2. Learning Objectives
LO1
LO2
LO3
LO4
Outline how customers, the company, competitors, and corporate
partners affect marketing strategy.
!
Explain why marketers must consider their macroenvironment
when they make decisions.
!
Describe the differences among the various generational cohorts.
!
Identify various social trends that impact marketing.
3. A Marketing Environment
Analysis Framework
Culture
Social Trends
Company
Consumers
Demographics
Political/
Legal
Immediate Environment
Competition
Economic
Corporate
Partners
Macroenvironment
Technology
4. A Marketing Environment
Analysis Framework
Company
Consumers
Immediate Environment
Competition
Corporate
Partners
5. Successfully Leveraging
Company Capabilities
Core competency
Existing knowledge,
facilities, patents, etc.
applied to
New markets,
new products, etc.
14. Generational Cohorts
The Greatest Generation, Born 1901-1924 (early) 1924-1943 (later): Grew up, and
frequently were defined by their experiences growing up, during The Great
Depression and World War 2.
Baby Boomers, 1946-1964: They're rapidly getting older and retiring, and not all of
them have saved up enough to be able to do so. The fact that many in this
generation led the institutions that caused the current financial crisis didn't help.
Gen X, 1965-1981: Gen Xers are more likely to be independent and value their own
career over organizations. They value autonomy and freedom at their jobs, and are
not as work-centric as older generations.
Millennials, 1982 - 2004: Grew up during a time of economic prosperity, then many
entered the workforce during a recession. Surrounded by the rapid advance of
technology, particularly the Internet.
23. 4. Political/Regulatory Environment:
Competitive Practice and Trade
Legislation
1890: Sherman Antitrust Act
1914: Clayton Act
Sherman: Protected against
monopolies and anti
competition
1914: Federal Trade Commission
1936: Robinson-Putman Act
1938: Wheeler-Lea Act
1993: North American Free Trade Agreement (NAFTA)
Clayton: Supplemented
Sherman, and included pricing
protection
FTC: Principle Mission is to
Protect Consumers
24. 4. Political/Regulatory Environment:
Competitive Practice and Trade
Legislation
1890: Sherman Antitrust Act
1914: Clayton Act
1914: Federal Trade Commission
Robinson-Putnan: Price
Descimination
Wheeler-Lea: Further Protection
to Consumers, including
protection from deceptive ads
1936: Robinson-Putman Act
1938: Wheeler-Lea Act
1993: North American Free Trade Agreement (NAFTA)
NAFTA: Eliminated Barriers of
Trade between the US, Canada,
and Mexico
28. 1.
2.
3.
4.
What are the six key macroeconomic
factors?
Differentiate between country culture and
regional culture.
Identify the different generational cohorts.
What are some important social trends
shaping consumer values these days?
30. Key Terms
Country culture involves visual nuances of a country’s
culture such as artifacts, behavior, dress, symbols,
physical settings, ceremonies, language differences,
colors and tastes, and food preferences, as well as
language.
Culture is the shared meanings, beliefs, morals, values,
and customs of a group of people.
31. Key Terms
Demographics indicate the characteristics of human
populations and segments, especially those used to
identify consumer markets.Culture is the shared meanings,
beliefs, morals, values, and customs of a group of people.
A generational cohort is a group of people of the same
generation.
The political/regulatory environment comprises political
parties, government organizations, and legislation and
laws.
