2007 Pearson Education Canada1 Marketing 11 Chapter 2 The External Marketing Environment Lesson 2: Social, Demographic, Environmental, Technological, Legal Influences (p )

2007 Pearson Education Canada2 External Influences on Marketing Economy Competition Social / Demographic Technology Laws / Regulations Economy Competition Social / Demographic Technology Laws / Regulations Marketing Plan Customers A business must anticipate change and how it will affect its operations.

2007 Pearson Education Canada3 Social and Demographic Trends Demographics is the study of the characteristics of a population. Size and Age Location Spending Power and Wealth Education Family Formation Multiculturalism Lifestyle Environmental Concerns

2007 Pearson Education Canada4 Technological Influence Perhaps the greatest single force to shape and reshape the marketplace:  Database management and marketing techniques  Direct distribution channels  Online and other interactive communications  E-Marketing and E-Commerce Traditional marketing methods must be blended with new, technology-based methods.

2007 Pearson Education Canada5 Laws and Regulations Industry Canada and the Competition Act govern business practices in Canada. The objectives of the Competition Act are: To maintain and encourage competition To ensure participation by small business To provide consumers with choice and fair prices Many industries establish their own regulations that members follow.

2007 Pearson Education Canada6 Inputs for Satisfying Customers External Environments Economy Competition Social/Demographic Technology Laws/Regulations External Environments Economy Competition Social/Demographic Technology Laws/Regulations Marketing Plan Customer Internal Environment Corporate Culture Marketing Culture Marketing Mix Company Resources Internal Environment Corporate Culture Marketing Culture Marketing Mix Company Resources

2007 Pearson Education Canada7 Assignment: Read p Complete WSH 2.1 Study for Chapter 2 Test