03.Global Marketing

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

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Unformatted text preview: The External Environment = Context The Marketing Strategy Process Customers Company Competitors Target Market Selection Positioning Market Segmentation Product Place Promotion Price Customer Retention Customer Acquisition Profts The Marketing Mix Context Source: HBS Context The Marketing Environment Target Market Controllable Variables • Product • Price • Promotion • Place Uncontrollable Variables • Social factors • Economic Factors • Technological Factors • Competitive Factors • Regulatory Factors 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. 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 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. The Marketing Environment Age, gender, income, education, ethnicity Tweens (8-14), 29 million Purchasing power: $39 billion/year Gen Y...
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This note was uploaded on 11/17/2011 for the course BUS M 241 taught by Professor Swenson,j during the Fall '11 term at BYU.

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

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