03.Global Marketing

03.Global Marketing - The External Environment = Context...

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The External Environment = Context
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The Marketing Strategy Process Customers Company Competitors Target Market Selection Positioning Market Segmentation Product Place Promotion Price Customer Retention Customer Acquisition Profits The Marketing Mix Context Source: HBS Context
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The Marketing Environment Target Market Controllable Variables Product Price Promotion Place Uncontrollable Variables Social factors Economic Factors Technological Factors Competitive Factors Regulatory Factors
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The External Environment = Context Over time, managers must alter the marketing mix because of changes in the environment in which consumers live, work, and make purchasing decisions.
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The Marketing Environment Uncontrollable Variables Social factors Economic Factors Technological Factors Competitive Factors Regulatory Factors Demographics Characteristics of a population: age, gender, ethnicity, income, occupation World population: 6,960,330,358 U.S. population: 312,153,224 One birth every . . . . . . . . . . . . . . . . . . . . 7 seconds One death every . . . . . . . . . . . . . . . . . . 13 seconds One migrant (net) every . . . . . . . . . . 43 seconds Net gain of one person every . . . . . 12 seconds
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The Changing Role of Family/Women Over the past 50 years more people are: Divorcing or separating Choosing not to marry Choosing to marry later Marrying without intending to have children Choosing to have smaller families Choosing to have mom work outside the home The phenomenon of working women has probably had a greater effect on marketing than has any other social change.
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The Marketing Environment Age, gender, income, education, ethnicity Tweens (8-14), 29 million Purchasing power: $39 billion/year Gen Y (1979-1994), 60 million Purchasing power: $200 billion/year Gen X (1965-1978), 40 million Purchasing power: $1 trillion Baby Boomers (1946-1964),
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