Transcript 4 - City University of New York

chapter
four
analyzing the
marketing environment
McGraw-Hill/Irwin
Copyright © 2013 by The McGraw-Hill Companies, Inc. All rights reserved.
Analyzing the Marketing Environment
LEARNING OBJECTIVES
LO1 Outline how customers, the company,
competitors, and corporate partners affect
marketing strategy.
LO2 Explain why marketers must consider their
macroenvironment when they make decisions.
LO3 Describe the differences among the various
generational cohorts.
LO4 Identify the various social trends.
4-2
A Marketing Environment
Analysis Framework
4-3
The Immediate Environment
4-4
Company Capabilities
Core competency
Existing knowledge, facilities,
patents, etc.
©M Hruby
applied to
New markets, new products, etc.
4-5
Competitors
• Know strengths &
weaknesses
• Proactive rather than
reactive strategy
Chad Baker/Getty Images
4-6
Corporate Partners
From factory
©Lars A Niki
Siede Preis/Getty Images
D Normark/PhotoLink/Getty Images
• Firms are part of alliances
• Align with competitors, suppliers, etc.
• Just in Time Delivery Systems (JIT)
to
Retailer
4-7
Macroenvironmental Factors
4-8
Culture
Country Culture vs. Regional Culture
©Brand X Pictures/PunchStock
PhotoLink/Getty Images
4-9
Demographics
Provides an easily understood snapshot of the typical consumer
in a specific target market
BananaStock/JupiterImages
Comstock Images/Alamy
U.S. Census Website
4-10
Generational Cohorts
4-11
Income
• Purchasing power is
tied to income
• Many middle class
families feel the
decline in purchasing
power in recent years
Courtesy of Hammacher Schlemmer, wwwhammachercom
4-12
Education
=
©Fancy Photographer/Veer
Brand X Pictures
Education is related to income,
which determines spending power
4-13
Gender
Male/female roles have
been shifting
Marketing has changed
to reflect these shifts
Jochen Sand/Digital Vision/Getty Images
4-14
Ethnicity
By 2050, minorities will
represent 50% of the
population.
©2006 Oldemarak, LLC Reprinted with permission The Wendy’s name, design and logo are
registered trademarks of Oldemark, Llc and are licensed to Wendy’s International, Inc.
Bud Light Commercial
4-15
Social Trends
Price
Sensitivity
Health and
Wellness
Concerns
Privacy
Concerns
Greener
Consumers
Time-Poor
Society
4-16
Technological Advances
• Technology has
impacted every aspect
of marketing
– New products
– New forms of
communication
– New retail channels
AP Photo/Ric Feld
Stop and Shop Website
4-17
Economic Situation
Foreign currency
fluctuations
Brand X Pictures
Combined with inflation and
interest rates affect firms’
ability to market goods and
services
PhotoLink/Getty Images
Conference Board Website
4-18
Political/Regulatory Environment
Competitive Practice and Trade Legislation
1890: Sherman Antitrust Act
1914: Clayton Act
1914: Federal Trade Commission
1936: Robinson-Putman Act
1938: Wheeler-Lea Act
David Hiller/Getty Images
1993: North American Free Trade
Agreement (NAFTA)
4-19