growth prospects of the market

It depends on:

Developments in the enviroment

life-style changes

advantages in technology

economic conditions

Nationality groups

Income

Growth rate of certain age

Estimate of the cuffent and future size of the market

Determine whether the market is large enough

Estimate current sales of competing products

Identify all competing products

Careful analysis of consumers

Understand their needs and wants

Delivering them greater value then competitors

Market targeting

Selecting one or more segments to enter

Serve several related segments

Strategy limits sales

Evaluating each market segment's attractiveness

Market segmentation

Classifying customers into groups

Phisiographic factors

pirchase occasions

benefits sought

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Demographic factors

education

income

age

sex

Geographic factors

cities

regions