Psychological Factors

A person's buying choices are further influenced by four major psychological factors: motivation, perception, learning, and beliefs and attitudes. "(Kotler, Marketing an introduction, Ch.5, Pg.142)

Cultural Factor

Cultural factors exert a broat and deep influence on consumer behavior. The marketer needs to understand the role played by the buyer's culture, subculture, and social class. "(Kotler, Marketing an introduction, Ch.5, Pg.131)

Marketing Research

In addition to marketing intelligence information about general consumer, competitor, and marketplace happenings marketers often need formal studies that provide customer and market insights for specific marketing situations and decisions. Companies use marketing research in a wide variety of situations. "( Kotler, Marketing an introduction, Ch.4, Pg.101)

The company's microenvironment

Markenting management's job is to build relationships with customers by creating customer value and satisfaction. However, marketing managers cannot do this alone. Marketing success will require building relationships with other company departments, suppliers, marketing intermediaries, customers, competitors, and various publics, which combine to make up the company's value delivery network. "(Kotler, Marketing an introduction, Ch.3, Pg.65)

Marketing Planning

Through strategic planning, the company decides what it wants to do with each business unit. Marketing planning involves deciding on marketing strategies that will help the company attain its overall strategic objectives. A detailed marketing plan is needed for each business, product, or brand. "(Kotler, Marketing an introduction, Ch.2, Pg.53)

Partner Relationship Management

When it comes to creating customer Value and building strong customer relationships, today's marketers know that they can't go it alone. They must work closely with a variety of marketing partners. In addition to being good at customer relationship management, marketers must also be good at partner relationship management. "(Kotler, Marketing an introduction, Ch.1, Pg.20)

Understanding the Marketplace and Customer needs

As a first step, marketers need to understand customer needs and wants and the marketplace withn which they operate. We now examine five core customer and marketplace concepts: (1) Needs, wants, and demands; (2) marketing offers (products,services, and experiences); (3) value and satisfaction; (4) exchanges and relationships; and (5) markets. "(kotler, Marketing, an introduction, Ch.1, pg.6)