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SEGMENT 2 - • CONSUMER...

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S EGMENT 2 : THE MARKETING ENVIRONMENT (Related chapter in text : 3) LEARNING OBJECTIVES Understand the importance of the environment within which marketing occurs. Describe the levels, characteristics and sectors of the marketing macro- and micro- environment. Describe key forces and trends in the social, economic, technological, regulatory and natural sectors of the macro-environment. Describe the components and importance of strategic environmental scanning. MARKETING ENVIRONMENT: CONSTRAINING MULTI-LEVEL CURRENT/FUTURE CONSTRAINT CONTROL - ADAPT - MODIFY THREAT/OPPORTUNITY 1
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LEVELS MACRO MICRO INTERNAL MACRO SOCIAL ECONOMIC TECHNOLOGICAL REGULATORY NATURAL SOCIAL CULTURAL DEMOGRAPHIC CULTURAL CORE SET OF BELIEFS & VALUES MICRO-CULTURES DIVERSITY ! 2
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DEMOGRAPHIC AGE DISTRIBUTION GEOGRAPHIC HOUSEHOLD COMPOSITION 3
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ECONOMIC GROSS DOMESTIC PRODUCT (GDP) 1960 $2 TRILLION 1991 $5 TRILLION 1998 $8 TRILLION CONSUMER WILLINGNESS AND ABILITY TO BUY
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Unformatted text preview: • CONSUMER INCOME-REAL-DISPOSABLE-DISCRETIONARY • CONSUMER EXPECTATIONS • INDEX OF CONSUMER CONFIDENCE 4 TECHNOLOGICAL • TELEVISION • TELEPHONE • COMPUTER/INTERNET TECHNOLOGY’S IMPACT ON MARKETING • PRODUCT FORM • ADVERTISING • RETAILING • MARKETING RESEARCH PRODUCT FORM EXAMPLE: PRE-RECORDED MUSIC CASSETTES UNITS LPs ONLINE CDs 1980 1985 1990 1995 2000 2005 5 KEY ISSUES IN TECH ENVIRONMENT RATE OF CHANGE MEDIA FRAGMENTATION REGULATORY • PROTECTING COMPETITION • PROTECTING CONSUMERS • POLITICAL PRESSURE- CONSUMERISM- MEDIA 6 NATURAL • ENERGY • POLLUTION • RAW MATERIALS • WEATHER • GREEN MARKETING MICRO-ENVIRONMENT • CUSTOMERS • COMPETITORS • STAKEHOLDERS • SUPPLIERS • CHANNELS 7 INTERNAL ENVIRONMENT • TOP MANAGEMENT • PERSONNEL • OTHER DEPARTMENTS STRATEGIC ENVIRONMENTAL SCANNING • SECTORS • ACTORS • SOURCES • INTERPRETATION 8...
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