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Transcript of Chapter 4: The Marketing Environment Prepared by Amit Shah, Frostburg State University Designed by...
Chapter 4: The Marketing Environment
Prepared by Amit Shah, Frostburg State University
Designed by Eric Brengle, B-books, Ltd.
Copyright 2010 by Cengage Learning Inc. All Rights Reserved 1
Learning Outcomes
2
LO1
LO2
LO3
Discuss the external environment of marketing,and explain how it affects a firm
Describe the social factors that affect marketing
Explain the importance to marketing managers of current demographic trends
Copyright 2010 by Cengage Learning Inc. All Rights Reserved
Learning Outcomes
3
Explain the importance to marketing managers of multiculturalism and growing ethnic markets
Identify consumer and marketer reactions to the state of the economy
Identify the impact of technology on a firm
LO5
LO6
LO4
Copyright 2010 by Cengage Learning Inc. All Rights Reserved
Learning Outcomes
4
Discuss the political and legal environment of marketing
Explain the basics of foreign and domestic competition
LO8
LO7
Copyright 2010 by Cengage Learning Inc. All Rights Reserved
The External Marketing Environment
5
Discuss the external environment of marketing,
and explain how it affects a firm
LO1
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Target Market
6
Target market- A defined groupmost likely to buy a firm’s
product.
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Review Learning Outcome
7
LO1
DemographicsDemographics
SocialChangeSocial
Change
EconomicConditionsEconomicConditions
Political & Legal FactorsPolitical &
Legal FactorsTechnologyTechnology
CompetitionCompetition
EnvironmentalScanning
Target Market
External Environment (uncontrollable)
Ever-ChangingMarketplace
ProductDistributionPromotion
Price
ProductDistributionPromotion
Price
Internal (within the
organization)Marketing mix
External Environment of Marketing
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Social Factors
8
Describe the social factors that affect marketing.
LO2
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Social Factors
9
ValuesValues
AttitudesAttitudes
LifestyleLifestyle
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Social Factors
10
Social Factors Influence:Social Factors Influence:
Products purchasedProducts purchased
Prices paid for productsPrices paid for products
Effectiveness of promotionsEffectiveness of promotions
How, where, and when people purchaseHow, where, and when people purchase
Copyright 2010 by Cengage Learning Inc. All Rights Reserved
Social Factors
11
Self-SufficiencySelf-Sufficiency
Upward MobilityUpward Mobility
Work EthicWork Ethic
ConformityConformity
Core American Values
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The Influence of Values on Buying Habits
12
Ranked Characteristics of Product Quality
Reliability
Durability
Easy maintenance
Ease of use
Trusted brand name
Low price
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Component Lifestyles
13
The practice of choosing goods and services that meet one’s diverse needs and interests
rather than conforming to a single, traditional lifestyle.
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Role of Families and Working Women
• Growth of dual-income families results in increased purchasing power
• Approximately 63% of work-age females are in the workforce
• Women expect different things in life – purchase bulk of technology products – second largest group of home buyers after couples
• Single households outnumber married households with kids
14Copyright 2010 by Cengage Learning Inc. All Rights Reserved
Review Learning Outcome
15
LO2
Social Factors that Affect Marketing
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Demographic Factors
16
Explain the importance to marketing managers of
current demographic trends.
LO3
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Demographic Factors
17
Demography- The study of people’svital statistics, such as their age, race and ethnicity, and location.
Copyright 2010 by Cengage Learning Inc. All Rights Reserved
Tweens
18
Pre- and early adolescents, age 9 to 14
Population of 20 million
Purchasing power of $21 billion in 2008
View TV ads as “just advertising”
Emerging as “the richest generation” and the “most influential generation in history”
Copyright 2010 by Cengage Learning Inc. All Rights Reserved
Teens
19
Population of 25 million in U.S.
Purchasing power of $195 billion annually
Approximately 72 hours per week tuned in electronically
68 percent of teens have created profiles on MySpace, Zanga, or Facebook
Shopping has become social sport: 62 percent love to shop
Copyright 2010 by Cengage Learning Inc. All Rights Reserved
Generation Y Born between 1979 and 1994
Population of 73 million
Purchasing power of $200 billion annually
Researchers have found Gen Yers to be:– Impatient– Family-oriented– Inquisitive– Opinionated– Diverse– Time managers– “Street Smart”– Connected
20Copyright 2010 by Cengage Learning Inc. All Rights Reserved
Generation X
Born between 1965 and 1978
Population of 40 million
Savvy and cynical consumers
More protective and involved with their kids
Value the importance of education
Avid buyers of the latest clothes, technology, and recreational products
21Copyright 2010 by Cengage Learning Inc. All Rights Reserved
Baby Boomers Born between 1946 and 1964
Population of 77 million—the largest demographic segment
Boomers are postponing retirement – The 2007-2009 downturn has resulted in loss of $2 trillion.
Income will continue to grow as they keep working
Four segments of baby boomers:“Looking for balance” “Confident and living well” “At ease” “Overwhelmed”
22Copyright 2010 by Cengage Learning Inc. All Rights Reserved
Review Learning Outcome
23
LO3
Current Demographic Trends
AgeTweens
8 to 14 yrs29 million
Gen Y
1979-199460 million
Gen X
1965-197840 million
Baby Boom
1946-196477 million
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Growing Ethnic Markets
24
Explain the importance of marketing managers of
multiculturalism and growing ethnic markets.
LO4
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Growing Ethnic Markets
25
Spending power of ethnic markets in 2008:
– Hispanics--$1 trillion– African Americans--$921 billion– Asian Americans--$526 billion
Diversity can result in bottom-line benefits to companies.
Copyright 2010 by Cengage Learning Inc. All Rights Reserved
Marketing to Hispanic Americans
26
The population’s diversity creates challenges for targeting this group.
Hispanics tend to be brand loyal, but are not aware of many U.S. brands.
68% of U.S. Hispanics have home Internet access.
Copyright 2010 by Cengage Learning Inc. All Rights Reserved
Marketing to African Americans
27
Many firms are creating products for the African American market.
Promotional dollars and media choices directed toward African Americans continue to increase.
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Marketing to Asian Americans
28
Younger, better educated, and have highest average income of all groups
Sometimes called a “marketer’s dream
Many products have been developed for Asian American market.
Cultural diversity within the Asian American market complicates promotional efforts.
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Ethnic and Cultural Diversity
29
Multiculturalism: occurs when all major ethnic groups in an area (city, county, or census tract) are roughly equally represented
U.S. trend is toward greater multiculturalism
America’s racial and ethnic patterns have taken on distinctly regional dimensions
Copyright 2010 by Cengage Learning Inc. All Rights Reserved
Review Learning Outcome
30
LO4
Multiculturalism and Growing Ethnic Markets
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Economic Factors
31
Identify consumer and marketer reactions to the
state of the economy.
LO5
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Economic Factors
32
Consumer’s Income
Inflation
Recession
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Consumers’ Incomes
• Median U.S. household income in 2008 was approximately $49,000.
• Incomes have risen at a slow pace.
• Education is the primary determinant of earning potential.
33Copyright 2010 by Cengage Learning Inc. All Rights Reserved
Purchasing Power
34
Purchasing Power- A comparisonof the relative cost of a set
standard of goods and services indifferent geographic areas.
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Inflation
35
Inflation- A measure of the decreasein the value of the money, expressedas the percentage reduction in value
since the previous year.
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Recession
36
Recession- A period of economic activity characterized by negative
growth which reduces demandfor goods and services.
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Recession Marketing Strategies
• Improve existing products and introduce new ones
• Maintain and expand customer services
• Emphasize top-of-the-line productsand promote product value
37Copyright 2010 by Cengage Learning Inc. All Rights Reserved
Review Learning Outcome
38
LO5
Economic Factors
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Technological Factors
39
Identify the impact of a technology firm.
LO6
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Research
40
Basic research – pure research that aims to confirm an
existing theoryor to learn more about a concept
or phenomenon
Applied research – an attempt to developnew or improved products
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Technological Factors• U.S. excels at basic and
applied research.
• Many firms use the marketing concept to guide research.
• New technology internally createsa long-term competitive advantage.
• External technology – Creates more efficient operation
or better products– May render existing products
obsolete41Copyright 2010 by Cengage Learning Inc. All Rights Reserved
Technological Factors
42
• Innovation is becoming a global process.
• The most innovative firms have an average profit margin growth of 3 percent higher than the typical firm.
Copyright 2010 by Cengage Learning Inc. All Rights Reserved
Review Learning Outcome
43
LO6
Impact of Technology on a Firm
BasicResearch
BasicResearch
MarketingMix
MarketingMix
AppliedResearch
AppliedResearch
TechnologyAdvances
TechnologyAdvances
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Political and Legal Factors
44
Discuss the political and legal environment
of marketing.
LO7
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Political and Legal Factors
45
New technology Society Businesses Consumers
Laws and Regulations Protect:Laws and Regulations Protect:
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Federal Legislation
46
Sherman ActClayton ActFederal Trade Commission Act Celler-Kefauver Antimerger ActHart-Scott-Rodino Act
Sherman ActClayton ActFederal Trade Commission Act Celler-Kefauver Antimerger ActHart-Scott-Rodino Act
Regulate competitive
environment
Robinson-Patman Act Robinson-Patman ActRegulate pricing
practices
Wheeler-Lea Act Wheeler-Lea ActControl
falseadvertising
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Regulatory Agencies
47
Consumer Product Safety Commission
Consumer Product Safety Commission
Federal Trade Commission
Federal Trade Commission
Food & Drug AdministrationFood & Drug
Administration
Protects consumer safety in and around their homes
Prevents unfair methods ofcompetition in commerce
Enforces safety regulations for food and drug products
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Powers of the FTC
48
Cease-and-Desist OrderCease-and-Desist Order
Consent DecreeConsent Decree
Affirmative DisclosureAffirmative Disclosure
Corrective AdvertisingCorrective Advertising
RestitutionRestitution
CounteradvertisingCounteradvertising
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Consumer Privacy
49
Gramm-Leach-Bliley Act
Health Insurance Portability and Accountability Act (HIPPA)
California’s Notice of Security Breach Law
Government ActionsGovernment Actions
FederalLevel
State Level
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Review Learning Outcome
50
LO7
Political and Legal Environment of Marketing
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Competitive Factors
51
Explain the basics of foreign and domestic competition.
LO8
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Competitive Factors
52
•How many competitors?
•How big are competitors?
•How interdependent is the industry?
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Competitive Factors
Competition for Market Share and
Profits
• Firms must work harder to maintain profits and market share.
Global Competition
• More foreign firms are entering U.S. market.
• Foreign firms in U.S. now compete on product quality.
53Copyright 2010 by Cengage Learning Inc. All Rights Reserved
Review Learning Outcome
54
LO8
Mature Industries
Slow Growth / No Growth
Highly Competitive Marketplace
Can only increasemarket share bytaking it from a competitor.
Foreign and Domestic Competition
Copyright 2010 by Cengage Learning Inc. All Rights Reserved