Lecture Principles of Marketing - Chapter 3: The marketing environment

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This chapter describe the environmental forces that affect the company’s ability to serve its customers, describe the environmental forces that affect the company’s ability to serve its customers, identify the major trends in the firm’s natural and technological environments, explain the key changes in the political and cultural environments, discuss how companies can react to the marketing environment.

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Nội dung Text: Lecture Principles of Marketing - Chapter 3: The marketing environment

Chapter Three The Marketing Environment
Roadmap: Previewing the Concepts 1. Describe the environmental forces that affect the company’s ability to serve its customers. 2. Explain how changes in the demographic and economic environments affect marketing decisions. 3. Identify the major trends in the firm’s natural and technological environments. 4. Explain the key changes in the political and cultural environments. 5. Discuss how companies can react to the marketing environment. Copyright 2007, Prentice Hall, Inc. 3-2
Case Study McDONALD’S – Facing New Challenges Challenges Marketing Initiatives  Faces shifting consumer  Focus on core competency lifestyles and preferences of consistent products and for healthier foods. reliable service.  Low ratings of food and  Offers upscale alternatives service quality. including McCafe and  Atmosphere not upscale. Bistro Gourmet.  Image is perceived as  Eliminates “supersize,” being uncultured, uncool, offers healthier food and unclassy by younger options, and introduces Go target markets. Active! Adult Happy Meal.
Marketing Environment  Consists of actors and forces outside the organization that affect management’s ability to build and maintain relationships with target customers. – Studying the environment allows marketers to take advantage of opportunities as well as to combat threats. – Marketing intelligence and research are used to collect information about the environment.
Marketing Environment  Includes: – Microenvironment: actors close to the company that affect its ability to serve its customers. – Macroenvironment: larger societal forces that affect the microenvironment. • Considered to be beyond the control of the organization.
Marketing Environment  Actors in the microenvironment include: – The company itself – Suppliers – Marketing intermediaries – Customers – Competitors – Publics
The Microenvironment  Company’s Internal Environment: – Areas inside a company. – Affects the marketing department’s planning strategies. – All departments must “think consumer” and work together to provide superior customer value and satisfaction.
The Microenvironment  Suppliers: – Provide resources needed to produce goods and services. – Important link in the “value delivery system.” – Most marketers treat suppliers like partners.
The Microenvironment  Marketing intermediaries: – Help the company to promote, sell, and distribute its goods to final buyers • Resellers • Physical distribution firms • Marketing services agencies • Financial intermediaries
The Microenvironment  Customers: – Five types of markets that purchase a company’s goods and services. • Consumer • Business • Reseller • Government • International
The Microenvironment  Competitors: – Those who serve a target market with products and services that are viewed by consumers as being reasonable substitutes. – Company must gain strategic advantage against these organizations.
The Microenvironment  Publics: – Any group that has an interest in or impact on an organization's ability to achieve its objectives. • Financial public • Media public • Government public • Citizen-action public • Local public • General public • Internal public
The Macroenvironment  The company and all of the other actors operate in a larger macroenvironment of forces that shape opportunities and pose threats to the company.
The Macroenvironment  Forces in the macroevironment can be categorized as: – Demographic – Economic – Natural – Technological – Political – Cultural
Demographic Environment  Demographics: The study of human populations in terms of size, density, location, age, gender, race, occupation, and other statistics. – Marketers track changing age and family structures, geographic population shifts, educational characteristics, and population diversity.
Demographic Environment  The changing age structure of the U.S. population is the single most important demographic trend. – Baby boomers, Generation X, and Generation Y are the key groups.
Demographic Environment  Baby Boomers: – 78 million born between 1946 and 1964. – Equal 28% of population. – Earn more than 50% of all personal income. – Almost 25% belong to racial or ethnic minority. – Spend a lot on anti-aging products and services. – Are likely to postpone retirement.
Demographic Environment  Generation X: – 45 million born between 1965 and 1976. – Defined by shared experiences: • Increasing divorce rates. • More of their mothers employed. • First generation of latchkey kids. – Cynical of frivolous marketing pitches. – Care about the environment. – Prize experience, not acquisition.
Demographic Environment  Generation Y: – 72 million born between 1977 and 1994. – Have large amount of disposable income. – Comfortable with computer technology. – Tend to be impatient and “Now-Oriented.” – Many product lines targeted at those who are part of Generation Y: • Teen and young adult games • Clothes, furniture, food
Demographic Environment  Changing American family and household makeup: – Married couples with children = 34%, and falling. – Married couples and people living with other relatives = 22%. – Single parents = 12%. – Single persons and adult “live-togethers” (also called nonfamily households) = 32%