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CHAPTER
Day 5
BUS 222
Agenda
• Class roll call
• Questions?
• Assignment 1 Corrected
– 2 A’s, 11B’s, 2 D and 4 F’s
– Scores are effort driven
• Assignment 2 will be posted by next class
– Due Feb 16
• Quick review of Marketing Ethics
• Quiz 1 on Feb 13
– 1 extra credit question on Super Bowl Ads
• Discussion on Corporate Social Responsibility
• Discussion on Analyzing the Market Environment
Copyright 2005 Prentice Hall
Ch 1 -2
Check Yourself
1.
According to the American marketing
Association Code of Ethics, what are
the six ethical values
2.
Identify the four stages in the ethical
decision making framework
3-3
According to the American Marketing Association Code of Ethics, what are
the six ethical values?
Answer: The six ethical values are honesty, responsibility, fairness,
respect, openness, and citizenship.
Identify the four stages in the ethical decision making framework.
Answer: The four stages in the ethical decision-making framework are:
identify issues; gather information and identify stakeholders; brainstorm
and evaluate alternatives; and choose a course of action.
Check Yourself
1.
What ethical questions should a
marketing manager consider at each
stage of the marketing plan?
3-5
Corporate Social Responsibility
Corporate social responsibility
describes the voluntary actions taken by a
company to address the ethical, social, and
environmental impacts of its business
operations and the concerns of its
stakeholders.
Corporate Social Responsibility
3-7
What are customer’s concerns?
Photography and advertisement courtesy of Siemens
3-8
Check Yourself
1.
How has corporate social responsibility evolved
since the turn of the 20thCentury?
2.
Identify the inputs and outputs of the corporate
social responsibility framework?
3-9
CHAPTER
ANALYZING THE
MARKETING
ENVIRONMENT
McGraw-Hill/Irwin
04
Copyright © 2012 by The McGraw-Hill Companies, Inc. All rights reserved.
Analyzing the Marketing Environment
LEARNING OBJECTIVES
LO1 Outline how customers, the company,
competitors, and corporate partners affect
marketing strategy.
LO2 Explain why marketers must consider their
macroenvironment when they make decisions.
LO3 Describe the differences among the various
generational cohorts.
LO4 Identify the various social trends.
Analyzing the Marketing Environment
• Kimberly-Clark uses
wood fiber from
recycled sources or
well-managed
forestlands.
Courtesy of iStockphoto with design by Curran & Connors, Inc
A Marketing Environment
Analysis Framework
The Immediate Environment
Successfully Leveraging
Company Capabilities
Core competency
Existing knowledge, facilities,
patents, etc.
©M Hruby
applied to
New markets, new products, etc.
Competitors
• Know strengths &
weaknesses
• Proactive rather than
reactive strategy
Chad Baker/Getty Images
Daniel Acker/Bloomberg via Getty Images
Kimberly-Clark: Pull-Ups (Huggies) versus
Procter & Gamble: Easy-Ups (Pampers)
Corporate Partners
From factory
©Lars A Niki
Siede Preis/Getty Images
D Normark/PhotoLink/Getty Images
• Firms are part of alliances
• Align with competitors, suppliers, etc.
• Just in Time Delivery Systems (JIT)
to
Retailer
Check Yourself
1.
What are the components of the
immediate environment?
Macroenvironmental Factors
Culture
Country Culture vs. Regional Culture
©Brand X Pictures/PunchStock
PhotoLink/Getty Images
Controversy Surrounds
All Catholic Town
http://www.avemaria.com/
Demographics
Provides an easily understood snapshot of the typical consumer
in a specific target market
BananaStock/JupiterImages
Comstock Images/Alamy
U.S. Census Website
Generational Cohorts
Income
• Purchasing power is
tied to income
• Many middle class
families feel the
decline in purchasing
power in recent years
Courtesy of Hammacher Schlemmer, http://www.hammacher.com/
Education
=
©Fancy Photographer/Veer
Brand X Pictures
Education is related to income,
which determines spending power
Gender
Male/female roles have
been shifting
Marketing has changed
to reflect these shifts
Jochen Sand/Digital Vision/Getty Images
Ethnicity
By 2050, minorities will
represent 50% of the
population.
Bud Light Commercial
©2006 Oldemarak, LLC Reprinted with permission The Wendy’s name, design and logo are
registered trademarks of Oldemark, Llc and are licensed to Wendy’s International, Inc.
Social Trends
Price
Sensitivity
Health and
Wellness
Concerns
Privacy
Concerns
Greener
Consumers
Time-Poor
Society
Price Sensitivity
Consumers
Attempting to
save more
Spend less on
luxuries
Do not dip into
their savings
Health and Wellness Concerns
• Worldwide Pandemics or Epidemics
• Child-Teenage Obesity
Courtesy Subway Franchise Advertising Fund Trust
Greener Consumers
Customers who
appreciate firms
efforts to supply them
with environmentally
friendly merchandise.
Courtesy Ford Motor Company
Privacy Concerns
Loss of privacy
Identity theft
Do not call
Do not e-mail
Chad Baker/Ryan McVay/Getty Images
Time Poor Society
In the majority of families, most
parents work
Consumers have many more
choices regarding leisure time
Many consumers multitask
McDonald’s Moms
Technological Advances
• Technology has
impacted every aspect
of marketing
– New products
– New forms of
communication
– New retail channels
AP Photo/Ric Feld
Stop and Shop Website
Economic Situation
Foreign currency
fluctuations
Brand X Pictures
Combined with inflation and
interest rates affect firms’
ability to market goods and
services
PhotoLink/Getty Images
Conference Board Website
Source: http://www.tradersnarrative.com/ndr-consumer-confidence-vs-analyst-confidence-4529.html
Political/Regulatory Environment:
Competitive Practice and Trade Legislation
1890: Sherman Antitrust Act
1914: Clayton Act
1914: Federal Trade Commission
1936: Robinson-Putman Act
1938: Wheeler-Lea Act
David Hiller/Getty Images
1993: North American Free Trade
Agreement (NAFTA)
Check Yourself
1.
What are the six key macroeconomic
factors?
2.
Differentiate between country culture
and regional culture.
3.
Identify the different generational
cohorts.
4.
What are some important social trends
shaping consumer values these days?
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