the company's macroenvironment

24
The Company’s Macroenvironment

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Page 1: The Company's Macroenvironment

The Company’sMacroenvironment

Page 2: The Company's Macroenvironment

Demographic Environment

Demography is the study of human populations in terms of size, density, location, age, gender, race, occupation, and other statistics.

Demographic environment is

important because it

involves people, and people make

up markets.

Page 3: The Company's Macroenvironment

Changing Age Structure of the Population

The Baby Boomers• Includes people born 1946 – 1964.• Most are affluent Americans.

Generation X• Includes people born 1965 – 1976.• High parental divorce rates, cautious economic

outlook, less materials, family comes first, lag behind on retirement savings.

The Millennials• Includes people born 1977-2000 (tweens, teens,

young adults).• Comfortable with technology.

Page 4: The Company's Macroenvironment

Generational marketing is important in segmenting people by lifestyle, life stage, or the common values they seek in the products they buy.

Segment: Divide

Page 5: The Company's Macroenvironment

The Changing American Family

More people are:• Divorcing or separating.• Choosing not to marry.• Choosing to marrying later.• Marrying without intending to have

children.• Moving from rural to metropolitan areas.

Page 6: The Company's Macroenvironment

Other problems are:• Increased number of working women• More stay-at-home dads• Growth in United States West and South and decline in Midwest and Northeast• Changes in where people work

-Telecommuting-Home office-Divorcing or separating

• Changes in the workforce-More educated-More white collar.

Page 7: The Company's Macroenvironment

Ethinicity

DisabledGay&Lesbia

n

Markets are becoming more diverse: national & international, including:

Page 8: The Company's Macroenvironment

Economic EnvironmentEconomic environment consists of factors that affect consumer purchasing power and spending patterns.

Page 9: The Company's Macroenvironment

Industrial economies are richer markets.

Subsistence economies consume most of their own agriculture and industrial output.

Page 10: The Company's Macroenvironment

Changes in Income: Value marketing involves ways to offer financially cautious buyers greater value—the right combination of quality and service at a fair price.

Page 11: The Company's Macroenvironment

Changes in Consumer Spending Patterns

• Ernst Engel—Engel’s Law• As income rises:

- The percentage spent on food declines.- The percentage spent on housing remains constant.- The percentage spent on savings increases.

Page 12: The Company's Macroenvironment

Natural Environment

Natural environment involves the natural resources that are needed as inputs by marketers or that are affected by marketing activities

Page 13: The Company's Macroenvironment

Trends: Shortages of raw materials Increased pollution Increase government intervention Environmentally sustainable strategies

Page 14: The Company's Macroenvironment

Technological Environment

Technological environment is forces that create new technologies, creating new product and market opportunities.

Technological environment is perhaps the most dramatic force now shaping our destiny.

Page 15: The Company's Macroenvironment

Products of technology: antibiotcs, robotic surgery, miniaturized electronics, laptop computers, the Internet, nuclear missiles, chemical weapons, assault rifles, automobile, television, credit cards…

Page 16: The Company's Macroenvironment

Political & Social Environment

Political environment consists of laws, government agencies, and pressure groups that influence or limit various organizations and individuals in a given society.

Page 17: The Company's Macroenvironment

Increasing Legislation

Protect consumers

Protect the interests of society

Protect companies

Legislation affecting business around the world has increased steadily over the years.

Business legislation

Page 18: The Company's Macroenvironment

Changing Government Agency EnforcementAgencies are set up to enforce trade

politicies and regulations. E.g: the Federal Trade Commission, the Food and Drug Administration, the Federal Communications Commission... (US)

Page 19: The Company's Macroenvironment

Increased Emphasis on Ethics and Socially Responsible Actions

• Socially Responsible Behavior: Enlightened companies encourage their managers to “do the right things”.

• Cause-related marketing: Many companies are now linking themselves to worthwhile causes.

Page 20: The Company's Macroenvironment

Cultural Environment

Cultural environment consists of institutions and other forces that affect a society’s basic values, perceptions, and behaviors.

Page 21: The Company's Macroenvironment

Persistence in Cultural Values

Core beliefs and values are persistent and are passed on from parents to children and are reinforced by schools, churches, businesses, and government.

Secondary beliefs and values are more open to change and include people’s views of themselves, others, organizations, society, nature, and the universe.

Page 22: The Company's Macroenvironment

Shifts in Secondary Cultural Values

• People’s view of themselves– Yankelovich Monitor’s consumer

segments: Do-It-Yourselfers—recent movers Adventurers

• People’s view of others–More “cocooning”

Page 23: The Company's Macroenvironment

• People’s view of organizations• People’s view of society– Patriots defend it– Reformers want to change it–Malcontents want to leave it

• People’s view of nature– Some feel ruled by it– Some feel in harmony with it– Some seek to master it

• People’s view of the universe– Renewed interest in spirituality

Page 24: The Company's Macroenvironment

Uncontrollable

•React and adapt to forces in the environment

Proactive•Aggressive actions to affect forces in the environment

Reactive•Watching and reacting to forces in the environment

Views on Responding

Responding to the Marketing Environment