Review 2 - Quiz 2 Review MARK 3336 Fall 2011 Chapter...

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MARK 3336 Quiz 2 Review Fall 2011 Chapter 5-Environmental Forces Demographic o Changes in Population U.S. Population More diverse market place Cant mass produce White population decrease Hispanic, Asian, black and other increasing State population ARTICLE Rural/Urban Population Rural and central cities population down Suburbs increased Living on Farms o Not a lot of small farmers anymore o Went from 40% in 1900 to 2% in 1990 Percent of world population living in cities o Will dramatically increase o Changes in Age ARTICLE: Wessel ARTICLE: Joseph ARTICLE: Lever Age 1960-2000 o Under 15 years decreased, all others increased. Cohort Groups Baby Boomers o 1946-1964 o After WW2 o Employment for Life o Job status is important o Many workaholics o ARTICLE: Byron Generation X o 1965-1979 o Latchkey Kids era o Both parents working o Less interested in status symbols o Lack of company loyalty Generation Y o 1980-1995 o Millennium o ARTICLE: Goodman o Comfortable with diverse ethnic groups o Not very brand loyal 1
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o Lack of company loyalty Generation Z o After 1995 o Called Zuckerburg o Want instant action and satisfaction o Communicate through social media o Always had computers and mobile phones Marriage Average age of first marriage in U.S. o From 1970-2008 Female 21-26 Male 23-28 Seniors o Changes in Family Structure Traditional family household Working father Stay-at-home mother School-age children Decreased Married couples working Single earner decreased Multiple earners increased Married and unmarried households Married households decreased Unmarried households increased Changes in U.S. Marriages o Adults married has decreased o Adults divorced has increased o High school or less married has decreased Diversity of Unmarried Households o Cohabitation o Longer life spans o Increased divorces Economic o Two Important Economist Adam Smith Competition Joseph Schumpeter Creative destruction o Role of Competition Government Viewpoint Maintain a healthy, competitive economic system Seller Viewpoint Achieve a sustainable competitive advantage Buyer Viewpoint 2
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MARK 3336 Quiz 2 Review Fall 2011 Wants perceived value for their money Major Competition Direct Rivalry o Kroger vs. HEB Buyers o McDonald’s vs. Bakery Suppliers o Randall’s Cola vs. Coca Cola New Entrants o Google vs. Apple o Major Anti-Trust Laws Sherman Act-1980 Monopoly is illegal Restraint of Trade is illegal Clayton Act 1914 Predatory pricing and trying agreements are illegal if they are substantially reduce competition o Creative Destruction ARTICLE: Thurm Textbooks E-Readers E-Book Sellers o Amazon.com o o Google o Apple Mobile Phone iPhone Fluorescent Lighting LED Lighting ARTICLE: Copeland Creative Destruction Managers
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This note was uploaded on 10/10/2011 for the course MARKETING 3336 taught by Professor Wyatt during the Fall '10 term at University of Houston.

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Review 2 - Quiz 2 Review MARK 3336 Fall 2011 Chapter...

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