chapter
five
analyzing
the marketing
environment
Copyright © 2015 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education.
LEARNING OBJECTIVES
LO 5-1 Outline how customers, the company,
competitors, and corporate partners affect
marketing strategy.
LO 5-2 Explain why marketers must consider their
macroenvironment when they make
decisions.
LO 5-3 Describe the differences among the various
generational cohorts.
LO 5-4 Identify various social trends that affect
marketing.
5-2
A Marketing Environment
Analysis Framework
Culture
Demographics
Company
Consumers
Culture
Political/
Legal
Immediate Environment
Competition
Economic
Corporate
Partners
Macroenvironment
Technology
5-3
The Immediate Environment
Company
Consumers
Immediate Environment
Competition
Corporate
Partners
5-4
Successfully Leveraging
Company Capabilities
Core competency
Existing knowledge,
facilities, patents, etc.
©M Hruby
applied to
New markets,
new products, etc.
5-5
Competitors
• Know strengths &
weaknesses
• Proactive rather than
reactive strategy
Chad Baker/Getty Images
5-6
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
5-7
check yourself
1. What are the components of the immediate
environment?
5-8
Macroenvironmental Factors
Culture
Demographics
Consumers
Culture
Economic
Political/
Legal
Technology
5-9
Culture
Country Culture vs. Regional Culture
©Brand X Pictures/PunchStock
PhotoLink/Getty Images
5-10
Demographics
Provides an easily understood snapshot
of the typical consumer in a specific target market
BananaStock/JupiterImages
Comstock Images/Alamy
U.S. Census Website
5-11
Generational Cohorts
5-12
Income
• Purchasing power is
tied to income
• Many middle class
families feel the
decline in purchasing
power in recent years
Courtesy of Hammacher Schlemmer, www.hammacher.com.
5-13
Education
=
©Fancy Photographer/Veer
Brand X Pictures
Education is related to income,
which determines spending power
5-14
Gender
Male/female roles have
been shifting
Marketing has changed
to reflect these shifts
Jochen Sand/Digital Vision/Getty Images
5-15
Ethnicity
By 2050, minorities will
represent 50% of the
population.
©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.
Super Bowl XLI Commercial
Bud Light Starring: Carlos Mencia
5-16
Social Trends
Thrift
Health and
Wellness
Concerns
Privacy Concerns
Greener
Consumers
Time-Poor
Society
Celebrity Magazine Covers
5-17
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
Rachael Ray
5-18
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
5-19
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)
5-20
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 and shopping
behavior?
5-21
