Marketing Environment, Ethics, & Social Responsibility<br />Intro to Marketing Chapter 3<br />
Environmental Management	<br />Marketers efforts toward achieving organizational objectives by predicting and influencing ...
5 Forces of External Environment<br />Competitive<br />Political/Legal<br />Economic<br />Technological<br />Social/Cultur...
Competitive Environment<br />How does it affect an organization?<br />New competition may decrease market share.<br />Lack...
Type of Competition<br />Direct- between marketers of similar producers.<br />Indirect-between products that can be substi...
Developing a Competitive Strategy<br />Should we compete?<br />In what markets should we compete?<br />How should we compe...
Time Based Competition<br />Developing and distributing goods and services more quickly than competitors<br />
Political/Legal Environment<br />How does it affect an organization?<br />Laws regulate a lot of businesses<br />FDA   Foo...
BusinessCycle<br />Income<br />Inflation<br />Resource Availability<br />Un-employment<br />Economic Environment<br />
Figure 2.6 – Increased Spending for Luxury Products during Periods of Prosperity<br />
GodivaExpanding Product Lines During the Prosperity StageGodiva adds ice cream to its product line<br />
Technological Environment<br />What happens if an organization refuses to change?<br />What are some new technological pro...
Social/Cultural Environment<br />Relationship between marketing and society and its culture.  Behaviors of your customer.<...
Doritos WOW!Frito-Lay Launches Low-Fat Snacks for Health-Conscious Consumers<br />
Marketing Ethics<br />Right & Wrong<br />Ethical Problems<br />Research<br />Product Strategy<br />Promotion Strategy<br /...
Social Responsibility<br />The obligations of marketers to provide a balance in making profits, consumer satisfaction, and...
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Ch 3

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Ch 3

  1. 1. Marketing Environment, Ethics, & Social Responsibility<br />Intro to Marketing Chapter 3<br />
  2. 2. Environmental Management <br />Marketers efforts toward achieving organizational objectives by predicting and influencing the competitive, political/legal, economic, technological, and social/cultural environments. (Controlling the outside forces that may affect the organization)<br />
  3. 3. 5 Forces of External Environment<br />Competitive<br />Political/Legal<br />Economic<br />Technological<br />Social/Cultural<br />
  4. 4. Competitive Environment<br />How does it affect an organization?<br />New competition may decrease market share.<br />Lack of competition will increase sales<br />
  5. 5. Type of Competition<br />Direct- between marketers of similar producers.<br />Indirect-between products that can be substituted for one another.<br />Competition among all organizations that compete for consumers purchasing power.<br />Relate this to marketing myopia<br />Among all<br />
  6. 6. Developing a Competitive Strategy<br />Should we compete?<br />In what markets should we compete?<br />How should we compete?<br />What prices should we charge?<br />Where will we sell them?<br />What products should we make?<br />
  7. 7. Time Based Competition<br />Developing and distributing goods and services more quickly than competitors<br />
  8. 8. Political/Legal Environment<br />How does it affect an organization?<br />Laws regulate a lot of businesses<br />FDA Food & Drug Administration<br />Taxes<br />Packaging<br />Imports/Exports<br />War<br />Truth in Advertising<br />FTC, FCC, ICC, EPA, NAFTA<br />Pricing too low<br />
  9. 9. BusinessCycle<br />Income<br />Inflation<br />Resource Availability<br />Un-employment<br />Economic Environment<br />
  10. 10. Figure 2.6 – Increased Spending for Luxury Products during Periods of Prosperity<br />
  11. 11. GodivaExpanding Product Lines During the Prosperity StageGodiva adds ice cream to its product line<br />
  12. 12. Technological Environment<br />What happens if an organization refuses to change?<br />What are some new technological products?<br />
  13. 13. Social/Cultural Environment<br />Relationship between marketing and society and its culture. Behaviors of your customer.<br />Consumerism<br />The social force within the environment that aids and protects the buyer by exerting legal, moral, and economic pressures on business.<br />Advocacy groups, boycotts, etc.<br />
  14. 14. Doritos WOW!Frito-Lay Launches Low-Fat Snacks for Health-Conscious Consumers<br />
  15. 15. Marketing Ethics<br />Right & Wrong<br />Ethical Problems<br />Research<br />Product Strategy<br />Promotion Strategy<br />Pricing<br />Social Responsibility<br />Ecology<br />Planned Obsolescence<br />Pollution<br />
  16. 16. Social Responsibility<br />The obligations of marketers to provide a balance in making profits, consumer satisfaction, and social well-being<br />Philan-thropic<br />Ethical<br />Legal<br />Economic<br />

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