Professional Documents
Culture Documents
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Macro influences include demographics, economic conditions, culture, and laws. Micro influences consist of suppliers, marketing intermediaries, and customers.
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Economic conditions
Demographics
Competition
Demographics Economics conditions Competition Social and cultural forces Political and legal forces Technology
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98.5
115
= +16%
1995
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2010
Copyright 1997 by The McGraw-Hill Companies, Inc.
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Under age 25: Steady at 5 percent of all households. 25-34 years old: Decline by 10 percent in the next 15 years. 35-44 years old: Decline by 14 percent. 45-64 years old: Grow by 30 million, or 16 percent of households, by the year 2000. Over age 65: Grow almost 20 percent.
Copyright 1997 by The McGraw-Hill Companies, Inc.
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Luxury lovers 29 percent. Flaunt their affluence. Savvy affluents 23 percent. Seek bargains, hide their wealth. Trailblazers 21 percent. Love adventure travel, active investors. Contented affluents 14 percent. Old money, country-club set, believe in large estate for their children. Strained affluents 13 percent. Have large debt burden, believe strongly in image.
Copyright 1997 by The McGraw-Hill Companies, Inc.
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Suppliers
Marketing intermediaries
Marketing intermediaries
The market
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AN ORGANIZATIONS MARKETING IS
INFLUENCED BY INTERNAL FORCES THAT ARE CONTROLLABLE BY MANAGEMENT:
Financial resources
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Redesigning products for ease of manufacture or to cut out costly, superfluous features. Using price-driven costing rather than cost-plus pricing. Emphasizing everyday low prices, rather than sporadic rebates and discounts. Forging closer links with customers to speed up new product development. Introducing bare-bones products. Investing in high-tech equipment to cut costs.
Copyright 1997 by The McGraw-Hill Companies, Inc.
SHADES OF GREEN
Green consumers are not homogenous. Roper Starch Worldwide identified five subgroups based upon levels of environmental activities such as recycling:
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True-Blue Greens. Change their personal behavior and purchases to aid the environment. Greenback Greens. Support environmental political candidates and donate money to environmental causes but are not as willing to change their habits. Sprouts. Make a few environmental friendly purchases. Grousers. Grudgingly acknowledge environmental mandates. Basic browns. Most apathetic and their ranks are growing.
Copyright 1997 by The McGraw-Hill Companies, Inc.