1. Chapter 4 Evaluating Opportunities in the Changing Marketing Environment

2. The Context of Marketing
Objectives and Resources of the Firm
Competitive
Product
Promotion
Socio/Cultural
Customer
Technology
Economic
Price
Place
Political/Legal

3. Competitive Environment
Basic Market Type
Pure Competition
Oligopoly
Monopolistic Competition
Pure Monopoly
Competitor Analysis
Competitive Barriers

4. Socio/Cultural Environment
Culture is a society’s “personality.”
Cultural values change, but usually slowly.
Socio/cultural environment plays a major role in determining what constitutes ethical and unethical behavior.

5. Technological Environment
90% of all scientists who ever lived are alive today.
The application of high tech to consumer products is a major trend in product development.
Slide rule vs. Programmable calculators
Early Computers vs. PCs and Laptops of today

6. Economic Environment Economic changes can occur very rapidly
Impact on Consumers with Changes in:
Inflation
Interest Rates
Exchange Rates

7. Business Cycle: recurrent fluctuations in economic activity (spending, output, employment)
Prosperity
Recession
Recovery
Recovery
Depression
Depression

8. Political/Legal Environment
Federal, State, and Local Political and Legal Environments affect marketing.
Political movements (nationalism, consumerism) impact marketing opportunities

9. History of Government Regulation
Antimonopoly Period of Early 20th Century: Sherman Act, Clayton Act, FTC Act

10. History of Government Regulation
Antimonopoly Period of Early 20th Century: Sherman Act, Clayton Act, FTC Act
Great Depression Period Aimed at Protecting Competitors: Robinson-Patman Act, Unfair Trade Laws

11. History of Government Regulation
Antimonopoly Period of Early 20th Century: Sherman Act, Clayton Act, FTC Act
Great Depression Period Aimed at Protecting Competitors: Robinson-Patman Act, Unfair Trade Laws
Regulations Aimed at Protecting Consumers: Pure Food & Drug Act, Fair Packaging & Labeling Act, Consumer Product Safety Act

12. History of Government Regulation
Antimonopoly Period of Early 20th Century: Sherman Act, Clayton Act, FTC Act
Great Depression Period Aimed at Protecting Competitors: Robinson-Patman Act, Unfair Trade Laws
Regulations Aimed at Protecting Consumers: Pure Food & Drug Act, Fair Packaging & Labeling Act, Consumer Product Safety Act
Most Recent Phase Aimed at Deregulating Certain Industries: Staggers Rail Act, Airline Deregulation Act, DIDMCA

13. Strategic Planning Tools: BCG Matrix
???
High
Market Growth
Low
High
Low
Relative Market Share

14. Strategic Planning Tools: GE Matrix
Industry Attractiveness
High Medium Low
Low Medium High
Business Strengths