When you finish this chapter, you should: Know why company objectives are important in guiding strategic market planning, see how the resources of a firm affect the search for opportunities, know the variables that shape the environment of strategic market planning, know how the different kinds of competitive situations affect strategic planning.
Chapter 3: The Changing Marketing Environment For use with Shapiro, Wong, Perreault, and McCarthy texts Copyright © 2002 McGraw-Hill Ryerson Limited The Importance of Objectives Provide Guidelines Setting Company Objectives Be Explicit Coordinate Effort Lead to Marketing Objectives 32 For use with Shapiro, Wong, Perreault, and McCarthy texts Copyright © 2002 McGraw-Hill Ryerson Limited A Hierarchy of Objectives Company Objectives Production Objectives Finance Objectives Product Objectives Place Objectives Personal Selling Objectives 33 Marketing Objectives HR Objectives Promotion Objectives Mass Selling Objectives R&D Objectives Price Objectives Sales Promotion Objectives For use with Shapiro, Wong, Perreault, and McCarthy texts Copyright © 2002 McGraw-Hill Ryerson Limited Limits on Opportunity Search ????? ????? ????? ????? ????? 34 Financial Financial Strength Strength Producing Producing Capability Capability and and Flexibility Flexibility Marketing Marketing Strengths Strengths For use with Shapiro, Wong, Perreault, and McCarthy texts Copyright © 2002 McGraw-Hill Ryerson Limited The Competitive Environment Kinds of Markets Key Concepts in the Competitive Environment Competitor Analysis Competitive Rivals Competitive Barriers Information on Competitors 35 For use with Shapiro, Wong, Perreault, and McCarthy texts Copyright © 2002 McGraw-Hill Ryerson Limited The Economic and Technological Environment Global Global Economy Economy Rapid Rapid Change Change Key Economic Forces Interest Interest Rates Rates 36 For use with Shapiro, Wong, Perreault, and McCarthy texts Copyright © 2002 McGraw-Hill Ryerson Limited The Impact of Technology Technology is the application of science to convert an economy’s resources to output Technology impacts marketing both through opportunities for new products and new ways (processes) for handling marketing functions Example: consider the Internet Products: software for computer users Process: selling from a Web site 37 For use with Shapiro, Wong, Perreault, and McCarthy texts Copyright © 2002 McGraw-Hill Ryerson Limited The Political and Legal Environment Nationalism Nationalism Consumerism Consumerism Characteristics of the Political Environment Regional Regional Groupings Groupings 38 For use with Shapiro, Wong, Perreault, and McCarthy texts Copyright © 2002 McGraw-Hill Ryerson Limited The Cultural and Social Environment Time Poverty Economic Power Career Opportunity 39 Cultural CulturalTrend: Trend: The The Changing Changing Roles Rolesof ofWomen Women For use with Shapiro, Wong, Perreault, and McCarthy texts Copyright © 2002 McGraw-Hill Ryerson Limited ... Perreault, and McCarthy texts Copyright © 2002 McGraw-Hill Ryerson Limited The Political and Legal Environment Nationalism Nationalism Consumerism Consumerism Characteristics of the Political Environment. .. Economic and Technological Environment Global Global Economy Economy Rapid Rapid Change Change Key Economic Forces Interest Interest Rates Rates 36 For use with Shapiro, Wong, Perreault, and McCarthy... Opportunity Search ????? ????? ????? ????? ????? 34 Financial Financial Strength Strength Producing Producing Capability Capability and and Flexibility Flexibility Marketing Marketing Strengths