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5-1
CHAPTER
ANALYZING THE MARKETING ENVIRONMENT
5
Copyright © 2016 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education.
5-2
L E A R N I N G O B J E C T I V E S
Outline how customers, the company, competitors, and corporate partners affect marketing strategy.
Explain why marketers must consider their macroenvironment when they make decisions.
Describe the differences among the various generational cohorts.
Identify various social trends that impact marketing.
Analyzing the Marketing Environment
LO1
LO2
LO3
LO4
5-4
Macroenvironment
Culture Demographics
Social
TechnologyEconomic
Political/Legal
A Marketing Environment Analysis Framework
Immediate Environment
CorporatePartners
Competition
Company
Consumers
5-6
Successfully Leveraging Company Capabilities
Existing knowledge, facilities, patents, etc.
New markets, new products, etc.
Core competency
applied to
©M
Hru
by
5-7
Competitors
Know strengths & weaknesses
Proactive rather than reactive strategy
Chad Baker/Getty Images
5-9
Corporate Partners
From factory Retailerto
• Firms are part of alliances• Align with competitors, suppliers, etc.• Just in Time Delivery Systems (JIT)
D N
orm
ark
/Ph
oto
Lin
k/G
ett
y Im
ag
es
Sie
de
Pre
is/G
etty
Im
ag
es
©L
ars
A N
iki
5-11
Macroenvironmental Factors
Culture Demographics
Political/Legal
TechnologyEconomic
Culture Consumers
5-12
Culture
Country Culture vs. Regional Culture
©Brand X Pictures/PunchStock PhotoLink/Getty Images
5-14
Demographics
Provides an easily understood snapshot of the typical consumer in a specific target market
U.S. CensusWebsite
BananaStock/JupiterImages Comstock Images/Alamy
5-16
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.
5-17
Education
Education is related to income, which determines spending power
=
©Fancy Photographer/VeerBrand X Pictures
5-19
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 CommercialBud Light Starring: Carlos Mencia
5-20
Social Trends
Health and Wellness Concerns
Greener Consumers
Privacy Concerns
CelebrityMagazineCovers
5-21
Health and Wellness Concerns
Worldwide Pandemics or Epidemics
Child-Teenage Obesity
Courtesy Subway Franchise Advertising Fund Trust
5-23
Greener Consumers
Customers who appreciate firms efforts to
supply them with environmentally friendly
merchandise.
Courtesy Ford Motor Company
5-24
Privacy Concerns
Loss of privacy
Identity theft
Do not call
Do not e-mailChad Baker/Ryan McVay/Getty Images
5-25
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
Rachael Ray
5-26
Combined with inflation and interest rates affect firms’
ability to market goods and services
Economic Situation
Foreign currency fluctuations
ConferenceBoard Website
PhotoLink/Getty Images
Brand X Pictures
5-27
Political/Regulatory Environment: Competitive Practice and Trade Legislation
1890: Sherman Antitrust Act
1914: Clayton Act
1914: Federal Trade Commission
1936: Robinson-Putman ActDavid Hiller/Getty Images