Transcript 4 - Cameron School of Business

CHAPTER
ANALYZING THE
MARKETING
ENVIRONMENT
McGraw-Hill/Irwin
04
Copyright © 2012 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
Successfully Leveraging
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
Check Yourself
1.
What are the components of the
immediate environment?
4-8
Macroenvironmental Factors
4-9
Culture
Country Culture vs. Regional Culture
©Brand X Pictures/PunchStock
PhotoLink/Getty Images
4-10
Demographics
Provides an easily understood snapshot of the typical consumer
in a specific target market
BananaStock/JupiterImages
Comstock Images/Alamy
U.S. Census Website
4-11
Generational Cohorts
4-12
Income
• Purchasing power is
tied to income
• Many middle class
families feel the
decline in purchasing
power in recent years
Courtesy of Hammacher Schlemmer, http://www.hammacher.com/
4-13
Education
=
©Fancy Photographer/Veer
Brand X Pictures
Education is related to income,
which determines spending power
4-14
Gender
Male/female roles have
been shifting
Marketing has changed
to reflect these shifts
Jochen Sand/Digital Vision/Getty Images
4-15
Ethnicity
By 2050, minorities will
represent 50% of the
population.
Bud Light Commercial
©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.
4-16
Social Trends
Price
Sensitivity
Health and
Wellness
Concerns
Privacy
Concerns
Greener
Consumers
Time-Poor
Society
4-17
Price Sensitivity
Consumers
Attempting to
save more
Spend less on
luxuries
Do not dip into
their savings
4-18
Health and Wellness Concerns
• Worldwide Pandemics or Epidemics
• Child-Teenage Obesity
Courtesy Subway Franchise Advertising Fund Trust
4-19
Greener Consumers
Customers who
appreciate firms
efforts to supply them
with environmentally
friendly merchandise.
Courtesy Ford Motor Company
4-20
Privacy Concerns
Loss of privacy
Identity theft
Do not call
Do not e-mail
Chad Baker/Ryan McVay/Getty Images
4-21
Time Poor Society
In the majority of families, most
parents work
Consumers have many more
choices regarding leisure time
Many consumers multitask
4-22
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
4-23
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)
4-24
Check Yourself
1.
What are the six key macroeconomic
factors?
2.
Differentiate between country culture
and regional culture.
3.
Identify the different generational
cohorts.
4.
What are some important social trends
shaping consumer values these days?
4-25