Lecture Basic Marketing: A global managerial approach - Chapter 3: The changing marketing environment

Chapter 3:
  

The Changing Marketing
Environment

For use with Shapiro, Wong, Perreault, and McCarthy texts.
Copyright © 2002 McGraw-Hill Ryerson Limited.


The Importance of Objectives
Provide
Guidelines

Setting
Company
Objectives

Be
Explicit

Coordinate
Effort

Lead to Marketing
Objectives
3­2

For use with Shapiro, Wong, Perreault, and McCarthy texts.
Copyright © 2002 McGraw-Hill Ryerson Limited.

A Hierarchy of Objectives
Company
Objectives
Production
Objectives

Finance
Objectives

Product
Objectives

Place
Objectives

Personal
Selling
Objectives
3­3

Marketing
Objectives

HR
Objectives

Promotion
Objectives

Mass Selling
Objectives

R&D
Objectives

Price
Objectives

Sales
Promotion
Objectives
For use with Shapiro, Wong, Perreault, and McCarthy texts.
Copyright © 2002 McGraw-Hill Ryerson Limited.


Limits on Opportunity Search

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3­4

Financial
Financial Strength
Strength

Producing

Producing Capability
Capability
and
and Flexibility
Flexibility

Marketing
Marketing Strengths
Strengths

For use with Shapiro, Wong, Perreault, and McCarthy texts.
Copyright © 2002 McGraw-Hill Ryerson Limited.


The Competitive Environment
Kinds of Markets

Key
Concepts
in the
Competitive
Environment

Competitor Analysis

Competitive Rivals

Competitive Barriers

Information on Competitors

3­5

For use with Shapiro, Wong, Perreault, and McCarthy texts.
Copyright © 2002 McGraw-Hill Ryerson Limited.


The Economic and
Technological Environment
Global
Global Economy
Economy

Rapid
Rapid Change
Change

Key
Economic
Forces

Interest
Interest Rates
Rates
3­6

For use with Shapiro, Wong, Perreault, and McCarthy texts.
Copyright © 2002 McGraw-Hill Ryerson Limited.


The Impact of Technology

Technology is the application of science to 
convert an economy’s resources to output
Technology impacts marketing both 
through opportunities for new products and 
new ways (processes) for handling 
marketing functions
Example:  consider the Internet
Products:  software for computer users
Process: selling from a Web site
3­7

For use with Shapiro, Wong, Perreault, and McCarthy texts.
Copyright © 2002 McGraw-Hill Ryerson Limited.


The Political and Legal Environment

Nationalism
Nationalism

Consumerism
Consumerism

Characteristics
of the Political
Environment

Regional
Regional
Groupings

Groupings
3­8

For use with Shapiro, Wong, Perreault, and McCarthy texts.
Copyright © 2002 McGraw-Hill Ryerson Limited.


The Cultural and Social Environment

Time
Poverty

Economic
Power

Career
Opportunity

3­9

Cultural
CulturalTrend:
Trend:
The
The Changing
Changing Roles
Rolesof
ofWomen
Women
For use with Shapiro, Wong, Perreault, and McCarthy texts.

Copyright © 2002 McGraw-Hill Ryerson Limited.