1. Chapter 3Copyright ©2010 Cengage Learning Inc. All rights reserved.1 MKTG Designed by Amy McGuire, B-books, Ltd. Prepared by Dana Freeman, B-books, Ltd. Lamb, Hair, McDaniel 2009-2010 Social Responsibility, Ethics, and the Marketing Environment 3 CHAPTER

2. Chapter 3Copyright ©2009 Cengage Learning Inc. All rights reserved.2 Learning Outcomes Discuss corporate social responsibility Describe the role of ethics and ethical decisions in business Discuss the external environment of marketing, and explain how it affects a firm LO 1 LO 2 LO 3

3. Chapter 3Copyright ©2009 Cengage Learning Inc. All rights reserved.3 Learning Outcomes Describe the social factors that affect marketing Explain the importance to marketing managers of current demographic trends Explain the importance to marketing managers of multiculturalism and growing ethnic markets LO 4 LO 5 LO 6

4. Chapter 3Copyright ©2009 Cengage Learning Inc. All rights reserved.4 Learning Outcomes Identify consumer and market reactions to the state of the economy Identify the impact of technology on a firm Discuss the political and legal environment of marketing Explain the basics of foreign and domestic competition LO 7 LO 8 LO 9 LO 10

5. Chapter 3Copyright ©2010 Cengage Learning Inc. All rights reserved.5 Discuss corporate social responsibility Corporate Social Responsibility Corporate Social Responsibility LO 1

6. Chapter 3Copyright ©2009 Cengage Learning Inc. All rights reserved.6 LO 1 Corporate Social Responsibility The idea that socially responsible companies will outperform their peers by focusing on the world’s social problems and viewing them as opportunities to build profits and help the world at the same time. Sustainability

7. Chapter 3Copyright ©2010 Cengage Learning Inc. All rights reserved.7 REVIEW LEARNING OUTCOME LO 1 Corporate Social Responsibility Ethical Legal Economic Philanthropic Be profitable. Obey the Law. Do what is right. Be a good citizen.

8. Chapter 3Copyright ©2010 Cengage Learning Inc. All rights reserved.8 Describe the role of ethics and ethical decisions in business Ethical Behavior in Business LO 2

9. Chapter 3Copyright ©2009 Cengage Learning Inc. All rights reserved.9 Ethical Behavior in Business LO 2 Ethics Morals The moral principles or values that generally govern the conduct of individuals. The rules people develop as a result of cultural values and norms.

10. Chapter 3Copyright ©2009 Cengage Learning Inc. All rights reserved.10 Ethical Development Levels LO 2 Preconventional Morality Conventional Morality Postconventional Morality More Matur e More Childlike Based on what will be punished or rewarded Self-centered, calculating, selfish Moves toward the expectations of society Concerned over legality and the opinion of others Concern about how they judge themselves Concern if it is right in the long run

11. Chapter 3Copyright ©2009 Cengage Learning Inc. All rights reserved.11 Ethical Decision Making LO 2 Influential Factors Extent of Problems Top Management Actions Potential Consequences Social Consensus Probability of Harm Time Until Consequences Number Affected

12. Chapter 3Copyright ©2009 Cengage Learning Inc. All rights reserved.12 Code of Ethics LO 2 A guideline to help marketing managers and other employees make better decisions. Code of Ethics http://www.ethicsweb.ca Online

13. Chapter 3Copyright ©2009 Cengage Learning Inc. All rights reserved.13 Creating Ethical Guidelines LO 2  Helps identify acceptable business practices  Helps control behavior internally  Avoids confusion in decision making  Facilitates discussion about right and wrong

14. Chapter 3Copyright ©2009 Cengage Learning Inc. All rights reserved.14 Ethical Norms and Values for Marketers LO 2

15. Chapter 3Copyright ©2010 Cengage Learning Inc. All rights reserved.15 Discuss the external environment of marketing, and explain how it affects a firm The External Marketing Environment The External Marketing Environment LO 3

16. Chapter 3Copyright ©2010 Cengage Learning Inc. All rights reserved.16 External Marketing Environment LO 3 Demographics Social Change Social Change Economic Conditions Economic Conditions Political & Legal Factors Political & Legal Factors Technology Competition Environmental Scanning Target Market External Environment (uncontrollable) Ever-Changing Marketplace Product Distribution Promotion Price Product Distribution Promotion Price Internal (within the organization) Marketing mix

17. Chapter 3Copyright ©2010Cengage Learning Inc. All rights reserved.17 Target Market LO 3 A defined group most likely to buy a firm’s product. Target Market

18. Chapter 3Copyright ©2010 Cengage Learning Inc. All rights reserved.18 Describe the social factors that affect marketing Social Factors LO 4

19. Chapter 3Copyright ©2009 Cengage Learning Inc. All rights reserved.19 LO 4 Social Factors Values Attitudes Lifestyle

20. Chapter 3Copyright ©2009 Cengage Learning Inc. All rights reserved.20 LO 4 Social Factors Social Factors Influence: Products purchased Prices paid for products Effectiveness of promotions How, where, and when people purchase

21. Chapter 3Copyright ©2009 Cengage Learning Inc. All rights reserved.21 LO 4 Social Factors Self-Sufficiency Upward Mobility Work Ethic Conformity Core American Values

22. Chapter 3Copyright ©2009 Cengage Learning Inc. All rights reserved.22 LO 4 The Influence of Values on Buying Habits Ranked Characteristics of Product Quality Reliability Durability Easy maintenance Ease of use Trusted brand name Low price

23. Chapter 3Copyright ©2009 Cengage Learning Inc. All rights reserved.23 LO 4 Component Lifestyles Component Lifestyles Component Lifestyles The practice of choosing goods and services that meet one’s diverse needs and interests rather than conforming to a single, traditional lifestyle.

24. Chapter 3Copyright ©2009 Cengage Learning Inc. All rights reserved.24 LO 4 Role of Families and Working Women  Growth of dual-income families results in increased purchase power  Approximately 60 percent of work-age females are in the workforce  Women expect different things in life –purchase bulk of technology products –do most of the grocery shopping –second largest group of home buyers after couples  Single households outnumber married households with kids

25. Chapter 3Copyright ©2010 Cengage Learning Inc. All rights reserved.25 REVIEW LEARNING OUTCOME LO 4 Social Factors that Affect Marketing

26. Chapter 3Copyright ©2010 Cengage Learning Inc. All rights reserved.26 Explain the importance to marketing managers of current demographic trends Demographic Factors LO 5

27. Chapter 3Copyright ©2009 Cengage Learning Inc. All rights reserved.27 Demographic Factors LO 5 Demography The study of people’s vital statistics, such as their age, race and ethnicity, and location.

28. Chapter 3Copyright ©2009 Cengage Learning Inc. All rights reserved.28 Tweens LO 5 Pre- and early adolescents, age 8 to 14 Population of 29 million Annual purchasing power of $39 billion View TV ads as “just advertising” Emerging as “the richest generation” and the “most influential generation in history”

29. Chapter 3Copyright ©2009 Cengage Learning Inc. All rights reserved.29 Generation Y LO 5 Born between 1979 and 1994 Population of 60 million Purchasing power of $200 billion annually Researchers have found Gen Yers to be: Impatient Family-oriented Inquisitive Opinionated Diverse Time managers “Street Smart” Word of mouth marketing is effective Online http://www.mountaindew.com http://www.northface.com

30. Chapter 3Copyright ©2009 Cengage Learning Inc. All rights reserved.30 Generation X LO 5 Born between 1965 and 1978 Population of 40 million Savvy and cynical consumers Time is at a premium, and outsourcing is utilized Entering their money- making years

31. Chapter 3Copyright ©2009 Cengage Learning Inc. All rights reserved.31 Baby Boomers LO 5 Born between 1946 and 1964 Population of 77 million—the largest demographic segment $1 trillion in spending power for people aged 50 to 60 Income will continue to grow as they keep working

32. Chapter 3Copyright ©2010 Cengage Learning Inc. All rights reserved.32 REVIEW LEARNING OUTCOME LO 5 Current Demographic Trends Age Tweens 8 to 14 yrs 29 million Gen Y 1979-1994 60 million Gen X 1965-1978 40 million Baby Boom 1946-1964 77 million

33. Chapter 3Copyright ©2010 Cengage Learning Inc. All rights reserved.33 Explain the importance to marketing managers of multiculturalism and growing ethnic markets Growing Ethnic Markets LO 6

34. Chapter 3Copyright ©2010Cengage Learning Inc. All rights reserved.34 Growing Ethnic Markets LO 6  Spending power of ethnic markets by 2011:  Hispanics: $1.2 trillion  African Americans: $921 billion  Asian Americans: $526 billion  Diversity can result in bottom-line benefits to companies.

35. Chapter 3Copyright ©2010Cengage Learning Inc. All rights reserved.35 Marketing to Hispanic Americans LO 6  The population’s diversity creates challenges for targeting this group.  Hispanics tend to be brand loyal, but are not aware of many U.S. brands.  Nearly half of adult U.S. Hispanics have home Internet access.

36. Chapter 3Copyright ©2010 Cengage Learning Inc. All rights reserved 36 LO 6 Beyond the Book Why Multicultural Marketing? “[With ethnic marketing] you're going to get more share of the heart, more share of the mind, and ultimately, more share of the wallet.”  About one in three U.S. residents is a minority, representing over 100.7 million people.  7 states more than tripled their Hispanic population between 1990 and 2000: Alabama, Arkansas, Georgia, North Carolina, South Carolina, Tennessee, and Nevada.  Twenty percent of babies born in the United States are Latino. SOURCE: Mike Robinson, CEO LaVerdad Marketing & Media, http://www.laverdadmarketing.com/la_casa.htm;http://www.laverdadmarketing.com/la_casa.htm Lisa Biank Fasig, "An Expanding Business for an Expanding Market," Business Courier of Cincinnati, September 7, 2007

37. Chapter 3Copyright ©2010Cengage Learning Inc. All rights reserved.37 Marketing to African Americans LO 6  Many firms are creating products for the African American market.  Promotional dollars and media choices directed toward African Americans continue to increase.

38. Chapter 3Copyright ©2010Cengage Learning Inc. All rights reserved.38 Marketing to Asian Americans LO 6  Younger, better educated, and have highest average income of all groups  Many products have been developed for Asian American market.  Cultural diversity within the Asian American market complicates promotional efforts.

39. Chapter 3Copyright ©2010 Cengage Learning Inc. All rights reserved.39 REVIEW LEARNING OUTCOME LO 6 Multiculturalism and Growing Ethnic Markets

40. Chapter 3Copyright ©2010 Cengage Learning Inc. All rights reserved.40 Identify consumer and marketer reactions to the state of the economy Economic Factors LO 7

41. Chapter 3Copyright ©2010 Cengage Learning Inc. All rights reserved.41 Economic Factors LO 7 Distribution of Consumer Income Inflation Recession

42. Chapter 3Copyright ©2010 Cengage Learning Inc. All rights reserved.42 Consumers’ Incomes LO 7  Median U.S. household income in 2008 was $49,000  Incomes have risen at a slow pace.  Education is the primary determinant of earning potential.  Consumers are strapped for cash.

43. Chapter 3Copyright ©2010 Cengage Learning Inc. All rights reserved.43 The Financial Power of Women LO 7  Women bring in half of the household income.  Women control 51.3 percent of the private wealth in the U.S.  Women control 80 percent of household spending.  Women are now the primary buyers in male-dominated categories: 68% of new cars 66% of computers 60% of home improvements 53% of investments 51% of consumer electronics

44. Chapter 3Copyright ©2010 Cengage Learning Inc. All rights reserved.44 Purchasing Power LO 7 A comparison of the relative cost of a set standard of goods and services in different geographic areas. Purchasing Power Purchasing Power

45. Chapter 3Copyright ©2010 Cengage Learning Inc. All rights reserved.45 Inflation LO 7 A measure of the decrease in the value of the money, expressed as the percentage reduction in value since the previous year. Inflation

46. Chapter 3Copyright ©2010 Cengage Learning Inc. All rights reserved.46 Recession LO 7 A period of economic activity characterized by negative growth, which reduces demand for goods and services. Recession

47. Chapter 3Copyright ©2010 Cengage Learning Inc. All rights reserved.47 Recession Marketing Strategies LO 7  Improve existing products and introduce new ones  Maintain and expand customer services  Emphasize top-of-the-line products and promote product value

48. Chapter 3Copyright ©2010 Cengage Learning Inc. All rights reserved 48 Thriving in an Economic Downturn Wal-Mart saw double-digit profit growth during the recent economic downturn. How? A shift in strategy it calls Win/Play/Draw:  Win: Outmaneuver competitors with low prices on hot products (flat-screen TVs)  Play: Reduce range of offerings to feature “hot sellers” (its $20 L.e.i. jeans)  Draw: Keep a stock of one-stop-shopping essentials (hardware, pharmacy items) Beyond the Book

49. Chapter 3Copyright ©2010 Cengage Learning Inc. All rights reserved.49 Identify the impact of technology on a firm Technological Factors LO 8

50. Chapter 3Copyright ©2010 Cengage Learning Inc. All rights reserved.50 Research LO 8 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

51. Chapter 3Copyright ©2010 Cengage Learning Inc. All rights reserved.51 Technological Factors LO 8  U.S. excels at basic and applied research.  Many firms use the market concept to guide research.  New technology internally creates a long-term competitive advantage.  External technology  Creates more efficient operation or better products  May render existing products obsolete

52. Chapter 3Copyright ©2010 Cengage Learning Inc. All rights reserved.52 Technological Factors LO 8  Innovation is becoming a global process.  New technologies create new opportunities  RSS (Really Simple Syndication)  Blogging

53. Chapter 3Copyright ©2010 Cengage Learning Inc. All rights reserved.53 REVIEW LEARNING OUTCOME LO 8 Impact of Technology on a Firm Basic Research Basic Research Marketing Mix Applied Research Applied Research Technology Advances

54. Chapter 3Copyright ©2010 Cengage Learning Inc. All rights reserved.54 Discuss the political and legal environment of marketing Political and Legal Factors Political and Legal Factors LO 9

55. Chapter 3Copyright ©2010 Cengage Learning Inc. All rights reserved.55 LO 9 Political and Legal Factors  New technology  Society  Businesses  Consumers Laws and Regulations Protect:

56. Chapter 3Copyright ©2010 Cengage Learning Inc. All rights reserved.56 LO 9 Federal Legislation Sherman Act Clayton Act Federal Trade Commission Act Celler-Kefauver Antimerger Act Hart-Scott-Rodino Act Sherman Act Clayton Act Federal Trade Commission Act Celler-Kefauver Antimerger Act Hart-Scott-Rodino Act Regulate competitive environment Robinson-Patman Act Regulate pricing practices Wheeler-Lea Act Control false advertising

57. Chapter 3Copyright ©2010 Cengage Learning Inc. All rights reserved.57 LO 9 Regulatory Agencies Consumer Product Safety Commission Federal Trade Commission Food & Drug Administration Protects consumer safety in and around their homes Prevents unfair methods of competition in commerce Enforces safety regulations for food and drug products Online http://www.ftc.gov

58. Chapter 3Copyright ©2010 Cengage Learning Inc. All rights reserved.58 LO 9 Powers of the FTC Cease-and-Desist Order Consent Decree Affirmative Disclosure Corrective Advertising Restitution Counteradvertising

59. Chapter 3Copyright ©2010 Cengage Learning Inc. All rights reserved.59 LO 9 Consumer Privacy  Gramm-Leach-Bliley Act  Health Insurance Portability and Accountability Act (HIPPA)  California’s Notice of Security Breach Law Government Actions Government Actions

60. Chapter 3Copyright ©2010 Cengage Learning Inc. All rights reserved.60 REVIEW LEARNING OUTCOME LO 9 Political and Legal Environment of Marketing 3.2 3.3

61. Chapter 3Copyright ©2010 Cengage Learning Inc. All rights reserved.61 Explain the basics of foreign and domestic competition Competitive Factors LO 10

62. Chapter 3Copyright ©2010 Cengage Learning Inc. All rights reserved.62 Competitive Factors LO 10 How many competitors? How big are competitors? How interdependent is the industry? Control

63. Chapter 3Copyright ©2010 Cengage Learning Inc. All rights reserved.63 Competitive Factors LO 10 Competition for Market Share and Profits Global Competition  Firms must work harder to maintain profits and market share.  More foreign firms are entering U.S. market.  Foreign firms in U.S. now compete on product quality.

64. Chapter 3Copyright ©2010 Cengage Learning Inc. All rights reserved.64 REVIEW LEARNING OUTCOME LO 10 Competitive Environment Mature Industries Slow Growth / No Growth Highly Competitive Marketplace Can only increase market share by taking it from a competitor.