ch 4 MKTG-Marketing Environment

ch 4 MKTG-Marketing Environment - Marketing Environment...

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Marketing Environment Foundations of Marketing Stephen Walls
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Where are we? 5 Cs Customer Competencies Competitors Collaborators Context STP Segmentation Targeting Positioning 4 Ps Product Price Place Promotion
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Today’s Basic Question What types of “uncontrollable” forces affect the marketplace and, thus, marketing decisions?
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Agenda Environmental Force Overview Explore specific Environmental Forces Social/Cultural Demographic Economic Technological/Natural Competitive Political/Legal S.W.O.T. Analysis Article Discussion
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What does an Environmental Scan entail? Scan/Identify trends (i.e. changes) Understand trends Get the facts Explain why the trends are happening (contributing factors) Analyze likely impact of trends For your company: Threats Opportunities To your customers To your suppliers To your competitors
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Social Factors American Values Growth of Component Lifestyles Changing Role of Families and Working Women
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Demographics Population size Age Gender Ethnicity Income Occupation Generally, hard/cold facts Easy to capture and chart Be careful about subsequent assumptions
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Generational Cohorts 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
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Comparing the Cohorts Baby Boomers Generation X Generation Y 1946-1964 1965-1976 1977-1994 78 million 43 million 73 million diversity as a cause accept diversity are diverse mass movement self-reliant self- inventive conform to rules reject rules ignore rules killer job killer life killer lifestyle tv pc internet became institutions mistrust institutions institutions irrelevant task-focused multi-task hyper multi-task
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Racial and Ethnic Diversity in America By 2025: Hispanic population will grow to 20% of population African American population will grow to 13% of population
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This note was uploaded on 06/16/2010 for the course MKT 76620 taught by Professor Walls during the Summer '10 term at University of Texas at Austin.

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ch 4 MKTG-Marketing Environment - Marketing Environment...

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