营销九式之三.ppt

Click to edit Master title style,Click to edit Master text styles,Second level,Third level,Fourth level,Fifth level,2006 McGraw-Hill Ryerson Ltd.All rights reserved.,Click to edit Master title style,Click to edit Master text styles,Second level,Third level,Fourth level,Fifth level,2006 McGraw-Hill Ryerson Ltd.All rights reserved.,Click to edit Master title style,Click to edit Master text styles,Second level,Third level,Fourth level,Fifth level,Click to edit Master title style,2006 McGraw-Hill Ryerson Ltd.All rights reserved.,Click to edit Master title style,Click to edit Master text styles,Second level,Third level,Fourth level,Fifth level,2006 McGraw-Hill Ryerson Ltd.All rights reserved.,Click to edit Master title style,Click to edit Master text styles,Second level,Third level,Fourth level,Fifth level,2006 McGraw-Hill Ryerson Ltd.All rights reserved.,Click to edit Master title style,Click to edit Master text styles,Second level,Third level,Fourth level,Fifth level,2006 McGraw-Hill Ryerson Ltd.All rights reserved.,Click to edit Master title style,Click to edit Master text styles,Second level,Third level,Fourth level,Fifth level,2006 McGraw-Hill Ryerson Ltd.All rights reserved.,Click to edit Master title style,Click to edit Master text styles,Second level,Third level,Fourth level,Fifth level,Click to edit Master title style,Click to edit Master text styles,Second level,Third level,Fourth level,Fifth level,Click to edit Master title style,Click to edit Master text styles,Second level,Third level,Fourth level,Fifth level,Click to edit Master title style,Click to edit Master text styles,Second level,Third level,Fourth level,Fifth level,Click to edit Master title style,Click to edit Master text styles,Second level,Third level,Fourth level,Fifth level,Click to edit Master title style,Click to edit Master text styles,Second level,Third level,Fourth level,Fifth level,Click to edit Master title style,Click to edit Master text styles,Second level,Third level,Fourth level,Fifth level,Click to edit Master title style,Click to edit Master text styles,Second level,Third level,Fourth level,Fifth level,Click to edit Master title style,Click to edit Master text styles,Second level,Third level,Fourth level,Fifth level,Click to edit Master title style,Click to edit Master text styles,Second level,Third level,Fourth level,Fifth level,Click to edit Master title style,Click to edit Master text styles,Second level,Third level,Fourth level,Fifth level,Click to edit Master title style,Click to edit Master text styles,Second level,Third level,Fourth level,Fifth level,Click to edit Master title style,Click to edit Master text styles,Second level,Third level,Fourth level,Fifth level,Click to edit Master title style,Click to edit Master text styles,Second level,Third level,Fourth level,Fifth level,Click to edit Master title style,Click to edit Master text styles,Second level,Third level,Fourth level,Fifth level,Click to edit Master title style,Click to edit Master text stylesSecond level,Third level,Fourth level,Fifth level,Click to edit Master title style,Click to edit Master text styles,Second level,Third level,Fourth level,Fifth level,Click to edit Master title style,Click to edit Master text styles,Second level,Third level,Fourth level,Fifth level,Click to edit Master text styles,Second level,Third level,Fourth level,Fifth level,2006 McGraw-Hill Ryerson Ltd.All rights reserved.,Click to edit Master title style,Click to edit Master text styles,Second level,Third level,Fourth level,Fifth level,Click to edit Master title style,Click to edit Master title style,Click to edit Master text styles,Second level,Third level,Fourth level,Fifth level,Click to edit Master title style,Click to edit Master text styles,Second level,Third level,Fourth level,Fifth level,Click to edit Master title style,Click to edit Master text styles,Second level,Third level,Fourth levelFifth level,Click to edit Master title style,Click to edit Master text styles,Second level,Third level,Fourth level,Fifth level,Click to edit Master title style,Click to edit Master text styles,Second level,Third level,Fourth level,Fifth level,Click to edit Master title style,Click to edit Master text styles,Second level,Third level,Fourth level,Fifth level,Click to edit Master title style,Click to edit Master title style,Click to edit Master text styles,Second level,Third level,Fourth level,Fifth level,Click to edit Master title style,Click to edit Master text styles,Second level,Third levelFourth level,Fifth level,Click to edit Master title style,Click to edit Master text styles,Second level,Third level,Fourth level,Fifth level,Click to edit Master title style,Click to edit Master title style,2006 McGraw-Hill Ryerson Ltd.All rights reserved.,Click to edit Master title style,Click to edit Master text styles,Second level,Third level,Fourth level,Fifth level,2006 McGraw-Hill Ryerson Ltd.All rights reserved.,Click to edit Master title style,Click to edit Master text styles,Second level,Third level,Fourth level,Fifth level,2006 McGraw-Hill Ryerson Ltd.All rights reserved.,Click to edit Master title style,Click to edit Master text styles,Second level,Third level,Fourth level,Fifth level,2006 McGraw-Hill Ryerson Ltd.All rights reserved.,Scanning the Marketing Environment,3,Explain how environmental scanning provides information about social,economic,technological,competitive,and regulatory forces.,Describe how social forces,such as demographics,and culture and economic forces,such as macroeconomic conditions and consumer income,affect marketing.,Describe how technological changes can affect marketing.,Discuss the forms of competition that exist in a market,key components of competition,and the impact of competition on corporate structures.,Explain the major legislation that ensures competition and protects consumers in Canada.,Learning Objectives,After reading this chapter,you should be able to:,SCANNING THE MARKETING ENVIRONMENT,Its Show Time!,Apples iPod,DVRs,Wireless Networks,High-Definition Television,2006 McGraw-Hill Ryerson Ltd.All rights reserved.,Apple iPod Ad,2006 McGraw-Hill Ryerson Ltd.All rights reserved.,Napster Ad,ENVIRONMENTAL SCANNING,IN THE NEW MILLENNIUM,Tracking Environmental Trends,2006 McGraw-Hill Ryerson Ltd.All rights reserved.,FIGURE 3-1Environmental forces affecting the organization,as well as its suppliers and customers,ENVIRONMENTAL SCANNING IN THE NEW MILLENNIUM,An Environmental Scan of Canada,2006 McGraw-Hill Ryerson Ltd.All rights reserved.,FIGURE 3-2,An environmental scan of Canadas marketplace,Demographics,The World Population at a Glance,Population Explosion,The Canadian Population,Generational Cohorts,Baby boomers,Generation X,Generation Y,SOCIAL FORCES,2006 McGraw-Hill Ryerson Ltd.All rights reserved.,FIGURE 3-3,The changing distribution of the world population,2006 McGraw-Hill Ryerson Ltd.All rights reserved.,Olay Ad,Which population group is this advertiser trying to reach?,2006 McGraw-Hill Ryerson Ltd.All rights reserved.,Donna Karan Ad,Which population group is this advertiser trying to reach?,2006 McGraw-Hill Ryerson Ltd.All rights reserved.,Motorola Ad,Which population group is this advertiser trying to reach?,The Canadian Family,Blended family,Population Shifts,Census metropolitan areas(CMAs),Ethnic Diversity,Multicultural marketing,SOCIAL FORCES,Culture,Changing Attitudes and Values,Value consciousness,SOCIAL FORCES,Concept Check,Describe three generational cohorts.,Answer:,Baby Boomers were born between 1946 in 1964.,Generation X was born between 1965 in 1976,Generation Y was born between 1977 and 1994,Concept Check,Why are many companies developing multicultural marketing programs?,Answer:,They recognize the growing ethnic diversity within Canada.,Concept Check,What is a census metropolitan area?,Answer:,Census metropolitan areas(CMAs)are geographic labour market areas having a population of 100,000 persons or more.,ECONOMIC FORCES,The Economy,Macroeconomic Conditions,Consumer Income,Gross Income,Disposable Income,Discretionary Income,2006 McGraw-Hill Ryerson Ltd.All rights reserved.,Income distributions of U.S.households,TECHNOLOGICAL FORCES,Technology,of Tomorrow,Technologys Impact on Customer Value,Electronic Business Technologies,Marketspace,Electronic Commerce,Intranet,Extranets,2006 McGraw-Hill Ryerson Ltd.All rights reserved.,Memorex,What products might be replaced by this innovation?,2006 McGraw-Hill Ryerson Ltd.All rights reserved.,Napster,What products might be replaced by this innovation?,2006 McGraw-Hill Ryerson Ltd.All rights reserved.,LG,What products might be replaced by this innovation?,2006 McGraw-Hill Ryerson Ltd.All rights reserved.,rePlanet photo,Example of recycling,2006 McGraw-Hill Ryerson Ltd.All rights reserved.,Lever Ad,Example of precycling,Competitive Forces,Alternate Forms of,Competition,Pure competition,Monopoly,Oligopoly,Monopolistic competition,Competitive Forces,Components of Competition,Entry,Barriers to Entry,Power of Buyers and Suppliers,Existing Competitors and Substitutes,Small Business as Competitors,Concept Check,What is the difference between a consumers disposable and discretionary income?,Answer:,While the disposable income is what is left after paying taxes and for such necessities as food,shelter,clothing and transportation;discretionary income is what remains after all taxes and necessities have been covered.,Concept Check,How does technology impact customer value?,Answer:,Technology impacts customer value partly to reduce costs associated with its use.It also provides value for the development of new,better products.Existing products and the ways in which they are produced may also be changed.,In pure competition there are a _,number of sellers.,very large,Concept Check,REGULATORY FORCES,Protecting Competition and Consumers,The Competition Act,Self-Regulation,Consumerism,2006 McGraw-Hill Ryerson Ltd.All rights reserved.,FIGURE 3-4,Major federal legislation designed to protect competition and consumers,The _ Act is the most important legislation designed to protect competition and consumers in Canada.,Concept Check,Competition,An alternative to legislation protecting competition and consumers is self-_.,Concept Check,regulation,Answer:,Consumerism is a movement to increase the influence,power,and rights of consumers in dealing with institutions.,What is consumerism?,Concept Check,1.What is the current(to the minute)population of Canada?What is the projected population of Canada in,2017,?,Internet Exercise,2.How many people are aged 90 and over in Canada?(Thats right,90).,Internet Exercise,3.How many single-parent families are there in Canada?,Internet Exercise,Based on the case information and what you know about todays music industry,conduct an environmental scan for Flyte Tyme to identify key trends.,For each of the five environmental forces(social,economic,technological,competitive,and regulatory),identify trendslikely to influence it in the near future.,VIDEO CASE 3-1,Flyte Tyme Productions,Inc.:The Best Idea Wins!,About 80%of startup businesses fail within five years.,What reasons explain Flyte Tymes continuing success?,VIDEO CASE 3-2,Flyte Tyme Productions,Inc.:The Best Idea Wins!,What marketing factors and actions must Jimmy Jam and Terry Lewis consider in developing music,(a)for a new,unknown artist and,(b)an established artist like Janet Jackson?,VIDEO CASE 3-3,Flyte Tyme Productions,Inc.:The Best Idea Wins!,What promotional and distribution strategies should Flyte Tyme use to get its music in front of prospective buyers?,VIDEO CASE 3-4,Flyte Tyme Productions,Inc.:The Best Idea Wins!,The process of continually acquiring information on events occurring outside the organization to identify and interpret potential trends is called environmental scanning.,Environmental Scanning,The social forces of the environment include the demographic characteristics of the population and its values.,Social Forces,Describing the population according to selected characteristics such as their age,gender,ethnicity,income,and occupation is referred to as demographics.,Demographics,The generation of children born between 1946 and 1964 is know as the baby boomers.,Baby Boomers,Generation X includes the 15%of the North American population born between 1965 and 1976.,Generation X,Generation Y refers to North Americans born after 1976,the year that many baby boomers began having children.,Generation Y,A blended family is formed when divorced people remarry and merge into a single household.,Blended Family,Culture incorporates the set of values,ideas,and attitudes of a homogenous group of people that are transmitted from one generation to the next.,Culture,Value consciousness is the concern for obtaining the best quality,features,and performance of a product for a given price.,Value Consciousness,The total amount of money made in one year by a person,household,or family unit is referred to as gross income.,Gross Income,Disposable income is the money a consumer has left after paying taxes to use for food,shelter and clothing.,Disposable Income,Discretionary income is the money that remains after paying for taxes and necessities.,Discretionary Income,Technology refers to inventions or innovations from applied science or engineering research.,Technology,Marketspace is an information-and communication-based electronic exchange environment mostly occupied by sophisticated computer and telecommunication technologies and digitized offerings.,Marketspace,Any activity that uses some form of electronic communication in the inventory,exchange,advertisement,distribution,and payment of goods and services is often called electronic commerce,Electronic Commerce,An Intranet is an Internet/Web based network used within the boundaries of an organization.,Intranet,Extranets use Internet-based technologies to permit communication between a company and its suppliers,distributors,and partners.,Extranets,Regulation consists of restrictions state and federal laws place on business with regard to the conduct of its activities.,Regulation,Consumerism is a“grassroots”movement to increase the influence,power,and rights of consumers in dealing with institutions.,Consumerism,Competition refers to the alternative firms that could provide a product to satisfy a specific markets needs.,Competition,Barriers to entry are business practices or conditions that make it difficult for new firms to enter the market.,Barriers to Entry,In self-regulation an industry attempts to police itself.,Self-Regulation,Geographic labour markets having a population of 100,000 persons or more.,Census Metropolitan Areas,The key legislation designed to protect competition and consumers in Canada.,Competition Act,Pertains to the income,expenditures,and resources that affect the cost of running a business and household.,Economy,Combinations of the marketing mix that reflect the unique attitudes,ancestry,communication preferences,and lifestyles of ethnic Canadians.,Multicultural