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L3 mkt env 11-10-2010

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Transcript

  • 1. January 12, 2009
  • 2. The Dynamic Marketing Environment
  • 3. Levels of External Forces Macro Level Influences that affect all firms Micro Level Influences that affect a particular firm
  • 4. External Macroenvironment Forces
  • 5. Demographics People Make Markets Distribution Growth Size Characteristics of Populations
  • 6. 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
  • 7. Economic Factors People with Money to Spend and Willing to Spend it Inflation Interest Rates Stage of the Business Cycle
  • 8. Types of Industrial Structures Industrial economies Subsistence economies Raw-material- exporting economies Industrializing economies
  • 9. India – An Industrializing Economy
  • 10. Saudi Arabia – A Raw-Material Exporting Economy
  • 11. Competition Rivals for Customers’ Limited Buying Power Substitute Products Every Company Brand Competition Differential Advantage
  • 12. Social and Cultural Forces People Make Markets Beliefs Socio-cultural Patterns Changing Quickly Values Lifestyles
  • 13. Social and Cultural Changes Concern for Natural Environment Quality not Quantity Changing Gender Roles Two Incomes and Balance Physical Fitness and Health Exercise and Diet Premium on Time Convenience
  • 14. Schwab’s Chinese-language Web site
  • 15. Political and Legal Forces Monetary and Fiscal Policies Governmental Relationship with Industries Social Legislation and Regulation Legislation Related to Marketing
  • 16. Legislation Affecting Marketing
    • Competition Act
    • Sales of Goods Act
    • Unfair Trade Practices Acts
    • Trademark and Merchandise Act
    • Various deregulation laws pertaining to specific industries
    Regulate Competition
  • 17. Legislation Affecting Marketing
    • Food and Drug Act
    • Packaging and Labeling Act
    • Cigarette Labeling and Advertising Acts
    • Consumer Protection Act
    • Media related regulations
    Protect Consumers
  • 18. Natural Environment Shortage of raw materials Increased energy costs Anti-pollution pressures Governmental protections
  • 19. Technology Affects How Marketing is Carried Out Altering Existing Industries Impacts lifestyles, consumption patterns, economic well-being Starting New Industries Stimulates Markets and Other Industries
  • 20. External Microenvironment
  • 21. Internal Environment
  • 22. Operating Environment

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