applied marketing strategies lecture 9 mgt 681. marketing ecology part 2
TRANSCRIPT
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APPLIED MARKETING STRATEGIES
Lecture 9
MGT 681
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Marketing EcologyPart 2
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Collecting Information and Forecasting Demand
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Lecture Agenda• What are some influential macro
environment developments?• How can companies accurately measure
and forecast demand?
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Sources of Competitive Information
• Independent customer goods and service review forums
• Distributor or sales agent feedback sites• Combination sites offering customer reviews
and expert opinions• Customer complaint sites• Public blogs
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Macroenvironment
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Needs and Trends
Fad
Trend
Megatrend
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Needs and Trends• Fad: is “unpredictable, short-lived, and without social, economic, and
political significance.” – A company can cash in on a fad, but getting it right requires luck and good
timing.
• Trend: A direction or sequence of events with momentum and durability, – a trend is more predictable and durable than a fad– trends reveal the shape of the future– can provide strategic direction.
• Megatrend: is a “large social, economic, political, and technological change [that] is slow to form, and once in place, influences us for some time—between seven and ten years, or longer.
• What are today’s fads, trends, and megatrends?
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Major Forces in the Environment
Demographic
Economic
Socio-cultural
Natural
Technological
Political-legal
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Population and Demographics
• Population growth• Population age mix• Ethnic markets• Educational groups• Household patterns
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Perspective on the Global Demographic Environment
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Economic Environment
Consumer Psychology
Income Distribution
Income, Savings, Debt, Credit
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Economic Environment and Consumer Psychology
• Consumer spending depends on following factors– Disposable income– Socio economic profile– Aspirations and expectations for the future
• Inflationary environment changes consumer behaviour– Choosy– Bargains for the better deals– Buys bulk and economy packs– Postpones discretionary purchases
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Income Distribution
• Subsistence economies• Raw-material-exporting economies• Industrializing economies• Industrial economies
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Income Distribution• Subsistence economies like Papua New Guinea,
– with few opportunities for marketers
• Raw-material-exporting economies like Democratic Republic of Congo (copper) and Saudi Arabia (oil), – with good markets for equipment, tools, supplies, and luxury goods for the rich
• Industrializing economies like India, Egypt, and the Philippines– where a new rich class and a growing middle class demand new types of
goods
• Industrial economies like Western Europe– with rich markets for all sorts of goods.
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Income Distribution
• Marketers often distinguish countries using five income-distribution patterns
1. Very low incomes
2. Mostly low incomes
3. Very low, very high incomes
4. Low, medium, high incomes
5. Mostly medium incomes
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Social-Cultural Environment
• Views of themselves• Views of others• Views of organizations• Views of society• Views of nature• Views of the universe
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Most Popular American Leisure Activities
• Reading• TV Watching• Spending time with family• Going to movies• Fishing
• Computer activities• Gardening• Renting movies• Walking• Exercise
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Socio-Cultural Influences• Core beliefs and values are passed from parents to children and
reinforced by social institutions—schools, mosques, businesses, and governments.
• Secondary beliefs and values are more open to change. Believing in the institution of marriage is a core belief; believing people should marry early is a secondary belief.– Marketers have some chance of changing secondary values, but little chance
of changing core values.
• Although core values are fairly persistent, cultural swings do take place. • Each society contains subcultures, groups with shared values, beliefs,
preferences, and behaviors emerging from their special life experiences or circumstances.
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Natural Environment
• Shortage of raw materials• Increased energy costs• Anti-pollution pressures• Governmental protections
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Keys to Avoiding Green Marketing Myopia
• Consumer Value Positioning• Calibration of Consumer Knowledge• Credibility of Product Claims
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Consumer Environmental Segments
• Genuine Greens• Not Me Greens• Go-with-the-Flow Greens• Dream Greens• Business First Greens• Mean Greens
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Technological Environment
• Pace of change• Opportunities for innovation• Varying R&D budgets• Increased regulation of change
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The Political-Legal Environment
Business Legislation
Growth of Special Interest Groups
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Forecasting and Demand Measurement
• How can we measure market demand?–Potential market–Available market–Target market–Penetrated market
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A Vocabulary for Demand Measurement
Market Demand
Market Forecast
Market Potential
Company Demand
Company Sales Forecast
Company Sales Potential
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Market Demand Functions
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Estimating Current Demand: Total Market Potential
• Calculations– Multiple potential
number of buyers by average quantity each purchases times price
– Chain-ratio method
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Estimating Current Demand: Area Market Potential
Market-Buildup
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Estimating Current Demand: Area Market Potential
Multiple-Factor Index
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Estimating Future Demand
• Survey of Buyers’ Intentions• Composite of Sales Force Opinions• Expert Opinion• Past-Sales Analysis• Market-Test Method
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For Review
• What are the components of a modern marketing information system?
• What are useful internal records?• What makes up a marketing intelligence
system?• What are some influential macroenvironment
developments?• How can companies accurately measure and
forecast demand?