Download Social Forces

ENVIRONMENTAL SCANNING
Tracking Environmental Trends –
often the way that the uncontrollable
events that impact a business and its
marketing are identified and then
incorporated into market planning
© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Environmental forces affecting the organization, as well
as its suppliers and customers
© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
An environmental scan of the United States
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Environmental Scanning
 Read business and trade press
 Study competitors
 Use the internet
 Attend trade shows
 Visit markets – talk to customers, suppliers,
investors, bankers, accountants, lawyers, old
professors
 Use students for projects – they have skills
 Have a MIS
© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Basic MIS
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SOCIAL FORCES
Demographics
• The Population Trend
o Mature household
• The Baby Boom, Generation X,
and Generation Y
o Baby boomers
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The changing distribution of the over-65 population in
the United States
© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Social Forces
 The Baby Boom, Generation X,
and Generation Y
 Generation X
 Generation Y
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Social Forces
The American Family
• Blended family
Population Shifts
Racial and Ethnic Diversity
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Racial and ethnic concentrations in the United States
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Social Forces
Regional Marketing
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Social Forces
Culture
• The Changing Attitudes and Roles of
Women
• Changing Values
o Value consciousness
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Economic Forces
Macroeconomic Conditions
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University of Michigan Consumer Sentiment Index and
automobile sales: 1970-2000
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Economic Forces
Macroeconomic Conditions
• Consumer Income
o Gross Income
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Income distributions of U.S. households
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Economic Forces
Macroeconomic Conditions
• Consumer Income
o Disposable Income
o Discretionary Income
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Technological Forces
Technology’s Impact on Customer Value
Electronic Business Technologies
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Marketspace
Electronic commerce
Internet and World Wide Web
Commercial online services
Intranet
Extranets
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Competitive Forces
Alternate Forms of Competition
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Pure competition
Monopolistic competition
Oligopoly
Monopoly
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Competitive Forces
Components of Competition
• Entry
o Barriers to Entry
• Power of Buyers and Suppliers
• Existing Competitors and Substitutes
• Start-Ups, Entrepreneurs, and Small
Business
© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Regulatory Forces
Protecting Competition
Product-Related Legislation
• Company Protection
• Consumer Protection
o Consumerism
• Both Company and Consumer Protection
© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Regulatory Forces
Pricing Related Legislation
Distribution-Related Legislation
Advertising and Promotion-Related
Legislation
Control Through Self-Regulation
© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Sustainable Development
Green Marketing
What happens when every Chinese and
Indian family can afford an SUV?
© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin