LEARNING OBJECTIVES
LO 5-1 Outline how customers, the company, competitors, and corporate partners affect marketing strategy.
LO 5-2 Explain why marketers must consider their macroenvironment when they make decisions.
LO 5-3 Describe the differences among the various generational cohorts.
LO 5-4 Identify various social trends that affect marketing.
CHAPTER OVERVIEW (“SUMMING UP”)
Outline how customers, the company, competitors, and corporate partners affect marketing strategy.
Everything a firm does should revolve around the customer; without the customer, nothing getssold.Firmsmustdiscovertheircustomers’wantsandneeds andthenbe abletoprovide a valuable product or service that will satisfy those wants or needs. If there were only one firm and many customers, a marketer’s life would be a piece of cake. But because this situation rarely occurs, firms must monitor their competitors to discover how they might beappealingtotheircustomers.Withoutcompetitiveintelligence,afirm’scustomersmight soon belong to its competitors. Though life certainly would be easier without competitors, it would be difficult, if not impossible, without corporate partners. Good marketing firms or departments work closely with suppliers, marketing research firms, consultants, and transportation firms to coordinate the extensive process of discovering what customers want and finally getting it to them when and where they want it. Each of these activities discovering customer needs, studying competitors’ actions, and working with corporate partners helps add value to firms’ products and services.
Explain why marketers must consider their macroenvironment when they make decisions.
What are the chances that a fast-food hamburger restaurant would be successful in a predominantly Hindu neighborhood? Not good. Marketers must be sensitive to such cultural issues to be successful, and they must also consider customer demographics age, income, market size, education, gender, and ethnicity to identify specific customer target groups. In any society, major social trends influence the way people live. In no other time in history has technology moved so rapidly and had such a pervasive influence on the way we live. Not only do marketers help identify and develop technologies for practical, everyday uses, but technological advances help marketers provide consumers with more products and services more quickly and efficiently. The general state of the economy influences how people spend their discretionary income. When the economy is healthy, marketing success comes relatively easily. But when the economy gets bumpy, only wellhoned marketing skills can yield long-term successes. Naturally, all firms must abide by the law, and many legal issues affect marketing directly. These laws pertain to competitive practices and protecting consumers from unfair or dangerous products.
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Chapter 05 - Analyzing the Marketing Environment
5-2
Describe the differences among the various generational cohorts.
Generational cohorts are groups of consumers of the same generation. They are likely to have similar purchase and consumption behaviors due to their shared experiences and stages of life. The four main types include Gen Z (born 2001–2014), Gen Y (born 1977–2000), Gen X (1965–1976), and Baby Boomers (1946–1964). Each of these segments exhibits different consumption patterns, attitudes toward the world, and preferences with regard to marketing efforts.
Identify various social trends that affect marketing.
Social trends have a tremendous impact on what consumers purchase and consume. Understanding these trends such as thrift, health and wellness, green marketing, privacy issues, and the time-poor society can help marketers serve their customers better.
EXTENDED CHAPTER OUTLINE WITH TEACHING TIPS
I. A MARKETING ENVIRONMENT ANALYSIS FRAMEWORK (PPT slide 5-4)
II. THE IMMEDIATE ENVIORNMENT (PPT slide 5-5)
A. Successfully Leveraging Company Capabilities (PPT slide 5-6)
B. Competitors (PPT slide 5-7)
C. Corporate Partners (PPT slide 5-9)
Check Yourself: Several questions are offered for students to check their understanding of core concepts.
1. What are the components of the immediate environment? (PPT slide 5-10)
Answer: The components of the immediate environment are the company’s capabilities, competitors, and competitive intelligence, and the company’s corporate partners.
III.MACROENVIRONMENTAL FACTORS (PPT slide 5-11)
A. Culture (PPT slide 5-12)
1. Country Culture
2. Regional Culture
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Chapter 05 - Analyzing the Marketing Environment 5-3
B. Demographics (PPT slide 5-13)
1. Generational Cohorts (PPT slide 5-14)
2. Income (PPT slide 5-15)
3. Education (PPT slide 5-16)
4. Gender (PPT slide 5-17)
5. Ethnicity (PPT slide 5-18)
C. Social Trends (PPT slide 5-19)
1. Price Sensitivity (PPT slide 5-20)
2. Health and Wellness Concerns (PPT slide 5-21)
3. Greener Consumers (PPT slide 5-22)
4. Privacy Concerns (PPT slide 5-23)
5. The Time-Poor Society(PPT slide 5-24)
D. Technological Advances (PPT slide 5-26)
1. Economic Situation (PPT slide 5-27)
2. Political/Regulatory Environment (PPT slide 5-28)
Check Yourself: Several questions are offered for students to check their understanding of core concepts. (PPT slide 5-29)
1. What are the six key macro-economic factors?
Answer: The six key macro-economic factors are culture, demographics, political/legal, social trends, economic and technology.
2. Differentiate between country culture and regional culture.
Answer: Country culture includes artifacts, behavior, dress, physical settings, ceremonies, and so on but also includes subtle aspects of culture. Regional culture applies to a region’s references to product categories. In marketing, the only thing that changes in country culture is language, but firms face challenges developing promotional materials that transcend regional boundaries.
3. Identify the different generational cohorts.
Answer: Baby Boomers, Generation Xers, seniors, Generation Y and tweens make up different generational cohorts. The key dimension used to classify an individual into a given cohort is the generation they were born in.
4. What are some important social trends shaping consumer values and shopping behavior?
Answer: The green movement, privacy concerns, time-poor lifestyles, and responsible marketing to children are some important social trends shaping consumer values these days.
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Chapter 05 - Analyzing the Marketing Environment 5-4
POWERPOINT SLIDES WITH TEACHING NOTES
Power Point Slide
5-1: Analyzing the Marketing Environment
Teaching Notes
5-2: Learning Objectives
These questions are the learning objectives guiding the chapter and will be explored in more detail in the following slides.
5-3: The Cool Hunter and Trend Hunters Services such as The Cool Hunter and Trend Hunters collect, summarize, and describe the latest and greatest ideas in various realms.
The Cool Hunter functions not only as a resource for other firms but also as its own example of how to analyze and respond to the marketing environment.
Ask students: What’s to describe their version of “cool” products and services.
5-5
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Chapter 05 - Analyzing the Marketing Environment
5-4: A Marketing Environment Analysis Framework
In all marketing activities, the consumer is at the center.
Anything that affects consumers affects marketers.
Any change in one of these environments likely requires an adjustment to the firm’s marketing mix.
By identifying potential environmental trends, firms often can take proactive steps.
5-5: The Immediate Environment
The immediate environment includes the firm and its immediate influences, such as competition and corporate partners.
5-6
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Chapter 05 - Analyzing the Marketing Environment
5-6: Successfully Leveraging Company Capabilities
Ask students: What are Pepsi’s core competencies? What do they do well?
Answer: They know how to bottle beverages, distribute them to stores, and promote their brand.
Ask students: How they capitalized on their core competencies in the face of changing market trends?
Answer: The trend toward more dietconscious consumers has led to the development of low-calorie alternatives to sodas.
Both Coke and Pepsi understood the market had changed and introduced bottled water products with great success.
In 2004, Americans consumed 23 gallons of bottled water per person ten times as much as in 1980.
5-7: Competitors Group activity: Ask students to brainstorm a list of possible CI sources.
Have them discuss what they can learn from each source.
Do they know of any illegal sources?
Legal sources include public material, interviewing customers and analyzing marketing tactics?
Illegal sources include breaking into the competitor’s headquarters, posing as a potential customer, and taking aerial photographs of a competitor’s plant.
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Chapter 05 - Analyzing the Marketing Environment
5-7
5-8: Gillette vs. Schick
There is an example in the text of Gillette filing for patent infringement against Schick very quickly after the Quattros release.
This quick filing leads one to believe that Gillette knew about the launch through competitive intelligence.
5-9: Corporate Partners
Firms must work together to create a seamless system that delivers goods and services to customers when and where they want them.
Many attribute a key reason for WalMart’s success is their close relationships with their suppliers.
5-10: Check Yourself
1. The company’s capabilities, competitors, and competitive intelligence, and the company’s corporate partners.
5-8
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Chapter 05 - Analyzing the Marketing Environment
5-11: Macroenvironmental Factors
This slide can be used to review this topic instead of the following slides, which provide more in-depth discussions.
5-12: Culture
5-13: Demographics
Firms often remove brands from the market because of their poor overall sales, but this strategy can backfire when those brands have strong regional support.
For example, the removal of a chowder cracker caused such upheaval among Northeastern consumers that the firm hired a tall ship to reintroduce the cracker to its New England market, where consumers had threatened to boycott all products from the company if the cracker was not returned.
Ask students: What are some typical demographics?
Answer: age, gender, income, education.
Demographic segmentation is probably the most common form of segmentation because the information is so widely available.
5-9
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Chapter 05 - Analyzing the Marketing Environment
5-14: Generational Cohorts
Group activity: Have students brainstorm a list of the defining characteristics of their generation.
Ask students: How does your generation differ from previous generations, such as their parents the Baby Boomers.
What macroenvironmental forces have had the most impact on your generation?
5-15: Income
5-16: Education
The “middle-class squeeze” is a very real global phenomenon.
Many developing countries face similar income inequities to those found in the United States.
Pay gaps also cause problems for many new college graduates who find they cannot afford to live on their own and must move back in with their parents.
Ask students: Do you plan to continue your education after graduation? Many students believe they will never return to school after they finish their Bachelors’ degree, but modern conditions make this choice more and more unlikely. Lifelong learning of new skills and new knowledge has become key to survival in the global economy
5-10
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Chapter 05 - Analyzing the Marketing Environment
5-17: Gender
Women now make up more than 60% of the college population
Ask students? How do you believe this will affect the workplace in the future?
Ask students? Do you believe that there are still significant gender differences? What are they?
5-18: Ethnicity
5-19: Social Trends
Ask students: What steps can and should marketers take to respond to the changing ethnic mix of the United States?
Many marketers already have adjusted their marketing mix to meet the needs of ethnically diverse segments better.
This YouTube video is for a Carlos Mencia Bud Light Superbowl ad about teaching English. (always check YouTube links before class).
This graphic introduces significant social trends.
Video: “What's Hot and Not in Celebrity Magazine Covers”
Ask students why are traditional celebrities not catching consumers’ attention?
Ask students how are tabloids going to continue to entice readers to buy their content?
5-11
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Chapter 05 - Analyzing the Marketing Environment
5-20: Trift
Recent economic impacts of a recession and the housing crash have prompted many people to embrace the idea of spending less as a virtuous pursuit.
5-21: Health and Wellness Concerns
Recent news stories have made many consumers increasingly aware of the threats of worldwide pandemics or epidemics.
Health concerns, especially those pertaining to children, extend far beyond short-term crises though.
5-22: Greener Consumers
Green consumers purchase products based on issues beyond the tangible product.
These issues can include a variety of social causes such as environmental awareness, protection of animals, HIV/AIDS awareness and prevention, etc. Consumers who purchase these products do so to support these causes.
5-12
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Chapter 05 - Analyzing the Marketing Environment
5-23: Privacy Concerns
In recent years, firms have had to inform consumers of the steps they take to protect their privacy. The government also has instituted new rules for privacy protection.
Ask students: Have you ever had a privacy problem with a credit card or when using the Internet?
5-24: Time Poor Society
With more time spent at work, the amount of time available for home or leisure activities has shrunk. In turn, services that complete the tasks that people no longer have the time to do, such as housecleaning, errands, and cooking, have grown.
Ask students: What other entrepreneurial marketing opportunities have a time-poor society provided? They will mention many food products, Blackberry’s, TiVo.
5-25: McDonald’s Moms
Salad, coffee, and yogurt. How McDonald’s is listening the consumer by offering healthier food and new facility make-overs which have led to increased market share.
Note: Please make sure that the video file is located in the same folder as the PowerPoint slides.
5-13
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Chapter 05 - Analyzing the Marketing Environment
5-26: Technological Advances
Arguably the single most important change in the way we live is the introduction of new technology
Ask students: What new technologies have you seen at retailers? This web link is for the shoppers tool page of Stop and Shop a large east coast grocery retailer.
They offer self-scanners, computer kiosk deli ordering and self-checkout.
5-27: Economic Situation
Depending on the time of year, discuss projections about Christmas shopping, vacation planning, or home buying. Various economic factors affect each of these areas.
The web link leads to the Consumer Confidence Index which takes into account how consumers feel about how the economy is doing. This economic indicator relates directly to spending.
5-28: Political/Regulatory Environment: Competitive Practice and Trade Legislation
This list includes the major legislation designed to ensure a competitive marketplace and clearly demonstrates the U.S. government’s long history of enacting laws that protect fair trade.
5-14
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Chapter 05 - Analyzing the Marketing Environment
5-29: Check Yourself
5-15
1. Culture, demographics, social issues, technological advances, economic situation, and political/regulatory environment.
2. Country Culture is the entire country but regional culture is based on the region or area within the country.
3. Tweens, Gen Y, Gen X, Baby Boomers, Seniors
4. Thrift, Greener consumers, marketing to children, privacy concerns, and time-poor societies.
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Chapter 05 - Analyzing the Marketing Environment
ANSWERS TO END OF CHAPTER LEARNING AIDS
Marketing Applications
1. Assume you are going to open a new store selling fitness products. Describe it. Who are your competitors? What would you do to monitor your competitors’ actions? Who are your customers? What are you going to do to appeal to them? What are your social responsibilities, and how will you meet them?
This question asks students to think about what it would take to open a new store selling fitness products. When asked to describe the store, students should consider the target market and the four Ps of the store. In addition, the question challenges students to think about their potential competitors and how they might stay abreast and ahead of any competitive actions. The social responsibility answer should include suggestions about how the store will contribute to the community as well as remain socially responsible. Students should consider the social implications of selling weight loss products and fitness products.
2. In which generational cohort do you belong? What about your parents? How do you approach buying a computer differently than your parents would? What about buying an outfit to wear to a party? How can firms use their knowledge of generational cohorts to market their products and services better?
Students need to think about the characteristics of their own and their parents’ generations and apply those characteristics to understand the potential differences in purchasing behavior and marketing responses. How would different generational cohorts approach the different purchase situations?
3. How can firms use customer demographics like income, market size, education, and ethnicity to market to their customers better? What are the limitations of using just demographic information to identify your customers?
Demographic data indicates more than just income distribution, levels of education, or ethnicity within a particular geographic area; marketers use this information to better understand their customers and develop products that meet their customers’ needs.
Firms can use demographic data to target their products or services toward the customer segment that gets the most benefit from it or offers the most lucrative profit opportunity for the firm. Market size data similarly could help a firm determine whether a potential market is worth pursuing; if insufficient customers exist in the market to justify the expenditure to serve it, a firm can avoid making a costly mistake by analyzing demographic data. Firms can use customer demographics to assess their customers’ needs and therefore position themselves to deliver better value for those customers’ desired merchandise and services.
Sometimes using only demographic data can lead firms to stereotype or make assumptions about people. While demographics are important, firms should also examine other
Chapter 05 - Analyzing the Marketing Environment 5-16
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segmentation variables like lifestyle characteristics and psychographic information to better understand customers.
4. Identify some of the ethnicity changes in the United States. Describe how they might affect the marketing practices of (a) a radio station in Texas, (b) food retailers in cities, and (c) a home furnishing store in New York City.
Alternative evaluation often occurs as the consumer engages in information search, and the various sets help organize and categorize the discovered information. Students must understand all three types of sets and how they function during an alternative evaluation process.
When considering fine restaurant alternatives, the universal set would be all the possible choices available, such as all fine restaurants in the area, other types of restaurants, and any other Saturday-night activity. The retrieval set includes restaurants or other activity choices that occur readily to the consumer such as well-known local restaurants. Evoked set consists of the list of alternative restaurants or activities that the consumer will consider to make the purchase decision, like his or her favorite restaurants. The consumer most likely considers options from the evoked set first, because it requires the least amount of information search and is easiest to remember.
5. Identify some recent technological innovations in the marketplace and describe how they have affected consumers’ everyday activities.
Customer satisfaction is not limited to the experience leading up to and including the actual purchase event; it often extends beyond the purchase to user experiences after purchase. Companies that want to ensure consumers have positive experiences with their products offer after-sales service to deal with any potential issues, so that the consumer thinks positively of the company and the product. In this way, companies can build their overall brand equity by mitigating the purchase risk for consumers.
Retailers can do a variety of things to ensure customers are satisfied after the sale. They can start by setting realistic expectations of the product before the customer even purchases it, demonstrate how to use the product properly, provide money-back guarantees and warranties, encourage customer feedback, and periodically contact customers to thank them for their continued support.
6. Why should a t-shirt shop in the United States care about the value of the Hong Kong dollar?
Tourists from Hong Kong when visiting the United States will spend more when the value of the US dollar is low compared to the Hong Kong dollar. In addition, businesses in the U.S. may consider manufacturing items in Hong Kong or exporting t-shirts to Hong Kong. The value of the Hong Kong dollar will impact these decisions.
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Chapter 05 - Analyzing the Marketing Environment
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7. Time-poor consumers have adopted various approaches to “buy” themselves more time, such as (a) voluntarily simplifying their complex lives, (b) using new technologies for greater empowerment and control, (c) using their time productively when traveling or commuting, and(d)multitasking. Identifyanddescribesomeproducts andservices that consumers use to implement each of these strategies.
Examples might include:
• Recording devices such as TiVo or DVR
• Smartphones (i.e., iPhone, Blackberry, Android)
• Multichannel retailing including online and mobile retailing.
• In-home food delivery service
8. Identify a company that you believe does a particularly good job of marketing to different cultural groups. Justify your answer.
Students should consider companies that market to different cultural groups without alienating other groups. One example of a company that successfully markets to other cultures is Unilever. Unilever launched a multicultural marketing campaign to make other cultures aware of its Suave, Dove, and Caress brands.
Quiz Yourself
9. Recently, Jason, one of the few Americans who has not registered with the Do Not Call Registry, received a call from a marketer suggesting Jason needed additional insurance since he had just become a father and changed jobs. Jason was shocked and very concerned about:
a. his financial situation.
b. his lack of privacy.
c. the marketer's lack of cultural awareness.
d. his telephone bill.
e. his technological comfort.
This call would cause Jason to be concerned about his lack of privacy given the amount of personal information that the marketer knows about him.
2. Many American consumers are purchasing hybrid automobiles even though they are more expensive when compared to compact conventional cars. Automobile marketers recognize that these consumers:
a. value contributing to a greener environment.
b. are economically irrational.
c. are responding to global corporate pressure for social responsibility.
d. would prefer an SUV.
e. all of the above.
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Chapter 05 - Analyzing the Marketing Environment
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A major trend among today’s consumers involves concerns about the environment. Many consumers are now willing to pay extra for products that are more environmentally friendly.
Net Savvy
1. Seventh Generation is the leading brand of nontoxic, environmentally safe household products in the United States. Visit its Web site (http://www.seventhgeneration.com) and review the philosophy behind the business. Next, review the site to identify the productsthecompanyoffers.Brieflysummarizesomeoftheconsumertrendsyouthink are reflected. Describe the ways in which Seventh Generation’s products address the wants and needs of its customers.
Seventh Generation is an example of a firm that centers its marketing strategy around green, environmentally friendly products. In addition to the company’s principles and products, students must consider larger trends that Seventh Generation attempts to address through its marketing efforts.
• In general, the focus of the company is to be a responsible corporate citizen by offering environmentally friendly products, giving back to the community, and taking a leadership position in pursuing socially responsible business practices with both customers and suppliers.
• Seventh Generation addresses such trends as product recycling, animal testing, and greater efficiency to mitigate humanity’s impact on the environment. These efforts also can save consumers money, because they can consume less by using products like Liquid Laundry Detergent, Dish Soap, and White Paper Towels.
2. Visit cool hunters (http://www.thecoolhunter.net) and identify examples that would provide marketers insights regarding social trends.
Information on this website is constantly changing in order to highlight “all things creative.” The purpose of this website is to be a leading authority and a global hub for “what’s cool, thoughtful, innovative, and original.” The site showcases products, companies, and people from around the world that are doing innovative things. Many of the examples on Cool Hunter’s website will be symbolic of social trends. Students should be able to identify multiple examples of unique features on Cool Hunter’s website that are example of how changes in social trends are manifesting themselves.
Case Study: A Next-Generation Cleanser
1. What consumer trends does Seventh Generation respond to most effectively?
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Chapter 05 - Analyzing the Marketing Environment
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Seventh Generation does a great job of responding to the social trend of green marketing. Green marketing involves a strategic effort by firms to supply customers with environmentally friendly products. Many consumers are concerned about the safety and environmental impacts of the products that they choose and are willing to spend more on products that reduce these concerns.
2. Which consumer trends might it be missing?
Another popular social trend is thrifty consumers. American society has become a consumer society. However, with the recent recession and housing crash, many consumers are spending less and taking the time to search for deals and compare prices. Seventh Generation charges a higher price for its products and therefore might ignore some thriftier consumers.
ADDITIONAL TEACHING TIPS
This chapter introduces the student to the macroenvironment and its effects on marketing strategy.
Perhaps the most challenging aspect of this chapter is for students to truly understand
Since the figure appears to be self-explanatory, students tend to gloss over it in the reading since they understand most of the vocabulary in the figure. Instructors may want to lead a group assignment in which groups need to create a marketing situation which demonstrates the impact of the factors (instructors can assign one per team such as “social” to team 1, economic to team 2 and so on. The group also needs to go one step further in assessing that factor’s effect on the completion, corporate partners, the company and ultimately the consumer. The instructor also may elect to have teams come up with one example of each of the factors (though this may be time consuming). Students will tend to shy away from a marketing example so the instructor should emphasize it need to be a clear marketing example. Once those examples are shared (Perhaps put on the white board or transferred to the transparency of this figure), class discussion should follow addressing the impact of
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Chapter 05 - Analyzing the Marketing Environment 5-20
the environmental factors on the marketing strategy and how it may even impact the SWOT.
Online Tip: This exercise is easily transferred to in either an online team assignment or separate posts with each of the external factors becoming one of the post topics (divide the class by last name alphabetically to answer some of the posts or have students contribute one example to each of the posts/external factors).
Remember to review the Newsletter for Instructors and its accompanied PowerPoint presentation, which integrates examples and discussion from the newsletter. Each newsletter contains over ten article abstracts on hot topics, plus a selection of current commercials and videos for you to use with your class. The newsletter also includes a guide that explains where the articles, commercials, and videos best fit in your Marketing course.
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Chapter 05 - Analyzing the Marketing Environment
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