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For use only with Perreault/Cannon/McCarthy or Perreault/McCarthy texts. © 2008 McGraw-Hill Companies, Inc. McGraw-Hill/Irwin Evaluating opportunities in the Changing Marketing Environment Evaluating opportunities in the Changing Marketing Environment CHAPTER FOUR

MARKET Marketing Strategy Planning, Competitors, Company, & External Market Environment (Exhibit 4-1)

Evaluating Opportunities Screening criteriaScreening criteria Planning gridsPlanning grids Planning for multiple productsPlanning for multiple products Company Objectives Resources Competitors Current Prospective External Marketing Environment Economic Technological Political & Legal Cultural & Social Best opportunities to pursue Marketing Strategy Planning, Competitors, Company, & External Market Environment (Exhibit 4-1)

Resources and Objectives of the Firm Competitive Environment The Marketing Environment Cultural and Social Environment Economic Environment Technological Environment Political and Legal Environment External Marketing Environment Direct Marketing Environment Target Customers

Company Objectives Company Objectives Production Objectives Production Objectives Finance Objectives Finance Objectives Marketing Objectives Marketing Objectives HR Objectives HR Objectives R&D Objectives R&D Objectives Hierarchy of Objectives (Exhibit 4-2) Mission Statement Product Objectives Product Objectives Place Objectives Place Objectives Price Objectives Price Objectives Production Objectives Production Objectives Finance Objectives Finance Objectives HR Objectives HR Objectives R&D Objectives R&D Objectives Promotion Objectives Promotion Objectives Personal Selling Objectives Personal Selling Objectives Mass Selling Objectives Mass Selling Objectives Sales Promotion Objectives Sales Promotion Objectives

Monopoly Monopolistic Competition Oligopoly Monopoly Monopolistic Competition Oligopoly The Competitive Environment Avoid Head-On Competition! Know the Market Situation! Pure Competition

Sherman Act (1890) Clayton Act (1914) Federal Trade Commission (1914) Robinson-Patman Act (1936) Wheeler-Lea Amendment (1938) Antimerger Act (1950) Magnuson-Moss Act (1975) The Legal Environment – Key Antimonopoly Laws

Federal Trade Commission (FTC) Food and Drug Administration (FDA) Consumer Product Safety Commission (CPSC) Federal Communications Commission (FCC) Environmental Protection Agency (EPA) “Let the Seller Beware” The Legal Environment – Consumer Protection Agencies

InsensitiveSensitive Industrial products Basic commodity-type consumer products Consumer products that are linked to cultural variables Evaluating Opportunities in International Markets (Exhibit 4-11)