Reading...
Play button
Play button
Use LEFT and RIGHT arrow keys to navigate between flashcards;
Use UP and DOWN arrow keys to flip the card;
H to show hint;
A reads text to speech;
12 Cards in this Set
- Front
- Back
|
Marketing Manager's Domain
|
Factors
Semi-controllable: Target Market Uncontrollable: Macro-Environment, Micro-Environment Controllable: Market Mix 4 Ps |
|
|
Macro-Economic Environment influenced by
|
Economic Elements (Micro/macro level)
Political/Legal Socio-Cultural Technology |
|
|
Competitively scan the market
|
Continually scan the environment
Industries that have/are gone Watches/cameras and film/ travel agents / real estate / banking / post office / legal services |
|
|
Economic Elements (Macro)
|
Shifts in the economy
Inflation, recession, deflation Relationship of products/service to shifts Neutral: Milk, disposable diapers Positive: Housing Inverse: little luxuries, dry cleaners |
|
|
Political/Legal Factors (Macro)
|
Laws to control and protect consumers, employees, competition
Some industries more controlled than others - pharmaceuticals, tobacco Laws create opportunities and threats Political Constraints |
|
|
Socio-Cultural Elements (Macro)
|
Demgraphics (USA 308M)
Aging Population Single, divorced, blended families changing family roles Pets Ethnic Diversity in the USA Values |
|
|
Values USA (Part of Socio-Cultural Elements (Macro))
|
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 |
|
|
Technology (Macro)
|
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 |
|
|
Micro-Environment
|
Nature of the firm
Suppliers Vendors Competitors |
|
|
Nature of the firm (Micro)
|
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 |
|
|
Micro-environment within channels
|
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 |
|
|
SWOT Analysis
|
Internal
Strengths Weaknesses External Opportunities Threats |
