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12 Cards in this Set
- Front
- Back
Marketing Manager's Domain
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Factors
Semi-controllable: Target Market Uncontrollable: Macro-Environment, Micro-Environment Controllable: Market Mix 4 Ps |
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Macro-Economic Environment influenced by
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Economic Elements (Micro/macro level)
Political/Legal Socio-Cultural Technology |
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Competitively scan the market
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Continually scan the environment
Industries that have/are gone Watches/cameras and film/ travel agents / real estate / banking / post office / legal services |
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Economic Elements (Macro)
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Shifts in the economy
Inflation, recession, deflation Relationship of products/service to shifts Neutral: Milk, disposable diapers Positive: Housing Inverse: little luxuries, dry cleaners |
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Political/Legal Factors (Macro)
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Laws to control and protect consumers, employees, competition
Some industries more controlled than others - pharmaceuticals, tobacco Laws create opportunities and threats Political Constraints |
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Socio-Cultural Elements (Macro)
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Demgraphics (USA 308M)
Aging Population Single, divorced, blended families changing family roles Pets Ethnic Diversity in the USA Values |
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Values USA (Part of Socio-Cultural Elements (Macro))
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Freedom - food courts
Individualism - starbucks orders choices - ice cream Do it yourself - pump own gas movement - we can't sit still achievement - success driven price sensitivity and market price/quality tradeoffs youthful nation - don't accept baldness Patriotism Convenience - americans are LAZY Evolving attitudes through evolution of the car + moms |
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Technology (Macro)
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Low tech - couldn't make snowboards with just wood. Laser eye don't need glasses anymore
High Tech - accelerating rates of technology. Napster Mentality don't have to pay for a lot. Magic moments you get it and it changes your life TiVo and garage door openers |
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Micro-Environment
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Nature of the firm
Suppliers Vendors Competitors |
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Nature of the firm (Micro)
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Founder/Leader - steve jobs, bill gates, calvin klein
Company Image - longevity Coca Cola. Corporate Culture Nike vs Pillsbury Functional Orientation - Engrs, mktg, fin Core competency - Production + Operations, customer service, value |
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Micro-environment within channels
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Concentration - concentrated or fragmented. monopoly, duopoly, oligopoly, jester brand
Barriers to Entry - intellectual property rights. Distribution lock History of the industry - age of competitors, evolution of the industry Industry norms - distribution systems, ethics and behavior Leverage - influencing within the channel Stakeholders Influence - employees, shareholders, consumers, activist groups Cost advantage - outsourcing, able to buy large quantities at low prices |
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SWOT Analysis
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Internal
Strengths Weaknesses External Opportunities Threats |