Tiêu đề CHAPTER 3&4.pdf ✅

● Competitors: Firms must gain strategic advantage by positioning their offerings strongly against competitors’ offerings in the minds of consumers. ● Publics: Any group that has an actual or potential interest in or impact on an organization’s ability to achieve its objectives: ➔ Financial publics ➔ Media publics ➔ Government publics ➔ Citizen-action publics ➔ Local publics ➔ General public ➔ Internal publics ● Customers ➔ Consumer markets ➔ Business markets ➔ Reseller markets ➔ Government markets ➔ International markets ● The macroenvironment consists of the larger societal forces that affect the microenvironment—demographic, economic, natural, technological, political, and cultural forces.
3-2 Explain how changes in the demographic and economic environments affect marketing decisions. 1. The Demographic Environment: ● The demographic is one of the main forces in the company’s Microenvironment. ● Demography is the study of human populations: size, density, location, age, gender, race, occupation, and other statistics. ● The demographic environment involves people, and people make up markets. Changes in the demographic environment result in changes in markets. therefore, marketers keep a close eye on demographic trends. ● Demographic trends include changing age, family structures, geographic population shifts, educational characteristics, and population diversity. 1. The Changing Age Structure of the Population: there are often generational differences to be found. ➔ Baby Boomers – born 1946 to 1964 ➔ Generation X – born between 1965 and 1976 ➔ Millennials – born between 1977 and 2000 ➔ Generation Z – born after 2000 Each generation has specific characteristics of lifestyle, life stage, or the common values they seek in the products they buy so Generational marketing is essential for brands to create separate products and marketing programs for each specific group of customers. 2. The Changing family structure. Marketers must consider special needs as each group has distinctive needs and buying habits. 3. Changes in the workforce There is a change in the workforce when more men stay home with their children while their wives go to work. It leads to some changing in marketing strategies. For example: One recent Samsung Galaxy phone ad, features a dad taking care of his son while his Mom works
outside. When the anxious mom calls home to check in, Her husband replies, “We’re having a great day here. We’re fine. 4. Geographic Shifts in Population: These movements in population lead to opportunities for marketing as people in different regions buy differently. 5. Change in where people work: It results in an increase in the number of purchased products or services to support their jobs. FACING WITH THESE CHANGING, successful marketers should have become more diverse in their marketing programs. 2. The Economic Environments. ● The economic environment consists of economic factors that dramatically affect consumer spending and buying behavior. ● Changes in major economic variables, such as income, cost of living, interest rates, and savings and borrowing patterns 3-3 Identify the major trends in the firm’s natural and technological environments. 1. The natural environment -> environmental concerns create marketing opportunities ● The natural environment is the physical environment and the natural resources that are needed as inputs by marketers or that are affected by marketing activities. ● the natural environment shows 3 major trends: ➔ Growing shortages of raw materials ➔ Increased pollution ➔ Increased government intervention ➔ Developing strategies that support environmental sustainability: involves developing strategies and practices that create a world economy that the planet can support indefinitely. 2. The Technological environments The technological environment consists of forces that create new technologies, creating new products, and market opportunities. It can provide great opportunities but also comes with certain dangers. 3-4 Explain the key changes in the political and cultural environments. 1. The political environment: ● The political environment consists of laws, government agencies, and pressure groups that influence or limit various organizations and individuals in a given society. ● Legislation Regulating Business’s Purposes: is intended to protect ➔ companies from each other ➔ consumers from unfair business practices ➔ the interests of society against unrestrained business behavior ● Increased emphasis on ethics ● Socially responsible behavior ● Cause-related marketing 2. The cultural environment: