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Kürzlich hochgeladen (20) Demographic Environment Macro Trends1. Chapter 3- slide 1
Copyright © 2010 Pearson Education, Inc.
Publishing as Prentice Hall
The Company’s
Macroenvironment
2. Chapter 3- slide 2
Copyright © 2010 Pearson Education, Inc.
Publishing as Prentice Hall
The Company’s
Macroenvironment
Demography is the study of human populations
in terms of size, density, location, age, gender,
race, occupation, and other statistics
• Demographic environment is important
because it involves people, and people make
up markets
• Demographic trends include age, family
structure, geographic population shifts,
educational characteristics, and population
diversity
Demographic Environment
3. Chapter 3- slide 3
Copyright © 2010 Pearson Education, Inc.
Publishing as Prentice Hall
The Company’s
Macroenvironment
• Changing age structure of the population
_ The post world war II baby boom
produced 78 million
– Baby boomers include people born between
1946 and 1964
– Most affluent Americans
– The baby boomers have been one of the
Most powerful forces shaping the marketing
Environment
Demographic Environment
4. Chapter 3- slide 4
Copyright © 2010 Pearson Education, Inc.
Publishing as Prentice Hall
The Company’s
Macroenvironment
• Generation X includes people born
between 1965 and 1976
– High parental divorce rates
– Cautious economic outlook as they grown up
during time of recession & corporate
downsizing
Demographic Environment
5. Chapter 3- slide 5
Copyright © 2010 Pearson Education, Inc.
Publishing as Prentice Hall
The Company’s
Macroenvironment
– Less materialistic “ they prize experience not
acquisition “
– Family comes first, career second
– Lag behind on retirement savings
Demographic Environment
6. Chapter 3- slide 6
Copyright © 2010 Pearson Education, Inc.
Publishing as Prentice Hall
The Company’s
Macroenvironment
• Millennials (gen Y or echo boomers) include
those born between 1977 and 2000
– Comfortable with technology
– Includes
• Tweens (ages 8–12)
• Teens (13–19)
• Young adults (20’s)
Demographic Environment
7. Chapter 3- slide 7
Copyright © 2010 Pearson Education, Inc.
Publishing as Prentice Hall
The Company’s
Macroenvironment
Generational marketing is important in
segmenting people by lifestyle of life
state instead of age.
some experts warn marketers to be
careful about turning off one generation
each time they craft a product or
message that appeals effectively to
another
Demographic Environment
8. Chapter 3- slide 8
Copyright © 2010 Pearson Education, Inc.
Publishing as Prentice Hall
The Company’s
Macroenvironment
More people are:
• Divorcing or separating
• Choosing not to marry
• Choosing to marry later
• Marrying without intending to have
children
• Increased number of working women
• Stay-at-home dads
Demographic Environment
9. Chapter 3- slide 9
Copyright © 2010 Pearson Education, Inc.
Publishing as Prentice Hall
The Company’s
Macroenvironment
• Growth in U.S. West and
South and decline in Midwest
and Northeast
• Moving from rural to
metropolitan areas
• Changes in where people work
– Telecommuting “ work at home
or in a remote office to conduct
the business by phone, fax or
internet”
– Home office
– Divorcing or separating
Demographic Environment
10. Chapter 3- slide 10
Copyright © 2010 Pearson Education, Inc.
Publishing as Prentice Hall
The Company’s
Macroenvironment
• Changes in the Workforce
– More educated, the increased
number of educated people will
increase the demand for quality
products, books , magazines, and
personal computers
– More white collar
Demographic Environment
11. Chapter 3- slide 11
Copyright © 2010 Pearson Education, Inc.
Publishing as Prentice Hall
The Company’s
Macroenvironment
Demographic Environment
Increased Diversity
Markets are becoming more diverse
– International
– National
• Includes:
– Ethnicity
– Gay and lesbian
– Disabled
12. Chapter 3- slide 12
Copyright © 2010 Pearson Education, Inc.
Publishing as Prentice Hall
The Company’s
Macroenvironment
Economic environment consists of factors
that affect consumer purchasing power and
spending patterns
• Nations vary greatly in their levels and
distribution of income, some countries
have the industrial economies which
constitute rich markets for many different
kinds of goods
Economic Environment
13. Chapter 3- slide 13
Copyright © 2010 Pearson Education, Inc.
Publishing as Prentice Hall
The Company’s
Macroenvironment
• Subsistence economies consume most of
their own agriculture and industrial output
and offer few market opportunities
• In between are developing economies
which can offer outstanding marketing
opportunities for the right kinds of
products
Economic Environment
14. Chapter 3- slide 14
Copyright © 2010 Pearson Education, Inc.
Publishing as Prentice Hall
The Company’s
Macroenvironment
• Changes in income
• Value marketing involves
ways to offer financially
cautious buyers greater
value—the right
combination of quality and
service at a fair price
Economic Environment
15. Chapter 3- slide 15
Copyright © 2010 Pearson Education, Inc.
Publishing as Prentice Hall
The Company’s
Macroenvironment
• Ernst Engel—Engel’s Law
Differences noted over a century ago by Ernst
Engel in how people shift their spending
across food, housing, transportation, health
care, and other goods and services
categories as family income rises
Economic Environment
Changes in Consumer Spending Patterns
16. Chapter 3- slide 16
Copyright © 2010 Pearson Education, Inc.
Publishing as Prentice Hall
The Company’s
Macroenvironment
• As income rises:
– The percentage spent on food declines
– The percentage spent on housing remains
constant
– The percentage spent on savings increases
Economic Environment
Changes in Consumer Spending Patterns
17. Chapter 3- slide 17
Copyright © 2010 Pearson Education, Inc.
Publishing as Prentice Hall
The Company’s
Macroenvironment
Natural environment involves the natural
resources that are needed as inputs by
marketers or that are affected by marketing
activities
• Trends
– Shortages of raw materials
– Increased pollution
– Increase government intervention
– Environmentally sustainable strategies
Natural Environment
18. Chapter 3- slide 18
Copyright © 2010 Pearson Education, Inc.
Publishing as Prentice Hall
The Company’s
Macroenvironment
• Environmental sustainability:
Developing strategies and practices that
create a world economy that the planet can
support indefinitely, they are responding to
consumer demands with more
environmentally responsible products.
Natural Environment
19. Chapter 3- slide 19
Copyright © 2010 Pearson Education, Inc.
Publishing as Prentice Hall
The Company’s
Macroenvironment
• Forces that create new technologies,
creating new products and market
opportunities
Technological Environment
20. Chapter 3- slide 20
Copyright © 2010 Pearson Education, Inc.
Publishing as Prentice Hall
The Company’s
Macroenvironment
Technological Environment
• Most dramatic force
in changing the
marketplace
• Creates new
products and
opportunities
• Safety of new
product always a
concern
21. Chapter 3- slide 21
Copyright © 2010 Pearson Education, Inc.
Publishing as Prentice Hall
The Company’s
Macroenvironment
Political environment consists of laws,
government agencies, and pressure groups
that influence or limit various organizations
and individuals in a given society
Political Environment
22. Chapter 3- slide 22
Copyright © 2010 Pearson Education, Inc.
Publishing as Prentice Hall
The Company’s
Macroenvironment
• Legislation regulating business
– Increased legislation
Business legislation has been
enacted for two reasons:
1.To protect companies from each
other
2.To protect consumers from unfair
business practices such as telling
lies in the advertisement
Political Environment
23. Chapter 3- slide 23
Copyright © 2010 Pearson Education, Inc.
Publishing as Prentice Hall
The Company’s
Macroenvironment
_ Changing government agency enforcement
* International marketers will encounter dozens, or
even hundreds of agencies set up to enforce trade
policies and regulations.
* Marketers need to know about major laws protecting
competition, consumers and society. They need to
understand these laws at local, national and
international levels
Political Environment
24. Chapter 3- slide 24
Copyright © 2010 Pearson Education, Inc.
Publishing as Prentice Hall
The Company’s
Macroenvironment
• Increased emphasis on ethics
– Socially responsible behavior” companies
encourage their managers to look beyond the
regulatory system allows and simply “ do the right
things “ these socially responsible firms seek out
ways to protect the long run interests of their
consumers and the environment”
Political Environment
25. Chapter 3- slide 25
Copyright © 2010 Pearson Education, Inc.
Publishing as Prentice Hall
The Company’s
Macroenvironment
– Cause-related marketing:
• To exercise the social responsibility and build more
positive images, many companies are now linking
themselves to worthwhile causes. These days, every
product seems to be tied to some cause.
• This concept link the purchases of the company
products and services with fundraising for
worthwhile causes or charitable organizations.
• But this concept can be a more strategy for selling
than a strategy for giving
Political Environment
26. Chapter 3- slide 26
Copyright © 2010 Pearson Education, Inc.
Publishing as Prentice Hall
The Company’s
Macroenvironment
Cultural environment consists of institutions
and other forces that affect a society’s
basic values, perceptions, and behaviors
Cultural Environment
27. Chapter 3- slide 27
Copyright © 2010 Pearson Education, Inc.
Publishing as Prentice Hall
The Company’s
Macroenvironment
Core beliefs and values are persistent and are
passed on from parents to children and are
reinforced by schools, churches, businesses,
and government
Secondary beliefs and values are more open to
change and include people’s views of
themselves, others, organization, society,
nature, and the universe
Cultural Environment
Persistence of Cultural Values
28. Chapter 3- slide 28
Copyright © 2010 Pearson Education, Inc.
Publishing as Prentice Hall
The Company’s
Macroenvironment
• People’s view of themselves
– Yankelovich Monitor’s consumer
segments:
• Do-it-yourselfers—recent movers
“ embodying the whole do-it-yourself
attitude”
• Adventurers
“ They like to view themselves as
doing things others wouldn’t dare
to do”
Cultural Environment
Shifts in Secondary Cultural Values
29. Chapter 3- slide 29
Copyright © 2010 Pearson Education, Inc.
Publishing as Prentice Hall
The Company’s
Macroenvironment
• People’s view of others
– More “cocooning” : in which people are going out
less with others and are staying home more to
enjoy the creature comforts of home and hearth –
from the networked home office to home
entertainment centers.
Cultural Environment
Shifts in Secondary Cultural Values
30. Chapter 3- slide 30
Copyright © 2010 Pearson Education, Inc.
Publishing as Prentice Hall
The Company’s
Macroenvironment
• People’s view of organizations
“people vary in their attitudes towards
corporations, government agencies ,
universities and trade unions”
• People’s view of society
– Patriots defend it
– Reformers want to change it
– Malcontents want to leave it
Cultural Environment
Shifts in Secondary Cultural Values
Hinweis der Redaktion Note to Instructor
There are many Web sites targeted to boomers including this link to Boomers International. Before following the link it might be interesting to ask the following:
Discussion Questions
What type of information boomers might be seeking?
Note to Instructor
Students are probably very familiar with job search sites such as this link to monster.com. It might be interesting to compare the listings for white collar versus blue collar job opportunities including the associated pay and benefits.
Note to Instructor
This graphic highlights a car targeted to India’s growing middle class.
Discussion Questions
What changes might there be in U.S. income over the next year? What are positioned as “value cars.”
The students might quote current economic declines or rises. The “value cars” will probably include some of the smaller cars by Kia, Ford, Honda, and Toyota.
Note to Instructor
This Web link connects to greenbiz.com. There are several Web sites like this that provide information on business as to how to practice green strategies including green marketing.
Note to Instructor
Discussion Question
Ask students what changes they have seen in technology in the past four years including medical products, communications, and media.
They will most likely talk about the use of artificial organs and stem cell research, the growth of PDA’s like the iPod, and the use of new media products including DVR or TiVo.
Note to Instructor
Do-It-Yourselfers—Recent Movers:
Active consumers also view the experience as a form of self-expression.
They view their homes as their havens
View their projects as personal victories over the high-priced marketplace.
Adventurers:
Rarely follow a single path or do the same thing twice.
View the experience as far more exciting than the entertainment value.
They are more likely to engage in activities most think are too dangerous.