INTEGRATED INTEGRATED MARKETING MARKETING COMMUNICATIONSCOMMUNICATIONS

LECTURE 4: LECTURE 4:

THE MARKETING THE MARKETING COMMUNICATIONS COMMUNICATIONS

ENVIRONMENT AND BUYER ENVIRONMENT AND BUYER BEHAVIOURBEHAVIOUR

ObjectivesObjectivesAt the end of this input the participant will be At the end of this input the participant will be

able to:able to:• Understand the environment in which Understand the environment in which

organisationsorganisations/marketers and communicators work/marketers and communicators work• Gain recognition of PEST/STEP/SLEPT ‘models’ Gain recognition of PEST/STEP/SLEPT ‘models’

of the macro environment of the macro environment • Appreciate also the micro environment essential Appreciate also the micro environment essential

for marketing analysis for marketing analysis • Understand (a) Characteristics of the Understand (a) Characteristics of the

environment, (b) Strategic environmental issue environment, (b) Strategic environmental issue management and (c) the critical components of management and (c) the critical components of the environment the environment 

CHARACTERISTICS OF CHARACTERISTICS OF MICRO & MICRO & MACROENVIRONMENTMACROENVIRONMENT    The ME consists of all those factors that The ME consists of all those factors that

affect the organisation and its markets and affect the organisation and its markets and any factors that affect the relationship any factors that affect the relationship between an organisation and its markets. between an organisation and its markets.

• Matching takes place in the ME Matching takes place in the ME • Markets are dynamic and needs fast-Markets are dynamic and needs fast-

changing changing • The organisation usually has little or no The organisation usually has little or no

control over ME forces them but can control over ME forces them but can influence them.influence them.

STRATEGIC STRATEGIC ENVIRONMENTAL ISSUE ENVIRONMENTAL ISSUE MANAGEMENTMANAGEMENT

• The importance of environmental analysis. The importance of environmental analysis. • The difficulties of monitoring the The difficulties of monitoring the

environment that surrounds the environment that surrounds the organisationorganisation

• Implications for the development and Implications for the development and implementation of marcomms strategyimplementation of marcomms strategy

    

STRATEGIC STRATEGIC ENVIRONMENTAL ISSUE ENVIRONMENTAL ISSUE MANAGEMENTMANAGEMENT

• Four stages of such a process need to be Four stages of such a process need to be considered:considered:

1.1. ENVIRONMENTAL SCANNINGENVIRONMENTAL SCANNING2.2. KEY ENVIRONMENTAL ISSUE KEY ENVIRONMENTAL ISSUE

IDENTIFICATIONIDENTIFICATION3.3. IMPACT EVALUATIONIMPACT EVALUATION4.4. FORMULATION OF RESPONSE FORMULATION OF RESPONSE

STRATEGYSTRATEGY  

CRITICAL COMPONENTS CRITICAL COMPONENTS OF THE MICRO AND OF THE MICRO AND MACRO ENVIRONMRENTMACRO ENVIRONMRENT1. MICROENVIRONMENT (MIE)1. MICROENVIRONMENT (MIE)  • THE ORGANISATION/COMPANYTHE ORGANISATION/COMPANY• SUPPLIERSSUPPLIERS• MARKETING INTERMEDIARIES  MARKETING INTERMEDIARIES  • CUSTOMERSCUSTOMERS• COMPETITORS COMPETITORS • PUBLICSPUBLICS  

CRITICAL COMPONENTS CRITICAL COMPONENTS OF THE MICRO AND OF THE MICRO AND MACRO ENVIRONMRENTMACRO ENVIRONMRENT2. MACROENVIRONMENT (MAE)2. MACROENVIRONMENT (MAE)  • NATURAL/ENVIRONMENTAL/GREENNATURAL/ENVIRONMENTAL/GREEN• TECHNOLOGICAL TECHNOLOGICAL • POLITICAL/LEGAL/ETHICALPOLITICAL/LEGAL/ETHICAL• REGULATORY/ETHICALREGULATORY/ETHICAL• DEMOGRAPHIC DEMOGRAPHIC • ECONOMICECONOMIC• SOCIO-CULTURALSOCIO-CULTURAL

CRITICAL COMPONENTS CRITICAL COMPONENTS OF THE MICRO AND OF THE MICRO AND MACRO ENVIRONMRENTMACRO ENVIRONMRENTSOME EXAMPLESSOME EXAMPLES  NATURAL/ENVIRONMENTAL/GREENNATURAL/ENVIRONMENTAL/GREEN

• Packaging e.g. use of recyclable materialsPackaging e.g. use of recyclable materials• Greater (unnecessary) consumption e.g. Greater (unnecessary) consumption e.g.

energy saving productsenergy saving products• Positioning/advertising claimsPositioning/advertising claims

CRITICAL COMPONENTS CRITICAL COMPONENTS OF THE MICRO AND OF THE MICRO AND MACRO ENVIRONMRENTMACRO ENVIRONMRENTSOME EXAMPLESSOME EXAMPLES  TECHNOLOGICAL TECHNOLOGICAL

• One coat paints (real innovation) One coat paints (real innovation) brand “Solo”; positioning ease of brand “Solo”; positioning ease of

use/speeduse/speed• Media implications of internet/mobile Media implications of internet/mobile

phones etc.phones etc.

CRITICAL COMPONENTS CRITICAL COMPONENTS OF THE MICRO AND OF THE MICRO AND MACRO ENVIRONMRENTMACRO ENVIRONMRENTSOME EXAMPLESSOME EXAMPLES  POLITICAL/LEGAL/ETHICALPOLITICAL/LEGAL/ETHICAL

• Protection of companiesProtection of companies• Protection of consumers e.g. tobacco Protection of consumers e.g. tobacco

advertising banadvertising ban• Larger interests of society e.g. healthy Larger interests of society e.g. healthy

eating campaignseating campaigns

CRITICAL COMPONENTS CRITICAL COMPONENTS OF THE MICRO AND OF THE MICRO AND MACRO ENVIRONMRENTMACRO ENVIRONMRENT

SOME EXAMPLESSOME EXAMPLES

  

REGULATORY/ETHICALREGULATORY/ETHICAL

• Issues of taste and decencyIssues of taste and decency

• Use/abuse of stereotypesUse/abuse of stereotypes

• Gender roles, age, relationships etcGender roles, age, relationships etc

• Race, religion, morals and ethicsRace, religion, morals and ethics

ExamplesExamples

• Do adverts Do adverts demeandemean women, men or women, men or old people? E.g. old people? E.g. – OHP’s: Kaliber, Harvey Nichols, Loin OHP’s: Kaliber, Harvey Nichols, Loin

King, Lee jeansKing, Lee jeans– PPoint: Daniel ChristianPPoint: Daniel Christian

ExamplesExamples

• Are there double standards when it Are there double standards when it comes to men vs. women? E.g. comes to men vs. women? E.g. Wonderbra vs. Wonderpants (OHP’s)Wonderbra vs. Wonderpants (OHP’s)

• Or does it depend on the media and Or does it depend on the media and who sees the images? E.g. Sophie who sees the images? E.g. Sophie Dahl and OpiumDahl and Opium

ExamplesExamples

• Is it right that advertisers try to Is it right that advertisers try to challenge attitudes, values etc in challenge attitudes, values etc in pursuit of advertising and brand pursuit of advertising and brand images?images?– Benetton (OHP)Benetton (OHP)– Campaign for Racial Equality (OHP)Campaign for Racial Equality (OHP)– Police recruitment advert (OHP)Police recruitment advert (OHP)– Anti-fur campaignAnti-fur campaign

And what about sex …………And what about sex …………

• Can be useful strategy to gain Can be useful strategy to gain attention, but what if it is seen to be attention, but what if it is seen to be offensive, embarrassing, is affected offensive, embarrassing, is affected by cultural issues?by cultural issues?– Calvin Klein (OHP)Calvin Klein (OHP)– Gossard BrasGossard Bras

ExamplesExamples

• Marketing/communicating Marketing/communicating undesirable products or ideasundesirable products or ideas– Joe Camel (OHP)Joe Camel (OHP)– Anti-smoking campaign (OHP)Anti-smoking campaign (OHP)– Barnardos Child Poverty campaignBarnardos Child Poverty campaign

CRITICAL COMPONENTS CRITICAL COMPONENTS OF THE MICRO AND OF THE MICRO AND MACRO ENVIRONMRENTMACRO ENVIRONMRENTSOME EXAMPLESSOME EXAMPLES  DEMOGRAPHIC DEMOGRAPHIC 

• AgeAge• Family sizeFamily size• Non-family householdsNon-family households• Geographic shiftsGeographic shifts

CRITICAL COMPONENTS CRITICAL COMPONENTS OF THE MICRO AND OF THE MICRO AND MACRO ENVIRONMRENTMACRO ENVIRONMRENTSOME EXAMPLESSOME EXAMPLES  ECONOMICECONOMIC

• IncomeIncome• UnemploymentUnemployment• SavingsSavings• Changing expenditureChanging expenditure

CRITICAL COMPONENTS CRITICAL COMPONENTS OF THE MICRO AND OF THE MICRO AND MACRO ENVIRONMRENTMACRO ENVIRONMRENTSOME EXAMPLESSOME EXAMPLES  SOCIO-CULTURALSOCIO-CULTURAL

• BeliefsBeliefs• NormsNorms• ValuesValues• People’s relationsPeople’s relations

TYPES OF CUSTOMERTYPES OF CUSTOMER

The learning customerThe learning customer

Buying knowing feeling Buying knowing feeling actionaction

problemproblem

TYPES OF CUSTOMERTYPES OF CUSTOMER

The self-justifying customerThe self-justifying customer

Buying action feeling Buying action feeling knowledgeknowledge

problemproblem

TYPES OF CUSTOMERTYPES OF CUSTOMER

The routine customerThe routine customer

Buying knowing action Buying knowing action feelingfeeling

problemproblem

TYPES OF CUSTOMERTYPES OF CUSTOMER

The professional customerThe professional customer

New task knowing feeling New task knowing feeling actionaction

Routine action knowing Routine action knowing feelingfeeling

Any QuestionsAny Questions