MARK 3000 Chapter Notes - Chapter 5: Epcot, Organic Cotton, Greenwashing
7 Nov 2017
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Chapter 5 – Marketing Environment
Marketing Environment
- Uncontrollable elements outside of any organization that may affect its performance
- Environmental scanning: systematic analysis of those elements
Marketing Environment Analysis Framework
- Consumers are in the center – directly affected by actions that occur in the intermediate
environment
- Intermediate environment
• Company Capabilities: successful marketing firms focus on watching market trends and
matching that to the things they do best (glass case glass screen protectors)
• Corporate Partners: assist the company in manufacturing and marketing goods
o E) auto aufaturer’s ork ith sheet etal suppliers, tire aufaturers, et.
o Ex) Nau working with growers of organic cotton, recycled bottles, and ranchers of
happ sheep
Macro/external environment
- Aspets of eteral eiroet that affet a opa’s usiess….
- Demographic – population statistics
• Info about the characteristics of human populations/segments, especially those used to
identify consumer markets by age, gender, income, and education
• Generational cohorts: groups composed of individuals who were born within the same time
periods
o Gen Z (digital natives) newest, surrounded by technology
o Gen Y (millennials) us, biggest cohort since baby boomers
o Gen X parents, first gen of latchkey kids, 50% have divorced parents
o Baby Boomers largest population of 50+ consumers in US history
• Education – related to income which determines purchasing power
o People of similar education levels can sometimes behave similarly
• Gender
o The reversal of gender roles has caused marketers to have to approach these two
groups differently.
• Ethnicity
o Minority groups are continuously growing and are estimated to become the
majority by 2050. Marketers have to take this into account and figure out ways to
effectively market to the many different ethnic groups in America.
- Cultural/social – shared meanings, values, and beliefs
• Country Culture: Cultural values typical of a country such as dress, symbols, ceremonies,
food, etc.
• Regional Culture: Influence of the location people live at in a country
• “oial Treds: hat’s popular affets the a osuers ehae
o Thrift
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