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,Click to edit Master title style,Click to edit Master text styles,Second level,Third level,Fourth level,Fifth level,4-,*,The MarketingEnvironment,Chapter 4,0,The MarketingEnvironmentChapt,Objectives,Know the environmental forces that affect the companys ability to serve its customers.,Realize how changes in the demographic and economic environments affect marketing decisions.,1,ObjectivesKnow the environment,Objectives,Identify the major trends in the firms natural and technological environments.,Know the key changes in the political and cultural environments.,Understand how companies can react to the marketing environment.,2,ObjectivesIdentify the major t,Case Study,“Millennial fever”set the stage to bring back the Beetle,VWs investment:$560 million,Demand quickly outstripped supply,The new VW beetle enjoyed cross-generational appeal,Earned many awards,Beetle now accounts for over 25%of company sales,Volkswagen,Discussion:,Will the flower-power Microbus succeed next?,3,Case Study“Millennial fever”,Key Environments,Marketing Environment,The actors and forces that affect a firms ability to build and maintain successful relationships with customers.,Aspects of the marketing environment:,Microenvironment,Macroenvironment,4,Key EnvironmentsMarketing Envi,Actors Affecting a Firms Ability to Serve Customers,The Microenvironment,Company,Suppliers,Customer Markets,Competitors,Publics,Marketing Intermediaries,5,Actors Affecting a Firms Abil,The Microenvironment,Departments within the company impact marketing planning.,Suppliers help create and deliver customer value.,Treat suppliers as partners.,Marketing intermediaries help sell,promote,and distribute goods.,Intermediaries take many forms.,6,The MicroenvironmentDepartment,The Macroenvironment,Customer markets must be studied.,Consumer,business,government,reseller and international markets exist.,Successful companies provide better customer value than the competition.,Size and industry position help to determine the appropriate competitive strategy.,Various publics must also be considered.,7,The MacroenvironmentCustomer m,Types of Publics,The Microenvironment,Financial,Media,Government,Local,General,Internal,Citizen Action,8,Types of PublicsThe Microenvir,Macroenvironmental Forces,The Macroenvironment,Demographic,Economic,Natural,Technological,Political,Cultural,9,Macroenvironmental ForcesThe M,The Macroenvironment,Key Demographic Trends,World population growth,Changing age structure,The U.S.population consists of seven generational groups.,Baby boomers,Generation X,and Generation Y are key groups.,Distinct segments typically exist within these generational groups.,10,The MacroenvironmentKey Demogr,The Macroenvironment,Born between 1946 and 1964,Represent 28%of the population;earn 50%of personal income,Many mini-segments exist within the boomer group,Entering peak earning years as they mature,Lucrative market for travel,entertainment,housing,and more,Baby Boomers,Generation X,Generation Y,Key Generations,11,The MacroenvironmentBorn betwe,The Macroenvironment,Born between 1965 and 1976,First latchkey children,Maintain a cautious economic outlook,Share new cultural concerns,Represent$125 billion in annual purchasing power,Will be primary buyers of most goods by 2010,Baby Boomers,Generation X,Generation Y,Key Generations,12,The MacroenvironmentBorn betwe,The Macroenvironment,Born between 1977 and 1994,72 million strong;almost as large a group as their baby boomer parents,New products,services,and media cater to GenY,Computer,Internet and digitally saavy,Challenging target for marketers,Baby Boomers,Generation X,Generation Y,Key Generations,13,The MacroenvironmentBorn betwe,The Macroenvironment,Key Demographic Trends,Changing American household,Geographic population shifts,Better-educated,more white-collar workforce,Increasing Diversity,14,The MacroenvironmentKey Demogr,The Macroenvironment,The Economic Environment,Affects consumer purchasing power and spending patterns.,Two types of national economies:subsistence vs.industrial.,U.S.consumers now spend carefully and desire greater value.,15,The MacroenvironmentThe Econom,The Macroenvironment,Key Economic Trends,U.S.income distribution is skewed.,Upper class,middle class,working class and the underclass.,Rich are getting richer,the middle class is shrinking,and the underclass remains poor.,Consumer spending patterns are changing.,16,The MacroenvironmentKey Econom,The Macroenvironment,The Natural Environment,Concern for the natural environment has grown steadily,increasing the importance of these trends:,Shortage of raw materials,Increased pollution,Increased governmental intervention,17,The MacroenvironmentThe Natura,The Macroenvironment,Key Technological Trends,The technological environment is characterized by rapid change.,New technologies create new opportunities and markets but make old technologies obsolete.,The U.S.leads the world in research and development spending.,18,The MacroenvironmentKey Techno,The Macroenv
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