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Principles of Marketing BA 3365 Section 006 Strategic Marketing

Principles of Marketing BA 3365 Section 006 Strategic Marketing. Professor Andrei Strijnev The University of Texas at Dallas Fall 2005. 3. SCANNING THE MARKETING ENVIRONMENT. C HAPTER. AFTER READING THIS CHAPTER YOU SHOULD BE ABLE TO:.

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Principles of Marketing BA 3365 Section 006 Strategic Marketing

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  1. Principles of Marketing BA 3365 Section 006 Strategic Marketing Professor Andrei Strijnev The University of Texas at Dallas Fall 2005

  2. 3 SCANNING THE MARKETING ENVIRONMENT CHAPTER

  3. AFTER READING THIS CHAPTER YOU SHOULD BE ABLE TO: • Understand how environmental scanning provides information about social, economic, technological, competitive, and regulatory forces. • Explain how social forces such as demographics and culture and economic forces such as macroeconomic conditions and consumer income affect marketing.

  4. AFTER READING THIS CHAPTER YOU SHOULD BE ABLE TO: • Describe how technological changes can affect marketing. • Understand the forms of competition that exist in a market, key components of competition, and the impact of competition on corporate structures.

  5. AFTER READING THIS CHAPTER YOU SHOULD BE ABLE TO: • Explain the major legislation that ensures competition and regulates the elements of the marketing mix.

  6. SCANNING THE MARKETING ENVIRONMENT HOW AN 18-YEAR-OLD CHANGED THE WORLD…WITH MUSIC!

  7. Tracking Environmental Trends

  8. An environmental scan of the United States

  9. SOCIAL FORCES • Demographics • The Population Trend • Mature household • The Baby Boom, Generation X,and Generation Y • Baby boomers

  10. Social Forces • The Baby Boom, Generation X,and Generation Y (cont) • Generation X • Generation Y • The American Family • Blended family • Population Shifts • Racial and Ethnic Diversity • Regional Marketing

  11. Social Forces • Culture • The Changing Attitudes and Roles of Women • Changing Values • Value consciousness

  12. Economic Forces • Macroeconomic Conditions • Consumer Income • Gross Income • Disposable Income • Discretionary Income

  13. Technological Forces • Technology of Tomorrow

  14. Technological Forces • Technology’s Impact on Customer Value • Electronic Business Technologies • Marketspace • Electronic commerce • Internet and World Wide Web • Commercial online services • Intranet • Extranets

  15. Competitive Forces • Alternate Forms of Competition • Pure competition • Monopolistic competition • Oligopoly • Monopoly

  16. Competitive Forces • Components of Competition • Entry • Barriers to Entry • Power of Buyers and Suppliers • Existing Competitors and Substitutes • Start-Ups, Entrepreneurs, and Small Business • The New Look in American Corporations

  17. Regulatory Forces • Protecting Competition • Product-Related Legislation • Company Protection • Consumer Protection • Consumerism • Both Company and Consumer Protection

  18. Regulatory Forces • Pricing Related Legislation • Distribution-Related Legislation • Advertising and Promotion-Related Legislation • Control Through Self-Regulation

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