Professional Documents
Culture Documents
Professor Marshall
Queens College
Marketing Environment
Consists of actors and forces outside the
organization that affect management’s
ability to build and maintain relationships
with target customers.
Environment offers both opportunities and
threats to the company.
Marketing intelligence and research used
to collect information about the
environment.
Marketing Environment
Includes:
– Microenvironment: actors close to the
company that affect its ability to serve its
customers. (suppliers, marketing intermediaries, competitors)
Baby
Generation X Boomers
16% 28%
Changing American Family
Household makeup:
– Married couples with children = 34%, and
falling
– Married couples and people living with other
relatives = 22%
– Single parents = 12%
– Single persons and adult “live-togethers” =
32%
Geographic Shifts in Population
12,000
10,000
8,000
6,000
4,000
2,000
0
http://www.census.gov/prod/2004pubs/p60-226.pdf
Number of Households (source 2003 census)
$25k - $75k
45%
Natural Environment
Factors Impacting the Natural
Environment:
– Shortages of raw materials
– Increased pollution
– Increased government intervention
– Environmentally sustainable strategies
Technological Environment
Changes rapidly.
Creates new markets and opportunities.
Challenge is to make practical, affordable
products.
Safety regulations result in higher research
costs & longer time between
conceptualization and introduction of
product.
Political Environment
Includes Laws, Government Agencies, and
Pressure Groups that Influence or Limit
Various Organizations and Individuals In a
Given Society.
Areas of concern:
– Increasing legislation
– Changing government agency enforcement
– Increased emphasis on ethics and socially
responsible behavior
Cultural Environment
The institutions and other forces that affect a
society’s basic values, perceptions, preference,
and behaviors.
Core beliefs and values are passed on from
parents to children and are reinforced by
schools, churches, business, and government.
Secondary beliefs and values are more open to
change.
Cultural Environment
Society’s major cultural views are
expressed in people’s views of:
– Themselves
– Others
– Organizations
– Society
– Nature
– The universe
Responding to the Marketing Environment
Environmental Management Perspective
Taking a proactive approach to managing the
environment by taking aggressive (rather than
reactive) actions to affect the publics and forces in
the marketing environment.
This can be done by:
– Hiring lobbyists
– Running “advertorials” (ads that express an editorial point
of view)
– Pressing law suits
– Filing complaints
– Forming agreements to control channels
Video Case
Nike
(14 minutes)
Thoughts
Do you own Nike sneakers?
What is your perception of Nike as a
company?
Who is Nike targeting?
– Mission: http://www.nike.com/nikebiz/nikebiz.jhtml?page=4
http://www.nike.com/nikebiz/