Haagen-Dazs project
viena1992
chapter_3.pptxAnalyzing the Marketing
Environment
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MARKETING AN INTRODUCTION
Armstrong/Kotler
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Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall
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Actors in the Microenvironment
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Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall
Notes to Accompany Slide:
Members of the microenvironment help marketers build relationships with customers.
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Actors in the Macroenvironment
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Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall
Notes to Accompany Slide:
Members of the microenvironment help marketers build relationships with customers.
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Demographic Environment
The 5 most significant demographic
trends
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Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall
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Demographic Environment Changing Age Structure
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Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall
Notes to Accompany Slide:
Generational marketing is often used when designing separate product and marketing programs for each market. The next slide prompts discussion about the difficulty of this
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Baby Boomers
Generation X
Millenials
Demographic Environment Changes in the U.S.
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Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall
Notes to Accompany Slide:
More women are working then ever before creating opportunities for marketers.
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The changing family
Demographic Environment Changes in the U.S.
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Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall
Notes to Accompany Slide:
About 33 percent of U.S. residents move each year. There is a move from rural to urban.
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Geographic Shifts
Demographic Environment Changes in the U.S.
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Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall
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Better educated
Increased white-collar
Demographic Environment Changes in the U.S.
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Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall
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Increasing Diversity
Economic Environment
The economic environment consists of factors that affect consumer purchasing power and spending patterns
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Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall
Notes to Accompany Slide:
This is an interesting topic to talk about international populations and the changes in their economy. In the U.S. we see changes in income and spending and spending patterns
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Natural Environment
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Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall
Notes to Accompany Slide:
Environmental sustainability are strategies that create an economy that the planet can support indefinitely
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Shortages of raw materials
Increased pollution
Increase government
intervention
A Need for Environmental Sustainability
Technological Environment
The technological environment includes forces that create
new
technologies
creating
new product
and market
opportunities
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Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall
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Political and Social Environment
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Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall
Notes to Accompany Slide:
Table 3.3 in the text covers many legal issues concerning marketing. In general there is a trend toward increasing legislation and changing government agency enforcement.
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Increased legislation
Social responsibility and cause-related marketing
Cultural Environment
The Cultural Environment is made up of
institutions and
other forces that
affect a society’s
basic values,
perceptions,
preferences, and
behaviors.
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Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall
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