Ch._3 - 3 The Marketing Environment • The marketing...

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Unformatted text preview: 3 The Marketing Environment • The marketing environment consists of Marketing Environment actors and forces outside the organization that affect management’s ability to build and maintain relationships with target customers. • Environment offers both opportunities and threats. • Marketing intelligence and research used to collect information about the environment. 3-2 Marketing Environment • Includes: – Microenvironment: actors close to the company that affect its ability to serve its customers. – Macroenvironment: larger societal forces that affect the microenvironment. • Considered to be beyond the control of the organization. 3-3 Actors in the Microenvironment 3-4 The Company’s Macroenvironment 3-5 The Seven U.S. Generations 3-6 Baby Boomers • 78 million born between 1946 and 1964 • Account for 28% of population • Earn more than half of all personal income • Almost 25% belong to racial or ethnic minority • Spend a lot on anti-aging products and services • Are likely to postpone retirement 3-7 Generation X • 45 million born between 1965 and – – – Increasing divorce rates More of their mothers employed First generation of latchkey kids 1976 • Defined by their shared experiences • Cynical of frivolous marketing pitches • Care about the environment • Prize experience, not acquisition 3-8 Generation Y • 72 million born between 1977 and 1994 • Have large amount of disposable income • Comfortable with computer technology • Tend to be impatient and “NowOriented” • Many product lines targeted at Gen 3-9 Changing American Family • Household makeup: – Married couples with children = 34%, and falling – Married couples and people living with other relatives = 22% – Single parents = 12% – Single persons and adult “live-togethers” = 32% 3-10 The Changing American Family Non-family households— single live-alones or adult live-togethers of one or both sexes—make up a full 32 percent of U.S. households. Today’s marketers must incorporate “the likes of Murphy Brown, Ally McBeal, and Will and Grace into their business plans.” 3-11 Geographic Shifts in Population • 16% of U.S. residents move each year • General shift toward the Sunbelt states • City to suburb migration continues • More people moving to “micropolitan” areas • More people telecommute 3-12 More White-Collar Population • 1950 – 1985: – Proportion of white-collar workers increased from 41% to 54% – Proportion of blue-collar workers decreased from 47% to 33% – Proportion of service workers increased from 12% to 14% • 1983 – 1999: – Proportion of managers and professionals increased from 23% to >30% 3-13 Increasing Diversity • U.S. is a “salad bowl” – Various groups mixed together, each retaining its ethnic and cultural differences • Increased marketing to: – Gay and lesbian consumers – People with disabilities • 3-14 Economic Environment Consists of factors that affect consumer purchasing power and spending patterns. • Changes in Income – 1980’s – consumption frenzy – 1990’s – “squeezed consumer” – 2000’s – value marketing • Income – – – – Distribution Upper class Middle class Working class Underclass 3-15 Technological Environment •Most dramatic force now shaping our destiny. 3-16 Political Environment Includes Laws, Government Agencies, and Pressure Groups that Influence or Limit Various Organizations and Individuals In a Given Society. Increasing Legislation Changing Government Agency Enforcement Increased Emphasis on Ethics & Socially Responsible Actions 3-17 Cultural Environment • Core beliefs and values are passed on from parents to children and are reinforced by schools, churches, business, and government. • Secondary beliefs and values are more open to change. 3-18 Cultural Environment Themselves Others Organizations Society Nature The Universe 3-19 Society’s Major Cultural Views Are Expressed in People’s Views of: ...
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This note was uploaded on 09/11/2008 for the course BNAD 303 taught by Professor Hardesty during the Spring '07 term at Arizona.

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