chapter day 6 bus 222. ch 1 -2 agenda class roll call questions assignment 1 due assignment 2 posted...
TRANSCRIPT
CHAPTER
Day 6
BUS 222
Ch 1 -2
Agenda• Class roll call• Questions• Assignment 1 DUE
• Assignment 2 posted– Due Feb 15 @ 9:30 AM– Marketing Assignment 2.pdf
• Quiz 1 on Feb 15– Chaps 1-4, 20 M/C. One hour time limit– Open Book, Open Notes, NO electronic devices– 5 points extra credit question on Super Bowl Ads
• Begin Analyzing the Market Environment
CHAPTER
ANALYZING THEMARKETING ENVIRONMENT
04
McGraw-Hill/Irwin Copyright © 2012 by The McGraw-Hill Companies, Inc. All rights reserved.
LEARNING OBJECTIVES
Analyzing the Marketing Environment
LO1Outline how customers, the company, competitors, and corporate partners affect marketing strategy.
LO2Explain why marketers must consider their macroenvironment when they make decisions.
LO3Describe the differences among the various generational cohorts.
LO4Identify the various social trends.
Analyzing the Marketing Environment
• Kimberly-Clark uses wood fiber from recycled sources or well-managed forestlands.
Courtesy of iStockphoto with design by Curran & Connors, Inc
A Marketing Environment Analysis Framework
The Immediate Environment
Successfully Leveraging Company Capabilities
Existing knowledge, facilities, patents, etc.
Existing knowledge, facilities, patents, etc.
New markets, new products, etc.
New markets, new products, etc.
Core competencyCore competency
applied to
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Competitors
• Know their strengths & weaknesses
• Develop proactive rather than reactive strategy
Chad Baker/Getty Images
Kimberly-Clark: Pull-Ups (Huggies) versus Procter & Gamble: Easy-Ups (Pampers)
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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
1. What are the components of the immediate environment?
Macroenvironmental Factors
Culture
Country Culture vs. Regional Culture
©Brand X Pictures/PunchStock PhotoLink/Getty Images
Controversy Surrounds All Catholic Town
Demographics
Provides an easily understood snapshot of the typical consumer in a specific target market
Provides an easily understood snapshot of the typical consumer in a specific target market
U.S. Census Website
BananaStock/JupiterImages Comstock Images/Alamy
Generational Cohorts
Income
• Purchasing power is tied to income
• Many middle class families feel the decline in purchasing power in recent years
Courtesy of Hammacher Schlemmer, http://www.hammacher.com/
Education
=
Education is related to income, which determines spending power
Education is related to income, which determines spending power
©Fancy Photographer/Veer
Brand X Pictures
Degrees and earnings
Hard Times.pdf
Gender
Jochen Sand/Digital Vision/Getty Images
Ethnicity
Bud Light Commercial
©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.
Social Trends
Price Sensitivity
Health and Wellness Concerns
• Worldwide Pandemics or Epidemics– SARS– Bird Flu– H1N1
• Child-Teenage Obesity• Adult onset diabetes
Courtesy Subway Franchise Advertising Fund Trust
Greener Consumers
Customers who appreciate firms efforts to supply
them with environmentally
friendly merchandise.
Courtesy Ford Motor Company
Privacy Concerns
Chad Baker/Ryan McVay/Getty Images
Time Poor Society
McDonald’s Moms
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
Combined with inflation and interest rates affect firms’ ability to market goods and services
Combined with inflation and interest rates affect firms’ ability to market goods and services
Economic Situation
Foreign currency fluctuationsForeign currency fluctuations
Conference Board Website
PhotoLink/Getty Images
Brand X Pictures
Political/Regulatory Environment: Consumer Protection
http://www.androidpit.com/mobile-device-privacy-act
Political/Regulatory Environment: Competitive Practice and Trade
Legislation
David Hiller/Getty Images
Check Yourself
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 these days?