Lecture M: Marketing (4/e) - Chapter 5: Analyzing the marketing environment
Bạn đang xem bản rút gọn của tài liệu. Xem và tải ngay bản đầy đủ của tài liệu tại đây (975.92 KB, 27 trang )
chapter
five
analyzing
the marketing
environment
Copyright © 2015 McGrawHill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGrawHill Education.
LEARNING OBJECTIVES
LO 5-1
Outline how customers, the company,
competitors, and corporate partners affect
marketing strategy.
LO 5-2 Explain why marketers must consider
their macroenvironment when they make
decisions.
LO 5-3 Describe the differences among the
various generational cohorts.
LO 5-4 Identify various social trends that affect
marketing.
52
A Marketing Environment
Analysis Framework
Culture
Company
Political/
Legal
Consumers
Culture
Demographics
Immediate Environment
Competition
Economic
Corporate
Partners
Macroenvironment
Technology
53
The Immediate Environment
Company
Consumers
Immediate Environment
Competition
Corporate
Partners
54
Successfully Leveraging
Company Capabilities
Core competency
Existing knowledge,
facilities, patents, etc.
©M Hruby
applied to
New markets,
new products, etc.
55
Competitors
•
•
Know strengths &
weaknesses
Proactive rather than
reactive strategy
Chad Baker/Getty Images
56
Corporate Partners
From factory
©Lars A Niki
•
Siede Preis/Getty Images
•
Firms are part of alliances
Align with competitors, suppliers, etc.
Just in Time Delivery Systems (JIT)
D Normark/PhotoLink/Getty Images
•
to
Retailer
57
check yourself
•
What are the components of the
immediate environment?
58
Macroenvironmental Factors
Culture
Demographics
Consumers
Culture
Economic
Political/
Legal
Technology
59
Culture
Country Culture vs. Regional Culture
©Brand X Pictures/PunchStock
PhotoLink/Getty Images
510
Demographics
Provides an easily understood snapshot
of the typical consumer in a specific target market
BananaStock/JupiterImages
Comstock Images/Alamy
U.S. Census Website
511
Generational Cohorts
512
Income
•
•
Purchasing power is
tied to income
Many middle class
families feel the
decline in purchasing
power in recent years
Courtesy of Hammacher Schlemmer, www.hammacher.com.
513
Education
=
©Fancy Photographer/Veer
Brand X Pictures
Education is related to income,
which determines spending power
514
Gender
Jochen Sand/Digital Vision/Getty Images
515
Ethnicity
By 2050, minorities will
represent 50% of the
population.
©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.
Super Bowl XLI Commercial
Bud Light Starring: Carlos Mencia
516
Social Trends
Thrift
Health and
Wellness
Concerns
Privacy
Concerns
Greener
Consumers
Time-Poor
Society
Celebrity Magazine Covers
517
Technological Advances
•
Technology has
impacted every
aspect of marketing
–
–
–
New products
New forms of
communication
New retail channels
AP Photo/Ric Feld
Stop and
Shop Website
Rachael Ray
518
Economic Situation
Foreign currency
fluctuations
Brand X Pictures
Combined with inflation
and interest rates affect
firms’ ability to market
goods and services
PhotoLink/Getty Images
Conference Board Website
519
Political/Regulatory Environment
Competitive Practice and Trade Legislation
David Hiller/Getty Images
520
check yourself
•
•
•
•
What are the six key macroeconomic
factors?
Differentiate between country culture and
regional culture.
Identify the different generational cohorts.
What are some important social trends
shaping consumer values and shopping
behavior?
521
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.
Return
to slide
522
Glossary
Culture is the shared meanings, beliefs, morals,
values, and customs of a group of people.
Return
to slide
523
Glossary
Demographics indicate the characteristics of
human populations and segments, especially
those used to identify consumer markets.
Return
to slide
524
Glossary
A generational cohort is a group of people of the
same generation.
Return
to slide
525
