Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Chapter 04 MKT120 Mkt Environment

1,307 views

Published on

Published in: Education
  • Login to see the comments

  • Be the first to like this

Chapter 04 MKT120 Mkt Environment

  1. 1. © McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
  2. 2. Learning Objectives LEARNING OBJECTIVES How do customers, the company, competitors, and corporate partners affect marketing strategy? Why do marketers have to think about their macroenvironment when they make decisions? How do corporate social responsibility programs help various stakeholders? © McGraw-Hill Companies, Inc., McGraw-Hill/Irwin 4-2
  3. 3. Analyzing the Marketing Environment Earth Rewards credit card expects $20 billion in green sales by 2010 MyEarthRewards.com Website © McGraw-Hill Companies, Inc., McGraw-Hill/Irwin 4-3
  4. 4. A Marketing Environment Analysis Framework© McGraw-Hill Companies, Inc., McGraw-Hill/Irwin 4-4
  5. 5. The Immediate Environment© McGraw-Hill Companies, Inc., McGraw-Hill/Irwin 4-5
  6. 6. Successfully Leveraging Company Capabilities Core competency Core competency Existing knowledge, Existing knowledge, facilities, patents, etc. facilities, patents, etc. applied to New markets, new New markets, new products, etc. products, etc. © McGraw-Hill Companies, Inc., McGraw-Hill/Irwin 4-6
  7. 7. Competitors and Competitive Intelligence  Competitive Intelligence (CI)  Proactive rather than reactive strategy© McGraw-Hill Companies, Inc., McGraw-Hill/Irwin 4-7
  8. 8. Gillette vs. Schick© McGraw-Hill Companies, Inc., McGraw-Hill/Irwin 4-8
  9. 9. Corporate Partners• Firms are part of alliances• Align with competitors, suppliers, etc.• Just in Time Delivery Systems (JIT) From factory to Retailer © McGraw-Hill Companies, Inc., McGraw-Hill/Irwin 4-9
  10. 10. Check Yourself 1. What are the components of the immediate environment?© McGraw-Hill Companies, Inc., McGraw-Hill/Irwin 4-10
  11. 11. Macroenvironmental Factors© McGraw-Hill Companies, Inc., McGraw-Hill/Irwin 4-11
  12. 12. Culture Country Culture vs. Regional Culture© McGraw-Hill Companies, Inc., McGraw-Hill/Irwin 4-12
  13. 13. DemographicsProvides an easily understood snapshot of the typical consumer in aaspecific target market Provides an easily understood snapshot of the typical consumer in specific target market U.S. Census Website © McGraw-Hill Companies, Inc., McGraw-Hill/Irwin 4-13
  14. 14. Generational Cohorts© McGraw-Hill Companies, Inc., McGraw-Hill/Irwin 4-14
  15. 15. Seniors, Boomers and X and Y’ers© McGraw-Hill Companies, Inc., McGraw-Hill/Irwin 4-15
  16. 16. Income Purchasing power is tied to income Census bureau tracks income Many middle class families feel the decline in purchasing $1,995.95 from power in recent years Hammacher Schlemmer © McGraw-Hill Companies, Inc., McGraw-Hill/Irwin 4-16
  17. 17. Education = Education is related to income, Education is related to income, which determines spending power which determines spending power© McGraw-Hill Companies, Inc., McGraw-Hill/Irwin 4-17
  18. 18. Gender© McGraw-Hill Companies, Inc., McGraw-Hill/Irwin 4-18
  19. 19. Ethnicity Bud Light Commercial© McGraw-Hill Companies, Inc., McGraw-Hill/Irwin 4-19
  20. 20. Social Trends© McGraw-Hill Companies, Inc., McGraw-Hill/Irwin 4-20
  21. 21. Greener Consumers Customers who appreciate firms efforts to supply them with environmentally friendly merchandise.© McGraw-Hill Companies, Inc., McGraw-Hill/Irwin 4-21
  22. 22. Targeting Kids: Is it wrong?© McGraw-Hill Companies, Inc., McGraw-Hill/Irwin 4-22
  23. 23. Privacy Concerns© McGraw-Hill Companies, Inc., McGraw-Hill/Irwin 4-23
  24. 24. Time Poor Society In the majority of families, most parents work Consumers have many more choices regarding leisure time Many consumers multitask © McGraw-Hill Companies, Inc., McGraw-Hill/Irwin 4-24
  25. 25. Technological Advances  Technology has impacted every aspect of marketing − New products − New forms of communication − New retail channels Stop and Shop Website© McGraw-Hill Companies, Inc., McGraw-Hill/Irwin 4-25
  26. 26. Economic Situation Foreign currency Foreign currency fluctuations fluctuations Combined with inflation and Combined with inflation and interest rates affect firms’ interest rates affect firms’ ability to market goods and ability to market goods and services services Conference Board Website© McGraw-Hill Companies, Inc., McGraw-Hill/Irwin 4-26
  27. 27. Political/Regulatory Environment:Competitive Practice and Trade Legislation © McGraw-Hill Companies, Inc., McGraw-Hill/Irwin 4-27
  28. 28. Check Yourself 1. What are the six key macroeconomic factors? 2. Differentiate between country culture and regional culture. 3. Identify the different generational cohorts. 4. What key dimension is used to classify an individual into a given cohort? 5. What are some important social trends shaping consumer values these days?© McGraw-Hill Companies, Inc., McGraw-Hill/Irwin 4-28
  29. 29. Corporate Social Responsibility© McGraw-Hill Companies, Inc., McGraw-Hill/Irwin 4-29
  30. 30. What are customer’s concerns?© McGraw-Hill Companies, Inc., McGraw-Hill/Irwin 4-30
  31. 31. The Output for Companies© McGraw-Hill Companies, Inc., McGraw-Hill/Irwin 4-31
  32. 32. Check Yourself 1. How has corporate social responsibility evolved since the turn of the 20thCentury? 2. Identify the inputs and outputs of the corporate social responsibility framework?© McGraw-Hill Companies, Inc., McGraw-Hill/Irwin 4-32
  33. 33. GlossaryFirms use competitive intelligence (CI) to collect and synthesize information about their position with respect to their rivals. Return to slide © McGraw-Hill Companies, Inc., McGraw-Hill/Irwin 4-33
  34. 34. GlossaryCountry culture involves visual nuances of a country’s culture such as artifacts, behavior, dress, symbols, physical settings, ceremonies, language differences, colors and tastes, and food preferences, as well as language. Return to slide © McGraw-Hill Companies, Inc., McGraw-Hill/Irwin 4-34
  35. 35. GlossaryCulture is the shared meanings, beliefs, morals, values, and customs of a group of people. Return to slide © McGraw-Hill Companies, Inc., McGraw-Hill/Irwin 4-35
  36. 36. GlossaryDemographics indicate the characteristics of human populations and segments, especially those used to identify consumer markets. Return to slide © McGraw-Hill Companies, Inc., McGraw-Hill/Irwin 4-36
  37. 37. GlossaryA generational cohort is a group of people of the same generation. Return to slide © McGraw-Hill Companies, Inc., McGraw-Hill/Irwin 4-37
  38. 38. GlossaryThe political/regulatory environment comprises political parties, government organizations, and legislation and laws. Return to slide © McGraw-Hill Companies, Inc., McGraw-Hill/Irwin 4-38
  39. 39. GlossaryRegional culture involves the region in which people live in a particular country. Return to slide © McGraw-Hill Companies, Inc., McGraw-Hill/Irwin 4-39

×