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MARKETING AN INTRODUCTION Armstrong/Kotler MARKETING AN INTRODUCTION Armstrong/Kotler 3 Copyright © 2011 Pearson Education, Inc. Publishing as Prentice.

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Presentation on theme: "MARKETING AN INTRODUCTION Armstrong/Kotler MARKETING AN INTRODUCTION Armstrong/Kotler 3 Copyright © 2011 Pearson Education, Inc. Publishing as Prentice."— Presentation transcript:

1 MARKETING AN INTRODUCTION Armstrong/Kotler MARKETING AN INTRODUCTION Armstrong/Kotler 3 Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall Analyzing the Marketing Environment 3

2 3-2 Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall Chapter Outline The Company’s Microenvironment The Company’s Macroenvironment Demographic Environment Economic Environment Natural Environment Technological Environment Political and Social Environment Cultural Environment Responding to the Marketing Environment

3 3-3 Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall Actors in the Microenvironment

4 3-4 Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall The Company Top Management R&D Finance Purchasing Operations Accounting

5 3-5 Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall Supplier Suppliers are critical in the customer value delivery system

6 3-6 Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall Toyota Values its Suppliers Include “achieve supplier satisfaction “ as part of its mission statement Supported “long term and valued” suppliers during recent massive recall Creating satisfied suppliers helps Toyota product lower-cost, higher-quality cars, which in turn results in more satisfied customers.

7 3-7 Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall Marketing Intermediaries Resellers Find and sell to customers Physical Distribution Firms Stock and move goods Marketing services agencies Research, advertising, media, and consulting services Financial intermediaries

8 3-8 Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall Coca-Cola partner with marketing intermediaries Coca-cola assigns cross-functional teams to understanding the finer points of each retail partner’s business. Analyze the demographics of U.S zip code and helps partners determine which Coke brands are preferred in their areas. Study the design of drive-through menu boards to better understand which layouts, fonts, letter sizes, colors induce consumers to order more food and drink. Coca-Cola Food Service group develops marketing programs and merchandising tools that help its retail partners improve their beverage sales and profits. Coca-Cola Food Service

9 3-9 Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall ©2011 Pearson Education, Inc. publishing as Prentice Hall Resellers 2.Financial institutions 3.Physical distribution firms 4.Suppliers To sell products more efficiently and effectively, most manufacturers seek the assistance of all of the following marketing intermediaries EXCEPT:

10 3-10 Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall ©2011 Pearson Education, Inc. publishing as Prentice Hall 3-10 To sell products more efficiently and effectively, most manufacturers seek the assistance of all of the following marketing intermediaries EXCEPT: 1.Resellers 2.Financial institutions 3.Physical distribution firms 4.Suppliers Suppliers provide the resources needed by the company to produce its goods and services, but do not help resell, distribute, or finance transactions.

11 3-11 Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall Competitors The value WE offer customers The value our COMPETITOR offers customers

12 3-12 Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall Publics Publics are any group that has an actual or potential interest in or impact on an organization’s ability to achieve its objective

13 3-13 Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall Customers ConsumerBusinessGovernment

14 3-14 Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall Discussion Question Consider the marketer of a new energy drink. How would each of the microenvironmental factors be involved in their marketing efforts?

15 3-15 Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall New Energy Drink: Macroenvironmentl factors R&D in the company Suppliers Distributors Publics (FDA) Customers

16 3-16 Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall The Company’s Macroenvironment

17 3-17 Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall Demographic Environment Demography is the study of human populations in terms of size, density, location, age, gender, race, occupation, and other statistics

18 3-18 Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall Demographic Environment Changing Age Structure Baby BoomersGeneration XMillenials

19 3-19 Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall Discussion Question When should marketers use generational marketing, tailored programs to each age cohort? When is this not a good idea?

20 3-20 Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall Demographic Environment Changes in the U.S. The changing family

21 3-21 Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall Demographic Environment Changes in the U.S. Geographic Shifts

22 3-22 Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall Implications of Geographic Shifts One recent study estimates that more than one-half of American business now support some kind of telecommuting program, and 5.9 million American work solely from home. WebEx help improve home office experience. WebEx

23 3-23 Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall Demographic Environment Changes in the U.S. Better educated Increased white-collar

24 3-24 Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall Demographic Environment Changes in the U.S. Increasing Diversity

25 3-25 Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall Economic Environment The economic environment consists of factors that affect consumer purchasing power and spending patterns

26 3-26 Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall Mini case: Netflix Although the recent down economy has taken its toll on the retail industry as a whole, the starts are still shinning on Netflix. In early 2009, Netflix surpassed 10 million subscribers. Either months later, that number had grown by 50 percent to 15 million subscribers. Clearly, all these new customers are good for the company’s financials. Customers are signing up for the same reasons they always have: the convenience of renting movies without leaving home, a selection of more than 100,000 DVD titles, and low monthly fees. 1.Visit the macro-environmental trends that have led to Netflix’s success in recent years.www.netflix.com 2.Netflix recently increase their price by new pricing plan. This leads to extreme negative consumers’ respond and stock prices drops significantly. Again, what macro-environmental trends contribute to this failure?stock prices drops

27 3-27 Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall Netflix Price Change Old Plan:DVD + Streaming 1 DVD at a time: DVD: New plan: DVD alone New plan: DVD+Streaming

28 3-28 Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall Natural Environment A Need for Environmental Sustainability Increase government intervention Increased pollution Shortages of raw materials

29 3-29 Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall Today’s Outline The Company’s Microenvironment The Company’s Macroenvironment Demographic Environment Economic Environment Natural Environment Technological Environment Political and Social Environment Cultural Environment Responding to the Marketing Environment Class activity 2

30 3-30 Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall Technological Environment The technological environment includes forces that create new technologies creating new product and market Opportunities

31 3-31 Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall Impacts of Technology Environment 1.U.S leads the world in R&D spending that reached $389 billion last year. 2.Government regulations 1.Consumer Product Safety Commission (CPSC) 2.Food and Drug Administration (FDA)

32 3-32 Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall Example: RFID American Apparel uses RFID to manage inventory. American Apparel stores with FID system average 14 percent higher sales but 15 percent lower stockroom inventories than other stores. Stores with RFID systems average 14 percent higher sales but 15 percent lower stockroom inventories than other stores. Stores with RFID require percent fewer staff because employees don’t have to spend five or more hours a day doing manual inventory check.

33 3-33 Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall Discussion Question At what point do you believe technological innovation has gone too far? What kinds of products could be developed that you see as “wrong”?

34 3-34 Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall Political and Social Environment Increased legislationSocial responsibility and cause-related marketing Nike Example

35 3-35 Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall Related legislation affecting marketing LegislationPurpose Children’s Television Act (1990) Limits the number of commercials aired during children’s programs. Nutrition Labeling and Education Act (1990) Requires that food product labels provide detailed nutritional information Do-Not-Call Implementation Act (2003) Authorizes the FTC to collect fees from sellers and telemarketers for the implementation and enforcement of a National Do-Not- Call Registry CAN-SPAM Act (2003)Regulates the distribution and content of unsolicited commercial .

36 3-36 Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall Cultural Environment The Cultural Environment is made up of institutions and other forces that affect a society’s basic values, perceptions, preferences, and behaviors.

37 3-37 Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall Cultural environment People’s views of: ThemselvesOthersOrganizations SocietyNatureUniverse

38 3-38 Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall Culture Trends What can you learn about culture and cultural trends from these sources? Do you think these sources accurately reflect cultural trends?

39 3-39 Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall Class activity 2 Scan Marketing Environment for Textbook Publisher Scan Marketing Environment for Textbook Publisher


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