chapter analyzing the marketing environment 04 mcgraw-hill/irwin copyright © 2012 by the...
TRANSCRIPT
CHAPTER
ANALYZING THEMARKETING ENVIRONMENT
04
McGraw-Hill/Irwin Copyright © 2012 by The McGraw-Hill Companies, Inc. All rights reserved.
4-2
LEARNING OBJECTIVES
Analyzing the Marketing Environment
LO1Outline how customers, the company, competitors, and corporate partners affect marketing strategy.
LO2Explain why marketers must consider their macroenvironment when they make decisions.
LO3Describe the differences among the various generational cohorts.
LO4Identify the various social trends.
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A Marketing Environment Analysis Framework
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The Immediate Environment
4-5
Successfully Leveraging Company Capabilities
Existing knowledge, facilities, patents, etc.
Existing knowledge, facilities, patents, etc.
New markets, new products, etc.
New markets, new products, etc.
Core competencyCore competency
applied to
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Competitors
• Know strengths & weaknesses
• Proactive rather than reactive strategy
Chad Baker/Getty Images
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Corporate Partners
From factory Retailerto
• Firms are part of alliances• Align with competitors, suppliers, etc.• Just in Time Delivery Systems (JIT)
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Check Yourself
1. What are the components of the immediate environment?
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Macroenvironmental Factors
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Culture
Country Culture vs. Regional Culture
©Brand X Pictures/PunchStock PhotoLink/Getty Images
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Demographics
Provides an easily understood snapshot of the typical consumer in a specific target market
Provides an easily understood snapshot of the typical consumer in a specific target market
U.S. Census Website
BananaStock/JupiterImages Comstock Images/Alamy
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Generational Cohorts
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Income
• Purchasing power is tied to income
• Many middle class families feel the decline in purchasing power in recent years
Courtesy of Hammacher Schlemmer, http://www.hammacher.com/
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Education
=
Education is related to income, which determines spending power
Education is related to income, which determines spending power
©Fancy Photographer/Veer
Brand X Pictures
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Gender
Jochen Sand/Digital Vision/Getty Images
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Ethnicity
Bud Light Commercial
©2006 Oldemarak, LLC Reprinted with permission The Wendy’s name, design and logo are registered trademarks of Oldemark, Llc and are licensed to Wendy’s International, Inc.
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Social Trends
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Price Sensitivity
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Health and Wellness Concerns
• Worldwide Pandemics or Epidemics• Child-Teenage Obesity
Courtesy Subway Franchise Advertising Fund Trust
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Greener Consumers
Customers who appreciate firms efforts to supply
them with environmentally
friendly merchandise.
Courtesy Ford Motor Company
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Privacy Concerns
Chad Baker/Ryan McVay/Getty Images
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Time Poor Society
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Technological Advances
• Technology has impacted every aspect of marketing– New products– New forms of
communication– New retail
channels
Stop and Shop Website
AP Photo/Ric Feld
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Political/Regulatory Environment: Competitive Practice and Trade
Legislation
David Hiller/Getty Images
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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 are some important social trends shaping consumer values these days?