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Lecture 5

MARK301 Lecture Notes - Lecture 5: Air Canada, Canadian Imperial Bank Of Commerce, Consumerism

Course Code
Utku Akkoc

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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 Changes
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,
and Facebook
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
Social Responsibility
70% of Canadians pay attention to social issues when making purchasing decisions
So, what is changing?
the digital age
ethics and social responsibility
non-profit marketing
why should marketers care? - the changes to
the macroenvironment will affect how actors
behave in the microenvironment
The Macroenvironment
forces that buffer the microenvironment
Management Perspectives
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
Political-Legal Environment
pay attention to the ones that affect your business, your consumers, and the interest of society’s
in general
Political Environment
free trade
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