The Macro and Micro Environments of Hospitality Marketing Chapter 3 The Macro and Micro Environments of Hospitality Marketing
- Economy - Society and culture - Politics - Technology - Ecology Macro Environment - Economy - Society and culture - Politics - Technology - Ecology - Competitors - Customers Micro Environment Hospitality Marketing
The Macro Environment Economy Discretionary Squeeze effect
The Squeeze Effect Fine Dining Theme Family Style Quick Service
The Macro Environment Economy Society and Culture Discretionary Squeeze effect Society and Culture Trends Demographics
Age Categories Seniors Boomers Gen X Gen Y Born ?? - 1945 1946-1964 1965-1978 1979-1994 Population 56 M 72 M 17 M 60 M Caucasian 85% 75% 69% 66% Defining idea Duty Individuality Diversity Anything goes Education is Dream Birthright Way to get Cultural ahead experience $ mgmt. Save Spend Hedge Spend
Demographic Changes Age Working women Family composition DINKS
The Macro Environment Economy Society and Culture Politics Technology Ecology Eco-efficiency
Micro Environment Competitors Customers Concentration vs. fragmentation Customers Societal influences Personal situations Psychological influences
Societal Influences Families Culture Socioeconomic status Subculture Socioeconomic status Reference group Primary reference group Secondary reference group Aspiration group
Personal Situations Age Life cycle stages Psychographics Activities, Interests, opinions (AIO)
Psychological Influences Perception
Perception Forming Process Exposure Attention Comprehension Retention
Psychological Influences Perception Attitudes Personality Ideal self-concept Actual self-concept
Buying Process Problem awareness Information search Importance of the decision Prior experience Perceived risk
Types of Risk Financial risk Social risk Performance risk
Buying Process Problem awareness Information search Importance of the decision Prior experience Perceived risk Sources of information Alternative evaluation Purchase decision Post-purchase evaluation
Consumer Problem-Solving Process Awareness Information Search Alternative Evaluation Purchase Decision Post purchase Evaluation
Problem-Solving Continuum Complex decision- making Habitual decision- making
Characteristics of the Buyer Variables Affecting Consumer Behavior Macro Environmental Factors Micro Environmental Factors Economy Society and culture Politics Technology Ecology Competitors Customers Societal Influences Personal Situations Psychological Influences Characteristics of the Buyer Buying Process