the marketing environment. the external environment demographics social change social change...
Post on 22-Dec-2015
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The External Environment
DemographicsDemographics
SocialChange
SocialChange
EconomicConditions
EconomicConditions
Political & Legal Factors
Political & Legal FactorsTechnologyTechnology
CompetitionCompetition
Environmental Scanning
Target Market
External Environment (uncontrollable)
Ever-ChangingMarketplaceProduct
DistributionPromotion
Price
ProductDistributionPromotion
Price
Internal (within the
organization)Marketing mix
Demographic FactorsDemography is the
study of a population’s vital statistics. For example:Age GroupsEthnic GroupsIncome GroupsFamily size/type
Importance of Ethnic MarketsGrowthHispanic AmericansAfrican AmericansAsian AmericansNative Americans
Multiculturalism
Economic FactorsConsumer Income
Financial Power of Women
Purchasing Power InflationRecession
Improve existing products/ introduce new ones
Maintain and expand services
Promote product value
Technological FactorsResearch
Global Innovation
RSS and Blogging
BasicResearch
BasicResearch
MarketingMix
MarketingMix
AppliedResearch
AppliedResearch
TechnologyAdvances
TechnologyAdvances
Federal legislationSherman ActClayton ActFederal Trade Commission Act Celler-Kefauver Antimerger ActHart-Scott-Rodino Act
Sherman ActClayton ActFederal Trade Commission Act Celler-Kefauver Antimerger ActHart-Scott-Rodino Act
Regulate competitive
environment
Robinson-Patman Act Robinson-Patman ActRegulate
pricing practices
Wheeler-Lea Act Wheeler-Lea ActControl
falseadvertisi
ng
Regulatory AgenciesConsumer Product
Safety Commission
Federal Trade Commission
Food and Drug Administration
Protects consumer safety in and around their homes
Prevents unfair methods of competition in commerce
Enforces safety regulations for food and drug products
Consumer PrivacyGovernment Actions:
Gramm-Leach-Bliley Act
Health Insurance Portability and Accountability Act
California’s Notice of Security Breach law
Competitive FactorsHow many?How big?Degree of
Interdependence
Competing for market share and profits