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Chapter 3 & 4 - The Marketing Environments. The Marketing Environment. Consist of the internal (microenvironment) and the external environment (macroenvironment). Competitors. Company. Collaborators. Customers. The Micro-environment. FOUR BASIC CATEGORIES. The microenvironment: Company. - PowerPoint PPT Presentation
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Chapter 3 & 4 - The Marketing Environments
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The Marketing Environment
Consist of the internal (microenvironment) and the external environment (macroenvironment).
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Company
FOUR BASIC CATEGORIES
The Micro-environment
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Total organization – many different functional areas
Interactive Flexible and creative
The microenvironment: Company
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Business-to-consumerBusiness-to-businessBusiness –to-Institutional
The microenvironment: Customers
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The microenvironment: Competition
Four general types of competition: Price Quality Time (particular important in services) Location
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The microenvironment: Competition
Forces that impact an industry’s competitive environment)
Porter’s Competitive Forces:1. Supplier power2. Threat of substitutes3. Degree of rivalry4. Buying power of the customer5. Barriers to entry
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AlliancesNetworksInformal partnershipsSuppliersVirtual corporations
The microenvironment: Collaborators
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Company
UPSTREAM
DOWNSTREAM
PRIMARYACTIVITIES
Raw MaterialsSupplier
ComponentsSupplier
ServiceSupplier
Transportationcompany
Wholesaler
Retailer
Customers
The Value Chain – Exhibit 3.2
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Macroenvironment
1. Physical Environment2. Sociocultural Forces3. Demographic Forces4. Science and Technology5. Economic Forces6. Political and Legal Forces
Consists of SIX broad categories
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Exhibit 4-1: Macroenvironment influences on the marketing mix
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Macroenvironment: Demography
The Canadian Population1. www.populationconnection.org Canadian population growth attributed to immigration
Migration and Urbanization1. “Golden Horseshoe” – Ontario2. Montreal and the adjacent regions3. B.C.’s lower mainland and southern
Vancouver Island4. Calgary-Edmonton Corridor
• 51% of Canadianslive in one of thesefour areas;
• 80% of Canadians are urban dwellers
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Profile of the “Average Canadian Consumer”
The Changing Canadian Household
Single-Person and Single-Parent Households
Working WomenFamily and Household
IncomeA Multi-cultural
Population
Macroenvironment: Demography