session Two plus one

So in more depth and detail we looked further into the Enterprise & Innovation.

We were asked to take into consideration what our marketing enviroment is. we learned about P.E.S.T which is a really useful term to keep in mind. Politics, Economics, Society and Technology. This is basically about what is going on in a customers world, the best thing to do to gain this information and knowledge is to simply pick up a news paper and read the industry and sport section in the given country.

Is the business going to be local, national, european, transnational? e.g:

Tesco - National

Luckys pizza shop - one off

is the company going to be placed in a cluster? for support and discussions such as Badfords National film archide? Also if distributing to Europe, do you have a License to import and export goods? also tax? perhaps a 50/50 local partner in Europe who knows peoples feelings in the area has good knowledge on where products are to be sold and knows the local currency to price products.

Which then leeds us to economics, Price sensitivity, cheap or good value for money? who is the market for this - students, tutors, sportsmen, vegatarians, foreigners. A broad market for exchange rates. Also, sometimes it is cheaper to import than export although there are people whom predict the change in currency (whether it is going to go up or down) which leads to expansions in aconamys.

Society, what new issues in society have happened to acknowledge a concern, as i mentioned earlier, cultural sensitivities, we cant assume that they do the same things we do and that they have the same festivals and holidays. Also colour pallets, medateranian isn't going to be black and red, it's going to be sky blues and oranges to give a warm feel. In all what does society want from us. what is it's attitude to us what are the trends, what is luxury and what is sustainable.

We need to keep into consideration, what is tomorrows technology,this is based on knowledge awareness and can save lots of money and make jobs for products or advertising a lot easier. Are the products appropriate to the product though? decisions need to be made, will they make profit in the long run ? Is there new software out? in all the Guardian techno pages and the new scientist. A magazine with all the latest software and lasers advertised for release. Technology needs to be on top all the time. Imagine promoting bitmap scaled up in comparison to vector.... do i need to say more?

3 GOOD BULLET POINTS, LETURE 2 PAGE 3. PAGE 15 HANDBOOK.

Social awareness to things that our going on i.e global warming:

"Being hippy and saving the planet is where the real Green is at ££££"

Christopher Francis Matthews, October 2oo9

Defining our customers - what are the facts and figures, how old are they, what gender, jobs, ethnicity, health, how do they commute, what music do they listen to. It's all to do with Demographics. knowing the customer so you can provide for them.

Geographic factors include: seasons, fashion and locations, Density and sparcity, Rural and urban, is it cheaper in development areas in comparison to city centers? What are the customers user rate? (How often will they use you?)

Psychology, what is the lifestyle, occupation, sport, innovators? are the religious, green, goths, aged, punk, chav etc.

The interesting thing i loved with this lecture was this little analysis:

A child is a user not a buyer

8-10 is an influencer

16+ Independant

18+ making thier own family

repeat: then it is based towards the elderly who need to downsize in house.

then unfortunetly widows.

Behaviour towards the product/ practise, how will it change their life? what media do they use in advertisments:

Radio - car

Football - stadiums

Commuters - metro

3 bullet points on segmentation, handbook page 18, 2 different customers may be approaching semetation