Markmmeting Ppt

7/28/2019 Markmmeting Ppt

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Marketing Management

ECONOMIC ENVIRONMENT


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Prosperity and peak

The economy is doing well.

Most people have sufficient income for

essentials and perhaps a little extra.

It means that businesses are hiring and

jobs are relatively easy to get.

It does not mean that everyone has a job

or that everyone is well off.


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Prosperity and peak

The highest point between the end of aneconomic expansion and the start of a

contraction in a business cycle.

The peak of the cycle refers to the last month

before several key economic indicators, such as

employment and new housing starts, begin to fall

It is at this point that real GDP spending in an

economy is its highest level.


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Recession and through

RECESSIONS ARE the result of reduction in

the demand of products in the global market.

A recession is a decline in a country's grossdomestic product (GDP) growth for two or

more consecutive quarters of a year.

Recession can also be associated with fallingprices known as deflation due to lack of

demand of products.


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Case Study

McDonalds Challenges and Reactions

Challenges

Shifting consumerlifestyles

Low ratings of food andservice quality

Atmosphere not upscale

Image of beingunclassy, unculturedand uncool to youngertarget markets

Marketing Initiatives

Focus on core competencyof consistent products andreliable service

Upscale alternativeincluding McCafe and Bistro

Gourmet Healthier food options with

elimination of supersizeand introduction of Go

Active! Adult Happy Meal


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The Economic Environment

Economic Environment:

The actors and forces outside marketing that affectmarketing managements ability to build andmaintain successful relationships with targetcustomers

Microenvironment

Includes the actors close to the company

Macroenvironment Involves larger societal forces

Goal 1: Understand environmental factors


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Marketing must

consider other parts

of the organization

including finance,

R&D, purchasing,

operations and

accounting

Marketing decisions

must relate to

broader company

goals and strategies

Microenvironment

Actors

1.The company2. Suppliers

3. Marketing intermediaries4. Customers5. Compet i tors

6. Publ ics

Goal 1: Describe environmental factors


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Marketers mustwatch supply

availability and

pricing

Effective

partnership

relationship

management withsuppliers is

essential

MicroenvironmentActors

1. The company2. Suppliers3.

Marketing intermediaries4. Customers5. Compet i tors6. Publ ics



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Help to promote, sell and

distribute goods to final

buyers

Include resellers, physical

distribution firms,

marketing services

agencies and financialintermediaries

Effective partner

relationship management

is essential

Microenvironment

Actors



6. Publ ics



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The five types of

customer markets

Consumer Business

Reseller

Government

International

Microenvironment

Actors



6. Publ ics



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Conducting

competitor analysis is

critical for success of

the firm

A marketer must

monitor its

competitors offeringsto create strategic

advantage

Microenvironment

Actors



6. Publ ics



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A group that has anactual or potentialinterest in or impact on

an organization Seven publics include:

Financial

Media

Government

Citizen-action

Local

General

Internal

Microenvironment

Actors



6. Publ ics



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The Macroenvironment

Macroenvironmental Forces

Demographic

Economic

Natural

Technological

Political

Cultural



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Demographic Environment

Demographic Environment:

The study of human populationsin terms of size, density,

location, age, gender, race,

occupation and other statistics

Goal 2: Learn how demographic & economic factors affect marketing


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Changing age structure of the U.S.

population is the single most

important demographic trend

Baby boomers, Generation X, and

Generation Y are the key groups




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Born between 1946 and1964

Represent 28% of the

population; earn 50% ofpersonal income

Many mini-segmentsexist within the boomergroup

Entering peak earningyears as they mature

Baby Boomers

Generat ion X

Generat ion Y

Key Generations




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Born between 1965 and

1976

First latchkey children

Maintain a cautious

economic outlook

Respond to socially

responsible companies

Will be primary buyers of

most goods by 2010

Baby Boomers

Generat ion X

Generat ion Y

Key Generations




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Born between 1977 and

1994

72 million strong; almost

as large a group as theirbaby boomer parents

New products, services,

and media cater to GenY

Challenging target formarketers

Baby Boomers

Generat ion X

Generat ion Y

Key Generations




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Natural Environment

Natural Environment:

Involves the natural resources that are

needed as inputs by marketers or that areaffected by marketing activities

Trends

Shortages of raw materials

Increased pollution

Increased government intervention

Goal 3: Identify trends in natural and technological environments


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Technological Environment

The most dramatic force shaping our

destiny

Rapidly changing force which

creates many new marketing

opportunities but also turns many

existing products extinct

Goal 3: Identify trends in natural and technological environments


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Cause-Related Marketing

Marketers create link between brand and

charitable organization

Demonstrates social responsibility Helps build positive brand image

Examples include General Mills Box Tops

for Education, Tang and Mothers AgainstDrunk Driving, Eddie Bauer and local

schools

Goal 4: Explore political and cultural environments


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Cultural Environment

Made up of institutions and

other forces that affect asocietys basic values,

perceptions, preferences and

behaviors.



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Marketing Management

Themselves Identify with brands

for self-expression

Others Recent shift fromme to wesociety

Organizations Trend of decline intrust and loyalty tocompanies

Society Patriotism on the

rise

Nature lifestyles of healthand sustainability(LOHAS) consumersegment

Universe Includes religion and

spirituality

Cultural Environment Includes peoples views of



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Responding to the

Marketing Environment

There are three kinds of companies:

those who make things happen, those

who watch things happen, and those

who wonder whats happened.

Goal 5: Realize how companies react to the marketing environment


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Name Roll No.

ABHISHEK DUBEY GM11153

ADITI JAIN GM11084

ANAND RAI GM11093

AJAY SAH GM11138

AMIT GUPTA GM11003

AMIT SAH GM11087

GROUP MEMBERS

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