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2. Chapter. The Dynamic Marketing Environment. After studying this chapter you should be able to explain: The concept of environmental marketing. How external environmental forces affect marketing. How external factors (markets, suppliers, intermediaries) affect marketing. - PowerPoint PPT Presentation
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Chapter
The Dynamic Marketing The Dynamic Marketing EnvironmentEnvironment
The Dynamic Marketing The Dynamic Marketing EnvironmentEnvironment
2
After studying this chapter you should be able to explain:The concept of environmental marketing.How external environmental forces affect marketing.How external factors (markets, suppliers, intermediaries) affect marketing.How nonmarketing resources affect a firm’s marketing.
Key Factors that Help or Hurt Company Success:
• Company’s Internal Environment
• Company’s External Marketing Environment• Includes:
– Microenvironment - forces close to the company that affect its ability to serve its customers.
– Macroenvironment - larger (typically uncontrollable) forces that affect most companies
Two Levels of External Forces have an Effect on Marketing:
• MicroMicro influences consist of suppliers, marketing intermediaries, and customers.
• MacroMacro influences include demographics, economic conditions, culture, and laws.
Six Interrelated Macroenvironmental Forces can Affect an Organization’s
Marketing Program:
• Demographics• Competition• Political and legal forces• Economics conditions• Social and cultural forces• Technology
Environmental Monitoring
• Environmental Monitoring (Scanning) is the process of:– gathering information regarding the gathering information regarding the
external environment,external environment,– analyzing that information, andanalyzing that information, and– forecasting the impact of whatever trends forecasting the impact of whatever trends
the analysis suggests.the analysis suggests.
COMPANY’SMARKETINGPROGRAM
Demo-graphics
Economiccondition
s
Politicaland legal
forces
Social and cultural
forces
Competition
Technology
Macroenvironmental ForcesMacroenvironmental Forces
Some Key U.S.Demographic Trends
Changing Age StructurePopulation is aging; many divisions
Changing American FamilyLater marriage, fewer children, workingwomen, and nontraditional households
Geographic ShiftsMoving to the Sunbelt, suburbs,
“micropolitan areas”
Better-Educated & More White-Collar Increased college attendance
and white-collar workers
Race/Ethnicity
• What’s happening in U.S. in regards to race/ethnicity?
• Increasing Diversity……..
• NM is a window to the future. . . .
Social ForcesSocial ForcesSocial ForcesSocial Forces
Changing MinoritiesChanging Minorities
• Major Ethnic Groups as a percent of total:
2001: Wht/NH (71.0) Black (12.9) Hispanic (12.1)
2005: Wht/NH (69.3) Black (13.1) Hispanic (13.3)
2020: Wht/NH (63.8) Black (13.8) Hispanic (17.0)
2050: Wht/NH (52.8) Black (14.7) Hispanic (24.3)
Source: www.census.gov January 13, 2000
Social ForcesSocial ForcesSocial ForcesSocial Forces
Changing Age StructureChanging Age Structure
3031.4
32.834.3
35.7
38.539.3
20
25
30
35
40
1980 1985 1990 1995 2000 2005 2010
Median Age of Resident Population 1980-2050
Social ForcesSocial ForcesSocial ForcesSocial Forces
Changing Age StructureChanging Age Structure
Source: www.census.gov January 27, 2004
1990
Social ForcesSocial ForcesSocial ForcesSocial Forces
Changing Age StructureChanging Age Structure
Source: www.census.gov January 27, 2004
2000
Social ForcesSocial ForcesSocial ForcesSocial Forces
Changing Age StructureChanging Age Structure
Source: www.census.gov January 27, 2004
2025
Social ForcesSocial ForcesSocial ForcesSocial Forces
Changing Family StructureChanging Family Structure
Most Recent Population Estimate:
• What is the population of the United States?
• Approximately 313 Million people• (As of Feb. 6, 2012)
Age Distribution of the U.S. Population
(78 million people born 1946-1964) One of the most powerful forces shaping
the marketing environment, 30% of population
(45 million people born 1965-1976) More skeptical, cynical of frivolous marketing pitches promising easy
success (72 million people born 1977-1994)
Fluent and comfortable with computer, digital, and Internet
technology (Net-Gens)
Importance of Age
• Why are Baby-Boomers so important to Marketers?
• 76 million of them• Who are Baby-Busters / Gen. X-er’s?• Generation Y
Economic Conditions
• The Business Cycle - 3 stages:
– ProsperityProsperity
– RecessionRecession
– RecoveryRecovery
Learn it on your own...
Economic Conditions
InflationInflation - Increase in prices of goods and services.Interest RatesInterest Rates - How do they affect marketers?
Donnie’s Z-28 purchase
Social and Cultural Forces
• Environmental Consciousness
• Changing Gender Roles
– Changing back some though. . . . More manly men.
• A Premium on Time
• Physical Fitness and Health
Technological Environment
• Faster pace of technological change; products are outdated at a rapid pace.
• Almost unlimited opportunities being developed daily in health care, space industry, robotics, and bio-genetic field.
• Challenge is not only technical, but also commercial – make practical, affordable versions of products.
Technological ForcesTechnological Forces
• Some of the most dramatic technological changes occurring now are:– the declining cost and size, and increasing power,
of microprocessors;– the convergence of television, personal computer,
and telephone technologies;– the pervasive trend toward “connectedness”
through the World Wide Web;– the emergence of biotechnology as a key
component of the economy.
Environmental Monitoring
• Environmental Monitoring (Scanning) is the process of:– gathering information regarding the gathering information regarding the
external environment,external environment,– analyzing that information, andanalyzing that information, and– forecasting the impact of whatever trends forecasting the impact of whatever trends
the analysis suggests.the analysis suggests.