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Chapter 5: Analyzing the marketing environment. When you finish this chapter, you should: 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 affect marketing.
chapter five analyzing the marketing environment Copyright © 2015 McGrawHill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGrawHill Education LEARNING OBJECTIVES LO 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 52 A Marketing Environment Analysis Framework Culture Company Political/ Legal Consumers Culture Demographics Immediate Environment Competition Economic Corporate Partners Macroenvironment Technology 53 The Immediate Environment Company Consumers Immediate Environment Competition Corporate Partners 54 Successfully Leveraging Company Capabilities Core competency Existing knowledge, facilities, patents, etc ©M Hruby applied to New markets, new products, etc 55 Competitors • • Know strengths & weaknesses Proactive rather than reactive strategy Chad Baker/Getty Images 56 Corporate Partners From factory ©Lars A Niki • Siede Preis/Getty Images • Firms are part of alliances Align with competitors, suppliers, etc Just in Time Delivery Systems (JIT) D Normark/PhotoLink/Getty Images • to Retailer 57 check yourself • What are the components of the immediate environment? 58 Macroenvironmental Factors Culture Demographics Consumers Culture Economic Political/ Legal Technology 59 Culture Country Culture vs Regional Culture ©Brand X Pictures/PunchStock PhotoLink/Getty Images 510 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 513 Education = ©Fancy Photographer/Veer Brand X Pictures Education is related to income, which determines spending power 514 Gender Jochen Sand/Digital Vision/Getty Images 515 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 516 Social Trends Thrift Health and Wellness Concerns Privacy Concerns Greener Consumers Time-Poor Society Celebrity Magazine Covers 517 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 518 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 519 Political/Regulatory Environment Competitive Practice and Trade Legislation David Hiller/Getty Images 520 check yourself • • • • What 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? 521 Glossary 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 Return to slide 522 Glossary Culture is the shared meanings, beliefs, morals, values, and customs of a group of people Return to slide 523 Glossary Demographics indicate the characteristics of human populations and segments, especially those used to identify consumer markets Return to slide 524 Glossary A generational cohort is a group of people of the same generation Return to slide 525 Glossary The political/regulatory environment comprises political parties, government organizations, and legislation and laws Return to slide 526 Glossary Regional culture involves the region in which people live in a particular country Return to slide 527 ...LEARNING OBJECTIVES LO 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... they make decisions LO 5-3 Describe the differences among the various generational cohorts LO 5-4 Identify various social trends that affect marketing 52 A Marketing Environment Analysis Framework... Culture Demographics Immediate Environment Competition Economic Corporate Partners Macroenvironment Technology 53 The Immediate Environment Company Consumers Immediate Environment Competition Corporate