文档介绍：The Marketing Environment and Marketing Ethics 3
The Marketing Environment
and Marketing Ethics
chapter
3
Target Market
A defined group most likely to buy a firm’s product.
1
External Marketing Environment
1
Demographics
Social
Change
Economic
Conditions
Political &
Legal Factors
Technology
Competition
Environmental
Scanning
Target Market
Product
Distribution
Promotion
Price
External Environment is not controllable
Ever-Changing
Marketplace
Social Factors
Values
Attitudes
Lifestyle
Social Factors
2
Marketing-Oriented Values
Cultural
Creativity
Traditionalism
Modernism
Interested in new products
and services.
“Heartlanders” with
nostalgic views
Place high value on ess, materialism, technology
2
The Poverty of Time
2
A lack of time to do anything but work, commute to work, handle family situations, do housework, shop, eat, sleep...
Role of Families & Women
58% of all females are in the workforce
Rising purchasing power from dual-e families
Change of “traditional” purchasing roles
2
Demographic Factors
Age
Location
Ethnicity
Demographics
3
Age Groups: Generation Y
3
60 Million
Born between 1979 and 1994
Nearly 60% of children under age 6 have working mothers
Size creates immense marketing impact
Respond to ads differently
Age Groups: Generation X
3
17 Million
Born between 1965 and 1978
Savvy and cynical consumers
More materialistic - Indulge themselves with meals/alcohol, clothing, and electronics
Age Groups: Baby Boomers
3
78 Million
Born between 1946 and 1964
Cherish youth, convenience, and individuality
Individualism has led to a personalized economy
Age Groups: Older Consumers
Age “50 plus”
Healthier, wealthier, better educated, brand loyal
Considerable purchasing power
Market potential not fully tapped
3
Location: Americans on the Move
Average . citizen moves every six years
Immigrants add $10 billion yearly to economy
Migration is a global phenomenon
3
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