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1、The MarketingEnvironment,Chapter 4,0,Objectives,Know the environmental forces that affect the companys ability to serve its customers. Realize how changes in the demographic and economic environments affect marketing decisions.,1,Objectives,Identify the major trends in the firms natural and technolo
2、gical environments. Know the key changes in the political and cultural environments. Understand how companies can react to the marketing environment.,2,Case Study,“Millennial fever” set the stage to bring back the Beetle VWs investment: $ 560 million Demand quickly outstripped supply,The new VW beet
3、le enjoyed cross-generational appeal Earned many awards Beetle now accounts for over 25% of company sales,Volkswagen,Discussion: Will the flower-power Microbus succeed next?,3,Key Environments,Marketing Environment The actors and forces that affect a firms ability to build and maintain successful re
4、lationships with customers. Aspects of the marketing environment: Microenvironment Macroenvironment,4,Actors Affecting a Firms Ability to Serve Customers,The Microenvironment,Company Suppliers Customer Markets,Competitors Publics Marketing Intermediaries,5,The Microenvironment,Departments within the
5、 company impact marketing planning. Suppliers help create and deliver customer value. Treat suppliers as partners. Marketing intermediaries help sell, promote, and distribute goods. Intermediaries take many forms.,6,The Macroenvironment,Customer markets must be studied. Consumer, business, governmen
6、t, reseller and international markets exist. Successful companies provide better customer value than the competition. Size and industry position help to determine the appropriate competitive strategy. Various publics must also be considered.,7,Types of Publics,The Microenvironment,Financial Media Go
7、vernment,Local General Internal,Citizen Action,8,Macroenvironmental Forces,The Macroenvironment,Demographic Economic Natural,Technological Political Cultural,9,The Macroenvironment,Key Demographic Trends World population growth Changing age structure The U.S. population consists of seven generationa
8、l groups. Baby boomers, Generation X, and Generation Y are key groups. Distinct segments typically exist within these generational groups.,10,The Macroenvironment,Born between 1946 and 1964 Represent 28% of the population; earn 50% of personal income Many mini-segments exist within the boomer group
9、Entering peak earning years as they mature Lucrative market for travel, entertainment, housing, and more,Baby Boomers Generation X Generation Y,Key Generations,11,The Macroenvironment,Born between 1965 and 1976 First latchkey children Maintain a cautious economic outlook Share new cultural concerns
10、Represent $125 billion in annual purchasing power Will be primary buyers of most goods by 2010,Baby Boomers Generation X Generation Y,Key Generations,12,The Macroenvironment,Born between 1977 and 1994 72 million strong; almost as large a group as their baby boomer parents New products, services, and
11、 media cater to GenY Computer, Internet and digitally saavy Challenging target for marketers,Baby Boomers Generation X Generation Y,Key Generations,13,The Macroenvironment,Key Demographic Trends Changing American household Geographic population shifts Better-educated, more white-collar workforce Inc
12、reasing Diversity,14,The Macroenvironment,The Economic Environment Affects consumer purchasing power and spending patterns. Two types of national economies: subsistence vs. industrial. U.S. consumers now spend carefully and desire greater value.,15,The Macroenvironment,Key Economic Trends U.S. incom
13、e distribution is skewed. Upper class, middle class, working class and the underclass. Rich are getting richer, the middle class is shrinking, and the underclass remains poor. Consumer spending patterns are changing.,16,The Macroenvironment,The Natural Environment Concern for the natural environment
14、 has grown steadily, increasing the importance of these trends: Shortage of raw materials Increased pollution Increased governmental intervention,17,The Macroenvironment,Key Technological Trends The technological environment is characterized by rapid change. New technologies create new opportunities
15、 and markets but make old technologies obsolete. The U.S. leads the world in research and development spending.,18,The Macroenvironment,The Political Environment Includes laws, governmental agencies, and pressure groups that impact organizations and individuals. Key trends include: Increased legisla
16、tion to protect businesses as well as consumers. Changes in governmental agency enforcement. Increased emphasis on ethical behavior and social responsibility.,19,The Macroenvironment,The Cultural Environment Is composed of institutions and other forces that affect a societys basic values, perceptions, preferences, and behaviors. Culture can influence decision making. Core beliefs are persistent; secondary cultural values change and shift more easily. The cultural va
