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MKT 340 Ch03 ppt

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MKT 340

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MKT 340 Ch03 ppt

  1. 1. Slide 3-1 © 2016 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part.
  2. 2. Slide 3-2 © 2016 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part. LO 3-3 LO 3-2 LEARNING OBJECTIVES (LO) AFTER READING CHAPTER 3, YOU SHOULD BE ABLE TO: LO 3-1 Explain the purpose of environmental scanning. Describe social forces such as demographics and culture. Discuss how economic forces affect marketing. LO 3-4 Describe how technological changes can affect marketing.
  3. 3. Slide 3-3 © 2016 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part. LO 3-5 LEARNING OBJECTIVES (LO) AFTER READING CHAPTER 3, YOU SHOULD BE ABLE TO: LO 3-6 Discuss the forms of competition that exist in a market. Explain how regulatory forces ensure competition and protect producers and consumers. LO 3-7 Identify factors that influence ethical and unethical marketing decisions. LO 3-8 Describe the different concepts of social responsibility.
  4. 4. Slide 3-4 © 2016 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part. HOW DO YOU ATTRACT 1 BILLION CUSTOMERS? MOVE FAST AND BREAK THINGS!  Facebook in the Future  Facebook and the Influence of Environmental Forces
  5. 5. Slide 3-5 © 2016 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part. FIGURE 3-1 Environmental forces affect the organization, its suppliers, and its customers
  6. 6. Slide 3-6 © 2016 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part. SOCIAL FORCES DEMOGRAPHICS—POPULATION LO 3-2  Demographics • World Population • U.S. Population  Social Forces  Population Explosion
  7. 7. Slide 3-7 © 2016 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part. SOCIAL FORCES DEMOGRAPHICS—GENERATIONAL COHORTS LO 3-2  Baby Boomers: 1946 – 1964  Generation X: 1965 – 1976  Generation Y: 1977 – 1994  Generational Marketing  Millennials: 1995 +
  8. 8. Slide 3-8 © 2016 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part. MAKING RESPONSIBLE DECISIONS Millennials Are Going to Change the World— through Environmental Sustainability LO 3-2
  9. 9. Slide 3-9 © 2016 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part. Prudential, Lufthansa, and Windows Phone Which generational cohort is being reached? LO 3-2
  10. 10. Slide 3-10 © 2016 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part. SOCIAL FORCES DEMOGRAPHICS—RACIAL AND ETHNIC DIVERSITY LO 3-2  Composition  Trends • African Americans • Hispanics • Asian Americans  Multicultural Marketing
  11. 11. Slide 3-11 © 2016 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part. SOCIAL FORCES CULTURE LO 3-2  Culture: The set of values, ideas, and attitudes that are learned and shared among members of a group.  Sustainability and Environment
  12. 12. Slide 3-12 © 2016 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part. ECONOMIC FORCES MACROECONOMIC CONDITIONS LO 3-3  Economy: Refers to the income and resources that affect running a business or household • Inflation • Recession
  13. 13. Slide 3-13 © 2016 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part. ECONOMIC FORCES CONSUMER INCOME LO 3-3  Gross Income: Amount made in one year  Disposable Income: Amount left after paying taxes  Discretionary Income: Amount left after taxes and necessities
  14. 14. Slide 3-14 © 2016 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part. TECHNOLOGICAL FORCES TECHNOLOGY OF TOMORROW LO 3-4  Technology: Inventions from applied science or engineering research • 3D Technologies • Intelligent Data Collection • Green Infrastructure • Connectivity • Others that Replace or are Substitutes
  15. 15. Slide 3-15 © 2016 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part. Logitech/Skype, Chevy Volt, and Nike Fuel What products might be replaced by these? LO 3-4
  16. 16. Slide 3-16 © 2016 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part. TECHNOLOGICAL FORCES TECHNOLOGY’S IMPACT ON CUSTOMER VALUE LO 3-4  Plummeting Costs of Technology  New Products: Thousands of products each year!  Change Production of Existing Products • Recycling: 29% of plastic bottles recycled
  17. 17. Slide 3-17 © 2016 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part. TECHNOLOGICAL FORCES ELECTRONIC BUSINESS TECHNOLOGIES LO 3-4  Marketspace: Electronic exchange environment  Electronic Commerce: Activities that use electronic communication for inventory, exchange, distribution, payment, etc.
  18. 18. Slide 3-18 © 2016 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part. COMPETITIVE FORCES ALTERNATIVE FORMS OF COMPETITION LO 3-5  Competition • Pure Competition • Oligopoly • Pure Monopoly • Monopolistic Competition
  19. 19. Slide 3-19 © 2016 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part. FIGURE 3-A Continuum of competition
  20. 20. Slide 3-20 © 2016 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part. REGULATORY FORCES PROTECTING COMPETITION LO 3-6  Regulations: Restrictions places on business conduct  Sherman Antitrust Act (1890): Forbids conspiracies in trade  Clayton Act (1914): Forbids actions likely to lessen competition  Robinson-Patman Act (1936): Unlawful to discriminate in prices charged to different purchasers
  21. 21. Slide 3-21 © 2016 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part. REGULATORY FORCES PROTECTING PRODUCERS AND CONSUMERS LO 3-6  Patent Law: Gives inventors the right to exclude others from making or selling patented inventions.  Copyright Law: Gives author the exclusive right to that work.  Digital Millennium Copyright Act (1998): Protects copyrighted digital products
  22. 22. Slide 3-22 © 2016 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part. REGULATORY FORCES PROTECTING PRODUCERS AND CONSUMERS LO 3-6  Consumer Product Safety Act (1972): Established the …  Consumer Product Safety Commission  Consumerism: Grassroots movement to increase the influence, power and rights of consumers
  23. 23. Slide 3-23 © 2016 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part. REGULATORY FORCES PROTECTING PRODUCERS AND CONSUMERS LO 3-6  Trademarks  Lanham Act (1946) • Registration of trademarks, but not ownership • Can lose trademark if it becomes generic • Ex: Aspirin and escalator are generic terms
  24. 24. Slide 3-24 © 2016 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part. Band-Aid, ChapStick, Jell-O, Kleenex, Vaseline, Frisbee, and Q-Tips Are these brand names or generic trademarks? LO 3-6
  25. 25. Slide 3-25 © 2016 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part. REGULATORY FORCES PROTECTING PRODUCERS AND CONSUMERS LO 3-6  FTC Act of 1914  Laws to Regulate Promotion Practices • Cease and Desist Orders • Corrective Advertising • Deceptive Mail and Enforcement Act (1999) • Telephone Consumer Protection Act (1991) • Do Not Call Registry FTC Video
  26. 26. Slide 3-26 © 2016 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part. REGULATORY FORCES PROTECTING PRODUCERS AND CONSUMERS LO 3-6  Laws Restricting Information Collection and Solicitation • CAM-SPAM Act (2004) • FTC’s Do Not Track  Internet Tax Freedom Act (2007)  Control Through Self-Regulation • Children’s Online Privacy Protection Act (2004)
  27. 27. Slide 3-27 © 2016 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part. UNDERSTANDING ETHICAL MARKETING BEHAVIOR LO 3-7  Ethics:  The moral principles and values that guide actions and decisions of individuals or groups.
  28. 28. Slide 3-28 © 2016 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part. FIGURE 3-2 A framework for understanding ethical behavior
  29. 29. Slide 3-29 © 2016 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part. UNDERSTANDING ETHICAL MARKETING BEHAVIOR SOCIETAL CULTURE AND NORMSLO 3-7 • Are Relative to particular societies • Affect Ethical and Legal Relationships  Culture: Values, ideas, and attitudes learned and shared among members of a group  Societal Values and Attitudes:
  30. 30. Slide 3-30 © 2016 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part. UNDERSTANDING ETHICAL MARKETING BEHAVIOR BUSINESS CULTURE AND INDUSTRY PRACTICESLO 3-7  Business Culture: The effective rules and boundaries between competitive and unethical behavior  Ethics of Exchange • Caveat Emptor • Consumer Bill of Rights (1962): The Right  To Safety  To Be Informed  To Choose  To Be Heard
  31. 31. Slide 3-31 © 2016 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part. UNDERSTNDING ETHICAL MARKETING BEHAVIOR BUSINESS CULTURE AND INDUSTRY PRACTICESLO 3-7  The Right to Safety • Consumer Product Safety Commission  The Right to Be Informed • Federal Trade Commission (FTC) Consumer Product Safety Commission Federal Trade Commission
  32. 32. Slide 3-32 © 2016 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part. UNDERSTANDING ETHICAL MARKETING BEHAVIOR BUSINESS CULTURE AND INDUSTRY PRACTICESLO 3-7  The Right to Choose  The Right to Be Heard • Slotting Allowances • Do Not Call Registry
  33. 33. Slide 3-33 © 2016 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part. ETHICAL MARKETING BEHAVIOR BUSINESS CULTURE AND INDUSTRY PRACTICES LO 3-7  Ethics of Competition • Economic Espionage: • Clandestine collection of trade secrets • Bribes and Kickbacks: • In industries with intense competition and during early stages of economic development
  34. 34. Slide 3-34 © 2016 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part. MAKING RESPONSIBLE DECISIONS Corporate Conscience in the Cola War LO 3-7
  35. 35. Slide 3-35 © 2016 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part. UNDERSTANDING ETHICAL MARKETING BEHAVIOR CORPORATE CULTURE AND EXPECTATIONSLO 3-7  Corporate Culture: Values and attitudes shared among members  Code of Ethics: Formal statement of principles and rules of conduct  Ethical Behavior of Top Management and Co-Workers influences employees • Whistle-Blowers
  36. 36. Slide 3-36 © 2016 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part. FIGURE 3-3 American Marketing Association Statement of Ethics (abridged)
  37. 37. Slide 3-37 © 2016 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part. UNDERSTANDING ETHICAL MARKETING BEHAVIOR PERSONAL MORAL PHILOSOPHY AND ETHICSLO 3-7  Moral Idealism: Considers certain individual rights or duties as universal, regardless of consequences  Utilitarianism: Focuses on the greatest good for the greatest number (benefits must exceed costs)
  38. 38. Slide 3-38 © 2016 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part. UNDERSTANDING SOCIAL RESPONSIBILITY IN MARKETING THREE CONCEPTS OF SOCIAL RESPONSIBILITY LO 3-8  Social Responsibility • Stakeholder Responsibility • Societal Responsibility • Profit Responsibility
  39. 39. Slide 3-39 © 2016 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part. FIGURE 3-4 Three concepts of social responsibility
  40. 40. Slide 3-40 © 2016 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part. UNDERSTANDING SOCIAL RESPONSIBILITY IN MARKETING THREE CONCEPTS OF SOCIAL RESPONSIBILITY LO 3-8  Social Responsibility • Green Marketing: Environmental products • Cause Marketing: Charitable contributions • Triple-Bottom Line: People, planet, profit P & G
  41. 41. Slide 3-41 © 2016 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part. MARKETING MATTERS Will Consumers Switch Brands for a Cause? Yes, if … LO 3-8 Cause Marketing
  42. 42. Slide 3-42 © 2016 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part. TOYOTA: BUILDING CLEANER, GREENER CARS VIDEO CASE 3 Toyota Video Case
  43. 43. Slide 3-43 © 2016 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part. FIGURE 1 Who should take the lead in addressing environmental issues?
  44. 44. Slide 3-44 © 2016 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part. VIDEO CASE 3 Toyota 1. How does Toyota’s approach to social responsibility relate to the three concepts of social responsibility described in the text (profit responsibility, stakeholder responsibility, and societal responsibility?
  45. 45. Slide 3-45 © 2016 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part. VIDEO CASE 3 Toyota 2. How does Toyota’s view of sustainable mobility contribute to the company’s overall mission?
  46. 46. Slide 3-46 © 2016 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part. VIDEO CASE 3 Toyota 3. Has Toyota’s National Parks project been a success? What indicators suggest that the project has had an impact?
  47. 47. Slide 3-47 © 2016 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part. VIDEO CASE 3 Toyota 4. What future activities would you suggest for Toyota as it strives to improve its reputation?
  48. 48. Slide 3-48 © 2016 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part. AN ENVIRONMENTAL SCAN FOR TRUVÍA IN-CLASS ACTIVITY 3-1
  49. 49. Slide 3-49 © 2016 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part. ICA 3-1 Environmental Scanning What is Truvía? Truvía Ad Example: Truvia
  50. 50. Slide 3-50 © 2016 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part.
  51. 51. Slide 3-51 © 2016 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part. COMPETITIVE INTELLIGENCE IN-CLASS ACTIVITY 3-2
  52. 52. Slide 3-52 © 2016 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part.
  53. 53. Slide 3-53 © 2016 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part. WHAT IS ETHICAL AND WHAT IS NOT: A SURVEY OF YOUR OPINIONS IN-CLASS ACTIVITY 3-3
  54. 54. Slide 3-54 © 2016 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part.
  55. 55. Slide 3-55 © 2016 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part. THE ETHICS OF COMPETITIVE INTELLIGENCE IN-CLASS ACTIVITY 3-4
  56. 56. Slide 3-56 © 2016 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part. ICA 3-4 Scenario 1: Documents Left Behind at a Hotel You become aware that your competitor has its board meeting at a certain hotel, so you drop by that hotel towards the end of the day to see what documents someone had left behind.
  57. 57. Slide 3-57 © 2016 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part. ICA 3-4 Scenario 2: Airplane Conversation You are sitting in an airplane and overhear a competitor state to his friend information that appears to be confidential. Neither individual knows who you are or that you overheard them.
  58. 58. Slide 3-58 © 2016 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part. ICA 3-4 Scenario 3: Trade Show and Badge Removal You are attending a trade show. You take off your badge that identifies you as a competitor, and you then approach a booth. You tell the representative that you have an interest in the product.
  59. 59. Slide 3-59 © 2016 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part. ICA 3-4 Scenario 4: Entering a Private Suite You are attending a trade show. You take off your badge that identifies you as a competitor, and you then enter a private suite that is labeled “For Clients of Company X Only.”
  60. 60. Slide 3-60 © 2016 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part. ICA 3-4 Scenario 5: Dumpster Diving A competitor hired by Proctor & Gamble went through the trash Outside Unilever’s Chicago office and obtained classified information on an Unilever hair care product. When P&G found out about the incident conducted on its behalf, it informed Unilever.
  61. 61. Slide 3-61 © 2016 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part. Environmental Scanning Environmental scanning is the process of continually acquiring information on events occurring outside the organization to identify and interpret potential trends.
  62. 62. Slide 3-62 © 2016 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part. Social Forces Social forces are the demographic characteristics of the population and its culture.
  63. 63. Slide 3-63 © 2016 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part. Demographics Demographics describe a population according to selected characteristics such as age, gender, ethnicity, income, and occupation.
  64. 64. Slide 3-64 © 2016 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part. Baby Boomers Baby boomers include the generation of 76 million children born between 1946 and 1964.
  65. 65. Slide 3-65 © 2016 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part. Generation X Generation X includes the 50 million people born between 1965 and 1976. Also called the baby bust.
  66. 66. Slide 3-66 © 2016 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part. Generation Y Generation Y includes the 72 million Americans born between 1977 and 1994. Also called the echo-boom or baby boomlet.
  67. 67. Slide 3-67 © 2016 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part. Blended Family A blended family is a family formed by merging two previously separated units into a single household.
  68. 68. Slide 3-68 © 2016 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part. Multicultural Marketing Multicultural marketing consists of combinations of the marketing mix that reflect the unique attitudes, ancestry, communication preferences, and lifestyles of different races.
  69. 69. Slide 3-69 © 2016 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part. Culture Culture consists of the set of values, ideas, and attitudes that are learned and shared among the members of a group.
  70. 70. Slide 3-70 © 2016 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part. Value Consciousness Value consciousness is the concern for obtaining the best quality, features, and performance of a product or service for a given price that drives consumption behavior.
  71. 71. Slide 3-71 © 2016 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part. Economy The economy pertains to the income, expenditures, and resources that affect the cost of running a business and household.
  72. 72. Slide 3-72 © 2016 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part. Gross Income Gross income is the total amount of money made in one year by a person, household, or family unit. Also known as money income at the Census Bureau.
  73. 73. Slide 3-73 © 2016 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part. Disposable Income Disposable income is the money a consumer has left after paying taxes to use for necessities such as food, housing, clothing, and transportation.
  74. 74. Slide 3-74 © 2016 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part. Discretionary Income Discretionary income is the money that remains after paying for taxes and necessities.
  75. 75. Slide 3-75 © 2016 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part. Technology Technology consists of the inventions or innovations from applied science or engineering research.
  76. 76. Slide 3-76 © 2016 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part. Marketspace Marketspace is an information- and communication-based electronic exchange environment mostly occupied by sophisticated computer and telecommunication technologies and digitized offerings.
  77. 77. Slide 3-77 © 2016 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part. Electronic Commerce Electronic commerce is any activity that uses some form of electronic communication in the inventory, exchange, advertisement, distribution, and payment of products and services.
  78. 78. Slide 3-78 © 2016 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part. Competition Competition consists of the alternative firms that could provide a product to satisfy a specific market’s needs.
  79. 79. Slide 3-79 © 2016 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part. Barriers to Entry Barriers to entry are business practices or conditions that make it difficult for new firms to enter the market.
  80. 80. Slide 3-80 © 2016 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part. Regulation Regulation consists of the restrictions state and federal laws place on business with regard to the conduct of its activities.
  81. 81. Slide 3-81 © 2016 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part. Consumerism Consumerism is a grassroots movement started in the 1960s to increase the influence, power, and rights of consumers in dealing with institutions.
  82. 82. Slide 3-82 © 2016 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part. Self-Regulation Self-regulation is an alternative to government control where an industry attempts to police itself.
  83. 83. Slide 3-83 © 2016 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part. Ethics Ethics are the moral principles and values that govern the actions and decisions of an individual or group.
  84. 84. Slide 3-84 © 2016 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part. Laws Laws are society’s values and standards that are enforceable in the courts.
  85. 85. Slide 3-85 © 2016 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part. Caveat Emptor Caveat emptor is the legal concept of “let the buyer beware” that was pervasive in the American business culture before the 1960s.
  86. 86. Slide 3-86 © 2016 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part. Consumer Bill of Rights (1962) The Consumer Bill of Rights (1962) is a law that codified the ethics of exchange between buyers and sellers, including the rights to safety, to be informed, to choose, and to be heard.
  87. 87. Slide 3-87 © 2016 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part. Economic Espionage Economic espionage is the clandestine collection of trade secrets or proprietary information about a company’s competitors.
  88. 88. Slide 3-88 © 2016 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part. Code of Ethics A code of ethics is a formal statement of ethical principles and rules of conduct.
  89. 89. Slide 3-89 © 2016 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part. Whistle-Blowers Whistle-blowers are employees who report unethical or illegal actions of their employers.
  90. 90. Slide 3-90 © 2016 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part. Moral Idealism Moral idealism is a personal moral philosophy that considers certain individual rights or duties as universal, regardless of the outcome.
  91. 91. Slide 3-91 © 2016 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part. Utilitarianism Utilitarianism is a personal moral philosophy that focuses on the “greatest good for the greatest number” by assessing the costs and benefits of the consequences of ethical behavior.
  92. 92. Slide 3-92 © 2016 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part. Social Responsibility Social responsibility is the idea that organizations are part of a larger society and are accountable to that society for their actions.
  93. 93. Slide 3-93 © 2016 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part. Triple-Bottom Line The triple-bottom line is the recognition of the need for organizations to improve the state of people, the planet, and profit simultaneously if they are to achieve sustainable, long-term growth.
  94. 94. Slide 3-94 © 2016 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part. Green Marketing Green marketing consists of marketing efforts to produce, promote, and reclaim environmentally sensitive products.
  95. 95. Slide 3-95 © 2016 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part. Cause Marketing Cause marketing occurs when the charitable contributions of a firm are tied directly to the customer revenues produced through the promotion of one of its products.
  96. 96. Slide 3-96 © 2016 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part. Social Audit A social audit consists of a systematic assessment of a firm’s objectives, strategies, and performance in terms of social responsibility.
  97. 97. Slide 3-97 © 2016 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part. Sustainable Development Sustainable development involves conducting business in a way that protects the natural environment while making economic progress.

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