Marketing bán hàng - Chapter 4: Evaluating opportunities in the changing marketing environment

Chapter 4: Evaluating Opportunities in theChanging MarketingEnvironmentWhen you finish this chapter, you should4-2Chapter 4 Objectives 1. Know the variables that shape the environment of marketing strategy planning.2. Understand why company objectives are important in guiding marketing strategy planning.3. See how the resources of a firm affect the search for opportunities.4. Know how the different kinds of competitive situations affect strategy planning.5. Understand how the economic and technological environment can affect strategy planning.6. Know why you might be sent to prison if you ignore the political and legal environment.7. Understand how to screen and evaluate marketing strategy opportunities.8. Understand the important new terms.The Importance of ObjectivesSettingCompanyObjectivesProvideGuidelinesCoordinateEffortLead to Marketing ObjectivesBeExplicit4-3A Hierarchy of ObjectivesExhibit 4-14-4R&DObjectivesHRObjectivesMarketingObjectivesFinanceObjectivesProductionObjectivesCompanyObjectivesSalesPromotionObjectivesMass SellingObjectivesPersonalSellingObjectivesPriceObjectivesPromotionObjectivesPlaceObjectivesProductObjectivesLimits on Opportunity SearchMarketing StrengthsProducing Capability and FlexibilityFinancial Strength?????????????????????????4-5The Competitive EnvironmentInformation on CompetitorsCompetitive BarriersCompetitive RivalsCompetitor AnalysisKinds of MarketsKeyConceptsin theCompetitiveEnvironment4-6The Economic and Technological EnvironmentInterest RatesGlobal EconomyRapid ChangeKeyEconomicForces4-7The Impact of TechnologyTechnology is the application of science to convert and economy’s resources to outputTechnology impacts marketing both through opportunities for new products and new ways (processes) for handling marketing functionsExample: consider the InternetProducts: software for computer usersProcess: selling from a web site4-8The Political and Legal EnvironmentRegionalGroupingsNationalismConsumerismCharacteristicsof the PoliticalEnvironment4-9Agencies ResponsibilitiesFederal Trade Commission (FTC) Enforces laws and develops guidelines regarding unfair business practicesFood and Drug Administration (FDA) Enforces laws and develops regulations to prevent distribution and sale of hazardous consumer productsConsumer Product Safety Commission Enforces Consumer Product Safety Act(CPSC)Federal Communications Commission Regulates interstate wire, radio, and (FCC) television Environmental Protection Agency (EPA) Develops and enforces environmental protection standardsOffice of Consumer Affairs (OCA) Handles consumer complaintsExhibit 4-44-10Some Important U.S. Federal Regulatory AgenciesThe Cultural and Social Environment4-11Cultural Trend: The Changing Roles of WomenTimePoverty Economic PowerCareerOpportunitySales and Cost Curves ofTwo StrategiesExhibit 4-6DollarsTotal costYearsSales012345Product AIn this graphic, a too-narrow focus on the first year’s results might cause the marketing manager to abandon this product as too costly.4-12Sales and Cost Curves of Two StrategiesTotal costYearsSales012345Product BIn this graphic, a too-narrow focus on the first year’s results might cause the marketing manager to adopt the product prematurely, since its performance in year one is misleading.Exhibit 4-64-13Sales and Cost Curves of Two StrategiesExhibit 4-64-14DollarsTotal costYearsSales012345Product ATotal costYearsSales012345Product BSeen together, it is easy to see that Product A offers a vastly better overall return than does Product BExhibit 4-74-15Business StrengthIndustry AttractivenessHighMediumLowHighMediumLowNo GrowthBorderlineGrowthEvaluating OpportunitiesInsensitiveSensitiveBasiccommodity-typeconsumerproductsIndustrialproductsConsumerproducts thatare linked toculturalvariablesExhibit 4-84-16Continuum of Environmental SensitivityTechnologyNationalismNAFTAConsumerismCultural and Social EnvironmentStrategic Business Unit (SBU)Portfolio ManagementMission StatementCompetitive EnvironmentCompetitor AnalysisCompetitive RivalsCompetitive BarriersEconomic and Technological EnvironmentKey Terms4-17