The document discusses analyzing a company's marketing environment. It describes how customers, competitors, and other external factors influence marketing strategy. It also explains how marketers must consider macroenvironmental trends, such as demographics, technology, and social issues when making decisions. Additionally, the document outlines how corporate social responsibility programs can benefit stakeholders.

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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?
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3. Analyzing the Marketing
Environment
 Earth Rewards credit
card expects $20 billion
in green sales by 2010
MyEarthRewards.com Website
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4. A Marketing Environment
Analysis Framework
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5. The Immediate Environment
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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.
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7. Competitors and
Competitive Intelligence
 Competitive
Intelligence (CI)
 Proactive rather than
reactive strategy
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8. Gillette vs. Schick
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9. Corporate Partners
• Firms are part of alliances
• Align with competitors, suppliers, etc.
• Just in Time Delivery Systems (JIT)
From factory to Retailer
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10. Check Yourself
1. What are the components of the
immediate environment?
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11. Macroenvironmental Factors
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12. Culture
Country Culture vs. Regional Culture
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13. Demographics
Provides 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
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14. Generational Cohorts
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15. Seniors, Boomers and X and Y’ers
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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
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17. Education
=
Education is related to income,
Education is related to income,
which determines spending power
which determines spending power
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18. Gender
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19. Ethnicity
Bud Light Commercial
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20. Social Trends
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21. Greener Consumers
Customers who
appreciate firms efforts
to supply them with
environmentally
friendly merchandise.
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22. Targeting Kids: Is it wrong?
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23. Privacy Concerns
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24. Time Poor Society
 In the majority of families, most parents work
 Consumers have many more choices regarding
leisure time
 Many consumers multitask
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25. Technological Advances
 Technology has
impacted every aspect
of marketing
− New products
− New forms of
communication
− New retail channels
Stop and Shop Website
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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
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27. Political/Regulatory Environment:
Competitive Practice and Trade Legislation
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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?
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29. Corporate Social Responsibility
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30. What are customer’s concerns?
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31. The Output for Companies
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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?
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33. Glossary
Firms use competitive intelligence (CI) to collect
and synthesize information about their position
with respect to their rivals.
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34. Glossary
Country 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.
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35. Glossary
Culture is the shared meanings, beliefs, morals,
values, and customs of a group of people.
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36. Glossary
Demographics indicate the characteristics of human
populations and segments, especially those used
to identify consumer markets.
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37. Glossary
A generational cohort is a group of people of the
same generation.
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38. Glossary
The political/regulatory environment comprises
political parties, government organizations, and
legislation and laws.
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39. Glossary
Regional culture involves the region in which
people live in a particular country.
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