Environ_350_Notes_Feb_09

Environ_350_Notes_Feb_09 - Marketing Environment Marketing...

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Marketing Environment
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Marketing Environment Overview Describe environments faced by the firm Look at emerging trends in the United States
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Pure Competition Characterized by many sellers Free market sets the price Firm faces the horizontal demand curve e.g., Corn Kiosk
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Monopolistic Competition Most common market structure Offers marketers a real challenge Firm’s offering is perceived as different by buyer e.g., Coca-Cola, Pepsi, RC Cola, Sam’s Choice
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Oligopoly Characterized by a few sellers Potential entrants face extremely high barriers Capital outlay Technical know-how e.g., U.S. airline industry
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Monopoly Having no rivals (very rare) Fed tries to breakup natural monopolies e.g., AT&T, Microsoft
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Demographic Environment The study of human populations (e.g., age, sex, race) Trends in the United States Women in the workforce Graying of America Single-person households Migration to the sunbelt
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Demographic Environment Trends in the United States (continued) Health consciousness Better educated; Rise of white-collar ranks Environmental concern Ethnic & racial diversity
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This note was uploaded on 01/23/2011 for the course BMGT 350 taught by Professor Boyd during the Spring '08 term at Maryland.

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Environ_350_Notes_Feb_09 - Marketing Environment Marketing...

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