Transcript Environments Internal

Chapter 4
The Marketing Environment
Marketing for Hospitality and Tourism, 3e
Philip Kotler, John Bowen, James Makens
©2003 Pearson Education, Inc.
Upper Saddle River, NJ 07458
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Environments
• Internal:various
departments
• Micro: suppliers,
marketing
intermediaries
• Macro: competitive,
demographic,
economic, natural,
technological,
political, and cultural
Marketing for Hospitality and Tourism, 3e
Philip Kotler, John Bowen, James Makens
©2003 Pearson Education, Inc.
Upper Saddle River, NJ 07458
2
Major Forces in the Company’s Macroenvironment
Marketing for Hospitality and Tourism, 3e
Philip Kotler, John Bowen, James Makens
©2003 Pearson Education, Inc.
Upper Saddle River, NJ 07458
3
Levels of
Competition
(Adapted from
Analysis for Market
Planning), Donald
R. Lehmann and
Russell S. Winer,
p.22, ©1994 by
Richard D. Irwin
Marketing for Hospitality and Tourism, 3e
Philip Kotler, John Bowen, James Makens
©2003 Pearson Education, Inc.
Upper Saddle River, NJ 07458
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Key U.S. Demographic Trends
Changing Age Structure
Population is getting older
Changing Family Structure
Marrying later, fewer children,
working women, and nonfamily households
Geographic Shifts
Moving to the Sunbelt and suburbs (MSA’s)
Increased Education
Increased college attendance
and white-collar workers
Growing Ethnic and Racial Diversity
72% Caucasian, 13% African-American,
11% Hispanic & 3% Asian
Marketing for Hospitality and Tourism, 3e
Philip Kotler, John Bowen, James Makens
©2003 Pearson Education, Inc.
Upper Saddle River, NJ 07458
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Age Distribution of the U.S.
Population
(78 million people born 1946-1964)
One of the most powerful forces shaping the
marketing environment, 30% of population
(45 million people born 1965-1976)
More skeptical, cynical of frivolous
marketing pitches promising easy success
(72 million people born 1977-1994)
Fluent and comfortable with computer,
digital, and Internet technology (Net-Gens)
Marketing for Hospitality and Tourism, 3e
Philip Kotler, John Bowen, James Makens
©2003 Pearson Education, Inc.
Upper Saddle River, NJ 07458
6
Economic Environment
Global Economic
Development
Changes in Income
Key
Economic
Concerns for
Marketers
Changing Consumer
Spending Patterns
Marketing for Hospitality and Tourism, 3e
Philip Kotler, John Bowen, James Makens
©2003 Pearson Education, Inc.
Upper Saddle River, NJ 07458
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Natural Environment
Conservation
Of Resources
Ecotourism
Factors Affecting
the
Natural
Environment
Recycle and
Reduce Waste
Marketing for Hospitality and Tourism, 3e
Philip Kotler, John Bowen, James Makens
©2003 Pearson Education, Inc.
Upper Saddle River, NJ 07458
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Technological Environment
•
•
•
•
Robots and machines
Computerized video checkout services
Electronic guest room locking systems
Locking fax machines receive orders at
restaurants
• The development of the Internet
Marketing for Hospitality and Tourism, 3e
Philip Kotler, John Bowen, James Makens
©2003 Pearson Education, Inc.
Upper Saddle River, NJ 07458
9
Political Environment
Includes Laws, Government Agencies, Etc. that Influence
& Limit Organizations/ Individuals in a Given Society
Increasing
Legislation
Changing
Government
Agency
Enforcement
Marketing for Hospitality and Tourism, 3e
Philip Kotler, John Bowen, James Makens
Increased
Emphasis on
Ethics &
Socially
Responsible
Actions
©2003 Pearson Education, Inc.
Upper Saddle River, NJ 07458
10
Cultural Environment
• Persistence of Cultural Values
• Subcultures
Marketing for Hospitality and Tourism, 3e
Philip Kotler, John Bowen, James Makens
©2003 Pearson Education, Inc.
Upper Saddle River, NJ 07458
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Responding to the
Marketing Environment
• Environmental management
perspective
• Environmental Scanning
• Using information about the
marketing environment
Marketing for Hospitality and Tourism, 3e
Philip Kotler, John Bowen, James Makens
©2003 Pearson Education, Inc.
Upper Saddle River, NJ 07458
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Environmental Scanning
Determine Environmental Areas That Need
to Be Monitored
Determine How the Information Will Be Collected
Implement the Data Collection Plan
Anaylze and Use the Data in Planning
Marketing for Hospitality and Tourism, 3e
Philip Kotler, John Bowen, James Makens
©2003 Pearson Education, Inc.
Upper Saddle River, NJ 07458
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Popcorn’s Trends
1. Cashing out–return to small town values
– Bed & breakfasts, non-chain operations
2. Cocooning–take-out, delivery
3. Clanning–Associating with groups
–neighborhood bars, AARP signaling,
coffee bars, cyber cafes
4. Down-aging–Hard Rock Café
5. Egonomics–unique products–boutique
resorts, name recognition
Marketing for Hospitality and Tourism, 3e
Philip Kotler, John Bowen, James Makens
©2003 Pearson Education, Inc.
Upper Saddle River, NJ 07458
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Popcorn’s Trends (cont.)
6. Fantasy Adventure–Mega-resorts,
windjammer cruises, white water trips
7. Pleasure revenge–self-rewards, getting
away from fat-free foods and diet
foods–KFC’s skin free crispy chicken and
McDonald’s McLean were flops
8. Small indulgences–week-end trips,
Haagen-Dazs ice cream
9. 99 lives–child-care
Marketing for Hospitality and Tourism, 3e
Philip Kotler, John Bowen, James Makens
©2003 Pearson Education, Inc.
Upper Saddle River, NJ 07458
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Popcorn’s Trends (cont.)
10. S.O.S. (Save our Society)–concern for the
environment
11. Being alive–she has now changed this
to “being alive”–Health-food, exercise
12. The vigilante consumer–We-they battle
New–additions from Clicking
13. Female think–transaction orientation relationship orientation–resists change seek change
Marketing for Hospitality and Tourism, 3e
Philip Kotler, John Bowen, James Makens
©2003 Pearson Education, Inc.
Upper Saddle River, NJ 07458
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