Transcript Chapter 4

CHAPTER FOUR
Evaluating opportunities in
the Changing Marketing
Environment
For use only with
Perreault/Cannon/McCarthy
or Perreault/McCarthy texts.
© 2008 McGraw-Hill
Companies, Inc.
McGraw-Hill/Irwin
www.mhhe.com/fourps
Marketing Strategy Planning, Competitors,
Company, & External Market Environment (Exhibit 4-1)
MARKET
Marketing Strategy Planning, Competitors,
Company, & External Market Environment (Exhibit 4-1)
Company
•Objectives
•Resources
Competitors
•Current
•Prospective
External Marketing Environment
•Economic
•Technological
•Political & Legal
•Cultural & Social
Evaluating Opportunities
•Screening criteria
•Planning grids
•Planning for multiple products
Best opportunities to pursue
The Marketing Environment
Resources
and Objectives
of the Firm
Cultural and
Social
Environment
Political and
Legal Environment
Customers
Competitive
Environment
Direct Marketing
Environment
Target
External Marketing
Environment
Economic
Environment
Technological
Environment
Hierarchy of Objectives (Exhibit 4-2)
Mission
Statement
Company
Objectives
Production
Objectives
Finance
Objectives
Product
Objectives
Personal Selling
Objectives
Marketing
Objectives
Place
Objectives
HR
Objectives
Promotion
Objectives
Mass Selling
Objectives
R&D
Objectives
Price
Objectives
Sales Promotion
Objectives
The Competitive Environment
Avoid Head-On Competition!
Know the Market Situation!
Monopoly
Monopolistic
Competition
Oligopoly
Pure
Competition
The Legal Environment – Key Antimonopoly Laws
•
•
•
•
•
•
•
Sherman Act (1890)
Clayton Act (1914)
Federal Trade Commission (1914)
Robinson-Patman Act (1936)
Wheeler-Lea Amendment (1938)
Antimerger Act (1950)
Magnuson-Moss Act (1975)
The Legal Environment – Consumer Protection Agencies
• Federal Trade Commission (FTC)
• Food and Drug Administration (FDA)
• Consumer Product Safety Commission
(CPSC)
• Federal Communications Commission (FCC)
• Environmental Protection Agency (EPA)
“Let the Seller Beware”
Evaluating Opportunities in International Markets
(Exhibit 4-11)
Insensitive
Industrial
products
Sensitive
Basic
commodity-type
consumer
products
Consumer
products that
are linked to
cultural
variables