s8 mech module 1.pptx
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The Marketing Environment
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Marketing Environment
The marketing environment consists of factorsand forces outside the organization that affectmanagements ability to build and maintain
relationships with target customers. Environment offers both opportunities and
threats.
Marketing intelligence and research used tocollect information about the environment.
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Includes: Microenvironment: factors close to the
company that affect its ability to serve itscustomers.
Macroenvironment: larger societal forces thataffect the microenvironment.
Considered to be beyond the control of theorganization.
Marketing Environment
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The Companys Microenvironment
Companys Internal Environment:Areas inside a company.
Affects the marketing departments
planning strategies. All departments must think consumer and
work together to provide superior customer
value and satisfaction.
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Actors in the Microenvironment
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Suppliers: Provide resources
needed to producegoods and services.
Important link in thevalue deliverysystem.
Most marketers treatsuppliers like partners.
The Companys Microenvironment
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The Companys Microenvironment
Marketing Intermediaries: Help the company to promote, sell, and distribute
its goods to final buyers Resellers Physical distribution firms
Marketing services agencies Financial intermediaries
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Partnering With Intermediaries
Coca-Cola provides
Wendys with muchmore than just softdrinks. It also pledgespowerful marketing
support.
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Customers: Five types of
markets thatpurchase acompanys goodsand services
The Companys Microenvironment
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The Companys Microenvironment
Competitors: Those who serve a target market with products
and services that are viewed by consumers asbeing reasonable substitutes
Company must gain strategic advantage againstthese organizations
Publics:
Group that has an interest in or impact on anorganization's ability to achieve its objectives
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Types of Publics
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The Macroenvironment
The company and all of the other actorsoperate in a larger macroenvironment of
forces that shape opportunities and posethreats to the company.
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The Companys Macroenvironment
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The Companys Macroenvironment
Demographic: The study of human populations in terms of
size, density, location, age, gender, race,occupation, and other statistics.
Marketers track changing age and familystructures, geographic population shifts,
educational characteristics, and populationdiversity.
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The Seven U.S. Generations
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Baby Boomers
78 million born between 1946 and 1964Account for 28% of population
Earn more than half of all personal income
Almost 25% belong to racial or ethnic minority Spend a lot on anti-aging products and
servicesAre likely to postpone retirement
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Generation X
45 million born between 1965 and 1976 Defined by their shared experiences
Increasing divorce rates
More of their mothers employed First generation of latchkey kids
Cynical of frivolous marketing pitches
Care about the environment Prize experience, not acquisition
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Generation Y
72 million born between 1977 and 1994 Have large amount of disposable income
Comfortable with computer technology Tend to be impatient and Now-Oriented Many product lines targeted at Gen Ys
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Pair with another student to discuss thefollowing questions:
In what ways does the buying behavior ofyou and your parents differ?
In what ways does the buying behavior ofyou and your grandparents differ?
What selling strategies would work best for:
YouYour parents
Your grandparents
Interactive Student
Assignment
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Changing American Family
Household makeup: Married couples with children = 34%, and falling
Married couples and people living with otherrelatives = 22%
Single parents = 12%
Single persons and adult live-togethers = 32%
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The Changing American Family
Non-family householdssingle live-alones or adultlive-togethers of one or both
sexesmake up a full 32percent of U.S. households.Todays marketers mustincorporate the likes of
Murphy Brown, Ally McBeal,and Will and Grace into theirbusiness plans.
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Geographic Shifts in Population
16% of U.S. residents move each year General shift toward the Sunbelt states
City to suburb migration continues More people moving to micropolitan areas More people telecommute
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Better Educated Population
1980: 69% of people over age 25 completed high
school
17% had completed college 2002:
84% of people over age 25 completed highschool
27% had completed college
Currently, of high school grads startcollege
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More White-Collar Population
19501985: Proportion of white-collar workers increased
from 41% to 54%
Proportion of blue-collar workers decreasedfrom 47% to 33%
Proportion of service workers increased from
12% to 14% 19831999:
Proportion of managers and professionalsincreased from 23% to >30%
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Increasing Diversity
U.S. is a salad bowlVarious groups mixed together, each retaining
its ethnic and cultural differences Increased marketing to:
Gay and lesbian consumers
People with disabilities www.peapod.com
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Diversity-Based Advertising
Based on careful study of cultural differences, Bank of America hasdeveloped targeted advertising messages for different cultural
subgroups, here Asians and Hispanics.
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Economic Environment
Changes in Income 1980s consumption
frenzy
1990s squeezed
consumer 2000s value marketing
Income Distribution Upper class
Middle class
Working class
Underclass
Consists of factors that affect consumerpurchasing power and spending patterns.
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Income Distribution
Walt Disney markets two distinct Pooh bears to match its two-
tiered market.
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Natural Environment
Involves the naturalresources that are
needed as inputs bymarketers or that areaffected by marketing
activities.
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Environmental Responsibility
McDonalds has made a substantial commitment to the so-calledgreen movement.
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Technological Environment
Mostdramaticforce nowshaping our
destiny.
T h l i l E i t
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Technological Environment
Changes rapidly. Creates new marketsand opportunities.
Challenge is to make
practical, affordableproducts.
Safety regulations resultin higher research costs
and longer time betweenconceptualization andintroduction of product.
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Within the last ten years, whichtechnological force has had the greatest
impact on marketing? In what areas ofmarketing has this impact been seen?
What technological force has impactedyou the most? In what ways has thisoccurred?
Discussion Questions
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Political Environment
Includes Laws,GovernmentAgencies, and
Pressure Groupsthat Influence orLimit VariousOrganizations and
Individuals In aGiven Society.
Increasing Legislation
Changing GovernmentAgency Enforcement
Increased Emphasis on Ethics& Socially Responsible Actions
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Cause-Related Marketing
KitchenAid donates$50 to breast cancer
research for everypink mixer it sellsand encouragesconsumers to host a
Cook for the Curedinner party.
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Cultural Environment
Core beliefs and values are passed onfrom parents to children and are
reinforced by schools, churches, business,and government.
Secondary beliefs and values are more
open to change.
C l l E i
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Cultural Environment
Yankelovich Monitor has identified eightmajor consumer value themes:
1. Paradox
2. Trust not
3. Go it alone4. Smarts really count
5. No sacrifices
6. Stress hard to beat7. Reciprocity is the way to go
8. Me 2
www.yankelovich.com
Cultural Environment
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Themselves
Others
Organizations
Society
Nature
The Universe
Cultural Environment
Societys MajorCultural Views Are
Expressed in
Peoples Views of:
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Responding to the Marketing Environment
Environmental Management Perspective
Taking a proactive approach to managing theenvironment by taking aggressive (rather thanreactive) actions to affect the publics and forces
in the marketing environment.This can be done by:
Hiring lobbyists
Running advertorials
Pressing lawsuits
Filing complaints
Forming agreements to control channels
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Rest Stop: Reviewing the Concepts
Describe the environmental forces that affect thecompanys ability to serve its customers.
Explain how changes in the demographic andeconomic environments affect marketing
decisions. Identify the major trends in the firms natural and
technological environments.
Explain the key changes in the political andcultural environments.
Discuss how companies can react to themarketing environment.