The Marketing Environ.ppt

1、1,The Marketing Environment,Challenges Shifting consumer lifestyles Low ratings of food and service quality Atmosphere not upscale Image of being unclassy, uncultured and uncool to younger target markets,Preview Case: McDonalds Challenges and Reactions,Marketing Initiatives Focus on core competency

2、of consistent products and reliable service Upscale alternative including “McCafe” and “Bistro Gourmet” Healthier food options with elimination of “supersize” and introduction of Go Active! Adult Happy Meal,The Marketing Environment,Marketing Environment The actors and forces outside marketing that

3、affect marketing managements ability to build and maintain successful relationships with target customers,Marketing Environment,Marketing environment includes: Microenvironment - actors close to the company that affect its ability to serve its customers. Macroenvironment - larger societal forces tha

4、t affect the microenvironment.,Marketing must consider other parts of the organization including finance, R products are outdated at a rapid pace. Almost unlimited opportunities being developed daily in health care, space industry, robotics, and bio-genetic field. Challenge is not only technical, bu

5、t also commercial make practical, affordable versions of products. Increased regulation concerning product safety, individual privacy, and other areas that affect technological changes.,Political Environment,Consists of laws, government agencies and pressure groups that influence or limit various or

6、ganizations and individuals in a given society Legislation affecting businesses worldwide has increased Laws protect companies, consumers and the interests of society Increased emphasis on socially responsible actions,Cultural Environment,Made up of institutions and other forces that affect a societ

7、ys basic values, perceptions, preferences and behaviors.,Cause-Related Marketing,Marketers create link between brand and charitable organization Demonstrates social responsibility Helps build positive brand image,Themselves Identify with brands for self-expression Others Recent shift from “me” to “w

8、e” society Organizations Trend of decline in trust and loyalty to companies,Society Patriotism on the rise Nature “l(fā)ifestyles of health and sustainability” consumer segment Universe Includes religion and spirituality,Cultural Environment Includes peoples views of,Responding to the Marketing Environm

9、ent,Environmental Management Perspective Taking a proactive approach to managing the microenvironment and the macroenvironment by taking aggressive (rather than passive) actions to affect the publics and forces in the marketing environment. By hiring lobbyists, running advertorials, press law suits, file complaints, and forming agreements. “There are three kinds of compa