Transcript Marketing environment

Marketing for Hospitality and Tourism
Kotler, Bowen, Makens and Baloglu
THE MARKETING ENVIRONMENT
Chapter 4
Learning Objectives
1.
2.
3.
List and discuss the importance of the elements of the
company’s microenvironment, including the company,
suppliers, marketing intermediaries, customers, and public.
Describe the macroenvironmental forces that affect the
company’s ability to serve its customers.
Explain how changes in the demographic and economic
environments affect marketing, and describe the levels of
competition.
Learning Objectives (cont.)
4.
5.
6.
Identify the major trends in the firm’s natural and
technological environments.
Explain the key changes that occur in the political and
cultural environments.
Discuss how companies can be proactive rather than reactive
when responding to environmental trends.
Microenvironment
Management
Orientations
Analyzing Competitors
Share of
Market
Share of
Heart
Share of
Mind
Levels of Competitors
Companies that
offer similar services
to the same
customers at a
similar price
Companies that
make the same
product or class of
products
Companies that
supply the same
service
Companies that
compete for the same
consumer dollars
Intermediaries
Marketing
Services
Agencies
Intermediaries
Financial
Intermediaries
Types of Publics
Financial Publics
Media Publics
Government Publics
Citizen-Action Publics
Local Publics
General Public
Internal Publics
Macroenvironments
Management
Orientations
Demographic Trends in the US
Changing Age
Structure of the
Population
Geographic
Shifts in
Population
Increasing
Diversity
A Better
Educated, More
Professional
Population
The Changing
American
Family
Generations in the US
Baby Boomers
Millennial
Generation
X
Economic Trends in the US
Changes
In Income
Economic
Trends
The Global
Economy
The Super Rich
Natural Environment
Growing Shortages
of Raw Materials
Increased
Government
Intervention
Increased
Pollution
Trends in the Political Environment
Increased Legislation and Regulation
Changing Government Agency Enforcement
International Politics
Cultural Environment
Cultural
Values
Cultural
Environment
Socially
Responsible
Behavior
Environmental Scanning
Determine
Environmental
Areas to be
Monitored
Implement Data
Collection Plan
Determine How
Information will be
Collected
Analyze Data and
Use in Planning
Process
Key Terms
Baby boomers the 78 million people
Economic environment the economic
born between 1946 and 1964.
environment consists of factors that
affect consumer purchasing power and
spending patterns. Markets require
both power and people. Purchasing
power depends on current income,
price, saving, and credit; marketers
must be aware of major economic
trends in income and changing
consumer spending patterns.
Demography the study of human
populations in terms of size, density,
location, age, sex, race, occupation,
and other statistics.
Disintermediation the elimination
of intermediaries.
Echo boomers see Millennials. Born
between 1977 and 1994, these children
of the baby boomers now number 72
million, dwarfing the Gen Xers and
almost equal in size to the baby
boomer segment. Also known as
Generation Y
Environmental management
perspective a management
perspective in which a firm takes
aggressive actions to affect the public
and forces in its marketing environment
rather than simply watching and
reacting to it
Key Terms (cont.)
Environmental sustainability a
Generation X a generation of 45
management approach that involves
developing strategies that both sustain
the environment and produce profits for
the company.
million people born between 1965 and
1976; named Generation X because
they lie in the shadow of the boomers
and lack obvious distinguishing
characteristics; other names include
“baby busters,” “shadow generation,” or
“yiffies”—young, individualistic,
freedom-minded few.
Financial intermediaries banks,
credit companies, insurance
companies, and other businesses that
help finance transactions or insure
against the risks associated with the
buying and selling of goods.
Generation Y see Millennials.
Macroenvironment the larger societal
forces that affect the whole
microenvironment: competitive,
demographic, economic, natural,
technological, political, and cultural
forces.
Key Terms (cont.)
Marketing environment the actors
and forces outside marketing that affect
marketing management’s ability to
develop and maintain successful
transactions with its target customers.
Marketing intermediaries firms that
help the company to promote, sell, and
distribute its goods to final buyers; they
include middlemen, physical distribution
firms, marketing service agencies, and
financial intermediaries
Marketing services agencies
marketing research firms, advertising
agencies, media firms, marketing
consulting firms, and other service
providers that help a company to target
and promote its products to the right
markets.
Microenvironment the forces close to
a company that affect its ability to serve
its customers: the company, market
channel firms, customer markets,
competitors, and the public.
Millennials (also called Generation Y
or the echo boomers). Born between
1977 and 2000, these children of the
baby boomers number 83 million,
dwarfing the Gen Xers and larger even
than the baby boomer segment. This
group includes several age cohorts:
tweens (ages 8 to 12), teens (13 to 18),
and young adults (the
twentysomethings).
Political environment laws,
government agencies, and pressure
groups that influence and limit the
activities of various organizations and
individuals in society
Key Terms (cont.)
Public any group that has an actual or
potential interest in or impact on an
organization’s ability to achieve its
objectives.
Suppliers firms and individuals that
provide the resources needed by a
company and its competitors to
produce goods and services.