MKTG1501 Lecture Notes - Lecture 5: Personal Selling, Psychological Pricing, Psychographic
Document Summary
Closely related other organisations: the marketing organisation itself, suppliers, supply availability, shortages and delays, strikes, price trends, marketing intermediaries, resellers, distribution firms, marketing servicing agencies, research, advertise, etc to get to target markets, customer markets. Provide insurances and finance transactions: 5 types of customer markets; Financial firms: consumers, business, resellers, government, international, competitors, can be direct (other hotels) and indirect (transport, both current and potential competitors, assess all of these (strengths/weaknesses, assess their competitive response to us. Their marketing methods: publics, groups that have an interest in the impact of our organisation. Macro-environment: analyse on 5 year scale look at positives and negatives of each factor, can affect whole micro-environment; o demographic. Increasing regulation: cultural environment, values, perceptions preferences, behaviours. Comes from; o more buying same product: more customers in same market, new market segments, new geographic segments o the same number of customers buying in higher volume o price increases with quantity constant.
