1. The Marketing Environment
Chapter 4 The Marketing Environment
The Marketing Environment
Chapter 4
Lamb, Hair, McDaniel
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Chapter 4 The Marketing Environment
Discuss the external environment of marketing and its influence on marketing. They include: demographic, economic, social, political, legal, technological, and cultural factors
Understand that they are external to the firm and mostly uncontrollable
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3. The External Marketing Environment
Chapter 4 The Marketing Environment
The External Marketing Environment
Discuss the external environment of marketing, and explain how it affects a firm 1
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4. The Marketing Environment
Economic
Social
Demographic
Marketing Mix
Product
Price
Promotion
Place
Marketer
Target Market
Political
Cultural
Feedback
Technological
Legal

5. Environment and Marketing Mix
Environment
Product
Price
Promotion
Place
Economic
Competitive
Technological
Demographic
Geographic
Cultural
Political/legal

6. Social Factors Affecting Marketing
Values, Attitudes and Lifestyles (VALS)
Core American Values: Self-sufficiency, Upward Mobility, Work Ethic, and Conformity
How social media have changed our behavior: Facebook, LinkedIn, Twitter, Pinterest, Instagram, YouTube, Google+ etc.
How firms use social media
Changing role of women in a society
Marriage as an institution
Family as a unit of consumption 6

7. Demographic Factors Affecting Marketing
Population, age pyramid and birth rate
Classification of American Society by Age
Tweens (8-12)
Teens (13-19)
Generation Y (born between )
Generation X (born between )
Baby Boomers (born between )
Growth of the Ethnic Markets-Hispanic, African, Asian Americans 7

8. Economic Factors Affecting Marketing
Disposable and discretionary income, debt and savings
Purchasing power parity
Inflation
Recession
Business cycle 8

9. Technological Factors Affecting Marketing
How technology affects marketing
Basic and applied research
Marketers use Internet and Blogs to understand consumer preferences
Technology helps a company stay ahead in competition (continuous innovation) 9

10. Political/Legal Factors Affecting Marketing
Why companies care about Politicians
Politicians make laws, lobbyists help business
Governments as a customer
Political officials can assist in securing business
Protect company interests through campaign donations
Federal Legislation, State Laws, Regulatory Agencies (Exhibit 4.1 and 4.2)
Competitive Issues
Consumer protection
Business regulation 10

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Chapter 4 The Marketing Environment
Demographic Factors
People are the basis for any market
Demographic characteristics relate to buyer behavior
Demographic cohorts have their own needs, values, and consumption patterns.
Notes:
An uncontrollable variable in the external environment is demography: the study of people’s vital statistics, such as age, race and ethnicity, and location.
Demographic characteristics are strongly related to consumer buyer behavior. 3
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Chapter 4 The Marketing Environment
Tweens
Pre- and early adolescents, age eight to twelve
Population of 20 million
Directly spend about $30 billion annually
Parents spend $180 billion on tweens annually
Respond very favorably to having control over their own experiences
Notes:
Marketers refer to designated age-cohort groups by these name: tweens, teens, Generation Y, Generation X, and baby boomers. Each cohort has its own needs, values, and consumption patterns. 3
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Chapter 4 The Marketing Environment
Teens
Population of about 25 million
95 percent of U.S. Teens are on the Internet
View shopping as a social sport
75 percent of teens are into social networking
On average, just over $156 is spent on or by every American teen each week 3
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Chapter 4 The Marketing Environment
Generation Y
Born between 1979 and 1994
Surpassed population of baby boomers
Two Stages: 1) Those born in 1994 fit closer to the Teen cohort. 2) Those born in 1979 have established careers and started families.
Purchasing power of $200 billion annually
Discussion/Team Activity:
Identify some mature brands favored by the baby boomers. Discuss how these brands might successfully be marketed to Generation Y. 3
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Generation X
Chapter 4 The Marketing Environment
Born between 1965 and 1978
Population of 50 million
Independent, resilient, adaptable, cautious, and skeptical
Gen Xers face a 59 percent decline in net worth from 2005 to 2010
Xers spend 62 percent more on housing, 50 percent more on apparel, and 27 percent more on entertainment
Discussion/Team Activity:
Name some ways that companies have marketed successfully to Generation Xers. 3
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Chapter 4 The Marketing Environment
Baby Boomers
Born between 1946 and 1964
Boomers are carrying substantial financial burdens, including their children’s educations, mortgages, and health care
Boomers spend $1.8 trillion annually on food, cars, personal care, and other personal products
Boomers are willing to change brands and try new things 3
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17. Growing Ethnic Markets
Chapter 4 The Marketing Environment
Growing Ethnic Markets
The United States Hispanic consumer market is now larger than all but 13 world economies
African American buying power increased 73 percent between 2000 and 2012
Asian American buying power increased 165 percent between 2000 and 2012
About one in three U.S. residents is a member of a minority group
The United States will flip to majority-minority completely in 2041 4
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18. Marketing to Hispanic Americans
Chapter 4 The Marketing Environment
Marketing to Hispanic Americans
The term Hispanic encompasses people of many different backgrounds
Nearly 60 percent of Hispanics are of Mexican descent
The diversity of the Hispanic population and the language differences create many challenges for those trying to target this market
Hispanics, especially recent immigrants, often prefer products from their native country
Notes:
Nearly 60 percent of Hispanic Americans are of Mexican descent; Puerto Ricans make up just under 10 percent of Hispanics; and others groups (Central Americans, Dominicans, South Americans, and Cubans) each account for less than 5 percent of all Hispanics.
Hispanics will choose brands that reflect their native values and culture. 4
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19. Marketing to African Americans
Chapter 4 The Marketing Environment
Marketing to African Americans
47 percent of African Americans are between 18 and 49 years old
More firms are creating products for the African American market
In 2012, there were 2.8 million African Americans earning more than $75,000 annually 4
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20. Marketing to Asian Americans
Chapter 4 The Marketing Environment
Marketing to Asian Americans
The Asian American population is the fastest growing among minority groups
It quadrupled to about 17 million between 1980 and 2012
Although Asian Americans embrace the values of the larger U.S. population, they also hold on to the cultural values of their particular subgroup
Asian Americans like to shop at stores owned and managed by other Asian Americans
Notes:
Asian Americans represent only 6 percent of the U.S. population
Have the highest average family income of all groups: $68,780
52 percent of all Asian Americans over the age of 25 have at least a bachelor’s degree
Key groups of Asian Americans are:
Chinese
Filipino
Japanese
Vietnamese
Korean
Indian
Pakistani 4
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Chapter 4 The Marketing Environment
Consumers’ Incomes
Median U.S. household income in 2012 was approximately $50,000
Average family incomes, when adjusted for inflation, fell around eight percent between 2007 and 2011
Education is the primary determinant of earning potential
Notes:
Income fell the most in the South, West, and Florida. These areas also had the largest declines in home values and housing construction.
With jobs scarce, many people have accepted pay cuts to keep their current jobs or taken less-paying—but available—jobs. 5
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Chapter 4 The Marketing Environment
Purchasing Power is…
measured by comparing income to the relative cost of a standard set of goods and services in different geographic areas, usually referred to as the cost of living.
Notes:
Increased standards of living are a function of purchasing power.
When income is high relative to cost of living, people have more discretionary income. That means they have more money to spend on nonessential items. 5
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Chapter 4 The Marketing Environment
Inflation is…
a measure of the decrease in the value of money, expressed as the percentage reduction in value since the previous year.
Notes:
1. In times of low inflation, businesses seeking to increase their profit margins can do so only by increasing their efficiency.
2. The buyer will not pay more for a product than the subjective value he/she places on it. 5
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Chapter 4 The Marketing Environment
A recession is…
a period of economic activity characterized by negative growth, which reduces demand for goods and services.
Notes:
Beginning in December 2007, the collapse of inflated housing prices triggered what became the global recession of 2007–2009.
The declining stock market, growing unemployment, and collapsing home prices have all taken a toll on consumer confidence and influenced all kinds of purchasing decisions. 5
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Chapter 4 The Marketing Environment
Research
Basic Research
Applied
Research
Pure research that aims to confirm an existing theory or to learn more about a concept phenomenon.
An attempt to develop new or improved products 6
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26. Stimulating Innovation
Chapter 4 The Marketing Environment
Stimulating Innovation
Build scenarios
Enlist the Web
Talk to early adopters
Use marketing research
Create an innovative environment
Notes:
Companies attempting to innovate often limit their searches to areas they are already familiar with.
Cater to entrepreneurs 6
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27. Political and Legal Factors
Chapter 4 The Marketing Environment
Political and Legal Factors
New technology
Society
Businesses
Consumers
Laws and Regulations Protect:
Notes:
Business needs government regulations to protect innovators of new technology, the interests of society in general, one business from another, and consumers.
Government needs business for generation of taxes.
Every aspect of the marketing mix is subject to laws and restrictions. It is the responsibility of marketing managers to understand and conform to these laws, while creating new programs to accomplish marketing objectives. 7
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28. Regulate competitive environment Regulate pricing practices
Chapter 4 The Marketing Environment
Federal Legislation
Sherman Act
Clayton Act
Federal Trade Commission Act
Celler-Kefauver Antimerger Act
Hart-Scott-Rodino Act
Foreign Corrupt Practices Act
Regulate competitive environment
Robinson-Patman Act
Regulate pricing practices
Wheeler-Lea Act
Control false
advertising 7
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Chapter 4 The Marketing Environment
State Laws
Legislation that affects marketing varies state by state. For example:
Oregon limits utility advertising to 0.5 percent of net income
California has enacted legislation to lower the energy consumption of refrigerators, freezers, and air conditioners
California and North Carolina, are considering a tax on all in-state commercial advertising 7
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30. Regulatory Agencies 7 Consumer Product Safety Commission
Chapter 4 The Marketing Environment
Regulatory Agencies
Consumer Product Safety Commission
Food & Drug Administration
Federal Trade Commission
Protects consumer safety in and around their homes
Enforces safety regulations
for food and drug products
Prevents unfair methods of
competition in commerce
Notes:
The regulatory agencies shown on this slide are the three federal agencies most directly and actively involved in marketing affairs. 7
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Chapter 4 The Marketing Environment
Bureaus of the FTC
Reviews mergers and acquisitions
Challenges anti-competitive conduct
Promotes competition
Provides information
Enforces federal laws that protect consumers
Empowers consumers with information
Communicates with consumers
about fraud and identity theft
Bureau of Competition
Bureau of Consumer Protection 7
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Chapter 4 The Marketing Environment
Consumer Privacy
CAN-SPAM Act
Children’s Online Privacy Protection Act Rule
Government Actions
Notes:
The popularity of the Internet for collecting consumer data has alarmed privacy-minded consumers.
The CAN-SPAM Act was passed to regulate unsolicited advertising.
Successful tracking has created a $31 billion online-advertising business that is growing rapidly. In 2012, there were more than 300 companies collecting data about users.
Despite federal efforts, online tracking is on a tear. A vast amount of personal data is collected through apps. 7
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Chapter 4 The Marketing Environment
Competitive Factors
How many competitors?
How big are competitors?
How interdependent is the industry?
Control
Notes:
The competitive environment encompasses the number of competitors a firm must face, the relative size of the competitors, and the degree of interdependence within the industry.
Management has little control over the competitive environment. 8
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Chapter 4 The Marketing Environment
Competitive Factors
Market Share
and Profits
Firms must work harder to maintain profits and market share.
Global Competition
More foreign firms are entering U.S. market.
Foreign firms in U.S. now compete on product quality.
Notes:
Technological advances can usher in a whole new set of competitors that can change a firm’s business model.
Many foreign competitors are considering the U.S. to be a ripe target market. In the past, foreign firms penetrated U.S. markets on price. Today, they compete on product quality.
Global competition is discussed in Chapter 5. 8
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35. Ch 4: Discussion Questions
Explain the influence of macro environment in marketing.
Explain how social and demographic factors influence marketing (or, you can be asked to explain the influence of any one of the environmental factors).
Discuss the influence of multiculturism and growing ethnic population in marketing in America. 35