MARK301 Lecture Notes - Lecture 5: Air Canada, Canadian Imperial Bank Of Commerce, Consumerism
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Marketing Forces - The Macroenvironment
The Changing World
where do shift in marketing philosophy come from?
why have companies moved toward societal marketing?
how does change inﬂuence marketing?
technological reach is increasing at a rapid rate compared to only a few decades ago
it took the radio 38 years to reach an audience of 50 million, much faster for the TV, the internet,
there are 367,000 babies born in a day
but the percentage of where these babies are born are not equally distributed
on average, food travels 1200 km to reach your plate
70% of Canadians pay attention to social issues when making purchasing decisions
So, what is changing?
the digital age
ethics and social responsibility
why should marketers care? - the changes to
the macroenvironment will affect how actors
behave in the microenvironment
forces that buffer the microenvironment
two different perspectives:
1. the environment is uncontrollable - watch and react! (watch things happen)
analyze and accept environmental forces
adapt strategies to avoid threats and take advantage of opportunities
2. the environment is changeable - manage it! (make things happen)
some things are uncontrollable - the company must simply watch and react
other things are changeable - take aggressive action to shape the environment
pay attention to the ones that affect your business, your consumers, and the interest of society’s
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