Ch2 Notes

Ch2 Notes - Chapter2 Chapter2 Chapter2Guide Chapter2Guide...

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Chapter 2  Chapter 2  The Market in Marketing The Market in Marketing
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Chapter 2 Guide Chapter 2 Guide Marketing Environment Understand Porter’s Five Forces with respect to  Competitive Rivalry Describe the important factors related to three  of the six Marketing Environment Factors by  focusing on:  Social Changes Competition Consumer Markets Business Markets Explain types of business products, business  demand, and differences between business and  consumer markets
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The  Marketing Environment  is a set of  forces, some controllable and some  uncontrollable, that influence the ability  of a business to create value and attract  and serve customers.
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Organizatio n Economy Political Technology Social Consumer s Suppliers Competitor s Internal Environment External Environment Loss of Control
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Microenvironment Bargaining  power of  customers Threat of  substitute  products Competitive  rivalry within  an industry Porter’s Five  Forces
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1. Social Changes: 1. Social Changes: American Core Values American Core Values   Achievement and success  .    Effective/Convinient.   Material Comfort Individualism  Freedom Youthfulness Fitness and Health Recycling Effects of  trends on  business?
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1. Social Changes 1. Social Changes The phenomena of working women has  had the greatest effect on marketing than  any other social change 63% of all females (ages 16-65) are in the  workforce Purchasing power from dual-career families  is rising Female population growing faster as women  tend to live longer - maybe not for long
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1. Social Changes 1. Social Changes Component Lifestyles Component Lifestyles The practice of  choosing goods and  services that meet one’s  diverse needs and  interests rather than  conforming to a   single      .         traditional style.
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1. Social Changes 1. Social Changes Changing Trends in  Household Structure    Delayed Marriage.
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Ch2 Notes - Chapter2 Chapter2 Chapter2Guide Chapter2Guide...

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