MARKETING

MARKETING

1. Marketing Environment (M.E.)

   • Can be very unpredictable and change rapidly.  Technology and things of the sort can offer really great opportunitites
   • Monitoring M.E.
     • Scanning (secondary resources)  Analysis Help to assess current and develope future marketing stratergies
   • Responding to M.E.
     • Passive/Reactive- Proactive- 
   • The Forces
     • Legal/Regulatory
       • Laws and regualtion placed on a company/ industry that govern the way we can act. Alcohol only being able to be advertised at certain times and cigarettes being taxed are examples of these regulations Ethics and socially responsible actions play a large role in this
     • Political
       • Help to create and form regulations and laws. This force is very closely linked to Legal/Regulatory
     • Socio-cultural
       • The social an cultural attitudes towards a given product. Also related to demographics differant demographics will usually have varying beliefs
     • Econonomical
       • The economics position of the individuals, their before and after tax disposable income. Also related to the current economic climate eg- prosperity, recession, depression, recovery 
     • Technological
       • Likely the most influential force in current time. It has the ability to completely change the way we market and produce completely new products to market
     • Competitive
       • Direct vs Indirect competitors - Brand   - Product - Generic - Total

2. Globalisation

   • The organisation of a companies resources ,capabilities and structure  in order to treat the world as one market
   • Globalisation decisions
     • Looking at the global marketing environment
       • -Competitive -Socio Cultural - Economic - Technological -Legal/Regulatory -Political
     • Deciding whether to go international
       • Operating in a global indusrty?
     • Deciding how to enter the market(s)
     • Deciding which market(s) to enter
       • Market objectives must be aligned with the companies objectives (Volume of trade? no.of countries? type of countries? incremental or simultaneous? concentrated or diversified?)
     • Deciding on the global marketing program
       • Global v Multinational v Glocal Marketing Mix
     • Deciding on the global marketing organisation
       • Export organisation International division/s Global organisation

3. Distribution channels

   • New distribution channels 
   • Direct marketing
     • Cons
       • Can be expensive Require you to have the resources of all intermediataries in order to run just as effective an opperation 
     • Pros
       • Do not need to spend time and money managing and working with independent companies. Have complete autonomy 
   • Intermediataries
     • Very important role in matching supply and demand
     • Pros
       • Does not require as large an outlay cost as Direct marketing ie- Through company owned stores or website selling Significantly greater efficency at making products available to the target market
     • Cons
       • Requires management and controlled interaction with independent companies
   • Functions
     • I.P.C.M.N.P.F.R
   • Marketing in distribution channels
     • Logistics
       • Outbound
       • Inbound
       • Reverse