chapter analyzing the marketing environment five copyright © 2015 mcgraw-hill education. all rights...
TRANSCRIPT
chapter
analyzing the marketing environment
five
Copyright © 2015 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education.
5-2
LEARNING OBJECTIVES
LO 5-1 Outline how customers, the company, competitors, and corporate partners affect marketing strategy.
LO 5-2 Explain why marketers must consider their macroenvironment when they make decisions.
LO 5-3 Describe the differences among the various generational cohorts.
LO 5-4 Identify various social trends that affect marketing.
5-3
Macroenvironment
Culture Demographics
Political/Legal
TechnologyEconomic
Culture
A Marketing Environment Analysis Framework
Immediate Environment
CorporatePartners
Competition
Company
Consumers
5-4
The Immediate Environment
Immediate Environment
CorporatePartners
Competition
Company
Consumers
5-5
Successfully Leveraging Company Capabilities
Existing knowledge, facilities, patents, etc.
New markets, new products, etc.
Core competency
applied to
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5-6
Competitors
• Know strengths & weaknesses
• Proactive rather than reactive strategy
Chad Baker/Getty Images
5-7
Corporate Partners
From factory Retailerto
• Firms are part of alliances• Align with competitors, suppliers, etc.• Just in Time Delivery Systems (JIT)
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check yourself
5-8
1.What are the components of the immediate environment?
5-9
Macroenvironmental Factors
Culture Demographics
Political/Legal
TechnologyEconomic
Culture Consumers
5-10
Culture
Country Culture vs. Regional Culture
©Brand X Pictures/PunchStock PhotoLink/Getty Images
5-11
Demographics
Provides an easily understood snapshot of the typical consumer in a specific target market
U.S. Census Website
BananaStock/JupiterImages Comstock Images/Alamy
5-12
Generational Cohorts
5-13
Income
• Purchasing power is tied to income
• Many middle class families feel the decline in purchasing power in recent years
Courtesy of Hammacher Schlemmer, www.hammacher.com.
5-14
Education
Education is related to income, which determines spending power
=
©Fancy Photographer/VeerBrand X Pictures
5-15
Gender
Marketing has changed to reflect
these shifts
Male/female roles have been shifting
Jochen Sand/Digital Vision/Getty Images
5-16
Ethnicity
By 2050, minorities will represent 50% of the
population.
©2006 Oldemarak, LLC Reprinted with permission The Wendy’s name, design and logo are registered trademarks of Oldemark, Llc and are licensed to Wendy’s International, Inc.
Super Bowl XLI CommercialBud Light Starring: Carlos Mencia
5-17
Social Trends
ThriftHealth and Wellness Concerns
Greener Consumers
Privacy Concerns
Time-Poor Society
Celebrity Magazine Covers
5-18
Technological Advances
• Technology has impacted every aspect of marketing– New products– New forms of
communication– New retail
channels
Stop and Shop Website
AP Photo/Ric Feld
Rachael Ray
5-19
Combined with inflation and interest rates affect firms’
ability to market goods and services
Economic Situation
Foreign currency fluctuations
Conference Board Website
PhotoLink/Getty Images
Brand X Pictures
5-20
Political/Regulatory Environment Competitive Practice and Trade
Legislation
1890: Sherman Antitrust Act
1914: Clayton Act
1914: Federal Trade Commission
1936: Robinson-Putman Act
1938: Wheeler-Lea Act
1993: North American Free Trade Agreement (NAFTA)David Hiller/Getty Images
check yourself
5-21
1.What are the six key macroeconomic factors?
2.Differentiate between country culture and regional culture.
3.Identify the different generational cohorts.
4.What are some important social trends shaping consumer values and shopping behavior?