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External Environment

Summarize the Findings & Wonderings About Your Business. Marketing (Revenue). External Environment. Strategy. Operations (Cost Structure). Finance. 4/17 Warm-up. Use the Ansoff Matrix to categorize Fiat’s growth strategy described in the article.

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External Environment

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  1. Summarize the Findings & Wonderings About Your Business Marketing (Revenue) External Environment Strategy Operations (Cost Structure) Finance

  2. 4/17 Warm-up • Use the Ansoff Matrix to categorize Fiat’s growth strategy described in the article. • Explain how the alliance with Chrysler will facilitate growth strategy. • Summarize reasons for Fiat leaving the U.S. market 27 years ago.

  3. Marketing (Revenue) External Environment Strategy Operations (Cost Structure) Finance

  4. 3 Major Business Functions

  5. Objectives • Define marketing • Discuss the characteristics of a market.

  6. Marketing is a • Decision making process • Identify customers • Identifies customers’ needs & wants • Anticipates & predicts customers’ future needs & wants • Facilitates exchanges that satisfy customer’s needs & wants

  7. MARKET PLANNING • PRODUCT • Development, Design, Features, Branding, • Mix (“variety”), Packaging • PRICE • Competition-based, Market-based, Cost-based Target Market(s) • PEOPLE • Behavior, Motivation, Training, Attitude, Branding • PHYSICAL ENVIRONMENT • Peripherals, appearance, atmosphere, branding • PROCESSES • Efficiency, payment, customer service, relationship management • PLACE • Channel Management • PROMOTION • Communication & Stimulating Sales • Above-the-line, Below-the-line MARKET INFORMATON MANAGEMENT

  8. Marketing Approaches Product Orientation Market Orientation • Getting customers to buy the products that business feels customers need & want • Market products that can be made • Identify, design, develop and supply products that meet customer’s needs & wants • Market products that can be sold (because customers want them) Product Customer Customer Product

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