The Marketing Environment Chapter 4 The Marketing Environment The Marketing Environment Chapter 4 Lamb, Hair, McDaniel 2014-2015 © Cengage Learning 2015. All Rights Reserved.

© 2015 Cengage Learning Inc. All Rights Reserved Chapter 4 The Marketing Environment Discuss the external environment of marketing and its influence on marketing. They include: demographic, economic, social, political, legal, technological, and cultural factors Understand that they are external to the firm and mostly uncontrollable © 2015 Cengage Learning Inc. All Rights Reserved

The External Marketing Environment Chapter 4 The Marketing Environment The External Marketing Environment Discuss the external environment of marketing, and explain how it affects a firm 1 © 2015 Cengage Learning Inc. All Rights Reserved 3

The Marketing Environment Economic Social Demographic Marketing Mix Product Price Promotion Place Marketer Target Market Political Cultural Feedback Technological Legal

Environment and Marketing Mix   Environment Product Price Promotion Place Economic Competitive Technological Demographic Geographic Cultural Political/legal

Social Factors Affecting Marketing Values, Attitudes and Lifestyles (VALS) Core American Values: Self-sufficiency, Upward Mobility, Work Ethic, and Conformity How social media have changed our behavior: Facebook, LinkedIn, Twitter, Pinterest, Instagram, YouTube, Google+ etc. How firms use social media Changing role of women in a society Marriage as an institution Family as a unit of consumption 6

Demographic Factors Affecting Marketing Population, age pyramid and birth rate Classification of American Society by Age Tweens (8-12) Teens (13-19) Generation Y (born between 1979-1994) Generation X (born between 1965-1978) Baby Boomers (born between 1946-1964) Growth of the Ethnic Markets-Hispanic, African, Asian Americans 7

Economic Factors Affecting Marketing Disposable and discretionary income, debt and savings Purchasing power parity Inflation Recession Business cycle 8

Technological Factors Affecting Marketing How technology affects marketing Basic and applied research Marketers use Internet and Blogs to understand consumer preferences Technology helps a company stay ahead in competition (continuous innovation) 9

Political/Legal Factors Affecting Marketing Why companies care about Politicians Politicians make laws, lobbyists help business Governments as a customer Political officials can assist in securing business Protect company interests through campaign donations Federal Legislation, State Laws, Regulatory Agencies (Exhibit 4.1 and 4.2) Competitive Issues Consumer protection Business regulation 10

© 2015 Cengage Learning Inc. All Rights Reserved Chapter 4 The Marketing Environment Demographic Factors People are the basis for any market Demographic characteristics relate to buyer behavior Demographic cohorts have their own needs, values, and consumption patterns. Notes: An uncontrollable variable in the external environment is demography: the study of people’s vital statistics, such as age, race and ethnicity, and location. Demographic characteristics are strongly related to consumer buyer behavior. 3 © 2015 Cengage Learning Inc. All Rights Reserved 11

© 2015 Cengage Learning Inc. All Rights Reserved Chapter 4 The Marketing Environment Tweens Pre- and early adolescents, age eight to twelve Population of 20 million Directly spend about $30 billion annually Parents spend $180 billion on tweens annually Respond very favorably to having control over their own experiences Notes: Marketers refer to designated age-cohort groups by these name: tweens, teens, Generation Y, Generation X, and baby boomers. Each cohort has its own needs, values, and consumption patterns. 3 © 2015 Cengage Learning Inc. All Rights Reserved 12

© 2015 Cengage Learning Inc. All Rights Reserved Chapter 4 The Marketing Environment Teens Population of about 25 million 95 percent of U.S. Teens are on the Internet View shopping as a social sport 75 percent of teens are into social networking On average, just over $156 is spent on or by every American teen each week 3 © 2015 Cengage Learning Inc. All Rights Reserved 13

© 2015 Cengage Learning Inc. All Rights Reserved Chapter 4 The Marketing Environment Generation Y Born between 1979 and 1994 Surpassed population of baby boomers Two Stages: 1) Those born in 1994 fit closer to the Teen cohort. 2) Those born in 1979 have established careers and started families. Purchasing power of $200 billion annually Discussion/Team Activity: Identify some mature brands favored by the baby boomers. Discuss how these brands might successfully be marketed to Generation Y. 3 © 2015 Cengage Learning Inc. All Rights Reserved 14

© 2015 Cengage Learning Inc. All Rights Reserved Generation X Chapter 4 The Marketing Environment Born between 1965 and 1978 Population of 50 million Independent, resilient, adaptable, cautious, and skeptical Gen Xers face a 59 percent decline in net worth from 2005 to 2010 Xers spend 62 percent more on housing, 50 percent more on apparel, and 27 percent more on entertainment Discussion/Team Activity: Name some ways that companies have marketed successfully to Generation Xers. 3 © 2015 Cengage Learning Inc. All Rights Reserved 15

© 2015 Cengage Learning Inc. All Rights Reserved Chapter 4 The Marketing Environment Baby Boomers Born between 1946 and 1964 Boomers are carrying substantial financial burdens, including their children’s educations, mortgages, and health care Boomers spend $1.8 trillion annually on food, cars, personal care, and other personal products Boomers are willing to change brands and try new things 3 © 2015 Cengage Learning Inc. All Rights Reserved 16

Growing Ethnic Markets Chapter 4 The Marketing Environment Growing Ethnic Markets The United States Hispanic consumer market is now larger than all but 13 world economies African American buying power increased 73 percent between 2000 and 2012 Asian American buying power increased 165 percent between 2000 and 2012 About one in three U.S. residents is a member of a minority group The United States will flip to majority-minority completely in 2041 4 © 2015 Cengage Learning Inc. All Rights Reserved 17

Marketing to Hispanic Americans Chapter 4 The Marketing Environment Marketing to Hispanic Americans The term Hispanic encompasses people of many different backgrounds Nearly 60 percent of Hispanics are of Mexican descent The diversity of the Hispanic population and the language differences create many challenges for those trying to target this market Hispanics, especially recent immigrants, often prefer products from their native country Notes: Nearly 60 percent of Hispanic Americans are of Mexican descent; Puerto Ricans make up just under 10 percent of Hispanics; and others groups (Central Americans, Dominicans, South Americans, and Cubans) each account for less than 5 percent of all Hispanics. Hispanics will choose brands that reflect their native values and culture. 4 © 2015 Cengage Learning Inc. All Rights Reserved 18

Marketing to African Americans Chapter 4 The Marketing Environment Marketing to African Americans 47 percent of African Americans are between 18 and 49 years old More firms are creating products for the African American market In 2012, there were 2.8 million African Americans earning more than $75,000 annually 4 © 2015 Cengage Learning Inc. All Rights Reserved 19

Marketing to Asian Americans Chapter 4 The Marketing Environment Marketing to Asian Americans The Asian American population is the fastest growing among minority groups It quadrupled to about 17 million between 1980 and 2012 Although Asian Americans embrace the values of the larger U.S. population, they also hold on to the cultural values of their particular subgroup Asian Americans like to shop at stores owned and managed by other Asian Americans Notes: Asian Americans represent only 6 percent of the U.S. population Have the highest average family income of all groups: $68,780 52 percent of all Asian Americans over the age of 25 have at least a bachelor’s degree Key groups of Asian Americans are: Chinese Filipino Japanese Vietnamese Korean Indian Pakistani 4 © 2015 Cengage Learning Inc. All Rights Reserved 20

© 2015 Cengage Learning Inc. All Rights Reserved Chapter 4 The Marketing Environment Consumers’ Incomes Median U.S. household income in 2012 was approximately $50,000 Average family incomes, when adjusted for inflation, fell around eight percent between 2007 and 2011 Education is the primary determinant of earning potential Notes: Income fell the most in the South, West, and Florida. These areas also had the largest declines in home values and housing construction. With jobs scarce, many people have accepted pay cuts to keep their current jobs or taken less-paying—but available—jobs. 5 © 2015 Cengage Learning Inc. All Rights Reserved 21

© 2015 Cengage Learning Inc. All Rights Reserved Chapter 4 The Marketing Environment Purchasing Power is… measured by comparing income to the relative cost of a standard set of goods and services in different geographic areas, usually referred to as the cost of living. Notes: Increased standards of living are a function of purchasing power. When income is high relative to cost of living, people have more discretionary income. That means they have more money to spend on nonessential items. 5 © 2015 Cengage Learning Inc. All Rights Reserved 22

© 2015 Cengage Learning Inc. All Rights Reserved Chapter 4 The Marketing Environment Inflation is… a measure of the decrease in the value of money, expressed as the percentage reduction in value since the previous year. Notes: 1. In times of low inflation, businesses seeking to increase their profit margins can do so only by increasing their efficiency. 2. The buyer will not pay more for a product than the subjective value he/she places on it. 5 © 2015 Cengage Learning Inc. All Rights Reserved 23

© 2015 Cengage Learning Inc. All Rights Reserved Chapter 4 The Marketing Environment A recession is… a period of economic activity characterized by negative growth, which reduces demand for goods and services. Notes: Beginning in December 2007, the collapse of inflated housing prices triggered what became the global recession of 2007–2009. The declining stock market, growing unemployment, and collapsing home prices have all taken a toll on consumer confidence and influenced all kinds of purchasing decisions. 5 © 2015 Cengage Learning Inc. All Rights Reserved 24

© 2015 Cengage Learning Inc. All Rights Reserved Chapter 4 The Marketing Environment Research Basic Research Applied Research Pure research that aims to confirm an existing theory or to learn more about a concept phenomenon. An attempt to develop new or improved products 6 © 2015 Cengage Learning Inc. All Rights Reserved 25

Stimulating Innovation Chapter 4 The Marketing Environment Stimulating Innovation Build scenarios Enlist the Web Talk to early adopters Use marketing research Create an innovative environment Notes: Companies attempting to innovate often limit their searches to areas they are already familiar with. Cater to entrepreneurs 6 © 2015 Cengage Learning Inc. All Rights Reserved

Political and Legal Factors Chapter 4 The Marketing Environment Political and Legal Factors New technology Society Businesses Consumers Laws and Regulations Protect: Notes: Business needs government regulations to protect innovators of new technology, the interests of society in general, one business from another, and consumers. Government needs business for generation of taxes. Every aspect of the marketing mix is subject to laws and restrictions. It is the responsibility of marketing managers to understand and conform to these laws, while creating new programs to accomplish marketing objectives. 7 © 2015 Cengage Learning Inc. All Rights Reserved 27

Regulate competitive environment Regulate pricing practices Chapter 4 The Marketing Environment Federal Legislation Sherman Act Clayton Act Federal Trade Commission Act Celler-Kefauver Antimerger Act Hart-Scott-Rodino Act Foreign Corrupt Practices Act Regulate competitive environment Robinson-Patman Act Regulate pricing practices Wheeler-Lea Act Control false advertising 7 © 2015 Cengage Learning Inc. All Rights Reserved 28

© 2015 Cengage Learning Inc. All Rights Reserved Chapter 4 The Marketing Environment State Laws Legislation that affects marketing varies state by state. For example: Oregon limits utility advertising to 0.5 percent of net income California has enacted legislation to lower the energy consumption of refrigerators, freezers, and air conditioners California and North Carolina, are considering a tax on all in-state commercial advertising 7 © 2015 Cengage Learning Inc. All Rights Reserved 29

Regulatory Agencies 7 Consumer Product Safety Commission Chapter 4 The Marketing Environment Regulatory Agencies Consumer Product Safety Commission Food & Drug Administration Federal Trade Commission Protects consumer safety in and around their homes Enforces safety regulations for food and drug products Prevents unfair methods of competition in commerce Notes: The regulatory agencies shown on this slide are the three federal agencies most directly and actively involved in marketing affairs. 7 © 2015 Cengage Learning Inc. All Rights Reserved 30

© 2015 Cengage Learning Inc. All Rights Reserved Chapter 4 The Marketing Environment Bureaus of the FTC Reviews mergers and acquisitions Challenges anti-competitive conduct Promotes competition Provides information Enforces federal laws that protect consumers Empowers consumers with information Communicates with consumers about fraud and identity theft Bureau of Competition Bureau of Consumer Protection 7 © 2015 Cengage Learning Inc. All Rights Reserved 31

© 2015 Cengage Learning Inc. All Rights Reserved Chapter 4 The Marketing Environment Consumer Privacy CAN-SPAM Act Children’s Online Privacy Protection Act Rule Government Actions Notes: The popularity of the Internet for collecting consumer data has alarmed privacy-minded consumers. The CAN-SPAM Act was passed to regulate unsolicited email advertising. Successful tracking has created a $31 billion online-advertising business that is growing rapidly. In 2012, there were more than 300 companies collecting data about users. Despite federal efforts, online tracking is on a tear. A vast amount of personal data is collected through apps. 7 © 2015 Cengage Learning Inc. All Rights Reserved 32

© 2015 Cengage Learning Inc. All Rights Reserved Chapter 4 The Marketing Environment Competitive Factors How many competitors? How big are competitors? How interdependent is the industry? Control Notes: The competitive environment encompasses the number of competitors a firm must face, the relative size of the competitors, and the degree of interdependence within the industry. Management has little control over the competitive environment. 8 © 2015 Cengage Learning Inc. All Rights Reserved 33

© 2015 Cengage Learning Inc. All Rights Reserved Chapter 4 The Marketing Environment Competitive Factors Market Share and Profits Firms must work harder to maintain profits and market share. Global Competition More foreign firms are entering U.S. market. Foreign firms in U.S. now compete on product quality. Notes: Technological advances can usher in a whole new set of competitors that can change a firm’s business model. Many foreign competitors are considering the U.S. to be a ripe target market. In the past, foreign firms penetrated U.S. markets on price. Today, they compete on product quality. Global competition is discussed in Chapter 5. 8 © 2015 Cengage Learning Inc. All Rights Reserved 34

Ch 4: Discussion Questions Explain the influence of macro environment in marketing. Explain how social and demographic factors influence marketing (or, you can be asked to explain the influence of any one of the environmental factors). Discuss the influence of multiculturism and growing ethnic population in marketing in America. 35