Bài giảng Marketing - Chapter 5: Analyzing the marketing environment

analyzing the marketing environmentfiveCopyright © 2015 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education.LEARNING OBJECTIVESLO 5-1 Outline how customers, the company, competitors, and corporate partners affect marketing strategy.LO 5-2 Explain why marketers must consider their macroenvironment when they make decisions.LO 5-3 Describe the differences among the various generational cohorts.LO 5-4 Identify various social trends that affect marketing.MacroenvironmentCultureDemographicsPolitical/LegalTechnologyEconomicCultureA Marketing Environment Analysis FrameworkImmediate EnvironmentCorporatePartnersCompetitionCompanyConsumersThe Immediate EnvironmentImmediate EnvironmentCorporatePartnersCompetitionCompanyConsumersSuccessfully Leveraging Company CapabilitiesExisting knowledge, facilities, patents, etc.New markets, new products, etc.Core competencyapplied to©M HrubyCompetitorsKnow strengths & weaknesses Proactive rather than reactive strategyChad Baker/Getty ImagesCorporate PartnersFrom factoryRetailertoFirms are part of alliancesAlign with competitors, suppliers, etc.Just in Time Delivery Systems (JIT)D Normark/PhotoLink/Getty ImagesSiede Preis/Getty Images©Lars A NikiWhat are the components of the immediate environment?Macroenvironmental FactorsCultureDemographicsPolitical/LegalTechnologyEconomicCultureConsumersCultureCountry Culture vs. Regional Culture©Brand X Pictures/PunchStockPhotoLink/Getty ImagesDemographicsProvides an easily understood snapshot of the typical consumer in a specific target marketU.S. Census WebsiteBananaStock/JupiterImagesComstock Images/AlamyGenerational CohortsIncomePurchasing power is tied to incomeMany middle class families feel the decline in purchasing power in recent yearsCourtesy of Hammacher Schlemmer, www.hammacher.com.EducationEducation is related to income, which determines spending power=©Fancy Photographer/VeerBrand X PicturesGenderJochen Sand/Digital Vision/Getty ImagesEthnicityBy 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 CommercialBud Light Starring: Carlos MenciaSocial TrendsThriftHealth and Wellness ConcernsGreener ConsumersPrivacy ConcernsTime-Poor SocietyCelebrity Magazine CoversTechnological AdvancesTechnology has impacted every aspect of marketingNew productsNew forms of communicationNew retail channelsStop and Shop WebsiteAP Photo/Ric FeldRachael RayCombined with inflation and interest rates affect firms’ ability to market goods and servicesEconomic SituationForeign currency fluctuationsConference Board WebsitePhotoLink/Getty ImagesBrand X PicturesPolitical/Regulatory Environment Competitive Practice and Trade LegislationDavid Hiller/Getty ImagesWhat are the six key macroeconomic factors?Differentiate between country culture and regional culture.Identify the different generational cohorts. What are some important social trends shaping consumer values and shopping behavior?Country culture involves visual nuances of a country’s culture such as artifacts, behavior, dress, symbols, physical settings, ceremonies, language differences, colors and tastes, and food preferences, as well as language.GlossaryCulture is the shared meanings, beliefs, morals, values, and customs of a group of people.GlossaryDemographics indicate the characteristics of human populations and segments, especially those used to identify consumer markets.GlossaryA generational cohort is a group of people of the same generation.GlossaryThe political/regulatory environment comprises political parties, government organizations, and legislation and laws.GlossaryRegional culture involves the region in which people live in a particular country.Glossary