Marketing

American Intercontinental University

Unit 1 Individual Project

MKT255 – Fundamentals of Marketing

Abstract

Marketing is a part of our everyday lives. It goes on all around us in our daily activities; there are factors that affect the way items are marketed. The marketing mix varies based off items such as demographics and geographical location. Consider all factors and the perfect marketing mix will be captured.

Computer & Software Store Marketing Forces

Introduction

The computer repair business is a thriving service. As technology is constantly changing and focused more in the business sector. The computer repair business is always needed to support the business environment and home computing needs. Analysis of the market environment forces is the key to business success.

Market Force 1: Description and Analysis of impact on product/service

Competitors make up a market force covered under a company’s microenvironment. Competitors are defined as individuals buying and selling goods in the same market as the other (http://www.merriam-webster.com/dictionary/competitor). The goal of all competitors is to provide greater value and customer support than its rival (Armstrong & Kotler 2009 pg 67).

With computer prices down many small computer stores have closed due to competition. This illustrates the close consideration that must be given to this environment.

Market Force 2: Description and Analysis of impact on product/service

Demographic Environment is a market force that relates to the location of the store and the general customer base that’s primarily marketed. Demography is the study or consideration given to the size, density, location, age, gender, race, occupation, and other statistics on humans (Armstrong & Kotler 2009 pg 68). The Demographic Environment has a great effect on the computer industry as it relates to household spending. For example baby-boomers born between 1946 and 1964 account for more...