The Marketing Environment - PowerPoint PPT Presentation

Loading...

PPT – The Marketing Environment PowerPoint presentation | free to download - id: 46c55-ZDc1Z



Loading


The Adobe Flash plugin is needed to view this content

Get the plugin now

View by Category
About This Presentation
Title:

The Marketing Environment

Description:

Identify the major trends in the firm's natural and technological environments. ... KitchenAid donates $50 to breast cancer research for every pink mixer it sells ... – PowerPoint PPT presentation

Number of Views:274
Avg rating:3.0/5.0
Slides: 44
Provided by: richa278
Category:

less

Write a Comment
User Comments (0)
Transcript and Presenter's Notes

Title: The Marketing Environment


1
The Marketing Environment
3
2
ROAD MAP Previewing the Concepts
  • Describe the environmental forces that affect the
    companys ability to serve its customers.
  • Explain how changes in the demographic and
    economic environments affect marketing decisions.
  • Identify the major trends in the firms natural
    and technological environments.
  • Explain the key changes in the political and
    cultural environments.
  • Discuss how companies can react to the marketing
    environment.

3
Marketing Environment
  • The marketing environment consists of actors and
    forces outside the organization that affect
    managements ability to build and maintain
    relationships with target customers.
  • Environment offers both opportunities and
    threats.
  • Marketing intelligence and research used to
    collect information about the environment.

4
Marketing Environment
  • Includes
  • Microenvironment actors close to the company
    that affect its ability to serve its customers.
  • Macroenvironment larger societal forces that
    affect the microenvironment.
  • Considered to be beyond the control of the
    organization.

5
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.

6
Actors in the Microenvironment
7
The Companys Microenvironment
  • Suppliers
  • Provide resources needed to produce goods and
    services.
  • Important link in the value delivery system.
  • Most marketers treat suppliers like partners.

8
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

9
Partnering With Intermediaries
Coca-Cola provides Wendys with much more than
just soft drinks. It also pledges powerful
marketing support.
10
The Companys Microenvironment
  • Customers
  • Five types of markets that purchase a companys
    goods and services

11
The Companys Microenvironment
  • Competitors
  • Those who serve a target market with products and
    services that are viewed by consumers as being
    reasonable substitutes
  • Company must gain strategic advantage against
    these organizations
  • Publics
  • Group that has an interest in or impact on an
    organization's ability to achieve its objectives

12
Types of Publics
13
The Macroenvironment
  • The company and all of the other actors operate
    in a larger macroenvironment of forces that shape
    opportunities and pose threats to the company.

14
The Companys Macroenvironment
15
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 family
    structures, geographic population shifts,
    educational characteristics, and population
    diversity.

16
The Seven U.S. Generations
17
Baby Boomers
  • 78 million born between 1946 and 1964
  • Account 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 services
  • Are likely to postpone retirement

18
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

19
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

20
Interactive Student Assignment
  • Pair with another student to discuss the
    following questions
  • In what ways does the buying behavior of you and
    your parents differ?
  • In what ways does the buying behavior of you and
    your grandparents differ?
  • What selling strategies would work best for
  • You
  • Your parents
  • Your grandparents

21
Changing American Family
  • Household makeup
  • Married couples with children 34, and falling
  • Married couples and people living with other
    relatives 22
  • Single parents 12
  • Single persons and adult live-togethers 32

22
The Changing American Family
Non-family householdssingle live-alones or adult
live-togethers of one or both sexesmake up a
full 32 percent of U.S. households. Todays
marketers must incorporate the likes of Murphy
Brown, Ally McBeal, and Will and Grace into their
business plans.
23
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

24
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 high school
  • 27 had completed college
  • Currently, ? of high school grads start college

25
More White-Collar Population
  • 1950 1985
  • Proportion of white-collar workers increased from
    41 to 54
  • Proportion of blue-collar workers decreased from
    47 to 33
  • Proportion of service workers increased from 12
    to 14
  • 1983 1999
  • Proportion of managers and professionals
    increased from 23 to gt30

26
Increasing Diversity
  • U.S. is a salad bowl
  • Various groups mixed together, each retaining its
    ethnic and cultural differences
  • Increased marketing to
  • Gay and lesbian consumers
  • People with disabilities
  • www.peapod.com

27
Diversity-Based Advertising
Based on careful study of cultural differences,
Bank of America has developed targeted
advertising messages for different cultural
subgroups, here Asians and Hispanics.
28
Economic Environment
Consists of factors that affect consumer
purchasing power and spending patterns.
  • Changes in Income
  • 1980s consumption frenzy
  • 1990s squeezed consumer
  • 2000s value marketing
  • Income Distribution
  • Upper class
  • Middle class
  • Working class
  • Underclass

29
Income Distribution
Walt Disney markets two distinct Pooh bears to
match its two-tiered market.
30
Natural Environment
  • Involves the natural resources that are needed as
    inputs by marketers or that are affected by
    marketing activities.

31
Factors Impacting the Natural Environment
Shortages of Raw Materials
Increased Pollution
Increased Government Intervention
Environmentally Sustainable Strategies
32
Environmental Responsibility
McDonalds has made a substantial commitment to
the so-called green movement.
33
Technological Environment
  • Most dramatic force now shaping our destiny.

34
Technological Environment
  • Changes rapidly.
  • Creates new markets and opportunities.
  • Challenge is to make practical, affordable
    products.
  • Safety regulations result in higher research
    costs and longer time between conceptualization
    and introduction of product.

35
Discussion Questions
  • Within the last ten years, which technological
    force has had the greatest impact on marketing?
    In what areas of marketing has this impact been
    seen?
  • What technological force has impacted you the
    most? In what ways has this occurred?

36
Political Environment
Includes Laws, Government Agencies, and Pressure
Groups that Influence or Limit Various
Organizations and Individuals In a Given Society.
Increasing Legislation
Changing Government Agency Enforcement
Increased Emphasis on Ethics Socially
Responsible Actions
Cause-Related Marketing
37
Cause-Related Marketing
KitchenAid donates 50 to breast cancer research
for every pink mixer it sells and encourages
consumers to host a Cook for the Cure dinner
party.
38
Cultural Environment
  • The institutions and other forces that affect a
    societys basic values, perceptions, preference,
    and behaviors.

39
Cultural Environment
  • Core beliefs and values are passed on from
    parents to children and are reinforced by
    schools, churches, business, and government.
  • Secondary beliefs and values are more open to
    change.

40
Cultural Environment
  • Yankelovich Monitor has identified eight major
    consumer value themes
  • Paradox
  • Trust not
  • Go it alone
  • Smarts really count
  • No sacrifices
  • Stress hard to beat
  • Reciprocity is the way to go
  • Me 2
  • www.yankelovich.com

41
Cultural Environment

42
Responding to the Marketing Environment
  • Environmental Management Perspective
  • Taking a proactive approach to managing the
    environment by taking aggressive (rather than
    reactive) 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

43
Rest Stop Reviewing the Concepts
  • Describe the environmental forces that affect the
    companys ability to serve its customers.
  • Explain how changes in the demographic and
    economic environments affect marketing decisions.
  • Identify the major trends in the firms natural
    and technological environments.
  • Explain the key changes in the political and
    cultural environments.
  • Discuss how companies can react to the marketing
    environment.
About PowerShow.com