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Chapter 14 Marketing environments and ethics

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Marketing environments and ethics Learning objectives Learning objectives (cont.) Learning objectives (cont.) Learning objective 1 Target market External marketing ... – PowerPoint PPT presentation

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Title: Chapter 14 Marketing environments and ethics


1
Chapter 14 Marketing environments and ethics
2
Learning objectives
1 Discuss the external environment of marketing,
and explain how it affects an organisation 2 Descr
ibe the sociocultural factors that affect
marketing 3 Explain the importance to marketing
managers of current demographic trends
3
Learning objectives (cont.)
4 Explain the importance to marketing managers of
multiculturalism and growing ethnic
markets 5 Identify consumer and marketer
reactions to the state of the economy 6 Identify
the impact of technology on an organisation 7 Disc
uss the political and legal environment of
marketing
4
Learning objectives (cont.)
8 Explain the basics of foreign and domestic
competition 9 Describe the role of ethics and
ethical decisions in business 10 Discuss
corporate social responsibility
5
Learning objective 1
Discuss the external environment of marketing,
and explain how it affects an organisation
Define the term marketing
6
Target market
1
A defined group most likely to buy a firms
product.
7
External marketing environment
1
External environment is not controllable
Competitive environment
Economic environment
Product
Distribution
Target market
Technological environment
Sociocultural environment
Integrated marketing communication
Pricing
Political and legal environment
Ever-changing marketplace
8
External environmental factors
1
  • Social
  • Demographic
  • Economic
  • Technological
  • Political and legal
  • Competitive

9
Learning objective 2
Describe the sociocultural factors that affect
marketing
Describe four marketing management philosophies.
10
Sociocultural factors
2
  • Age factors
  • Generation Y
  • Generation X
  • Baby boomers

11
Age groups Generation Y
2
  • Born between 1979 and 1994
  • Size creates immense marketing impact
  • Respond to ads differently

12
Age groups Generation X
2
  • Born between 1965 and 1978
  • Savvy and cynical consumers
  • Indulge themselves with meals, alcohol, clothing
    and electronics

13
Age groups Baby boomers
2
  • Born between 1946 and 1964
  • Cherish youth, convenience and individuality
  • Individualism has led to a personalised economy

14
Component lifestyles
2
The practice of choosing goods and services that
meet ones diverse needs and interests rather
than conforming to a single, traditional
lifestyle.
15
Learning objective 3
Explain the importance to marketing managers of
current demographic trends
Describe four marketing management philosophies.
16
Components of Australian natural population
increase
3
ABS
17
Demographic factors
3
  • Age
  • Location
  • Ethnicity

18
Learning objective 4
Explain the importance to marketing mangers of
multiculturalism and growing ethnic markets
19
Growing ethnic markets
4
  • Australian population is becoming a multicultural
    society and workforce.
  • Trend in Australia is toward greater
    multiculturalism.

20
Multiculturalism
4
When a society has more than one ethnic culture,
the society receives benefits as a result of this
diversity
21
Multicultural marketing
4
Marketing strategies for multicultural markets
  • Niche marketing
  • Adapting promotion
  • Stitching niches

22
Learning objective 5
Identify consumer and marketer reactions to the
state of the economy
23
Economic areas of concern to marketers
5
  • Distribution of consumer income
  • Inflation
  • Recession

24
Inflation
5
  • Prices rise with no wage increase.
  • Purchasing power decreases.
  • Increase profit margins by increasing efficiency.
  • Consumers reaction
  • search for lowest prices
  • rely on sales.

25
Recession
5
  • Income, production and employment fall.
  • Reduced demand for goods and services.

26
Recession marketing strategies
5
  • Improve existing products.
  • Maintain and expand customer service.
  • Emphasise top-of-the-line products.

27
Learning objective 6
Identify the impact of technology on an
organisation
28
Primary research
6
Pure research that aims to confirm an existing
theory or to learn more about a concept
phenomenon.
29
Applied research
6
An attempt to develop new or improved products.
30
Learning objective 7
Discuss the political and legal environment of
marketing
31
Political and legal factors
7
Every aspect of the marketing mix is subject to
laws and regulations
  • Product
  • Price
  • Place
  • Promotion

32
Australian Competition and Consumer Commission
(ACCC)
7
Ensures compliance with parts IV, IVA, V and VA
of the Trade Practices Act, Conduct Code and
Prices Surveillance Act. Actively pursues
violations of their marketing statutes.
33
Learning objective 8
Explain the basics of foreign and domestic
competition
34
Competitive factors
8
  • How many competitors?
  • How big are competitors?
  • How interdependent is industry?

No control
35
Competition
8
Global competition Provide same product in all
markets around the world International
competition Modified products for different
countries
36
Learning objective 9
Describe the role of ethics and ethical decisions
in business
37
Ethics
9
The moral principles or values that generally
govern the conduct of an individual.
38
Morals
9
The rules people develop as a result of cultural
values and norms.
39
Ethical behaviour in business
9
  • Who is helped or hurt?
  • How long-lasting are the consequences?
  • What actions produce the greatest good for the
    greatest number of people?

40
Ethical development levels
9
41
Ethical decision-making
9
  • Extent of ethical problems within the
    organisation
  • Top management actions on ethics
  • Potential magnitude of the consequences
  • Social consensus
  • Probability of a harmful outcome
  • Length of time between the decision and the onset
    of consequences
  • Number of people to be affected

42
Code of ethics
9
A guideline to help marketing managers and other
employees make better decisions.
43
Creating ethical guidelines
9
  • Helps identify acceptable business practices.
  • Helps control behaviour internally.
  • Reduces confusion in decision-making.
  • Facilitates discussion about right and wrong.

44
Learning objective 10
Discuss corporate social responsibility
45
Corporate social responsibility
10
Philanthropic Be a good citizen Ethical Do
what is right Legal Obey the law Economic Be
profitable
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