Transcript Political Environment

AB219 Marketing
Unit Two
Tonight’s Focus:
The Marketing Environment and Marketing
Research
How, What, Where & Why?
• This is what you should be thinking about and asking
yourself when completing any work for this class.
• AB219 Marketing is about application of the concepts &
ideas you are reading about in the ebook. You will be
applying this in your discussions, assignments and
research projects.
• Bottomline: Research, Application & Comprehension is
key to this class.
Student’s Feedback from last term!
• “He provides a lot of detail on how to complete the work
during the seminars, so there are no surprises in the
assignments & discussion posts. He simply cares &
looks out for the students.”
• “Most of the discussions are useless to me, but in this
class & with this instructor, I benefited a lot from the
discussions. I hate writing assignments in general
because they are fluff and just an added activity to do;
however, in this course I learned so much about the
material we covered in the text as a result of the writing
assignments. I hope to have this professor again
because I know it will be a great learning experience, not
just one more class to check off my learning plan as
done and actually useful to me.”
Need Help ……. Contact Me!
• Email: [email protected]
• Email me to request a conference call or get help.
• Phone: 215-360-1258 (Please be kind & call before 9 pm
EST)
• Note: Read my Emails sent to your Kaplan email
account & look @ the “Announcements” for the latest
information & messages related to our class!
What do I have to do this week?
• Read: Chapters 3 & 4.
• Discussion: Brand Choice
* Important to pick “only” a brand from
choices in discussion instructions!
* This will be the brand used for
the Research Projects!
* Specific Instructions on how to
complete it & APA requirement.
• Assignment (powerpoint): TOMS
• U2 Quiz: “untimed” quiz & can be retaken
Complete by Tuesday @ 11:59 pm. (weekly deadline)
Seminars
(Visit Doc Sharing for Unit Slide Presentations)
• The slides, of each weekly seminar, are available in doc
sharing by the beginning of each new unit.
• This will provide you with a bullet point/description of
the major concepts we cover in this course & on a
weekly basis for each unit.
• Use the slides to help you bring in the major concepts
we focus on to all of your discussions and assignment
papers/projects. (Often times, you will find hints &
bullet points to help you respond to your assignment
and discussion questions within the slides!)
Discussion “Best Practices”
Major Discussion Requirements include:
• 1st detailed original response (answers discussion questions) no
later than Saturday of unit.
• EXCEED minimum 100 word initial post (usually will have to
exceed this minimum to adequately respond to the question(s)
asked .)
• Post on at least 3 different days.
• Respond to @ least 2 of your classmates (These posts must
also include the substance from our weekly focus and demonstrate
your application of the material we are learning.)
• Minimum 3 total posts for each unit (1st detailed original
response, 2 peer responses).
Remember:
• Relate Discussion to Reading & Weekly Focus.
• Interactive discussions, so please answer any questions that I or
classmates may ask.
Unit 2 Discussion: Brand Choice
• You will pick a Brand from the approved brands
provided in the U2 Discussion. These include:
1) Goya Foods
2) Acer Computers
3) Sandals Resorts
4) Choice Hotels
5) Green Depot
And many more choices! Just must be from brands
provided as choices.
• Research & follow the instructions outlined in the Unit 2
Discussion Tab.
Note: Picking a brand from Goods or Travel Service
Companies (over the other two categories) will make life much
easier in week 6 & 8.
Brand Choices (made in U2 Discussion)
• Goods:
Green Depot, Patagonia, Swatch Watches, Goya Foods, Delta
Faucets, Barilla Foods, Editorial Planeta, & Acer Computer.
• Travel Services:
Shangri-La Hotels & Resorts, Trafalgar Tours, Sandal Resorts,
Singapore Airlines, & Choice Hotels.
• Music Groups & Celebrities:
Lady Gaga, Jay-Z, Celine Dion, Shakira, Josh Groban, Sonu
Niigaam (Nigam), 2 PM, & Westlife.
• Organizations:
LPGA, NASCAR, Metropolitan Opera, FIFA, Doctors Without
Borders, UNICEF, & The Louvre.
Note: Picking a brand from Goods or Travel Service Companies
(over the other two categories) will make life much easier in
week 6 & 8.
Discussion Requirement - Setting Up 2
APA Styled Reference Sources
• Website would be structured as follows:
Ghirardelli Chocolate (2011). Ghirardelli.com. Retrieved
from http://www.ghirardelli.com/about/history
• Look at the “Referencing in APA Guide,“ in doc
sharing, as a guide to setting up different types of
reference sources.
• Look at the “Citing in APA Guide,” in doc sharing, as a
guide to citing within your assignments & projects.
• You can also simply do a Google search on how to
setup a particular reference type in APA format.
MKTG Unit 2 Powerpoint Assignment
TOM’S SHOES
“Assignment” – TOMS Shoes
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Completed in Powerpoint (Version 2003 or higher)
Watch TOMS Video in course shell
Read “Marketing at Work” section 3.1 of Text
Go to company TOMS website: www.TOMS.com
Review the Template (docsharing) & Success Strategy Guide.
Follow Instructions, found in the Assignment Directions, and
respond in a PowerPoint Presentation.
• Last slide (reference page) will have your minimum 3 reference
sources in APA format. Also have @ least 3 citations in
assignment. (Referencing in APA Guide & Citing in APA Guide, found in
doc sharing, should be helpful here)
• Remember, you will be applying the course substance of
focus to TOMS in responding to questions. (i.e. work should be high
quality & demonstrate application)
NOTE: DO NOT answer any questions in the e-text. They
are different from the instruction questions you will address.
When Submitting Assignments &
Projects for AB219
• Always Save file to submit in this format:
NameU#Assgn
• So & for example, I would save the U2 Assignment &
submit it as:
DavidButlerU2Assgn
External Marketing Environment
• Microenvironmental Actors/Factors include:
-The organization itself
-Suppliers
-Marketing Intermediaries
-Competitors
-Publics
-Customers
• Macroenvironmental Forces that include:
-Demographic environment
-Economic environment
-Natural environment
-Technological environment
-Political environment
-Cultural environment
Use the TEMPLATE in DOCSHARING!
U2 Powerpoint
Presentation
Example
Follows
Special Note:
1st Page will be your separate
title page for this and all
Assignments or Research
Projects.
TOMS Shoes
Joseph Student
Unit 2 Assignment
Marketing
Professor David Butler
Microenvironment Factors include:
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Organization
Suppliers
Marketing Intermediaries
Competitors
Publics
Customers
Note: You do not need a slide on Organization,
because the entire assignment is focused on
TOMS as a whole.
Suppliers
Note: Cite facts, stats & definitions you bring into your
assignments/projects. You will always have a minimum
of 3 citations in each assgn./project at Kaplan.
• In order to produce TOMS shoes, fabric suppliers, cotton
yarn suppliers, recycled cotton yarn suppliers, Marino wool
yarn suppliers need to be engaged.
• Many of the suppliers are in China, which helps to keep the
cost down (DeBernardi & Hansen, 2009).
– For example, China Taicang Y&Y trading Co., Shishi Shenda Picture
Designer Co., Ltd. Greenstep Hong Kong Ltd, is located in Hong
Kong.
• TOMS, as a for-profit company, seeks suppliers who
provide the best price for outstanding quality.
• Some of TOMS are constructed of hemp and recycled
plastic (Lerman, 2009); therefore, TOMS will partner with
suppliers who can provide these materials.
Macroenvironment Forces include:
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Demographic environment
Economic environment
Natural environment
Technological environment
Political environment
Cultural environment
Demographic Environment
• Largest age group is 17-28, however all ages buy TOMS
Shoes (Obrien, 2010).
- In 2002, out of 547 people ages 15-24=143, ages 25-34+ 118, ages 34-44=122, ages 4564=114, ages 55 and older =50 purchased TOMS Shoes.
• TOMS shoes are new and changes in family structure has
not been an issue yet.
• All ethnic groups buy TOMS shoes, they have many patterns
to fit different personalities
• Higher number of educated people buy TOMS shoes.
• People with a cause, or love the idea of a cause are more
willing to support TOMS Shoes.
References
Special
Note:
Last Page will
be your
reference
page for this
Armstrong, G., Kotler, P. (2010). Marketing: An Introduction. Revised
and all
Global 10th Edition. (pg. 133,158) Upper Saddle River, Pearson Education.
assignments
or Research
DeBernardi, D., Hansen, M., Sickinger, C., & Sinleton, C. (2009, May 11). Toms Projects. This
plansbook. Retrieved from http://www.scribd.com/doc/15201237/-TOMS-Plansbookpage should
be structured
in APA format
Gordon, Jacob. (2008, September 18). The interview: toms shoes (part two).
as shown here
Retrieved from http://www.treehugger.com/files/2008/09/the-th-interview-toms-2.php
and always
include at
Obrien, S. (2010). One for one: the toms shoes story. Retrieved from
least 3
http://www.surfexpo.com/IndustryNews/FeaturesPressReleases/tabid/106/CBModuleId
reference
/1895/ArticleID/1079/One-For-One-The-Toms-Shoes-Story.aspx
sources on it.
Toms Shoes. (2010). TomShoes.com. Retrieved from http://www.toms.com/info
Need Help ……. Contact Me!
• Email: [email protected]
• Phone: 215-360-1258 (Please be kind & call before 9 pm
EST)
QUIZZES
• What is it? Quiz
• Take early in week & retake if you would like.
• Think through each Question & use the “Find”
feature in our ebook for best results on quiz.
• Can print out review, complete it with reading, & go
back and submit answers.
• Remember to “save” while working through review
and “submit” when finished review.
• Quiz score provided to you, in gradebook, 1 week
after the respective unit close.
• Keep aware of the deadline: System access closes
automatically.
Grades & Work Deadlines
When are your Grades Posted/Work Graded?
• By Sunday Evening after Unit closes!!!!!!!!!!!
• Click on the individual grades to see my comments. (Particularly for
the Assignments, Research Projects & Discussions)
When is your Unit Work Due?
• Weekly Deadline: Tuesdays @ 11:59 pm EST.
• If no documented Life or personal emergency … late policy will
apply. (this policy is strictly followed out of fairness for entire
class!)
What if I have a Problem or Emergency?
• If an emergency or major problem comes up…………contact me!
• If deadline is missed, get in touch with me as soon as possible to
discuss it.
Review of Unit One
• Course Structure & Requirements
• Work, Deadlines & Grading Rubrics
• Basic concepts in marketing including:
- Needs, Wants & Demands.
• Importance of Market Planning & Development
• External Environment & Marketing Mix connection
• How did it go? Do you have Questions or concerns?
External Marketing Environment
• Microenvironmental actors/factors that include:
- The organization itself
- Suppliers
- Marketing Intermediaries
- Competitors
- Publics
- Customers
• Macroenvironmental Forces that include:
- Demographic environment
- Economic environment
- Natural environment
- Technological environment
- Political environment
- Cultural environment
• These areas are an important focus for the week ……..
let’s look at each separately!
Microenvironmental Actors/
Factors
• The organization itself
• Suppliers
• Marketing Intermediaries
• Competitors
• Publics
• Customers
What are Actors?
Think of them as factors or forces.
THE MICROENVIRONMENT
Suppliers
Publics
Microenvironment
Impacts
Marketing Mix
(Price, Product,
Place/Distribution
& Promotion)
Marketing
Intermediaries
Customers
Competitors
The Firm or Organization
• Marketing impacts many areas of an
organization
• Different functional areas and their capabilities
go into marketing planning
• All areas must realize the need to help in
marketing efforts
Suppliers
• Provide the materials and resources that
organizations use to provide product
• Resources must be provided in a timely way at
a cost and quality level required for the product.
Marketing Intermediaries
• Assist the organization getting products to
consumers
• Can be involved in a number of area, including
physical distribution, financing, marketing
services and reselling
• Importance of developing strong relationships
Competitors
• Almost no one is free of competition
• Need to monitor competitive actions
• Need to develop a systematic approach to competitive
evaluation
Publics
• Many times referred to as stakeholders
• Involve any group that may impact the
development of an organization’s strategies
• This is the reason why companies often need to
be actively engaged in public relations
Customers
• The entire rationale for an organization’s
existence
• For most companies, this actor represents its
sole source of revenue
• There is a need to establish long-term
relationships with this group
The Macroenvironmental
Forces
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Demographic environment
Economic environment
Natural environment
Technological environment
Political environment
Cultural environment
• Businesses are impacted by ALL of these forces.
THE MACROEVIRONMENT
Demographic
Environment
Cultural
Environment
Political
Environment
Technological
Environment
Microenvironment
Impacts
Marketing Mix
(Price, Product,
Place/Distribution
& Promotion)
Natural
Environment
Economic
Environment
Demographic Environment
• Demographics can differ significantly between markets
• Looks at:
-Aging of the population
-Changes in family structures
-How the population shifts geographically
-Higher levels of education
-Increased or decreased diversity
Economic Forces
• Buying Power
disposable income
discretionary income
• Willingness to spend
• Economic conditions and business cycle
recession vs. expansion
Natural Environment
• Looks at the raw resources and natural world conditions
that help or hinder the firm
• Raw resources used in products may be in short supply
or what is supplied may be in surplus
• Things like climate, natural disasters and man-made
disasters can impact the organization
Technological Forces
• Technology – the application of knowledge and tools to
solve problems and perform tasks more efficiently.
-most dramatic force today
-enables market fragmentation
-Not always digital and computer technology
- Can help companies improve efficiencies to better
serve the customer.
Political Environment
• Political forces may include working with politicians,
public interest groups, unions, political groups.
• It also includes obeying laws and regulations that
governments might enact
• Depending on the size of the organization, it may need
to consider the local, county, state, national and
international political environment
Cultural Environment
• Overall, a way of life
• Cultures have core and secondary beliefs and values
• Includes:
-How people view themselves
-How people view others
-How people view organizations and other structures
in society
-How people view nature and the universe
Let’s Test our Knowledge!
Question 2.1
Honda’s Hybrid Civic automobile, which uses an
electric motor to supplement it’s internal-combustion
engine, is an example of a product development that
was influenced by which environmental force:
a)
b)
c)
d)
e)
Competitive Environmental Forces
Economic Environmental Forces
Political Environmental Forces
Technological Environmental Forces
Cultural Environmental Forces
Question 2.2
Microsoft’s quick development and issuance of their
Windows 7 operating system was a result of which
environmental force:
a)
b)
c)
d)
e)
Competitive Environmental Forces
Economic Environmental Forces
Political Environmental Forces
Technological Environmental Forces
Cultural Environmental Forces
Question 2.3
When Target builds a new store in a community and
donates over $100,000 to local government leaders,
they are trying to have some influence over which
environmental force:
a)
b)
c)
d)
e)
Competitive Environmental Forces
Economic Environmental Forces
Political Environmental Forces
Technological Environmental Forces
Cultural Environmental Forces
The importance of marketing research
• Enables marketers to understand consumers and meet
their needs
• Is the connection between marketers and consumers in
many ways
Marketing Research Process
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Defining the problem
Designing the research project
Collecting data
Interpreting the findings from the data
Reporting findings in a timely manner
Secondary Data
• Advantages
- readily available
- less expensive
- less time consuming
• Disadvantages
- May be old
- May not be in form required
- May be incorrect
Primary Data
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Exploratory
Descriptive
Observational
Causal
Need to Assure Reliability and Validity
Sampling – from a population
• Probability – random, stratified, cluster sampling
• Non probability – quota, convenience, judgment
• Census – a complete count of the population
Basic Survey Methods
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Mail
Telephone
Online
Personal Interview
Questionnaire Construction – open ended vs. closed ended
What do I have to do this week?
• Read: Chapters 3 & 4.
• Discussion: Brand Choice
* Important to pick “only” a brand from
choices in discussion instructions!
* This will be the brand used for
the Research Projects!
* Specific Instructions on how to
complete it & APA requirement.
• Assignment (powerpoint): TOMS
• U2 Quiz: “untimed” quiz & can be retaken
Complete by Tuesday @ 11:59 pm. (weekly deadline)
Any Questions?
Thank you for attending!
See you next week .... Same Place, Same Time!