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8/13/2019 Ch 4 Marketing
1/17
For use only with Perreault and McCarthy texts.
The McGraw-Hill Companies, Inc., 1999
Irwin/McGraw-Hill
Chapter 4:
EvaluatingOpportunities in the
Changing Marketing
Environment
8/13/2019 Ch 4 Marketing
2/17
For use only with Perreault and McCarthy texts.
The McGraw-Hill Companies, Inc., 1999
Irwin/McGraw-Hill
When you finish this chapter, you should
4-2
Chapter 4 Objectives
1.Know the variables that shape
the environment of marketing
strategy planning.
2. Understand why company
objectives are important inguiding marketing strategy
planning.
3. See how the resources of a
firm affect the search for
opportunities.
4.Know how the different kinds
of competitive situations
affect strategy planning.
5.Understand how the economic
and technological
environment can affect
strategy planning.
6. Know why you might be sentto prison if you ignore the
political and legal
environment.
7.Understand how to screen andevaluate marketing strategy
opportunities.
8.Understand the important new
terms.
8/13/2019 Ch 4 Marketing
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For use only with Perreault and McCarthy texts.
The McGraw-Hill Companies, Inc., 1999
Irwin/McGraw-Hill
The Importance of Objectives
SettingCompany
Objectives
Provide
Guidelines
CoordinateEffort
Lead to MarketingObjectives
BeExplicit
4-3
8/13/2019 Ch 4 Marketing
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The McGraw-Hill Companies, Inc., 1999
Irwin/McGraw-Hill
A Hierarchy of Objectives
Exhibit 4-1
4-4
R&DObjectives
HRObjectives
MarketingObjectives
FinanceObjectives
ProductionObjectives
CompanyObjectives
SalesPromotionObjectives
Mass SellingObjectives
PersonalSelling
Objectives
PriceObjectives
PromotionObjectives
PlaceObjectives
ProductObjectives
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The McGraw-Hill Companies, Inc., 1999
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Limits on Opportunity Search
Marketing Strengths
Producing Capabilityand Flexibility
Financial Strength?????????????????????????
4-5
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The McGraw-Hill Companies, Inc., 1999
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The Competitive Environment
Information on Competitors
Competitive Barriers
Competitive Rivals
Competitor Analysis
Kinds of Markets
Key
Conceptsin the
Competitive
Environment
4-6
Th E i d
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The McGraw-Hill Companies, Inc., 1999
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The Economic andTechnological Environment
Interest Rates
Global Economy Rapid Change
KeyEconomic
Forces
4-7
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The McGraw-Hill Companies, Inc., 1999
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The Impact of Technology
Technology is the application of science toconvert and economys resources to output
Technology impacts marketing both
through opportunities for new products andnew ways (processes) for handling
marketing functions
Example: consider the InternetProducts: software for computer users
Process: selling from a web site
4-8
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The McGraw-Hill Companies, Inc., 1999
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The Political and Legal Environment
Regional
Groupings
Nationalism Consumerism
Characteristicsof the PoliticalEnvironment
4-9
S I t t U S F d l
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The McGraw-Hill Companies, Inc., 1999
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Agencies ResponsibilitiesFederal Trade Commission (FTC) Enforces laws and develops guidelines
regarding unfair business practices
Food and Drug Administration (FDA) Enforces laws and develops regulations toprevent distribution and sale of hazardous
consumer products
Consumer Product Safety Commission Enforces Consumer Product Safety Act(CPSC)
Federal Communications Commission Regulates interstate wire, radio, and(FCC) television
Environmental Protection Agency (EPA) Develops and enforces environmentalprotection standards
Office of Consumer Affairs (OCA) Handles consumer complaints
Exhibit 4-4
4-10
Some Important U.S. FederalRegulatory Agencies
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The Cultural and Social Environment
4-11
Cultural Trend:
The Changing Roles of Women
Time
Poverty
Economic
Power
Career
Opportunity
S l d C t C f
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Sales and Cost Curves ofTwo Strategies
Exhibit 4-6
Dollar
s
Total cost
Years
Sales
0 1 2 3 4 5
Product A
In this graphic, a
too-narrow focus on thefirst years results mightcause the marketingmanager to abandon thisproduct as too costly.
4-12
S l d C t C f
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The McGraw-Hill Companies, Inc., 1999
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Sales and Cost Curves ofTwo Strategies
Total cost
Years
Sales
0 1 2 3 4 5
Product B
In this graphic, atoo-narrow focus onthe first years resultsmight cause themarketing managerto adopt the productprematurely, since its
performance in yearone is misleading.
Exhibit 4-6
4-13
S l d C t C f
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The McGraw-Hill Companies, Inc., 1999
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Sales and Cost Curves ofTwo Strategies
Exhibit 4-6
4-14
D
ollars Total cost
Years
Sales
0 1 2 3 4 5
Product A
Total cost
Years
Sales
0 1 2 3 4 5
Product B
Seen together, it is easy to see that Product A offers avastly better overall return than does Product B
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Exhibit 4-7
4-15
Bus
inessStrength
Industry Attractiveness
High
Medium
Low
High Medium Low
No Growth
Borderline
Growth
Evaluating Opportunities
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The McGraw-Hill Companies, Inc., 1999
Irwin/McGraw-Hill
Insensitive Sensitive
Basiccommodity-typeconsumerproducts
Industrialproducts
Consumerproducts thatare linked to
cultural
variables
Exhibit 4-8
4-16
Continuum of Environmental Sensitivity
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The McGraw-Hill Companies, Inc., 1999
I i /M G Hill
TechnologyNationalismNAFTAConsumerismCultural and Social Environment
Strategic Business Unit (SBU)Portfolio Management
Mission StatementCompetitive EnvironmentCompetitor AnalysisCompetitive RivalsCompetitive Barriers
Economic and TechnologicalEnvironment
Key Terms
4-17
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