ANALYSING AND UNDERSTANDING MARKETS

ANALYSING AND UNDERSTANDING MARKETS

Info:

AHMED@EM-LYON.COM

 FINAL EXAM 1H  (4QUESTIONS) 50%

IN CLASS 50%

The marketing concept means the achievement of corporate goals through meeting and exceeding customer needs and expectations better than the competition

Corporate goals : generate profit in order

Customers  : buyer ,client ,consumer, user

Competition:

The sales concept :(primark  ,  aldi) very low cost

The product Concept  :technological innovation fundamental research

4 steps of marketing concept:

-Analyzing the market : the first step of the marketing concept is market analysis. This is made up of three major components: 

1. analyzing the macro-environment (peste)
2. analyzing the micro-environment
3. analyzing demand

-Strategic choice : The second step of the marketing concept is to perform an internal analysis and to confront the internal resources, the corporate objectives and the opportunities and threats of the environment to make a number of strategic choices. 

-Action plan: The third step is to put in place an action plan which is guided by the marketing objectives. The action plan (usually) has four dimensions:

1. Product policy
2. Price policy
3. Place (or distribution) policy
4. Promotion (or communication) policy

These four elements are called the 4Ps of marketing.

-control: the fourth step involves measuring the results (in sales, profits) after the implementation of the marketing plan and, if necessary, take corrective measures. The results will be used to design the next cycle of decisions.

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facebook

 Peest recap :

P : ACCESS TO INTERNATIONAL MARKETS(CHINE)

E: ECO STABILITY COST OF ACCESS FB

E:DATA CENTERS

S: FAKE NEWS MEANS OF SHARING INFO

T:FORGETED ADS SEARCH RESULTS EASY ACESS CLOUD STORAGE GPS

POLITICAL LEGAL : ANTI TRUST LAWS CONSUMER PRIVACY MISUSE OF CONSUMERSDATA FINED 5 BILLION BY THE FEDERAL TRADE COMMISSION

ECO : GLOBAL STANDART OF LIVING IS IMPROVING COST OF MOBILE DEVICES AND INTERNET IS DECLINING MRE THAN 50 % OF GLOABAL POPULATION NOW HAS ACCESS TO INTERNET

ECOLO: IMPACT OF ENVIRO FRM DATA CENTER?

COMPETIVE FORCES  / MANY SOCIAL NETWORK HAVE ENTERED THE MARKET

COMPETION FOR AD REVENU GOOGLE SNAP ..

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The term Research Design refers to

• The general approach which must be considered by the person in charge of the marketing research to solve the managerial issue
• It is sometimes also termed research methodology, but we will use this term to indicate the technical aspects related to each research design (see below)
• Typologies

According to the moment when the study must be performed (before, during, after the marketing act)

• According to the nature of the issue: is it a problem we had to deal with in the past? Do we have some information or not?
• According to the data collection method: are we going to collect secondary or primary data?

Comparison

Depending on the nature of the issue.

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Exploratory Research

Descriptive Research

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• The objective is to explore a
  phenomenon, to generate options of solutions
• In most cases, the research design will be a qualitative method.

• In this situation, the marketing analyst has

little

known

specific questions that will be asked to a sample of individuals

...