10/18/2015 5-1 scanning the marketing environment otterbein college winter 2000
TRANSCRIPT
04/21/23 5-1
Scanning the Marketing Scanning the Marketing EnvironmentEnvironment
Scanning the Marketing Scanning the Marketing EnvironmentEnvironment
Otterbein Otterbein CollegeCollege
Winter 2000Winter 2000
Otterbein Otterbein CollegeCollege
Winter 2000Winter 2000
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ObjectivesObjectivesObjectivesObjectives
• Tracking Trends & Identifying Opportunities Tracking Trends & Identifying Opportunities in the Marketing Environments:in the Marketing Environments:
• Macroenvironment -- BIG PictureMacroenvironment -- BIG Picture
• Microenvironment -- Closer-InMicroenvironment -- Closer-In
• Internal environment -- you & meInternal environment -- you & me
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The Way We Usually Think of the World...
… a blue-green orb, floating in space
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… you’ve got to peel away a few layers to get to the good stuff!
But, the Business World is like an But, the Business World is like an Orange...Orange...But, the Business World is like an But, the Business World is like an Orange...Orange...
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Peeling the “Orange”Peeling the “Orange”
TargetConsumers
Product
Place Price
Promotion
Purchasing
R&D
Production
Marketing
Competitors
IntermediariesP
ub
lics
Su
pp
li er s
DemographicEconomic
TechnologicalNatural
PoliticalLegal
SocialCultural
Engineering
Logistics
Finance
Acc
ount
ing
© Bruce C. Bailey 1998
MacroenvironmentMacroenvironmentMacroenvironmentMacroenvironment
• The BIG Picture:The BIG Picture:• DemographicDemographic
• EconomicEconomic
• NaturalNatural
• TechnologicalTechnological
• PoliticalPolitical
• CulturalCultural
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Worldwide Population GrowthWorldwide Population Growth
Population Age Mix Population Age Mix
Ethnic Markets Ethnic Markets
Household PatternsHousehold Patterns
Educational GroupsEducational Groups
Geographical Shifts in PopulationGeographical Shifts in Population
Shift from Mass to MicromarketsShift from Mass to Micromarkets
Demographic EnvironmentDemographic EnvironmentDemographic EnvironmentDemographic Environment
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Income DistributionIncome Distribution
Subsistence economiesSubsistence economies
Raw-material-exporting economiesRaw-material-exporting economies
Industrializing economiesIndustrializing economies
Industrial economies Industrial economies
Savings, Debt, & Credit AvailabilitySavings, Debt, & Credit Availability
Economic EnvironmentEconomic EnvironmentEconomic EnvironmentEconomic Environment
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NaturalEnvironment
HigherPollution
Levels
HigherPollution
Levels
Increased Costsof Energy
Increased Costsof Energy
Shortage of Raw MaterialsShortage of
Raw Materials
Changing Roleof GovernmentChanging Roleof Government
Natural Environmental Natural Environmental FactorsFactors
Natural Environmental Natural Environmental FactorsFactors
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Accelerating Paceof Change
Accelerating Paceof Change
Unlimited Opportunitiesfor Innovation
Unlimited Opportunitiesfor Innovation
IncreasedRegulation
IncreasedRegulation
Issues in the TechnologicalEnvironment
Issues in the TechnologicalEnvironment
VaryingR & D Budgets
VaryingR & D Budgets
Technological EnvironmentTechnological EnvironmentTechnological EnvironmentTechnological Environment
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Political-Legal EnvironmentPolitical-Legal EnvironmentPolitical-Legal EnvironmentPolitical-Legal Environment
• Regional GroupingsRegional Groupings• European Union (EU)European Union (EU)• NAFTANAFTA
• Consumerism & SIG’sConsumerism & SIG’s• MADD/SADDMADD/SADD
• Ethics & Social ResponsibilityEthics & Social Responsibility
• Increased Legislation & Increased Legislation & EnforcementEnforcement
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OfOfOrganizationsOrganizations
OfOfOrganizationsOrganizations
OfOfNatureNature
OfOfNatureNature
OfOfOneselfOneself
OfOfOneselfOneself
OfOfSocietySociety
OfOfSocietySociety
OfOfthe Universethe Universe
OfOfthe Universethe Universe
OfOfOthersOthers
OfOfOthersOthers
ViewsThat Express
Values
ViewsThat Express
Values
Social/Cultural EnvironmentSocial/Cultural EnvironmentSocial/Cultural EnvironmentSocial/Cultural Environment
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Social/Cultural EnvironmentSocial/Cultural EnvironmentSocial/Cultural EnvironmentSocial/Cultural Environment
• High Persistence of Core Cultural ValuesHigh Persistence of Core Cultural Values• e.g. “Classic Freedoms” of USAe.g. “Classic Freedoms” of USA
• Existence of Sub-culturesExistence of Sub-cultures• e.g. “Hush Puppies,” “Coke”e.g. “Hush Puppies,” “Coke”
• Shift of secondary cultural values over timeShift of secondary cultural values over time• Marilyn Monroe ---> Twiggy ---> Tyra BanksMarilyn Monroe ---> Twiggy ---> Tyra Banks
MicroenvironmentMicroenvironmentMicroenvironmentMicroenvironment
Closer-in Closer-in InfluencesInfluences
• IntermediariesIntermediaries
• PublicsPublics
• CompetitorsCompetitors
• SuppliersSuppliers
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The Internal EnvironmentThe Internal EnvironmentThe Internal EnvironmentThe Internal Environment
• The Internal Environment has to do with the other employees in your company.
• It includes not only your department, but all departments within the company.
• When all departments are pullingin the same direction, the company has a legitimate chance for success.
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Next..Next....
Next..Next....
Analyzing Consumer Markets & Analyzing Consumer Markets &
Consumer Buying Behavior...Consumer Buying Behavior...