Chapter 3 MARKETING 16

Part Environmental forces and social & ethical responsibilities Chapter The Marketing Environment Chapter The Marketing EnvironmentPham Khac Thong, MBA THE MARKET ENVIRONMENT  Warm-up  Do you think the commercial world has become more competitive during the past twenty years? If so why ?  What typical type of competitors does an organization face?  Suggestive ideas for discussion:  + Emergence of the first truly international market place ‘ globalization’  + struggles between leading trading nations and blocs  + More new developed countries + countries developing similar products Chapter The Marketing EnvironmentPham Khac Thong, MBA THE MARKET ENVIRONMENT +Actors/ best opportunities to help the companies forces Chapter The Marketing EnvironmentPham Khac Thong, MBA develop and position their products in the market Environments • Internal:various departments • Micro: suppliers, marketing intermediaries • Macro: competitive, demographic, economic, natural, technological, political, and cultural Chapter The Marketing Environment- Pham Khac Thong, MBA Chapter The Marketing EnvironmentPham Khac Thong, MBA MARKET ENVIRONMENT ACTORS/FORCES NON-CONTROLLABLE MACRO     CONTROLLABLE +4Ps: SOCIO-CULTURE POLITICS & LAW ECONOMY& POPPULATION TECHNOLOGY &NATURE MICRO  CO ITSELF + All depts Impact Marketing Departs PRODUCT, PRICE, PLACE,  PROMOTION  Suppliers + pricing & materials available for Marketing operations  M intermediaries + powerful impact on Manufacturer  Customer behavior  Competitors Chapter The Marketing EnvironmentPham Khac Thong, MBA Micro Marketing Environment + Controllable forces/actors PRODUCT PROMOTION PRICE PLACE Chapter The Marketing Environment- Pham Khac Thong, MBA Major Forces in the Company’s Macroenvironment Chapter The Marketing Environment8 Pham Khac Thong, MBA Key U.S Demographic Trends Changing Age Structure Population is getting older Changing Family Structure Marrying later, fewer children, working women, and nonfamily households Geographic Shifts Moving to the Sunbelt and suburbs (MSA’s) Increased Education Increased college attendance and white-collar workers Growing Ethnic and Racial Diversity 72% Caucasian, 13% African-American, 11% Hispanic & 3% Asian Chapter The Marketing Environment9 Pham Khac Thong, MBA 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) Chapter The Marketing Environment10 Pham Khac Thong, MBA Economic Environment Global Economic Development Changes in Income Changing Consumer Spending Patterns Chapter The Marketing Environment11 Pham Khac Thong, MBA Key Economic Concerns for Marketers Natural Environment Conservation Of Resources Factors Affecting Ecotourism Recycle and Reduce Waste Chapter The Marketing Environment12 Pham Khac Thong, MBA the Natural Environment Technological Environment • Robots and machines • Computerized video checkout services • Electronic guest room locking systems • Locking fax machines receive orders at restaurants • The development of the Internet Chapter The Marketing Environment13 Pham Khac Thong, MBA Political Environment Includes Laws, Government Agencies, Etc that Influence & Limit Organizations/ Individuals in a Given Society Increasing Legislation Changing Government Agency Enforcement Chapter The Marketing Environment14 Pham Khac Thong, MBA Increased Emphasis on Ethics & Socially Responsible Actions Cultural Environment • Persistence of Cultural Values • Subcultures Chapter The Marketing Environment15 Pham Khac Thong, MBA Responding to the Marketing Environment • Environmental management perspective • Environmental Scanning • Using information about the marketing environment Chapter The Marketing Environment16 Pham Khac Thong, MBA Environmental Scanning Determine Environmental Areas That Need to Be Monitored Determine How the Information Will Be Collected Implement the Data Collection Plan Anaylize and Use the Data in Planning Chapter The Marketing Environment17 Pham Khac Thong, MBA ... suppliers, marketing intermediaries • Macro: competitive, demographic, economic, natural, technological, political, and cultural Chapter The Marketing Environment- Pham Khac Thong, MBA Chapter The Marketing. .. behavior  Competitors Chapter The Marketing EnvironmentPham Khac Thong, MBA Micro Marketing Environment + Controllable forces/actors PRODUCT PROMOTION PRICE PLACE Chapter The Marketing Environment-... developing similar products Chapter The Marketing EnvironmentPham Khac Thong, MBA THE MARKET ENVIRONMENT +Actors/ best opportunities to help the companies forces Chapter The Marketing EnvironmentPham