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Marketing,[object Object],Stephan Langdon, MBA, M Ed,[object Object]
Chapter Three,[object Object],Analyzing the Marketing Environment,[object Object]
Analyzing the Marketing Environment,[object Object],The Company’s Microenvironment,[object Object],The Company’s Macroenvironemnt,[object Object],Responding to the Marketing Environment,[object Object],Topic Outline,[object Object]
The Marketing Environment,[object Object],The marketing environment includes the actors and forces outside marketing that affect marketing management’s ability to build and maintain successful relationships with customers,[object Object]
The Marketing Environment,[object Object],Microenvironment consists of the actors close to the company that affect its ability to serve its customers, the company, suppliers, marketing intermediaries, customer markets, competitors, and publics,[object Object]
The Company’s Microenvironment,[object Object],Actors in the Microenvironment,[object Object]
The Company’s Microenvironment,[object Object],Top management,[object Object],Finance,[object Object],R&D,[object Object],Purchasing,[object Object],Operations,[object Object],Accounting,[object Object],The Company,[object Object]
The Company’s Microenvironment,[object Object],Provide the resources to produce goods and services,[object Object],Treated as partners to provide customer value,[object Object],Suppliers,[object Object]
The Company’s Microenvironment,[object Object],Help the company to promote, sell and distribute its ,[object Object],   products to final buyers,[object Object],Marketing Intermediaries,[object Object]
The Company’s Microenvironment,[object Object],Types of Marketing Intermediaries,[object Object]
________ include resellers, marketing service agencies, and financial firms that help a company to promote and sell its offerings to its final customers.,[object Object],Advertising agencies,[object Object],Suppliers,[object Object],Intelligence firms,[object Object],Marketing intermediaries,[object Object]
________ include resellers, marketing service agencies, and financial firms that help a company to promote and sell its offerings to its final customers.,[object Object],Advertising agencies,[object Object],Suppliers,[object Object],Intelligence firms,[object Object],Marketing intermediaries,[object Object]
Banks, insurance companies, and credit companies that aid in financial transactions are called ________.,[object Object],financial intermediaries,[object Object],marketing services agencies,[object Object],physical distribution firms,[object Object],positioning,[object Object]
Banks, insurance companies, and credit companies that aid in financial transactions are called _________.,[object Object],financial intermediaries,[object Object],marketing services agencies,[object Object],physical distribution firms,[object Object],positioning,[object Object]
The Company’s Microenvironment,[object Object],Firms must gain strategic advantage by positioning their offerings against competitors’ offerings,[object Object],Competitors,[object Object]
The Company’s Microenvironment,[object Object],Publics,[object Object],Any group that has an actual or potential interest in or impact on an organization’s ability to achieve its objectives,[object Object],Financial publics,[object Object],Media publics,[object Object],Government publics,[object Object],Citizen-action publics,[object Object],Local publics,[object Object],General public,[object Object],Internal publics,[object Object]
Financial, media, government, and citizen-action are several types of ________.,[object Object],	1. taxing authorities,[object Object],	2. legal departments,[object Object],	3. publics,[object Object],	4. marketing mix elements,[object Object]
Financial, media, government, and citizen-action are several types of ________.,[object Object],	1. taxing authorities,[object Object],	2. legal departments,[object Object],	3. publics,[object Object],	4. marketing mix elements,[object Object]
A company’s ________ consists of its suppliers, marketing intermediaries, customers, competitors, and publics.,[object Object],macroenvironment,[object Object],microenvironment,[object Object],business environment,[object Object],marketing environment,[object Object]
A company’s ________ consists of its suppliers, marketing intermediaries, customers, competitors, and publics.,[object Object],macroenvironment,[object Object],microenvironment,[object Object],business environment,[object Object],marketing environment,[object Object]
The Company’s Macroenvironment,[object Object]
The Company’s Macroenvironment,[object Object],Demography is the study of human populations in terms of size, density, location, age, gender, race, occupation, and other statistics,[object Object],Demographic environment is important because it involves people, and people make up markets,[object Object],Demographic trends include age, family structure, geographic population shifts, educational characteristics, and population diversity,[object Object],Demographic Environment,[object Object]
The Company’s Macroenvironment,[object Object],Changing age structure of the population,[object Object],Baby boomers include people born between 1946 and 1964,[object Object],Most affluent Americans,[object Object],Demographic Environment,[object Object]
The Company’s Macroenvironment,[object Object],Generation X includes people born between 1965 and 1976,[object Object],High parental divorce rates,[object Object],Cautious economic outlook,[object Object],Less materialistic,[object Object],Family comes first,[object Object],Lag behind on retirement savings,[object Object],Demographic Environment,[object Object]
The Company’s Macroenvironment,[object Object],Millennials (gen Y or echo boomers) include those born between 1977 and 2000,[object Object],Comfortable with technology,[object Object],Includes,[object Object],Tweens (ages 8–12),[object Object],Teens (13–19),[object Object],Young adults (20’s),[object Object],Demographic Environment,[object Object]
The Company’s Macroenvironment,[object Object],Generational marketing is important in segmenting people by lifestyle of life state instead of age,[object Object],Demographic Environment,[object Object]
The Company’s Macroenvironment,[object Object],More people are:,[object Object],Divorcing or separating,[object Object],Choosing not to marry,[object Object],Choosing to marry later,[object Object],Marrying without intending to have children,[object Object],Increased number of working women,[object Object],Stay-at-home dads,[object Object],Demographic Environment,[object Object]
The Company’s Macroenvironment,[object Object],Growth in U.S. West and South and decline in Midwest and Northeast,[object Object],Moving from rural to metropolitan areas,[object Object],Changes in where people work,[object Object],Telecommuting,[object Object],Home office,[object Object],Divorcing or separating,[object Object],Demographic Environment,[object Object]
The Company’s Macroenvironment,[object Object],Changes in the Workforce,[object Object],More educated,[object Object],More white collar,[object Object],Demographic Environment,[object Object]
The Company’s Macroenvironment,[object Object],Demographic Environment,[object Object],Increased Diversity,[object Object],Markets are becoming more diverse,[object Object],International,[object Object],National,[object Object],Includes:,[object Object],Ethnicity,[object Object],Gay and lesbian,[object Object],Disabled,[object Object]
The baby boomer generation is made up of the period ________.,[object Object],	1. 1960–1971,[object Object],	2. 1946–1964,[object Object],	3. 1980s,[object Object],	4. 1920–1929,[object Object]
The baby boomer generation is made up of the period ________.,[object Object],	1. 1960–1971,[object Object],	2.1946–1964,[object Object],	3. 1980s,[object Object],	4. 1920–1929,[object Object]
The Company’s Macroenvironment,[object Object],Economic environment consists of factors that affect consumer purchasing power and spending patterns,[object Object],Industrial economies are richer markets,[object Object],Subsistence economies consume most of their own agriculture and industrial output,[object Object],Economic Environment,[object Object]
The Company’s Macroenvironment,[object Object],Changes in income,[object Object],Value marketing involves ways to offer financially cautious buyers greater value—the right combination of quality and service at a fair price,[object Object],Economic Environment,[object Object]
The “shop until you drop” mentality of the 1990s has been replaced with a more ________ approach.,[object Object],“save all you can”,[object Object],“value is key” ,[object Object],“don’t shop at all”,[object Object],“splurge regularly”,[object Object]
The “shop until you drop” mentality of the 1990s has been replaced with a more ________ approach.,[object Object],“save all you can”,[object Object],“value is key”,[object Object],“don’t shop at all”,[object Object],“splurge regularly”,[object Object]
The Company’s Macroenvironment,[object Object],Economic Environment,[object Object],Changes in Consumer Spending Patterns,[object Object],Ernst Engel—Engel’s Law,[object Object],As income rises:,[object Object],The percentage spent on food declines,[object Object],The percentage spent on housing remains constant,[object Object],The percentage spent on savings increases,[object Object]
The Company’s Macroenvironment,[object Object],Natural environment involves the natural resources that are needed as inputs by marketers or that are affected by marketing activities,[object Object],Trends,[object Object],Shortages of raw materials,[object Object],Increased pollution,[object Object],Increase government intervention,[object Object],Environmentally sustainable strategies,[object Object],Natural Environment,[object Object]
There are three trends in the natural environment that marketers are monitoring. These are ________, ________, and ________.,[object Object],shortages of raw materials; increased legislation; increased consumerism,[object Object],the green movement; shortages of raw materials; increased pollution ,[object Object],increased pollution; increased government intervention; shortages of raw materials,[object Object],increased consumerism; increased population; increased ethical expectations,[object Object]
There are three trends in the natural environment that marketers are monitoring. These are ________, ________, and ________.,[object Object],shortages of raw materials; increased legislation; increased consumerism,[object Object],the green movement; shortages of raw materials; increased pollution ,[object Object],increased pollution; increased government intervention; shortages of raw materials,[object Object],increased consumerism; increased population; increased ethical expectations,[object Object]
The Company’s Macroenvironment,[object Object],Technological Environment,[object Object],Most dramatic force in changing the marketplace,[object Object],Creates new products and opportunities,[object Object],Safety of new product always a concern,[object Object]
The Company’s Macroenvironment,[object Object],Political environment consists of laws, government agencies, and pressure groups that influence or limit various organizations and individuals in a given society,[object Object],Political Environment,[object Object]
The Company’s Macroenvironment,[object Object],Legislation regulating business,[object Object],Increased legislation,[object Object],Changing government agency enforcement,[object Object],Increased emphasis on ethics,[object Object],Socially responsible behavior,[object Object],Cause-related marketing,[object Object],Political Environment,[object Object]
Which of the following is not one of the reasons business legislation is enacted?,[object Object],To protect companies from each other,[object Object],To protect companies from consumers,[object Object],To protect consumers from unfair business practices,[object Object],To protect the interests of society ,[object Object]
Which of the following is not one of the reasons business legislation is enacted?,[object Object],To protect companies from each other,[object Object],To protect companies from consumers,[object Object],To protect consumers from unfair business practices,[object Object],To protect the interests of society ,[object Object]
In exercising their corporate social responsibility and building a more positive image, companies are now linking themselves to worthwhile causes. This is referred to as ________.,[object Object],marketing mix,[object Object],marketing concept,[object Object],cause-related marketing,[object Object],Engel’s Law,[object Object]
In exercising their corporate social responsibility and building a more positive image, companies are now linking themselves to worthwhile causes. This is referred to as __________________.,[object Object],marketing mix,[object Object],marketing concept,[object Object],cause-related marketing,[object Object],Engel’s Law,[object Object]
The Company’s Macroenvironment,[object Object],Cultural environment consists of institutions and other forces that affect a society’s basic values, perceptions, and behaviors,[object Object],Cultural Environment,[object Object]
The Company’s Macroenvironment,[object Object],Cultural Environment,[object Object],Persistence of Cultural Values,[object Object],Core beliefs and values are persistent and are passed on from parents to children and are reinforced by schools, churches, businesses, and government,[object Object],Secondary beliefs and values are more open to change and include people’s views of themselves, others, organization, society, nature, and the universe,[object Object]
The Company’s Macroenvironment,[object Object],People’s view of themselves,[object Object],Yankelovich Monitor’s consumer segments:,[object Object],Do-it-yourselfers—recent movers,[object Object],Adventurers,[object Object],People’s view of others,[object Object],More “cocooning”,[object Object],Cultural Environment,[object Object],Shifts in Secondary Cultural Values,[object Object]
Yankelovich identifies consumer segments whose purchases are motivated by self-views. Two examples are _________ and __________.,[object Object],Generation M; generation N,[object Object],Refilled nests; do-it-yourselfers,[object Object],Do-it-yourselfers; adventurers,[object Object],marketing mix; positioning,[object Object]
Yankelovich identifies consumer segments whose purchases are motivated by self-views. Two examples are _________ and __________.,[object Object],Generation M; generation N,[object Object],Refilled nests; do-it-yourselfers,[object Object],Do-it-yourselfers; adventurers,[object Object],marketing mix; positioning,[object Object]
The Company’s Macroenvironment,[object Object],People’s view of organizations,[object Object],People’s view of society,[object Object],Patriots defend it,[object Object],Reformers want to change it,[object Object],Malcontents want to leave it,[object Object],Cultural Environment,[object Object],Shifts in Secondary Cultural Values,[object Object]
The Company’s Macroenvironment,[object Object],Cultural Environment,[object Object],Shifts in Secondary Cultural Values,[object Object],People’s view of nature,[object Object],Some feel ruled by it,[object Object],Some feel in harmony with it,[object Object],Some seek to master it,[object Object],People’s view of the universe,[object Object],Renewed interest in spirituality,[object Object]
A woman who drives a hybrid car, consistently recycles, and buys “earth-friendly” products is acting out her view of ________.,[object Object],cost,[object Object],non-profit organizations,[object Object],others,[object Object],nature,[object Object]
A woman who drives a hybrid car, consistently recycles, and buys “earth-friendly” products is acting out her view of ________.,[object Object],cost,[object Object],non-profit organizations,[object Object],others,[object Object],nature,[object Object]
Which of the following are included in the major forces affecting a company’s macroenvironment?,[object Object],Marketing mix, positioning, price,[object Object],cultural, political/legal, economic,[object Object],Marketing concept, goal setting, cultural,[object Object],Baby boomers, minimum wage rates, product/service,[object Object]
Which of the following are included in the major forces affecting a company’s macroenvironment?,[object Object],Marketing mix, positioning, price,[object Object],Cultural, political/legal, economic,[object Object],Marketing concept, goal setting, cultural,[object Object],Baby boomers, minimum wage rates, product/service,[object Object]
Responding to the Marketing Environment,[object Object],Views on Responding,[object Object]
A company has several options with regard to its marketing environment. A strong company takes a(n) ________ approach.,[object Object],proactive,[object Object],reactive,[object Object],ingenuous,[object Object],peaceful,[object Object]
A company has several options with regard to its marketing environment. A strong company takes a(n) ________ approach.,[object Object],proactive,[object Object],reactive,[object Object],ingenuous,[object Object],peaceful,[object Object]
A company’s macroenvironment consists of all of the following except ________.,[object Object],demographic forces,[object Object],economic forces,[object Object],competitive forces,[object Object],technological forces,[object Object]
A company’s macroenvironment consists of all of the following except ________.,[object Object],demographic forces,[object Object],economic forces,[object Object],competitive forces,[object Object],technological forces,[object Object]
Marketing,[object Object],Stephan Langdon, MBA, M Ed,[object Object]

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Notas do Editor

  1. Note to InstructorDiscussion QuestionsWhat types of collaboration does there need to be between the departments? How might projects be integrated between marketing and finance? How might projects be integrated between marketing and information systems?This question on finance could lead to a discussion about budgeting for marketing. The collaboration between marketing and IS could lead to discussions of market research, ordering systems, and customer relationship management systems.
  2. Note to InstructorThe text explains how Coke delivers value for their marketing intermediaries:They understand each retailer partner’s businessThe conduct consumer research and share with partnersThey develop marketing programs and merchandising for partners
  3. Note to InstructorStudents should note that the competition is just a click away with online purchasing. This link goes to Bizrate—one of many comparison shopping sites online. Enter a product like coffee makers to see the competing products and retailers for this category.
  4. Note to InstructorIn slideshow view, click on movie icon to launch Tom’s Shoes video snippet. See accompanying DVD for full video segment
  5. Note to InstructorThere are many Web sites targeted to boomers including this link to Boomers International. Before following the link it might be interesting to ask the following:Discussion QuestionsWhat type of information boomers might be seeking?
  6. Note to InstructorStudents are probably very familiar with job search sites such as this link to monster.com. It might be interesting to compare the listings for white collar versus blue collar job opportunities including the associated pay and benefits.
  7. Note to InstructorThis graphic highlights a car targeted to India’s growing middle class. Discussion QuestionsWhat changes might there be in U.S. income over the next year? What are positioned as “value cars.”The students might quote current economic declines or rises. The “value cars” will probably include some of the smaller cars by Kia, Ford, Honda, and Toyota.
  8. Note to InstructorThis Web link connects to greenbiz.com. There are several Web sites like this that provide information on business as to how to practice green strategies including green marketing.
  9. Note to InstructorDiscussion QuestionAsk students what changes they have seen in technology in the past four years including medical products, communications, and media.They will most likely talk about the use of artificial organs and stem cell research, the growth of PDA’s like the iPod, and the use of new media products including DVR or TiVo.
  10. Note to InstructorDo-It-Yourselfers—Recent Movers:Active consumers also view the experience as a form of self-expression. They view their homes as their havensView their projects as personal victories over the high-priced marketplace. Adventurers:Rarely follow a single path or do the same thing twice.View the experience as far more exciting than the entertainment value.They are more likely to engage in activities most think are too dangerous.