L3 mkt env

280 views

Published on

Published in: News & Politics, Business
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
280
On SlideShare
0
From Embeds
0
Number of Embeds
2
Actions
Shares
0
Downloads
1
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

L3 mkt env

  1. 1. March 15, 2010<br />
  2. 2. The Dynamic Marketing Environment<br />
  3. 3. Levels of External Forces<br />Macro Level<br />Micro Level<br />Influences that affect all firms<br />Influences that affect a particular firm<br />
  4. 4. External Macroenvironment Forces<br />
  5. 5. Demographics<br />People Make<br />Markets<br />Characteristics of <br />Populations<br />Size<br />Distribution<br />Growth<br />
  6. 6. Megatrends Shaping the Consumer Landscape<br />Delayed retirement<br />Changing nature of work<br />Greater educational attainment<br />Skill Labor shortages<br />Increased migration<br />Shifting birth trends<br />Widening geographic differences<br />Changing age structure<br />
  7. 7. Economic Factors<br />People with<br />Money to Spend<br />and Willing to<br />Spend it<br />Stage of the <br />Business <br />Cycle<br />Interest<br /> Rates<br />Inflation<br />
  8. 8. Types of Industrial Structures<br />Industrial<br />economies<br />Industrializing<br />economies<br />Subsistence<br />economies<br />Raw-material-<br />exporting<br />economies<br />
  9. 9. India – An Industrializing Economy<br />
  10. 10. Saudi Arabia – A Raw-Material Exporting Economy<br />
  11. 11. Competition<br />Brand<br />Competition<br />Rivals <br />for Customers’<br />Limited <br />Buying Power<br />Substitute <br />Products<br />Every<br /> Company<br />Differential Advantage<br />
  12. 12. Social and Cultural Forces<br />Lifestyles<br />Values<br />People Make<br />Markets<br />Socio-cultural<br />Patterns<br />Changing Quickly<br />Beliefs<br />
  13. 13. Social and Cultural Changes<br />Concern for<br /> Natural Environment<br />Quality not<br />Quantity<br />Changing Gender Roles<br />Two Incomes<br />and Balance<br />Premium on Time<br />Convenience<br />Physical Fitness and<br />Health<br />Exercise and Diet<br />
  14. 14. Schwab’s Chinese-language Web site<br />
  15. 15. Political and Legal Forces<br />Monetary <br />and <br />Fiscal Policies<br />Social Legislation<br />and<br />Regulation<br />Governmental<br />Relationship <br />with <br />Industries<br />Legislation<br /> Related<br />to<br />Marketing<br />
  16. 16. Legislation Affecting Marketing<br />Regulate Competition<br />Competition Act<br />Sales of Goods Act<br />Unfair Trade Practices Acts<br />Trademark and Merchandise Act<br />Various deregulation laws pertaining to specific industries<br />
  17. 17. Legislation Affecting Marketing<br />Protect Consumers<br />Food and Drug Act<br />Packaging and Labeling Act<br />Cigarette Labeling and Advertising Acts<br />Consumer Protection Act<br />Media related regulations<br />
  18. 18. Natural Environment<br />Shortage of<br /> raw materials<br />Increased<br />energy costs<br />Anti-pollution<br />pressures<br />Governmental<br />protections<br />
  19. 19. Technology<br />Starting<br />New<br />Industries<br />Stimulates<br />Markets<br />and <br />Other Industries<br />Affects How<br />Marketing is<br />Carried Out<br />Impacts lifestyles, <br /> consumption patterns,<br />economic well-being<br />Altering <br />Existing<br />Industries<br />
  20. 20. External Microenvironment<br />
  21. 21. Internal Environment<br />
  22. 22. Operating Environment<br />

×