L3  mkt env
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L3 mkt env

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L3  mkt env L3 mkt env Presentation Transcript

  • March 15, 2010
  • The Dynamic Marketing Environment
  • Levels of External Forces
    Macro Level
    Micro Level
    Influences that affect all firms
    Influences that affect a particular firm
  • External Macroenvironment Forces
  • Demographics
    People Make
    Markets
    Characteristics of
    Populations
    Size
    Distribution
    Growth
  • Megatrends Shaping the Consumer Landscape
    Delayed retirement
    Changing nature of work
    Greater educational attainment
    Skill Labor shortages
    Increased migration
    Shifting birth trends
    Widening geographic differences
    Changing age structure
  • Economic Factors
    People with
    Money to Spend
    and Willing to
    Spend it
    Stage of the
    Business
    Cycle
    Interest
    Rates
    Inflation
  • Types of Industrial Structures
    Industrial
    economies
    Industrializing
    economies
    Subsistence
    economies
    Raw-material-
    exporting
    economies
  • India – An Industrializing Economy
  • Saudi Arabia – A Raw-Material Exporting Economy
  • Competition
    Brand
    Competition
    Rivals
    for Customers’
    Limited
    Buying Power
    Substitute
    Products
    Every
    Company
    Differential Advantage
  • Social and Cultural Forces
    Lifestyles
    Values
    People Make
    Markets
    Socio-cultural
    Patterns
    Changing Quickly
    Beliefs
  • Social and Cultural Changes
    Concern for
    Natural Environment
    Quality not
    Quantity
    Changing Gender Roles
    Two Incomes
    and Balance
    Premium on Time
    Convenience
    Physical Fitness and
    Health
    Exercise and Diet
  • Schwab’s Chinese-language Web site
  • Political and Legal Forces
    Monetary
    and
    Fiscal Policies
    Social Legislation
    and
    Regulation
    Governmental
    Relationship
    with
    Industries
    Legislation
    Related
    to
    Marketing
  • Legislation Affecting Marketing
    Regulate Competition
    Competition Act
    Sales of Goods Act
    Unfair Trade Practices Acts
    Trademark and Merchandise Act
    Various deregulation laws pertaining to specific industries
  • Legislation Affecting Marketing
    Protect Consumers
    Food and Drug Act
    Packaging and Labeling Act
    Cigarette Labeling and Advertising Acts
    Consumer Protection Act
    Media related regulations
  • Natural Environment
    Shortage of
    raw materials
    Increased
    energy costs
    Anti-pollution
    pressures
    Governmental
    protections
  • Technology
    Starting
    New
    Industries
    Stimulates
    Markets
    and
    Other Industries
    Affects How
    Marketing is
    Carried Out
    Impacts lifestyles,
    consumption patterns,
    economic well-being
    Altering
    Existing
    Industries
  • External Microenvironment
  • Internal Environment
  • Operating Environment