Ece ua publi123 marketing estratégico - pp unidad 03 - carlos rojas - primavera 2011 - 14
2011 Marketing 03
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Transcript of 2011 Marketing 03
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MarketingStephan Langdon, MBA, M Ed
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Chapter ThreeAnalyzing the Marketing Environment
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Chapter 2-slide 3
Analyzing the Marketing Environment
• The Company’s Microenvironment• The Company’s Macroenvironemnt• Responding to the Marketing Environment
Topic Outline
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Chapter 2-slide 4
The Marketing Environment
The marketing environment includes the actors and forces outside marketing that affect marketing management’s ability to build and maintain successful relationships with customers
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Chapter 2-slide 5
The Marketing Environment
Microenvironment consists of the actors close to the company that affect its ability to serve its customers, the company, suppliers, marketing intermediaries, customer markets, competitors, and publics
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Chapter 2-slide 6
The Company’s Microenvironment
Actors in the Microenvironment
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Chapter 2-slide 7
The Company’s Microenvironment
• Top management• Finance• R&D• Purchasing• Operations• Accounting
The Company
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Chapter 2-slide 8
The Company’s Microenvironment
• Provide the resources to produce goods and services• Treated as partners to provide customer value
Suppliers
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Chapter 2-slide 9
The Company’s Microenvironment
Help the company to promote, sell and distribute its
products to final buyers
Marketing Intermediaries
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Chapter 2-slide 10
The Company’s Microenvironment
ResellersPhysical
distribution firms
Marketing services agencies
Financial intermedia
ries
Types of Marketing Intermediaries
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Chapter 2-slide 11
________ include resellers, marketing service agencies, and financial firms that help a company to promote and sell its offerings to its final customers.
1. Advertising agencies2. Suppliers3. Intelligence firms4. Marketing intermediaries
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Chapter 2-slide 12
________ include resellers, marketing service agencies, and financial firms that help a company to promote and sell its offerings to its final customers.
1. Advertising agencies2. Suppliers3. Intelligence firms4. Marketing intermediaries
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Chapter 2-slide 13
Banks, insurance companies, and credit companies that aid in financial transactions are called ________.
1. financial intermediaries2. marketing services agencies3. physical distribution firms4. positioning
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Chapter 2-slide 14
Banks, insurance companies, and credit companies that aid in financial transactions are called _________.
1. financial intermediaries2. marketing services agencies3. physical distribution firms4. positioning
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Chapter 2-slide 15
The Company’s Microenvironment
• Firms must gain strategic advantage by positioning their offerings against competitors’ offerings
Competitors
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Chapter 2-slide 16
The Company’s Microenvironment
Publics
• Any group that has an actual or potential interest in or impact on an organization’s ability to achieve its objectives• Financial publics• Media publics• Government publics• Citizen-action publics• Local publics• General public• Internal publics
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Chapter 2-slide 17
Financial, media, government, and citizen-action are several types of ________.1. taxing authorities2. legal departments3. publics4. marketing mix elements
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Chapter 2-slide 18
Financial, media, government, and citizen-action are several types of ________.1. taxing authorities2. legal departments3. publics4. marketing mix elements
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Chapter 2-slide 19
A company’s ________ consists of its suppliers, marketing intermediaries, customers, competitors, and publics.
1. macroenvironment2. microenvironment3. business environment4. marketing environment
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Chapter 2-slide 20
A company’s ________ consists of its suppliers, marketing intermediaries, customers, competitors, and publics.
1. macroenvironment2. microenvironment3. business environment4. marketing environment
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Chapter 2-slide 21
The Company’s Macroenvironment
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Chapter 2-slide 22
The Company’s Macroenvironment
Demography is the study of human populations in terms of size, density, location, age, gender, race, occupation, and other statistics• Demographic environment is important
because it involves people, and people make up markets• Demographic trends include age, family
structure, geographic population shifts, educational characteristics, and population diversity
Demographic Environment
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Chapter 2-slide 23
The Company’s Macroenvironment
• Changing age structure of the population• Baby boomers include people born between 1946 and 1964• Most affluent Americans
Demographic Environment
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Chapter 2-slide 24
The Company’s Macroenvironment
• Generation X includes people born between 1965 and 1976• High parental divorce rates• Cautious economic outlook• Less materialistic• Family comes first• Lag behind on retirement savings
Demographic Environment
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Chapter 2-slide 25
The Company’s Macroenvironment
• Millennials (gen Y or echo boomers) include those born between 1977 and 2000• Comfortable with technology• Includes• Tweens (ages 8–12)• Teens (13–19)• Young adults (20’s)
Demographic Environment
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Chapter 2-slide 26
The Company’s Macroenvironment
Generational marketing is important in segmenting people by lifestyle of life state instead of age
Demographic Environment
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Chapter 2-slide 27
The Company’s Macroenvironment
More people are:• Divorcing or separating• Choosing not to marry• Choosing to marry later• Marrying without intending to have children• Increased number of working women• Stay-at-home dads
Demographic Environment
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Chapter 2-slide 28
The Company’s Macroenvironment
• Growth in U.S. West and South and decline in Midwest and Northeast
• Moving from rural to metropolitan areas
• Changes in where people work• Telecommuting• Home office• Divorcing or separating
Demographic Environment
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Chapter 2-slide 29
The Company’s Macroenvironment
• Changes in the Workforce
•More educated•More white collar
Demographic Environment
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Chapter 2-slide 30
The Company’s Macroenvironment
Demographic EnvironmentIncreased Diversity
Markets are becoming more diverse• International• National
• Includes:• Ethnicity• Gay and lesbian• Disabled
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Chapter 2-slide 31
The baby boomer generation is made up of the period ________.1. 1960–19712. 1946–19643. 1980s4. 1920–1929
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Chapter 2-slide 32
The baby boomer generation is made up of the period ________.1. 1960–19712. 1946–19643. 1980s4. 1920–1929
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Chapter 2-slide 33
The Company’s Macroenvironment
Economic environment consists of factors that affect consumer purchasing power and spending patterns
• Industrial economies are richer markets• Subsistence economies consume most of their own agriculture
and industrial output
Economic Environment
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Chapter 2-slide 34
The Company’s Macroenvironment
• Changes in income• Value marketing involves
ways to offer financially cautious buyers greater value—the right combination of quality and service at a fair price
Economic Environment
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Chapter 2-slide 35
The “shop until you drop” mentality of the 1990s has been replaced with a more ________ approach.
1. “save all you can”2. “value is key” 3. “don’t shop at all”4. “splurge regularly”
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Chapter 2-slide 36
The “shop until you drop” mentality of the 1990s has been replaced with a more ________ approach.
1. “save all you can”2. “value is key” 3. “don’t shop at all”4. “splurge regularly”
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Chapter 2-slide 37
The Company’s Macroenvironment
• Ernst Engel—Engel’s Law• As income rises:• The percentage spent on food declines• The percentage spent on housing remains constant• The percentage spent on savings increases
Economic EnvironmentChanges in Consumer Spending Patterns
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Chapter 2-slide 38
The Company’s Macroenvironment
Natural environment involves the natural resources that are needed as inputs by marketers or that are affected by marketing activities
• Trends• Shortages of raw materials• Increased pollution• Increase government intervention• Environmentally sustainable strategies
Natural Environment
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Chapter 2-slide 39
There are three trends in the natural environment that marketers are monitoring. These are ________, ________, and ________.
1. shortages of raw materials; increased legislation; increased consumerism
2. the green movement; shortages of raw materials; increased pollution
3. increased pollution; increased government intervention; shortages of raw materials
4. increased consumerism; increased population; increased ethical expectations
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Chapter 2-slide 40
There are three trends in the natural environment that marketers are monitoring. These are ________, ________, and ________.
1. shortages of raw materials; increased legislation; increased consumerism
2. the green movement; shortages of raw materials; increased pollution
3. increased pollution; increased government intervention; shortages of raw materials
4. increased consumerism; increased population; increased ethical expectations
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Chapter 2-slide 41
The Company’s Macroenvironment
Technological Environment
• Most dramatic force in changing the marketplace
• Creates new products and opportunities
• Safety of new product always a concern
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Chapter 2-slide 42
The Company’s Macroenvironment
Political environment consists of laws, government agencies, and pressure groups that influence or limit various organizations and individuals in a given society
Political Environment
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Chapter 2-slide 43
The Company’s Macroenvironment
• Legislation regulating business• Increased legislation• Changing government agency
enforcement• Increased emphasis on ethics• Socially responsible behavior• Cause-related marketing
Political Environment
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Chapter 2-slide 44
Which of the following is not one of the reasons business legislation is enacted?
1. To protect companies from each other2. To protect companies from consumers3. To protect consumers from unfair business practices4. To protect the interests of society
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Chapter 2-slide 45
Which of the following is not one of the reasons business legislation is enacted?
1. To protect companies from each other2. To protect companies from consumers3. To protect consumers from unfair business practices4. To protect the interests of society
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Chapter 2-slide 46
In exercising their corporate social responsibility and building a more positive image, companies are now linking themselves to worthwhile causes. This is referred to as ________.
1. marketing mix2. marketing concept3. cause-related marketing4. Engel’s Law
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Chapter 2-slide 47
In exercising their corporate social responsibility and building a more positive image, companies are now linking themselves to worthwhile causes. This is referred to as __________________.
1. marketing mix2. marketing concept3. cause-related marketing4. Engel’s Law
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Chapter 2-slide 48
The Company’s Macroenvironment
Cultural environment consists of institutions and other forces that affect a society’s basic values, perceptions, and behaviors
Cultural Environment
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Chapter 2-slide 49
The Company’s Macroenvironment
Core beliefs and values are persistent and are passed on from parents to children and are reinforced by schools, churches, businesses, and government
Secondary beliefs and values are more open to change and include people’s views of themselves, others, organization, society, nature, and the universe
Cultural EnvironmentPersistence of Cultural Values
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Chapter 2-slide 50
The Company’s Macroenvironment
• People’s view of themselves• Yankelovich Monitor’s consumer
segments:• Do-it-yourselfers—recent movers• Adventurers
• People’s view of others•More “cocooning”
Cultural EnvironmentShifts in Secondary Cultural Values
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Chapter 2-slide 51
Yankelovich identifies consumer segments whose purchases are motivated by self-views. Two examples are _________ and __________.
1. Generation M; generation N2. Refilled nests; do-it-yourselfers3. Do-it-yourselfers; adventurers4. marketing mix; positioning
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Chapter 2-slide 52
Yankelovich identifies consumer segments whose purchases are motivated by self-views. Two examples are _________ and __________.
1. Generation M; generation N2. Refilled nests; do-it-yourselfers3. Do-it-yourselfers; adventurers4. marketing mix; positioning
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Chapter 2-slide 53
The Company’s Macroenvironment
• People’s view of organizations• People’s view of society• Patriots defend it• Reformers want to change it• Malcontents want to leave it
Cultural EnvironmentShifts in Secondary Cultural Values
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Chapter 2-slide 54
The Company’s Macroenvironment
Cultural EnvironmentShifts in Secondary Cultural Values
• People’s view of nature• Some feel ruled by it• Some feel in harmony with it• Some seek to master it
• People’s view of the universe• Renewed interest in spirituality
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Chapter 2-slide 55
A woman who drives a hybrid car, consistently recycles, and buys “earth-friendly” products is acting out her view of ________.
1. cost2. non-profit organizations3. others4. nature
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Chapter 2-slide 56
A woman who drives a hybrid car, consistently recycles, and buys “earth-friendly” products is acting out her view of ________.
1. cost2. non-profit organizations3. others4. nature
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Chapter 2-slide 57
Which of the following are included in the major forces affecting a company’s macroenvironment?
1. Marketing mix, positioning, price2. cultural, political/legal, economic3. Marketing concept, goal setting, cultural4. Baby boomers, minimum wage rates, product/service
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Chapter 2-slide 58
Which of the following are included in the major forces affecting a company’s macroenvironment?
1. Marketing mix, positioning, price2. Cultural, political/legal, economic3. Marketing concept, goal setting, cultural4. Baby boomers, minimum wage rates, product/service
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Chapter 2-slide 59
Responding to the Marketing Environment
Uncontrollable
• React and adapt to forces in the environment
Proactive
• Aggressive actions to affect forces in the environment
Reactive
• Watching and reacting to forces in the environment
Views on Responding
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Chapter 2-slide 60
A company has several options with regard to its marketing environment. A strong company takes a(n) ________ approach.
1. proactive2. reactive3. ingenuous4. peaceful
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Chapter 2-slide 61
A company has several options with regard to its marketing environment. A strong company takes a(n) ________ approach.
1. proactive2. reactive3. ingenuous4. peaceful
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Chapter 2-slide 62
A company’s macroenvironment consists of all of the following except ________.
1. demographic forces2. economic forces3. competitive forces4. technological forces
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Chapter 2-slide 63
A company’s macroenvironment consists of all of the following except ________.
1. demographic forces2. economic forces3. competitive forces4. technological forces
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MarketingStephan Langdon, MBA, M Ed