2011 Marketing 03

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  • Note to InstructorDiscussion QuestionsWhat types of collaboration does there need to be between the departments? How might projects be integrated between marketing and finance? How might projects be integrated between marketing and information systems?This question on finance could lead to a discussion about budgeting for marketing. The collaboration between marketing and IS could lead to discussions of market research, ordering systems, and customer relationship management systems.
  • Note to InstructorThe text explains how Coke delivers value for their marketing intermediaries:They understand each retailer partner’s businessThe conduct consumer research and share with partnersThey develop marketing programs and merchandising for partners
  • Note to InstructorStudents should note that the competition is just a click away with online purchasing. This link goes to Bizrate—one of many comparison shopping sites online. Enter a product like coffee makers to see the competing products and retailers for this category.
  • Note to InstructorIn slideshow view, click on movie icon to launch Tom’s Shoes video snippet. See accompanying DVD for full video segment
  • Note to InstructorThere are many Web sites targeted to boomers including this link to Boomers International. Before following the link it might be interesting to ask the following:Discussion QuestionsWhat type of information boomers might be seeking?
  • Note to InstructorStudents are probably very familiar with job search sites such as this link to monster.com. It might be interesting to compare the listings for white collar versus blue collar job opportunities including the associated pay and benefits.
  • Note to InstructorThis graphic highlights a car targeted to India’s growing middle class. Discussion QuestionsWhat changes might there be in U.S. income over the next year? What are positioned as “value cars.”The students might quote current economic declines or rises. The “value cars” will probably include some of the smaller cars by Kia, Ford, Honda, and Toyota.
  • Note to InstructorThis Web link connects to greenbiz.com. There are several Web sites like this that provide information on business as to how to practice green strategies including green marketing.
  • Note to InstructorDiscussion QuestionAsk students what changes they have seen in technology in the past four years including medical products, communications, and media.They will most likely talk about the use of artificial organs and stem cell research, the growth of PDA’s like the iPod, and the use of new media products including DVR or TiVo.
  • Note to InstructorDo-It-Yourselfers—Recent Movers:Active consumers also view the experience as a form of self-expression. They view their homes as their havensView their projects as personal victories over the high-priced marketplace. Adventurers:Rarely follow a single path or do the same thing twice.View the experience as far more exciting than the entertainment value.They are more likely to engage in activities most think are too dangerous.
  • 2011 Marketing 03

    1. 1. Marketing<br />Stephan Langdon, MBA, M Ed<br />
    2. 2. Chapter Three<br />Analyzing the Marketing Environment<br />
    3. 3. Analyzing the Marketing Environment<br />The Company’s Microenvironment<br />The Company’s Macroenvironemnt<br />Responding to the Marketing Environment<br />Topic Outline<br />
    4. 4. The Marketing Environment<br />The marketing environment includes the actors and forces outside marketing that affect marketing management’s ability to build and maintain successful relationships with customers<br />
    5. 5. The Marketing Environment<br />Microenvironment consists of the actors close to the company that affect its ability to serve its customers, the company, suppliers, marketing intermediaries, customer markets, competitors, and publics<br />
    6. 6. The Company’s Microenvironment<br />Actors in the Microenvironment<br />
    7. 7. The Company’s Microenvironment<br />Top management<br />Finance<br />R&D<br />Purchasing<br />Operations<br />Accounting<br />The Company<br />
    8. 8. The Company’s Microenvironment<br />Provide the resources to produce goods and services<br />Treated as partners to provide customer value<br />Suppliers<br />
    9. 9. The Company’s Microenvironment<br />Help the company to promote, sell and distribute its <br /> products to final buyers<br />Marketing Intermediaries<br />
    10. 10. The Company’s Microenvironment<br />Types of Marketing Intermediaries<br />
    11. 11. ________ include resellers, marketing service agencies, and financial firms that help a company to promote and sell its offerings to its final customers.<br />Advertising agencies<br />Suppliers<br />Intelligence firms<br />Marketing intermediaries<br />
    12. 12. ________ include resellers, marketing service agencies, and financial firms that help a company to promote and sell its offerings to its final customers.<br />Advertising agencies<br />Suppliers<br />Intelligence firms<br />Marketing intermediaries<br />
    13. 13. Banks, insurance companies, and credit companies that aid in financial transactions are called ________.<br />financial intermediaries<br />marketing services agencies<br />physical distribution firms<br />positioning<br />
    14. 14. Banks, insurance companies, and credit companies that aid in financial transactions are called _________.<br />financial intermediaries<br />marketing services agencies<br />physical distribution firms<br />positioning<br />
    15. 15. The Company’s Microenvironment<br />Firms must gain strategic advantage by positioning their offerings against competitors’ offerings<br />Competitors<br />
    16. 16. The Company’s Microenvironment<br />Publics<br />Any group that has an actual or potential interest in or impact on an organization’s ability to achieve its objectives<br />Financial publics<br />Media publics<br />Government publics<br />Citizen-action publics<br />Local publics<br />General public<br />Internal publics<br />
    17. 17. Financial, media, government, and citizen-action are several types of ________.<br /> 1. taxing authorities<br /> 2. legal departments<br /> 3. publics<br /> 4. marketing mix elements<br />
    18. 18. Financial, media, government, and citizen-action are several types of ________.<br /> 1. taxing authorities<br /> 2. legal departments<br /> 3. publics<br /> 4. marketing mix elements<br />
    19. 19. A company’s ________ consists of its suppliers, marketing intermediaries, customers, competitors, and publics.<br />macroenvironment<br />microenvironment<br />business environment<br />marketing environment<br />
    20. 20. A company’s ________ consists of its suppliers, marketing intermediaries, customers, competitors, and publics.<br />macroenvironment<br />microenvironment<br />business environment<br />marketing environment<br />
    21. 21. The Company’s Macroenvironment<br />
    22. 22. The Company’s Macroenvironment<br />Demography is the study of human populations in terms of size, density, location, age, gender, race, occupation, and other statistics<br />Demographic environment is important because it involves people, and people make up markets<br />Demographic trends include age, family structure, geographic population shifts, educational characteristics, and population diversity<br />Demographic Environment<br />
    23. 23. The Company’s Macroenvironment<br />Changing age structure of the population<br />Baby boomers include people born between 1946 and 1964<br />Most affluent Americans<br />Demographic Environment<br />
    24. 24. The Company’s Macroenvironment<br />Generation X includes people born between 1965 and 1976<br />High parental divorce rates<br />Cautious economic outlook<br />Less materialistic<br />Family comes first<br />Lag behind on retirement savings<br />Demographic Environment<br />
    25. 25. The Company’s Macroenvironment<br />Millennials (gen Y or echo boomers) include those born between 1977 and 2000<br />Comfortable with technology<br />Includes<br />Tweens (ages 8–12)<br />Teens (13–19)<br />Young adults (20’s)<br />Demographic Environment<br />
    26. 26. The Company’s Macroenvironment<br />Generational marketing is important in segmenting people by lifestyle of life state instead of age<br />Demographic Environment<br />
    27. 27. The Company’s Macroenvironment<br />More people are:<br />Divorcing or separating<br />Choosing not to marry<br />Choosing to marry later<br />Marrying without intending to have children<br />Increased number of working women<br />Stay-at-home dads<br />Demographic Environment<br />
    28. 28. The Company’s Macroenvironment<br />Growth in U.S. West and South and decline in Midwest and Northeast<br />Moving from rural to metropolitan areas<br />Changes in where people work<br />Telecommuting<br />Home office<br />Divorcing or separating<br />Demographic Environment<br />
    29. 29. The Company’s Macroenvironment<br />Changes in the Workforce<br />More educated<br />More white collar<br />Demographic Environment<br />
    30. 30. The Company’s Macroenvironment<br />Demographic Environment<br />Increased Diversity<br />Markets are becoming more diverse<br />International<br />National<br />Includes:<br />Ethnicity<br />Gay and lesbian<br />Disabled<br />
    31. 31. The baby boomer generation is made up of the period ________.<br /> 1. 1960–1971<br /> 2. 1946–1964<br /> 3. 1980s<br /> 4. 1920–1929<br />
    32. 32. The baby boomer generation is made up of the period ________.<br /> 1. 1960–1971<br /> 2.1946–1964<br /> 3. 1980s<br /> 4. 1920–1929<br />
    33. 33. The Company’s Macroenvironment<br />Economic environment consists of factors that affect consumer purchasing power and spending patterns<br />Industrial economies are richer markets<br />Subsistence economies consume most of their own agriculture and industrial output<br />Economic Environment<br />
    34. 34. The Company’s Macroenvironment<br />Changes in income<br />Value marketing involves ways to offer financially cautious buyers greater value—the right combination of quality and service at a fair price<br />Economic Environment<br />
    35. 35. The “shop until you drop” mentality of the 1990s has been replaced with a more ________ approach.<br />“save all you can”<br />“value is key” <br />“don’t shop at all”<br />“splurge regularly”<br />
    36. 36. The “shop until you drop” mentality of the 1990s has been replaced with a more ________ approach.<br />“save all you can”<br />“value is key”<br />“don’t shop at all”<br />“splurge regularly”<br />
    37. 37. The Company’s Macroenvironment<br />Economic Environment<br />Changes in Consumer Spending Patterns<br />Ernst Engel—Engel’s Law<br />As income rises:<br />The percentage spent on food declines<br />The percentage spent on housing remains constant<br />The percentage spent on savings increases<br />
    38. 38. The Company’s Macroenvironment<br />Natural environment involves the natural resources that are needed as inputs by marketers or that are affected by marketing activities<br />Trends<br />Shortages of raw materials<br />Increased pollution<br />Increase government intervention<br />Environmentally sustainable strategies<br />Natural Environment<br />
    39. 39. There are three trends in the natural environment that marketers are monitoring. These are ________, ________, and ________.<br />shortages of raw materials; increased legislation; increased consumerism<br />the green movement; shortages of raw materials; increased pollution <br />increased pollution; increased government intervention; shortages of raw materials<br />increased consumerism; increased population; increased ethical expectations<br />
    40. 40. There are three trends in the natural environment that marketers are monitoring. These are ________, ________, and ________.<br />shortages of raw materials; increased legislation; increased consumerism<br />the green movement; shortages of raw materials; increased pollution <br />increased pollution; increased government intervention; shortages of raw materials<br />increased consumerism; increased population; increased ethical expectations<br />
    41. 41. The Company’s Macroenvironment<br />Technological Environment<br />Most dramatic force in changing the marketplace<br />Creates new products and opportunities<br />Safety of new product always a concern<br />
    42. 42. The Company’s Macroenvironment<br />Political environment consists of laws, government agencies, and pressure groups that influence or limit various organizations and individuals in a given society<br />Political Environment<br />
    43. 43. The Company’s Macroenvironment<br />Legislation regulating business<br />Increased legislation<br />Changing government agency enforcement<br />Increased emphasis on ethics<br />Socially responsible behavior<br />Cause-related marketing<br />Political Environment<br />
    44. 44. Which of the following is not one of the reasons business legislation is enacted?<br />To protect companies from each other<br />To protect companies from consumers<br />To protect consumers from unfair business practices<br />To protect the interests of society <br />
    45. 45. Which of the following is not one of the reasons business legislation is enacted?<br />To protect companies from each other<br />To protect companies from consumers<br />To protect consumers from unfair business practices<br />To protect the interests of society <br />
    46. 46. In exercising their corporate social responsibility and building a more positive image, companies are now linking themselves to worthwhile causes. This is referred to as ________.<br />marketing mix<br />marketing concept<br />cause-related marketing<br />Engel’s Law<br />
    47. 47. In exercising their corporate social responsibility and building a more positive image, companies are now linking themselves to worthwhile causes. This is referred to as __________________.<br />marketing mix<br />marketing concept<br />cause-related marketing<br />Engel’s Law<br />
    48. 48. The Company’s Macroenvironment<br />Cultural environment consists of institutions and other forces that affect a society’s basic values, perceptions, and behaviors<br />Cultural Environment<br />
    49. 49. The Company’s Macroenvironment<br />Cultural Environment<br />Persistence of Cultural Values<br />Core beliefs and values are persistent and are passed on from parents to children and are reinforced by schools, churches, businesses, and government<br />Secondary beliefs and values are more open to change and include people’s views of themselves, others, organization, society, nature, and the universe<br />
    50. 50. The Company’s Macroenvironment<br />People’s view of themselves<br />Yankelovich Monitor’s consumer segments:<br />Do-it-yourselfers—recent movers<br />Adventurers<br />People’s view of others<br />More “cocooning”<br />Cultural Environment<br />Shifts in Secondary Cultural Values<br />
    51. 51. Yankelovich identifies consumer segments whose purchases are motivated by self-views. Two examples are _________ and __________.<br />Generation M; generation N<br />Refilled nests; do-it-yourselfers<br />Do-it-yourselfers; adventurers<br />marketing mix; positioning<br />
    52. 52. Yankelovich identifies consumer segments whose purchases are motivated by self-views. Two examples are _________ and __________.<br />Generation M; generation N<br />Refilled nests; do-it-yourselfers<br />Do-it-yourselfers; adventurers<br />marketing mix; positioning<br />
    53. 53. The Company’s Macroenvironment<br />People’s view of organizations<br />People’s view of society<br />Patriots defend it<br />Reformers want to change it<br />Malcontents want to leave it<br />Cultural Environment<br />Shifts in Secondary Cultural Values<br />
    54. 54. The Company’s Macroenvironment<br />Cultural Environment<br />Shifts in Secondary Cultural Values<br />People’s view of nature<br />Some feel ruled by it<br />Some feel in harmony with it<br />Some seek to master it<br />People’s view of the universe<br />Renewed interest in spirituality<br />
    55. 55. A woman who drives a hybrid car, consistently recycles, and buys “earth-friendly” products is acting out her view of ________.<br />cost<br />non-profit organizations<br />others<br />nature<br />
    56. 56. A woman who drives a hybrid car, consistently recycles, and buys “earth-friendly” products is acting out her view of ________.<br />cost<br />non-profit organizations<br />others<br />nature<br />
    57. 57. Which of the following are included in the major forces affecting a company’s macroenvironment?<br />Marketing mix, positioning, price<br />cultural, political/legal, economic<br />Marketing concept, goal setting, cultural<br />Baby boomers, minimum wage rates, product/service<br />
    58. 58. Which of the following are included in the major forces affecting a company’s macroenvironment?<br />Marketing mix, positioning, price<br />Cultural, political/legal, economic<br />Marketing concept, goal setting, cultural<br />Baby boomers, minimum wage rates, product/service<br />
    59. 59. Responding to the Marketing Environment<br />Views on Responding<br />
    60. 60. A company has several options with regard to its marketing environment. A strong company takes a(n) ________ approach.<br />proactive<br />reactive<br />ingenuous<br />peaceful<br />
    61. 61. A company has several options with regard to its marketing environment. A strong company takes a(n) ________ approach.<br />proactive<br />reactive<br />ingenuous<br />peaceful<br />
    62. 62. A company’s macroenvironment consists of all of the following except ________.<br />demographic forces<br />economic forces<br />competitive forces<br />technological forces<br />
    63. 63. A company’s macroenvironment consists of all of the following except ________.<br />demographic forces<br />economic forces<br />competitive forces<br />technological forces<br />
    64. 64. Marketing<br />Stephan Langdon, MBA, M Ed<br />

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