Transcript Travel lodge

CHAPTER 5
ANALYZING THE
MARKETING
ENVIRONMENT
Copyright © 2016 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education.
5-1
Analyzing the Marketing Environment
LEARNING OBJECTIVES
LO1
LO2
LO3
LO4
Outline how customers, the company,
competitors, and corporate partners affect
marketing strategy.
Explain why marketers must consider their
macroenvironment when they make
decisions.
Describe the differences among the various
generational cohorts.
Identify various social trends that impact
marketing.
5-2
Travelodge
©Christopher Furlong/Getty Images News/Getty Images
5-3
A Marketing Environment
Analysis Framework
Culture
Demographics
Company
Consumers
Political/
Legal
Social
Immediate Environment
Competition
Economic
Corporate
Partners
Macroenvironment
Technology
5-4
The Immediate Environment
Company
Consumers
Immediate Environment
Competition
Corporate
Partners
5-5
Successfully Leveraging
Company Capabilities
Core competency
Existing knowledge,
facilities, patents, etc.
©M Hruby
applied to
New markets,
new products, etc.
5-6
Competitors
 Know strengths &
weaknesses
 Proactive rather than
reactive strategy
Chad Baker/Getty Images
5-7
Gillette (Fusion) versus
Energizer (Schick)
©M. Hruby.
5-8
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
5-9
CHECK YOURSELF
1. What are the components of the immediate
environment?
5-10
Macroenvironmental Factors
Culture
Demographics
Consumers
Culture
Economic
Political/
Legal
Technology
5-11
Culture
Country Culture vs. Regional Culture
©Brand X Pictures/PunchStock
PhotoLink/Getty Images
5-12
Controversy Surrounds
All Catholic Town
5-13
Demographics
Provides an easily understood snapshot
of the typical consumer in a specific target market
BananaStock/JupiterImages
Comstock Images/Alamy
U.S. Census
Website
5-14
Generational Cohorts
5-15
Income
 Purchasing power is
tied to income
 Many middle class
families feel the
decline in purchasing
power in recent years
Courtesy of Hammacher Schlemmer, www.hammacher.com.
5-16
Education
=
©Fancy Photographer/Veer
Brand X Pictures
Education is related to income,
which determines spending power
5-17
Gender
Male/female roles
have been shifting
Marketing has
changed to reflect
these shifts
Jochen Sand/Digital Vision/Getty Images
5-18
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.
Super Bowl XLI Commercial
Bud Light Starring: Carlos Mencia
5-19
Social Trends
Health and Wellness Concerns
Greener Consumers
Privacy Concerns
Celebrity
Magazine
Covers
5-20
Health and Wellness Concerns
 Worldwide
Pandemics or
Epidemics
 Child-Teenage
Obesity
Courtesy Subway Franchise Advertising Fund Trust
5-21
McDonald’s Moms
5-22
Greener Consumers
Customers who
appreciate firms efforts
to supply them with
environmentally friendly
merchandise.
Courtesy Ford Motor Company
5-23
Privacy Concerns
Loss of privacy
Identity theft
Do not call
Do not e-mail
Chad Baker/Ryan McVay/Getty Images
5-24
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
Rachael Ray
5-25
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
5-26
Political/Regulatory Environment:
Competitive Practice and Trade Legislation
1890: Sherman Antitrust
Act
1914: Clayton Act
1914: Federal Trade
Commission
David Hiller/Getty Images
1936: Robinson-Putman
Act
5-27
CHECK YOURSELF
1. What are the six key macroeconomic factors?
2. Differentiate between country culture and
regional culture.
3. What are some important social trends shaping
consumer values these days?
5-28