Transcript Document
MT 219 Marketing Unit Two The Marketing Environment and Marketing Research Dr. Bea Bourne Note: This seminar will be recorded by the instructor. Before we get started: If you have any troubles in seminar, please do call Tech Support at: 1-866-522-7747 They can assist if you get “bumped” from the seminar room or experience other difficulties. 2 Objectives • In Unit 2, we will examine the different components of the marketing environment that marketers must continually scan for threats and opportunities. • We will also look at the importance of marketing research in developing marketing decisions. Review of Unit One • How did it go? Questions or concerns? • Instructor suggestions for Unit 2 Microenvironmental Actors • The organization itself • Suppliers • Marketing Intermediaries • Competitors • Publics • Customers 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 Macroenvironment • • • • • • Demographic environment Economic environment Natural environment Technological environment Political environment Cultural environment • Businesses are impacted by ALL of these forces. 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 Environment • 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 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 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 • • • • • Defining the problem Designing the research plan 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 Collection Approaches • Observation • Survey • Experiment Need to Assure Reliability and Validity as much as possible Sampling – from a population • Probability – random, stratified, cluster sampling • Non probability – quota, convenience, judgment • Census- a complete count of the population Basic Contact Methods • • • • Mail Telephone Online Personal Interview Questionnaire Construction – open ended vs. closed ended Unit 2 Assignment: TOMS Shoes • Watch the TOMS Shoes Video Case, and read about the company in the Marketing at Work 3.1 section of your text in Chapter 3 of your e-text. The video will take approximately 6 minutes to view. You can also visit TOMS Shoes at www.toms.com if you would like. • When you are done viewing and reading the material on TOMS Shoes, answer the following questions in a PowerPoint presentation and submit it to the Dropbox. • Assignment Checklist: Assignment, Unit 2. Requested information 1-3. Make sure to address the following in your Assignment: • Describe how the six forces in the macroenvironment impact the way TOMS Shoes operates • Be sure to view the assignment tutorial below: “The Macroenvironment” • Provide a cover slide with your name and the assignment information. • Provide a group of slides for each of the forces in TOMS Shoes’ macroenvironment. Each slide should have the force in the macroenvironment and provide bulleted items that describe the ways that the force impacts the development of the marketing strategy. If a force does not impact TOMS Shoes marketing strategy, you would provide a slide that notes that also and why it does not. Ideally, you would have one slide for each of the forces, but a second slide may be necessary if an individual macroenvironment force has a large number of impacts. • Provide a slide that indicated the sources in APA format you used in the PowerPoint presentation. Citations should also be provided in the presentation as required. Unit 2 Quiz/ self review Your Quiz has multiple choice questions and covers the e-text readings for Unit 2. This Quiz is NOT graded. • I appreciate your time and attention during our 1 hour seminar tonight. If you have questions, feel free to contact me: [email protected] and I’ll be happy to help! • See you in Class!