TheMarketing

EnvironmentChapter40ObjectivesKnowtheenvironmentalforcesthataffectthecompany’sability

toserveitscustomers.Realizehowchangesinthedemographicandeconomicenvironmentsaffectmarketingdecisions.

1ObjectivesIdentifythemajortrendsinthefirm’snaturalandtechnologicalenvironments.Knowthekeychangesinthepoliticalandculturalenvironments.Understandhowcompaniescanreacttothemarketingenvironment.2CaseStudy“Millennialfever”setthestagetobringbacktheBeetleVW’sinvestment:

$560millionDemandquicklyoutstrippedsupplyThenewVWbeetleenjoyedcross-generationalappealEarnedmanyawardsBeetlenowaccountsforover25%ofcompanysalesVolkswagenDiscussion:Willtheflower-powerMicrobussucceednext?3KeyEnvironmentsMarketingEnvironmentTheactorsandforcesthataffectafirm’sabilitytobuildandmaintainsuccessfulrelationshipswithcustomers.Aspectsofthemarketingenvironment:MicroenvironmentMacroenvironment4ActorsAffectingaFirm’sAbility

toServeCustomersTheMicroenvironmentCompanySuppliersCustomerMarketsCompetitorsPublicsMarketingIntermediaries5TheMicroenvironmentDepartmentswithinthecompanyimpactmarketingplanning.Suppliershelpcreateanddelivercustomervalue.Treatsuppliersaspartners.Marketingintermediarieshelpsell,promote,anddistributegoods.Intermediariestakemanyforms.6TheMacroenvironmentCustomermarketsmustbestudied.Consumer,business,government,resellerandinternationalmarketsexist.Successfulcompaniesprovidebettercustomervaluethanthecompetition.Sizeandindustrypositionhelptodeterminetheappropriatecompetitivestrategy.Variouspublicsmustalsobeconsidered.7TypesofPublicsTheMicroenvironmentFinancialMediaGovernmentLocalGeneralInternal

CitizenAction8MacroenvironmentalForcesTheMacroenvironmentDemographicEconomicNaturalTechnologicalPoliticalCultural9TheMacroenvironmentKeyDemographicTrendsWorldpopulationgrowthChangingagestructureTheU.S.populationconsistsofseven

generationalgroups.Babyboomers,GenerationX,and

GenerationYarekeygroups.Distinctsegmentstypicallyexistwithin

thesegenerationalgroups.10TheMacroenvironmentBornbetween1946and1964Represent28%ofthepopulation;earn50%ofpersonalincomeManymini-segmentsexistwithintheboomergroupEnteringpeakearningyearsastheymatureLucrativemarketfortravel,entertainment,housing,andmoreBabyBoomersGenerationXGenerationYKeyGenerations11TheMacroenvironmentBornbetween1965and1976FirstlatchkeychildrenMaintainacautiouseconomicoutlookSharenewculturalconcernsRepresent$125billioninannualpurchasingpowerWillbeprimarybuyersofmostgoodsby2010BabyBoomersGenerationXGenerationYKeyGenerations12TheMacroenvironmentBornbetween1977and199472millionstrong;almostaslargeagroupastheirbabyboomerparentsNewproducts,services,andmediacatertoGenYComputer,InternetanddigitallysaavyChallengingtargetformarketersBabyBoomersGenerationXGenerationYKeyGenerations13TheMacroenvironmentKeyDemographicTrendsChangingAmericanhouseholdGeographicpopulationshiftsBetter-educated,morewhite-collarworkforceIncreasingDiversity14TheMacroenvironmentTheEconomicEnvironmentAffectsconsumerpurchasingpowerandspendingpatterns.Twotypesofnationaleconomies:subsistencevs.industrial.U.S.consumersnowspendcarefullyanddesiregreatervalue.15TheMacroenvironmentKeyEconomicTrends

U.S.incomedistributionisskewed.Upperclass,middleclass,workingclassandtheunderclass.Richaregettingricher,themiddleclassisshrinking,andtheunderclassremainspoor.Consumerspendingpatternsarechanging.16TheMacroenvironmentTheNaturalEnvironmentConcernforthenaturalenvironmenthasgrownsteadily,increasingtheimportanceofthesetrends:ShortageofrawmaterialsIncreasedpollutionIncreasedgovernmentalintervention17TheMacroenvironmentKeyTechnologicalTrendsThetechnologicalenvironmentischaracterizedbyrapidchange.Newtechnologiescreatenewopportunitiesandmarketsbutmakeoldtechnologiesobsolete.TheU.S.leadstheworldinresearchanddevelopmentspending.18TheMacroenvironmentThePoliticalEnvironmentIncludeslaws,governmentalagencies,andpressuregroupsthatimpactorganizationsandindividuals.Keytrendsinclude:Increasedlegislationtoprotectbusinesses

aswellasconsumers.Changesingovernmentalagencyenforcement.Increasedemphasisonethicalbehaviorand

socialresponsibility.19TheMacroenvironmentTheCulturalEnvironmentIscomposedofinstitutionsandother

forcesthataffectasociety’sbasicvalues,perceptions,preferences,andbehaviors.Culturecaninfluencedecisionmaking.Corebeliefsarepersistent;secondaryculturalvalueschangeandshiftmoreeasily.Theculturalvaluesofasocietyareexpressedthroughpeople’sviews.20Culturalvaluesareexpressed

viahowpeopleview:TheMacroenvironmentThemselvesOthersOrganizationsSocietyNatureTheUniverse21RespondingtotheMarketingEnvironmentReactive:PassiveAcceptanceandAdaptationCompaniesdesignstrategiesthatavoidthreatsandcapitalizeuponopportunities.Proactive:EnvironmentalManagementUseoflobbyists,PR,advertorials,lawsuits,complaints,andcontractualagreementstoinfluenceenvironmentalforces.229、春去春又回，新桃換舊符。在那桃花盛開的地方，在這醉人芬芳的季節，愿你生活像春天一樣陽光，心情像桃花一樣美麗，日子像桃子一樣甜蜜。3月-253月-25Saturday,March15,202510、人的志向通常和他們的能力成正比例。22:27:4922:27:4922:273/15/202510:27:49PM11、夫學須志也，才須學也，非學無以廣才，非志無以成學。3月-2522:27:4922:27Mar-2515-Mar-2512、越是無能的人，越喜歡挑剔別人的錯兒。22: