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Macroenvironment
I T F O C U S E S O N T H E M O R E G L O B A L S C O P E O F T H E
E N V I R O N M E N T , O B S E R V I N G B O T H E C O N O M I C , S O C I A L
A N D E V E N P O L I T I C A L C O N D I T I O N S , W H I C H C A N H A V E A
S I G N I F I C A N T I M P A C T O N T H E C O M P A N Y . T H E S E A S P E C T S ,
A L S O K N O W N A S E X T E R N A L F O R C E S , E X I S T O U T S I D E O F
O R G A N I Z A T I O N S A N D D E S T R O Y A L L T H O S E T H A T A R E
I N S T A L L E D I N A C E R T A I N G E O G R A P H I C A L S P A C E .
C O M P A N I E S C A N N O T I N F L U E N C E T H E M A C R O
E N V I R O N M E N T .
• P O L I C I E S
• E C O N O M I C
• D E M O G R A P H I C S
• S O C I O C U L T U R A L
• N A T U R A L
• T E C H N O L O G I C A L 
Microenvironment
T H O S E F A C T O R S C L O S E S T T O T H E
C O M P A N Y , S U C H A S I T S
C U S T O M E R S , S U P P L I E R S ,
I N T E R M E D I A R I E S O R E V E N T H E
C O M P E T I T I O N I T S E L F , A R E P A R T O F
T H E M I C R O E N V I R O N M E N T . I T S
D E G R E E O F I M P A C T I S S I M I L A R I N
C O M P A N I E S T H A T O P E R A T E I N T H E
S A M E S E C T O R .
• B A R G A I N I N G P O W E R O F
C U S T O M E R S .
• B A R G A I N I N G P O W E R O F
S U P P L I E R S .
• T H R E A T O F E N T R Y O F N E W
C O M P E T I T O R S .
• S U B S T I T U T E P R O D U C T T H R E A T .
• R I V A L R Y B E T W E E N C O M P E T I T O R S
Internal
environment
A S O R G A N I Z A T I O N S C O M P E T E
I N T H E G L O B A L M A R K E T P L A C E ,
M A N A G E M E N T M U S T K E E P
A B R E A S T O F C H A N G E S I N B O T H
T H E I N T E R N A L A N D E X T E R N A L
E N V I R O N M E N T . T H E I N T E R N A L
E N V I R O N M E N T I N C L U D E S
F A C T O R S T H A T T H E
O R G A N I Z A T I O N C O N T R O L S .
• O R G A N I Z A T I O N A L C U L T U R E
• P R O D U C T D E V E L O P M E N T
• T H E M I S S I O N
• T H E S T R A T E G Y
Information generated from within the business, covering 
areas such as operations, maintenance, personnel and finance.
Internal database 
 
Marketing intelligence
G L O B A L V I S I Ó N
C O M P E T I T I V E N E S S
E X P A N S I O N
E F F I C I E N C Y
M A R K E T I N G I N T E L L I G E N C E ( A L S O C A L L E D M A R K E T I N T E L L I G E N C E ) I S A
T E R M T H A T E N C O M P A S S E S T H O S E P R O C E D U R E S T H A T A L L O W
O B T A I N I N G D E T A I L E D I N F O R M A T I O N A B O U T A N O R G A N I Z A T I O N I N
R E L A T I O N T O T H E M A R K E T I N W H I C H I T O P E R A T E S A N D I T S
C O M P E T I T I O N . W I T H T H I S I N F O R M A T I O N I T W I L L B E P O S S I B L E T O
D E F I N E Y O U R O B J E C T I V E S A N D O P P O R T U N I T I E S M O R E E F F I C I E N T L Y
A N D , T H E R E F O R E , B E M O R E C O M P E T I T I V E
F O R M A R K E T I N T E L L I G E N C E I N F O R M A T I O N T O B E A S A C C U R A T E A S
P O S S I B L E , I T I S I M P O R T A N T T H A T T H E D A T A C O M E F R O M D I F F E R E N T
S O U R C E S A N D F O C U S O N D I F F E R E N T A R E A S , W H I C H A R E M A I N L Y : T H E
M A R K E T A N D T H E C O M P E T I T I O N , T H E P R O D U C T A N D T H E C U S T O M E R
O B J E C T I V E S O F M A R K E T I N G I N T E L L I G E N C E 
A M O N G T H E M A I N O B J E C T I V E S A N D A D V A N T A G E S O F M A R K E T
I N T E L L I G E N C E A R E
 
Marketing Research
Market research is a technique that is used to collect data on any aspect that
you want to know in order to later be able to interpret it and, in the end, make
use of it for correct decision-making
Marketing Research Objectives
Administrative: Help the development of the company or business through
proper planning, organization and control of both material and human resources,
in order to cover specific needs within the market at the exact time
Social: Satisfy the specific needs of the client through a required good or
service, that is, that the product or service meets the requirements and desires
of the client when used.
Economic: Determine the economic degree of success or failure that a company
may have when it is new to the market, or failing that, introduce a new product
or service in order to be able to know for sure the actions that must be
implemented
 
Marketing information system
The Marketing Information System, also known as SIM, is a system that allows
obtaining, classifying, analyzing and distributing useful information for marketing
decision making
The execution of this system is possible thanks to the set of people, machines
and methods that process all the information to deliver it to those responsible for
important marketing decisions
The SIM first assesses the needs of the people in charge of making marketing
decisions. In this way it will be possible to deliver the information that is really
necessary and useful to make the best decisions
er año de educación media superior.
target market
 T H E T A R G E T M A R K E T I S T H E G R O U P O F
I D E A L C U S T O M E R S T O W H O M Y O U
T A R G E T Y O U R P R O D U C T O R B R A N D . I T
R E F E R S T O T H E G R O U P O F P E O P L E T H A T
R E S U L T S F R O M G R O U P I N G T H E M T A K I N G
I N T O A C C O U N T T H E I R N E E D S ,
D E M O G R A P H I C C H A R A C T E R I S T I C S A N D
I N T E R E S T S A N D T H A T M A K E U P T H E I D E A L
R E C I P I E N T O F Y O U R O F F E R S .
T H I S I S T H E S T A R T I N G P O I N T T O G U I D E
T H E S A L E S O F A N Y C O M P A N Y A N D
C O N S I S T S O F D E T E R M I N I N G W H O T H E
P R O P O S A L I S A D D R E S S E D T O . I N T H I S
W A Y , I T I S P O S S I B L E T O K N O W T H E
P O S S I B I L I T I E S O F G R O W T H A N D
I N V E S T M E N T S , I N A D D I T I O N T O G U I D I N G
T H E M A R K E T I N G C A M P A I G N S .
T H E T A R G E T M A R K E T R E F E R S T O A F I R S T
S E G M E N T A T I O N O F T H E G E N E R A L P U B L I C
A N D T H E T A R G E T P U B L I C I S A S P E C I F I C
S E G M E N T A T I O N O F T H I S T A R G E T M A R K E T .
CONSUMER BEHAVIOR
C O N S U M E R B E H A V I O R I S T H E A N A L Y S I S O F
T H E D I F F E R E N T F A C T O R S T H A T I N F L U E N C E T H E
B E H A V I O R O F A P E R S O N O R G R O U P O F
P E O P L E , W H E N M A K I N G T H E P U R C H A S E O F A
P R O D U C T O R S E R V I C E . I N A S L I G H T L Y
B R O A D E R S E N S E , I T I S A B O U T
U N D E R S T A N D I N G H O W A P E R S O N D E C I D E S T O
U S E T H E I R A V A I L A B L E R E S O U R C E S ( T I M E ,
M O N E Y A N D E F F O R T ) T O S A T I S F Y T H E I R
N E E D S .
I T I S N O T J U S T A B O U T K N O W I N G H O W T H E
C O N S U M E R B E H A V E S W I T H R E S P E C T T O T H E
P U R C H A S E D E C I S I O N , B U T A B O V E A L L W H A T
E A C H O F T H E S T A G E S O F T H E P U R C H A S E
P R O C E S S I N C L U D E S .
T H E S T U D Y O F C O N S U M E R B E H A V I O R A R I S E S A F T E R T H E A N A L Y S I S O F H U M A N
B E H A V I O R , F R O M D I S C I P L I N E S S U C H A S P S Y C H O L O G Y , T H R O U G H
B E H A V I O R I S M . T H I S B R A N C H O F P S Y C H O L O G Y S T A T E S T H A T T H E O B J E C T I V E
S T U D Y O F T H E H U M A N M I N D I S I M P O S S I B L E , W H I C H I S W H Y I T F O C U S E S O N I T S
B E H A V I O R S A N D T H E R E S P O N S E T O D I F F E R E N T S T I M U L I .
Market segmentation
M A R K E T S E G M E N T A T I O N , A L S O K N O W N A S CU S T O M E R
S E G M E N T A T I O N O R A U D I E N C E S E G M E N T A T I O N , I S A M E T H O D B Y
W H I C H P O T E N T I A L C U S T O M E R S C A N B E D I V I D E D I N T O D I F F E R E N T
G R O U P S , W H I C H A L L O W C O M P A N I E S T O S E N D P E R S O N A L I Z E D
M E S S A G E S T O T H E R I G H T A U D I E N C E S . 
B Y U S I N G T H E S E T Y P E S O F T E C H N I Q U E S , M A R K E T I N G C A M P A I G N S
A R E M O R E E F F E C T I V E B E C A U S E T H E Y I M P A C T T H E R I G H T P E O P L E
W I T H C O N T E N T T A I L O R E D T O E A C H O N E O F T H E M .
S E G M E N T A T I O N I S N O R M A L L Y
D I V I D E D I N T O F O U R L A R G E
S U B C A T E G O R I E S :
B E H A V I O R : M O S T O F T H E T I M E
R E L A T E D T O S P E C I F I C N E E D S
A N D H O W A C E R T A I N P R O D U C T
I S U S E D .
L O C A T I O N : C O U N T R Y , R E G I O N ,
C O M M U N I T Y , P R O V I N C E , C I T Y ,
T O W N , A R E A , E T C .
D E M O G R A P H I C S : A G E O R
E T H N I C I T Y .
P S Y C H O G R A P H Y : L I F E S T Y L E
A N D O P I N I O N .
Demographic
Consumer Profile
T H E C O N S U M E R I S D E S C R I B E D B A S E D
O N T H E I R P H Y S I C A L ( A G E , S E X ,
E T C . ) , S O C I A L ( M A R I T A L S T A T U S ,
S O C I A L C L A S S , E T C . ) O R E C O N O M I C
( I N C O M E , E D U C A T I O N ,
E M P L O Y M E N T , E T C . )
C H A R A C T E R I S T I C S .
Psychographic
Consumer
Profile
T H E R E A S O N S W H Y T H E C L I E N T
B U Y S A S E R V I C E I N T E R M S O F
P E R S O N A L I T Y R E F E R T O T H E
E N D U R I N G T E N D E N C I E S O F A N
I N D I V I D U A L ' S R E A C T I O N .
• N E E D S : H O U S I N G , S E C U R I T Y ,
T R A N Q U I L I T Y , E T C .
• P E R S O N A L I T Y : O U T G O I N G ,
A G G R E S S I V E , E T C .
• P E R C E P T I O N : L O W R I S K ,
M O D E R A T E R I S K , H I G H R I S K .
• A T T I T U D E S : P O S I T I V E O R
N E G A T I V E .
Geographic Consumer
Profile
I T W O R K S O N T H E P R I N C I P L E T H A T P E O P L E B E L O N G I N G T O
T H A T T E R R I T O R Y O R R E G I O N H A V E S I M I L A R N E E D S , D E S I R E S ,
A N D C U L T U R A L C H A R A C T E R I S T I C S . 
 
In the segmentation process it is necessary to use more than 
one criterion. What is done is to regroup segments with similar 
characteristics until you reach a number of them that are as 
homogeneous as possible and on which a specific marketing 
policy can be applied.
Analysis and profiling of the 
resulting segments
 
 
It is the one that is made up of the segments of the potential 
market that have been specifically selected, as recipients of 
marketing management, is the market that the company wants 
and decides to attract.
Selection of market 
segments
 
 
Consumer Behavior
To identify the type of consumer, certain characteristics are required
to group them into segments, defining their profile, segmenting the
market into a small number of sets that are similar in terms of their
behavior, needs, motivations, etc.,
The market analysis provides a more specific information about their
potential problems or opportunities on a more objective market, this
includes information about growth, recent and future trends, external
factors and more information about their competitors
analytical marketing
 
Potential demand is a maximum level of demand achievable for a certain
product given a series of conditions. In other words, the probabilities of
its success in a market.
Through specific calculations it is possible to hypothetically estimate the
market capacity of a certain good or service. Through the study of
potential demand it is possible to know the possible reception of these.
potential demand
 
Internal data is information, statistics, and trends that organizations
discover through their operations. It includes facts and figures that
companies obtain from internal databases, software, customers, and
reports.
Internal data is data retrieved from within the company to make
decisions for successful operations. This information is important in
determining whether the strategies the company is currently using are
successful or whether changes need to be made.
 
 
internal data
 
 
market research
 
Market research is the process by which companies seek to
collect data in a systematic way in order to make better decisions,
but its true value lies in the way in which all the data obtained is
used to achieve a better knowledge of the market. consumer.
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thanks for
your attention