11802937d01 - Food marketing and consumer behaviour...

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Food marketing and consumer behaviour - The marketing environment 1 Food marketing and consumer behaviour - Marketing environment 1 Food marketing and consumer behaviour Academic year 2009-2010 Prof. dr. ir. Wim Verbeke Department of Agricultural Economics [email protected] Food marketing and consumer behaviour - Marketing environment 2 Chapter 2: The marketing environment Environment in which companies operate Consists of: External, exogenous forces = uncontrollable factors
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Food marketing and consumer behaviour - The marketing environment 2 Food marketing and consumer behaviour - Marketing environment 3 Environmental forces 1. Economic forces 2. Structural forces 3. Political forces 4. Social forces 5. Technological forces Impact on: Individual firm Competitors Whole industry Food marketing and consumer behaviour - Marketing environment 4 The business & its environment
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Food marketing and consumer behaviour - The marketing environment 3 Food marketing and consumer behaviour - Marketing environment 5 Components of the marketing environment Food marketing and consumer behaviour - Marketing environment 6 Elements of the macro marketing environment
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Food marketing and consumer behaviour - The marketing environment 4 Food marketing and consumer behaviour - Marketing environment 7 1. Economic forces Performance of the economy = facts – Gross national product – Family income – Unemployment rate – Business investments – Economic index Food marketing and consumer behaviour - Marketing environment 8 1. Economic forces Consumer confidence = perception of facts – Disposable income – Inflation rate – Media information – International and national events Impact of economic forces – Think of: “good” versus “bad” times
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Food marketing and consumer behaviour - The marketing environment 5 Food marketing and consumer behaviour - Marketing environment 9 2. Structural forces – Market structure of an industry – E.g. integration in poultry business – Vertical and horizontal integration – Market entry barriers (Porter scheme) Food marketing and consumer behaviour - Marketing environment 10 Market entry barriers (Porter) & Marketing environment
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Food marketing and consumer behaviour - The marketing environment 6 Food marketing and consumer behaviour - Marketing environment 11 Figure title Food marketing and consumer behaviour - Marketing environment 12 Low entry barriers Unattractive Industry Suppliers and buyers have strong positions Strong threats from substitute products Intense rivalry among competitors Low profit potential
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