Chapter 5 Analyzing the marketing environment Today Outline how - - PowerPoint PPT Presentation
Chapter 5 Analyzing the marketing environment Today Outline how the company, competitors, and corporate partners affect marketing strategy Explain why marketers must consider their macroenvironment when they make decisions
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partners affect marketing strategy
macroenvironment when they make decisions
– Identify various social trends that affect marketing – Examine the technological advances that are affecting marketing
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Product Place Promotion Price Customer acquisition Customer retention
PROFIT
Segment Targeting Positioning Creating, delivering, communicating value value Capturing value
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Product Place Promotion Price Customer acquisition Customer retention
PROFIT
Segment Targeting Positioning Creating, delivering, communicating value value Capturing value Marketing analysis (understanding your business)
Immediate environment CONSUMERS
Company Competition
Corporate partners
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Marketing analysis (understanding your business)
Immediate environment CONSUMERS
Company Competition
Corporate partners
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Marketing analysis (understanding your business) Culture, demographics, social trends, tech. advances, economic situation, political/regulatory situation
Macroenvironmental factors Immediate environment CONSUMERS
Company Competition
Corporate partners
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maintaining your competitive advantage, etc. 1997 2007 Today Netflix revolutionized how we watch movies and TV shows
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– Gather publicly-available information about your competition – But avoid illegal actions!
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effective management of your logistics systems?
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Provides an easily understood snapshot
How do these generations differ?
(Millen nials)
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Health and Wellness Concerns Greener consumers Privacy concerns
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Health and Wellness Concerns
McDonald - https://www.youtube.com/watch?v=-c-OTfRgJtY
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https://www.youtube.com/watch?v=dmSTIwCAO8M
Greener consumers
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Privacy concerns Consumers are becoming concerned about how firms use their data
possible about data usage, e.g., Facebook or Apple
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Technology has impacted every aspect of marketing
– New products – New forms of communication – New retail channels
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Foreign currency fluctuations Combined with inflation and interest rates affect firms’ ability to market goods and services
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Competitive practice and trade legislation Lately we have seen many companies being targeted by policymakers
– Airbnb – Uber & Lyft have just been banned in California
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Marketing analysis
– Immediate environment
– Affected by key macroenvironmental factors
situation, and political/regulatory environment
Some social trends shaping consumer values and shopping behavior
– Health, Green, Privacy