1. The Marketing Environment

2. The External Environment Demographics Social Change Social Change Economic Conditions Economic Conditions Political & Legal Factors Political & Legal Factors Technology Competition Environmental Scanning Target Market External Environment (uncontrollable) Ever-Changing Marketplace Product Distribution Promotion Price Product Distribution Promotion Price Internal (within the organization) Marketing mix

3. Social Factors American Values Component Lifestyles Working Women/Family Roles Time Pressures

4. Demographic Factors Demography is the study of a population’s vital statistics. For example: Age Groups Ethnic Groups Income Groups Family size/type

5. Age Groups Tweens Generation Y Generation X Baby Boomers

6. Importance of Ethnic Markets Growth Hispanic Americans African Americans Asian Americans Native Americans Multiculturalism

7. Economic Factors Consumer Income Financial Power of Women Purchasing Power Inflation Recession Improve existing products/ introduce new ones Maintain and expand services Promote product value

8. Technological Factors Research Global Innovation RSS and Blogging Basic Research Basic Research Marketing Mix Applied Research Applied Research Technology Advances

9. Political and Legal Factors Laws and Regulations Protect: New Technology Society Businesses Consumers

10. Federal legislation Sherman Act Clayton Act Federal Trade Commission Act Celler-Kefauver Antimerger Act Hart-Scott-Rodino Act Sherman Act Clayton Act Federal Trade Commission Act Celler-Kefauver Antimerger Act Hart-Scott-Rodino Act Regulate competitive environment Robinson-Patman Act Regulate pricing practices Wheeler-Lea Act Control false advertising

11. Regulatory Agencies Consumer Product Safety Commission Federal Trade Commission Food and Drug Administration Protects consumer safety in and around their homes Prevents unfair methods of competition in commerce Enforces safety regulations for food and drug products

12. Consumer Privacy Government Actions: Gramm-Leach-Bliley Act Health Insurance Portability and Accountability Act California’s Notice of Security Breach law

13. Competitive Factors How many? How big? Degree of Interdependence Competing for market share and profits

14. Physical Environment Natural Resources Climate Natural disasters Green Marketing Green products Green packaging