principles of marketing (Armstrong & Kotler) ch3

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Focused on consistent products and
“Plan to Win”
reliable service—core competencies. Introduced the “It’s what I eat and what I do. . . I’m loving it” ad campaign and revamped Web site to help consumers understand how to live balanced, active lives. Involved nutrition experts in menu redesign. Added upscale restaurants, such as McCafe coffee shops and offered healthier food options: Go Active! Adult Happy Meal; white meat McNuggets; various salads. Results: Increased sales by 42% while profits quadrupled.
• Resellers • Physical distribution firms • Marketing services agencies • Financial intermediaries
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The Microenvironment
Customers:
►Five
types of markets that may purchase a company’s goods and services.
• Consumer • Business • Reseller • Government • International
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The Microenvironment
Company itself Suppliers Marketing intermediaries Customers Competitors Publics
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The Microenvironment
Publics:
► Any
group that has an interest in or impact on an organization’s ability to achieve its objectives.
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Demographic Environment
Baby boomers:
►78
million born between 1946 and 1964. ►Nearly 30% of population. ►Spend $2.3 trillion annually and hold ¾ of the nation’s financial assets. ►Spend $30 billion annually on anti-aging products and services; strong market for financial services, new housing, travel, etc. ►Are likely to postpone retirement.
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The Microenvironment
Marketing intermediaries:
►Help
the company to promote, sell, and distribute its goods to final buyers.
► Studying
the environment allows marketers to take advantage of opportunities as well as to combat threats. ► Marketing intelligence and research are used to collect information about the environment.
The Macroenvironment
The company and all of the other
actors operate in a larger macroenvironment of forces that shape opportunities and pose threats to the company.
Chapter 3
Analyzing the Marketing Environment
Chapter 1
Rest Stop: Previewing the Concepts
Describe the environmental forces that affect the
company’s ability to serve its customers. Explain how changes in the demographic and economic environments affect marketing decisions. Identify the major trends in the firm’s natural and technological environments. Explain the key changes in the political and cultural environments. Discuss how companies can react to the marketing environment.
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Marketing Environment
IncluБайду номын сангаасes:
►Microenvironment:
Actors close to the company that affect its ability to serve its customers. ►Macroenvironment: Larger societal forces that affect the microenvironment.
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Case Study
McDonald’s – Responding to Change
Faced shifting consumer
Challenges
lifestyles and a sales growth slump of 3% between 1997 and 2000. Posted first quarterly loss in 2002. McDonald’s was losing share to the “fast casual” restaurant segment because consumers wanted healthier, bettertasting food in more upscale, fashionable surroundings. Named as the defendant in a highly publicized law suit. Response: Introduced “Plan to Win” in early 2003.
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The Macroenvironment
Forces in the macroenvironment can
be categorized as:
►Demographic ►Economic ►Natural
►Technological
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Marketing Environment
Consists of actors and forces outside of the
organization that affect management’s ability to build and maintain relationships with target customers.
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The Microenvironment
Suppliers:
►Provide
resources needed to produce goods and services. ►Important link in the “value delivery system.” ►Most marketers treat suppliers like partners.
►Political
►Cultural
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Demographic Environment
Demographics:
►The
study of human populations in terms of size, density, location, age, gender, race, occupation, and other statistics. ►Marketers track changing age and family structures, geographic population shifts, educational characteristics, and population diversity at home and abroad.