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Analyzing the Marketing Environment
The Immediate Environment
Customers
are at the
center of
marketing
activities
Any changes in
the environment
requires an
adjustment to the
firm’s marketing mix
POM - 10 Analyzing the Marketing Environment- 1
4-6
Company Capabilities:
Successfully Leveraging
Core competency
Existing knowledge, facilities, patents,
etc.
applied to
New markets, new products, etc.
2
4-7
Competitors and
Competitive Intelligence
• Know strengths and
weaknesses
• Competitive Intelligence
(CI)
• Proactive rather than
reactive strategy
3
4-8
Corporate Partners
•
•
•
Firms are part of alliances
Align with competitors, suppliers, etc.
Just in Time Delivery Systems (JIT)
From factory
to
Retailer
4
4-10
Macroenvironmental Factors
5
4-12
Culture
Culture is the shared meanings, beliefs, morals, values,
and customs of a group of people.
Country culture involves visual
nuances of a country’s culture
such as artifacts, behavior, dress,
symbols, physical settings,
ceremonies, language differences,
colors and tastes, and food
preferences, as well as language.
Regional culture involves the
region in which people live in a
particular country.
4-14
Demographics
Demographics indicate the characteristics of human
populations and segments, especially those used to
identify consumer markets.
Provides an easily understood snapshot of the typical
consumer in a specific target market
4-15
Generational Cohorts
4-16
Income
• Purchasing power is
tied to income
• Census bureau tracks
income
• Many middle class
families feel the decline
in purchasing power in
recent years
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Hammacher Schlemmer
4-19
Education
=
Education is related to income,
which determines spending power
4-20
Gender
Male/female roles have
been shifting
Marketing has changed
to reflect these shifts
4-21
Ethnicity
By 2050, minorities will
represent 50% of the
population.
Bud Light Commercial
4-22
Social Trends
Greener Consumers
Health and Wellness
Concerns
Price Sensitivity
Privacy Concerns
Marketing to Children
Time-Poor Society
13
4-24
Technological Advances
Technology has impacted
every aspect of marketing
– New products
– New forms of
communication
– New retail channels
4-29
Economic Situation
Foreign currency
fluctuations
Combined with inflation
and interest rates affect
firms’ ability to market
goods and services
4-30
Political/Regulatory Environment:
Competitive Practice and Trade Legislation
1890: Sherman Antitrust Act
1914: Clayton Act
1914: Federal Trade Commission
1936: Robinson-Putman Act
1938: Wheeler-Lea Act
1993: North American Free Trade Agreement
(NAFTA)
4-31