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analyzing themarketing environment
four
Copyright © 2013 by The McGraw-Hill Companies, Inc. All rights reserved.McGraw-Hill/Irwin
LEARNING OBJECTIVES
LO1 Outline how customers, the company, competitors, and corporate partners affect marketing strategy.
LO2 Explain why marketers must consider their macroenvironment when they make decisions.
LO3 Describe the differences among the various generational cohorts.
LO4 Identify the various social trends.
Analyzing the Marketing Environment
4-2
Analyzing the Marketing Environment
• Kimberly-Clark uses wood fiber from recycled sources or well-managed forestlands.
Courtesy of iStockphoto with design by Curran & Connors, Inc 4-3
A Marketing Environment Analysis Framework
4-4
The Immediate Environment
4-5
Company Capabilities
Existing knowledge, facilities, patents, etc.
Existing knowledge, facilities, patents, etc.
New markets, new products, etc.
New markets, new products, etc.
Core competencyCore competency
applied to
©M
Hru
by
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Competitors
• Know strengths & weaknesses
• Proactive rather than reactive strategy
Chad Baker/Getty Images4-7
Kimberly-Clark: Pull-Ups (Huggies) versus Procter & Gamble: Easy-Ups
(Pampers)
Dan
iel A
cker/
Blo
om
berg
via
Gett
y Im
ag
es
4-8
Corporate Partners
From factory Retailerto
• Firms are part of alliances• Align with competitors, suppliers, etc.• Just in Time Delivery Systems (JIT)
D N
orm
ark
/Ph
oto
Lin
k/G
ett
y Im
ag
es
Sie
de P
reis
/Gett
y Im
ag
es
©La
rs A
Nik
i
4-9
check yourself 1.What are the components of the
immediate environment?
4-10
Macroenvironmental Factors
4-11
Culture
Country Culture vs. Regional Culture
©Brand X Pictures/PunchStock PhotoLink/Getty Images
4-12
Controversy Surrounds All Catholic Town
4-13
Demographics
Provides an easily understood snapshot of the typical consumer in a specific target market
Provides an easily understood snapshot of the typical consumer in a specific target market
U.S. Census Website
BananaStock/JupiterImages Comstock Images/Alamy
4-14
Generational Cohorts
4-15
Income
• Purchasing power is tied to income
• Many middle class families feel the decline in purchasing power in recent years
Courtesy of Hammacher Schlemmer, wwwhammachercom4-16
Education
=
Education is related to income, which determines spending power
Education is related to income, which determines spending power
©Fancy Photographer/Veer
Brand X Pictures
4-17
Gender
Jochen Sand/Digital Vision/Getty Images
4-18
Ethnicity
Bud Light Commercial
©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.
4-19
Social Trends
4-20
Price Sensitivity
4-21
Health and Wellness Concerns
• Worldwide Pandemics or Epidemics• Child-Teenage Obesity
Courtesy Subway Franchise Advertising Fund Trust4-22
Greener Consumers
Customers who appreciate firms efforts to supply
them with environmentally
friendly merchandise.
Courtesy Ford Motor Company 4-23
Privacy Concerns
Chad Baker/Ryan McVay/Getty Images
4-24
Time Poor Society
4-25
McDonald’s Moms
4-26
Technological Advances
• Technology has impacted every aspect of marketing– New products– New forms of
communication– New retail
channels
Stop and Shop Website
AP Photo/Ric Feld
4-27
Combined with inflation and interest rates affect firms’ ability to market goods and services
Combined with inflation and interest rates affect firms’ ability to market goods and services
Economic Situation
Foreign currency fluctuationsForeign currency fluctuations
Conference Board Website
PhotoLink/Getty Images
Brand X Pictures
4-28
Political/Regulatory EnvironmentCompetitive Practice and Trade
Legislation
David Hiller/Getty Images
4-29
check yourself 1.What are the six key macroeconomic
factors?
2.Differentiate between country culture and regional culture.
3.Identify the different generational cohorts. What key dimension is used to classify an individual into a given cohort?
4.What are some important social trends shaping consumer values these days?
4-30
