marketing my slides 04
TRANSCRIPT
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Chapter 4: The MarketingEnvironment
Marketing does not take place in avacuum.
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Chapter Objectives
List and discuss the importance of the elements ofthe companys microenvironment.
Describe the macro-environmental forces
Explain how changes in the demographic and
economic environments affect marketing
Identify the major trends in the firms natural andtechnological environments.
Explain the key changes that occur in the political
and cultural environments
Discuss how companies can be proactive rather thanreactive
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Key Concepts
Demography
Echo Boomers
Economic environment
Environmental scanning Financial intermediaries
Generation X
Macroenvironment
Marketing environment
Marketing intermediaries
Marketing service
agencies
Microenvironment
Political environment
Suppliers
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Marketing Environment
The actors and forces that affecta firms ability to build
and maintain successfulrelationships with its target
customers.
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Marketing Environment
Aspects of the marketing environmentMicroenvironmentActors and forces close to the company
The company, marketing channel firms,customer markets, and publics.
MacroenvironmentLarger societal forces
Demographic, economic, natural, technological,political, competitor, and cultural forces.
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The Microenvironment
Company: Marketing managers working withtop management and other departments. Suppliers: Firms and individuals who provide
the resources needed by the organization toproduce its goods and services.
Marketing intermediaries: Firms that help thecompany promote, sell, and distribute its goods
to final buyers, e.g., travel trade intermediaries.
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The Microenvironment
Marketing Intermediaries Marketing services agencies: marketing
research firms, advertising agencies, media
firms, and marketing consultants. Financial intermediaries: banks, creditcompanies, insurance companies, and other
finance companies.
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Major Forces in theCompanys Macro-environment
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Levels ofCompetition(Adapted fromAnalysis for MarketPlanning), DonaldR. Lehmann andRussell S. Winer,p.22, 1994 by
Richard D. Irwin
MacroenvironmentCompetitors
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Macroenvironment
Competitors
In general a company should monitor three
variables when analyzing each of its competitors. Share of market
Share of mind
Share of heart
Four different forces effecting marketing environment
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Macroenvironment
Demographic Environment Changing age structure of population
Baby Boomers -1946-1964
Generation X -1965-1976
Echo Boomers -1977-1994
The changing American family
Geographic shifts in population
Better-educated and more white-collarpopulation
Increasing diversity
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Changing Age StructurePopulation is getting older
Changing American FamilyMarrying later, fewer children,
working women, and nonfamily householdsGeographic Shifts in Population
Moving to the Sunbelt and suburbs (MSAs)
Increased EducationIncreased college attendance
and white-collar workers
Increasing Diversity72% White, 13% African-American,
11% Hispanic & 3% Asian
MacroenvironmentDemographic Environment
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Economic Environment Changes in income
1980s, 1990s more disposable income
Income distribution Changing consumer spending patterns
Spending patterns change as income increase
Global economic patterns
Global markets
McDonalds
15,000 restaurants in 119 countries
Macroenvironment
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Natural EnvironmentNatural environment consists of natural resources requiredby marketers or affected by marketing activities.
Conservation of resources Public concerns growing with natural environment
Recycle and reduce waste
Ecotourism activities are a growing source of visitors.
Waste disposal Disneylands environment protection program
Macroenvironment
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Technological Environment Robots delivering hospital food trays to stations
Computerized check-in, check-out services in hotels
Taco Bells Flex-Station: Qantas: power source for notebook computers
Internet and online services (Expedia)
Business-card size CD-ROMs
Starbucks wireless Internet connection Space tourism (Dennis Tito)
Macroenvironment
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Political Environment
Laws, government agencies, and pressure groups.
Increased legislation and regulation affectingbusiness Food safety, employment, sales of liquor, hotel taxes
Smoking, littering, polluting
International legislation Competition, fair trade practices, environmental protection,
product safety, truth in advertising, packaging and labeling,pricing and other areas
Government intervention in natural resourcemanagement
Macroenvironment
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Cultural Environment Persistence of cultural values
Beliefs shape specific attitudes, and behaviors found ineveryday life.
Core beliefs, secondary beliefs
Drinking and smoking
Kosher food
Subcultures Subcultural groups have specific wants, and buying
behavior
Macroenvironment
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Environmental Factors are Linked
People ate more meals prepared outside homethan they ate home-prepared meals.
The working heads of household no longer
have time to cook Men now participate in home duties Some grocery stores have fresh meals to go The competitive environment between grocery
stores and quick-service restaurants isexpected to heat up.
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Responding to the MarketingEnvironment
Marketing environment: Uncontrollable orcontrollable?
Some companies accept the marketingenvironment
Other companies try to affect the publics andforces in their marketing environment.
Big companies, join trade organizations hirelobbyists to change legislation
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Responding to the MarketingEnvironment
Environmental Scanning steps Determining the environmental areas that need to be
monitored
Determining how the information will be collected
Implementing the date collection plan Analyzing the data and using it in the market planning
process
Using information about the marketing environment
Critical to any marketing strategy The marketer must translate the data into informationfor strategic planning of the firm.
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Next
Chapter 05
Marketing InformationSystems and Marketing
Research