Marketing envt 1


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  • Demographic Environment Demography is the study of human populations in terms of size, density, location, age, sex, race, occupation, and other aggregate statistics. Key Aspects of the US demographic environment include: Age Structures (esp.. Baby Boomers). The post W.W.II Baby Boom is the most significant demographic feature by its sheer size: 75 million or over 1/3 of the US population. This bulge in age distribution leads growth strategies in industries serving age-specific markets. Where boomers go, marketers must follow. Discussion Note: More proactively, marketers need to identify emerging boomer needs to plan strategically for an aging population that also lives longer than previous ones. Family Structure. The typical American family rarely exists anymore. Increasing age of those marrying, delayed child-bearing, increased two- income families, and non-family households are key demographic trends. Geographic Population Shifts. Americans are mobile. Trends include movement to Sunbelt states, rural to urban shifts, and present urbanites moving to suburbs. Trends in Education. Americans are becoming more educated and white-collar. Increasing Ethnic Diversity . The United States population is 73% white, 12% black, with the remaining percentage mostly Hispanic (22 million) and Asian (7 million). Key U.S. Demographic Trends This CTR relates to the material on pp. 74-79.
  • Marketing envt 1

    1. 1. The Marketing Environment Cha pte r 4
    2. 2. Objectives• Know the e nvironme nta l force s tha t a ffe ct the compa ny’s a bility to s e rve its cus tome rs .• Re a lize how cha nge s in the de mogra phic a nd e conomic e nvironme nts a ffe ct ma rke ting de cis ions . 4- 2
    3. 3. Objectives• Ide ntify the ma jor tre nds in the firm’s na tura l a nd te chnologica l e nvironme nts .• Know the ke y cha nge s in the politica l a nd cultura l e nvironme nts .• Unde rs ta nd how compa nie s ca n re a ct to the ma rke ting e nvironme nt. 4- 3
    4. 4. Case Study Volkswagen • “Mille nnia l fe ve r” s e t • The ne w VW be e tle the s ta ge to bring e njoye d cros s - ba ck the Be e tle ge ne ra tiona l a ppe a l • VW’s inve s tme nt: • Ea rne d ma ny a wa rds $ 560 million • Be e tle now a ccounts • De ma nd quickly for ove r 25% of outs trippe d s upply compa ny s a le sDiscussion: W the flower-power M ill icrobus succeed next? 4- 4
    5. 5. Key Environments• Ma rke ting Environme nt  The a ctors a nd force s tha t a ffe ct a firm’s a bility to build a nd ma inta in s ucce s s ful re la tions hips with cus tome rs .  As pe cts of the ma rke ting e nvironme nt:  M ro e nviro nm e nt ic  M c ro e nv iro nm e nt a 4- 5
    6. 6. The MicroenvironmentActors Affecting a Firm’s Ability to Serve Customers • Compa ny • Compe titors • S upplie rs • P ublics • Cus tome r • Ma rke ting Ma rke ts Inte rme dia rie s 4- 6
    7. 7. The Microenvironment• De pa rtme nts within the compa ny impa ct ma rke ting pla nning.• S upplie rs he lp cre a te a nd de live r cus tome r va lue .  Tre a t s upplie rs a s pa rtne rs .• Ma rke ting inte rme dia rie s he lp s e ll, promote , a nd dis tribute goods .  Inte rme dia rie s ta ke ma ny forms . 4- 7
    8. 8. • Ma rke ting s e rvice s a ge ncie s a re s upplie rs tha t he lp the firm formula te a nd imple me nt its s tra te gy a nd ta ctics . The s e s upplie rs include public re la tions a ge ncie s , a dve rtis ing a ge ncie s e tc. The y work dire ctly with the compa ny’s ma rke ting progra m a nd promote the ir products to ta rge t ma rke t. 4- 8
    9. 9. • Fina ncia l inte rme dia rie s include ba nks , cre dit compa nie s , ins ura nce compa nie s , a nd othe r compa nie s fina nce the ir tra ns a ctions , ins ure the ris ks a s s ocia te d.• Compe titors : 4- 9
    10. 10. The Macroenvironment• Cus tome r ma rke ts mus t be s tudie d.  Cons ume r, bus ine s s , gove rnme nt, re s e lle r a nd inte rna tiona l ma rke ts e xis t.• S ucce s s ful compa nie s provide be tte r cus tome r va lue tha n the compe tition.  S ize a nd indus try pos ition he lp to de te rmine the a ppropria te compe titive s tra te gy.• Va rious publics mus t a ls o be cons ide re d. 4- 10
    11. 11. The Microenvironment Types of Publics• Fina ncia l • Loca l• Me dia • Ge ne ra l• Gove rnme nt • Inte rna l • Citize n Action 4- 11
    12. 12. The Macroenvironment Macroenvironmental Forces• De mogra phic • Te chnologica l• Economic • P olitica l• Na tura l • Cultura l 4- 12
    13. 13. Demographic Factors Changing Age Structure Changing Age Structure Changing Family Structure Changing Family Structure Marrying later, fewer children, Marrying later, fewer children,working women, and nonfamily householdsworking women, and nonfamily households Geographic Shifts Geographic Shifts Moving to the urban areas Moving to the urban areas Increased Education Increased Education Increased college attendance Increased college attendance and white-collar workers and white-collar workers Worldwide Population Growth Worldwide Population Growth Population Age Mix Population Age Mix Household Patterns Household Patterns
    14. 14. 14 Economic Environment Global Economic Global Economic Development Development Key KeyChanges in IncomeChanges in Income Economic Economic Concerns for Concerns for Marketers MarketersChanging ConsumerChanging Consumer Spending Patterns Spending Patterns Hospitality and Marketing for
    15. 15. The Macroenvironment• The Na tura l Environme nt  Conce rn for the na tura l e nvironme nt ha s grown s te a dily, incre a s ing the importa nce of the s e tre nds :  Sho rta g e o f ra w m a te ria ls  I re a s e d p o llutio n nc  I re a s e d g o v e rnm e nta l inte rve ntio n nc 4- 15
    16. 16. • The na tura l e nvt cons is ts of ma ny a me nitie s tha t a ttra ct the touris ts s uch a s fore s ts , cle a n be a che s , wildlife , cle a n a ir ma y be los t. Anyone involve d in touris m ha s a n obliga tion to prote ct the e nvironme nt a nd de ve lop s us ta ina ble touris m. One wa y of prote cting the e nvt is to re cycle a nd re duce wa s te .• For e g McDona ld’s ha s de ve lope d a re cycling progra m. McDona ld’s e limina te d polys tyre ne ca rtons a nd now us e s s ma lle r, re cycla ble pa pe r wra ppings a nd na pkins . The compa ny ha s a commitme nt to purcha s ing re cycle d products a nd e ne rgy e fficie nt re s ta ura nt cons truction te chnique s . 4- 16
    17. 17. The Macroenvironment• Ke y Te chnologica l Tre nds  The te chnologica l e nvironme nt is cha ra cte rize d by ra pid cha nge .  Ne w te chnologie s cre a te ne w opportunitie s a nd ma rke ts but ma ke old te chnologie s obs ole te .  The U.S . le a ds the world in re s e a rch a nd de ve lopme nt s pe nding. 4- 17
    18. 18. • Inte rne t is a gre a t s ource of informa tion for tra ve lle rs• Coffe e s hops a re wi fi e na ble d now.• E ticke ts on a irports , s ma rt ca rds on ra ilwa y s ta tions e tc. 4- 18
    19. 19. • The P olitica l Environme nt  Include s la ws , gove rnme nta l a ge ncie s , a nd pre s s ure groups tha t impa ct orga niza tions a nd individua ls . Ke y tre nds include :  I re a s e d le g is la tio n to p ro te c t bus ine s s e s nc a s we ll a s c o ns um e rs .  Cha ng e s in g o ve rnm e nta l a g e nc y e nfo rc e m e nt. To e nfo rc e la ws g o v t ha s e s ta blis he d s e v e ra l fe d e ra l re g ula to ry a g e nc ie s : the fo o d a nd d rug a d m inis tra tio n, c o ns um e r p ro d uc ts s a fe ty c o m m is s io n e tc .  I re a s e d e m p ha s is o n e thic a l be ha vio r a nd nc s o c ia l re s p o ns ibility . 4- 19
    20. 20. The Macroenvironment• The Cultura l Environme nt  Is compos e d of ins titutions a nd othe r force s tha t a ffe ct a s ocie ty’s ba s ic va lue s , pe rce ptions , pre fe re nce s , a nd be ha viors .  Culture ca n influe nce de cis ion ma king.  Core be lie fs a re pe rs is te nt; s e conda ry cultura l va lue s cha nge a nd s hift more e a s ily.  The cultura l va lue s of a s ocie ty a re e xpre s s e d through pe ople ’s vie ws . 4- 20