Chapter 4_The Marketing Environment

Chapter 4_The Marketing Environment - Lamb, Hair, McDaniel...

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1 Lamb, Hair, McDaniel   CHAPTER 4 The Marketing Environment 2010-2011  
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2 LO 1 Discuss the external environment of marketing, and explain how it affects a firm LO 2 Describe the social factors that affect marketing LO 3 Explain the importance to marketing managers of current demographic trends LO 4 Explain the importance to marketing managers of multiculturalism and growing ethnic markets Learning Outcomes Learning Outcomes
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3 LO 5 Identify consumer and marketer reactions to the state of the economy LO 6 Identify the impact of technology on a firm LO 7 Discuss the political and legal environment of marketing LO 8 Explain the basics of competition Learning Outcomes Learning Outcomes
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4 External Marketing Environment Demographics Demographics Social Change Economic Conditions Political & Legal Factors Technology Technology Competition Competition Environmental Scanning Target Market External Environment (uncontrollable) Ever-Changing Marketplace Product Distribution Promotion Price Internal (within the organization) Marketing mix LO 1
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5 Understanding Competition TJ Maxx offers designer brands at discount prices 2011 Holiday Commercial Holiday 2011 shopping mall ad - Part 1 (TJ Maxx, Marshalls, H Acknowledging budgetary restraints will drive budget conscious shoppers to the store LO 1
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6 Social Factors Values Values Attitudes Attitudes Lifestyle Lifestyle LO 2
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7 Demographic Factors
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Chapter 4_The Marketing Environment - Lamb, Hair, McDaniel...

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