Table of Contents
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CHAPTER OBJECTIVES
CHAPTER OBJECTIVES
Figure 2.1 -- Elements of the Marketing Mix Within an Environmental Framework
Environmental Scanning and Environmental Management
SOTHEBYS.COM Environmental Scanning resulted in the Amazon-Sotheby’s partnership that combines the auction company’s centuries-old reputation for quality and integrity with Amazon’s unequalled access to the online market
Environmental Scanning and Environmental Management
THE COMPETITIVE ENVIRONMENT
RIMADYL Developed by Pfizer’s Animal Health Division, Offers Dogs Relief From Arthritis Pain. Pfizer’s Patent Gives It Exclusive Rights to Produce and Market the Medication.
Types of Competition
Legoland California Legoland Competes with Other Theme Parks in California
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Types of Competition
Figure 2.2 – Vacation Dive Packages: Substitutes for Holiday Predictability
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Types of Competition
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Developing a Competitive Strategy
Developing a Competitive Strategy
Developing a Competitive Strategy
Figure 2.3: The Internet Sales Component of Wal-Mart’s Competitive Strategy
Time-Based Competition
Figure 2.4 – Thermasilk by Unilever: Winning the New-Product Introduction Race over Rival Procter & Gamble
THE POLITICAL-LEGAL ENVIRONMENT
Bell Atlantic & GTE Deregulation Increases Competitiveness in the Telecommunications Industry
Government Regulation -- The Four Phases
The Federal Trade Commission: “Working for Consumer Protection and a Competitive Marketplace”
Government Regulation -- The Four Phases
Government Regulation -- The Four Phases
The Federal Office of Consumer Protection Provides Information on a Variety of Consumer Topics
Government Regulation -- The Four Phases
The CNS Web Site Covering Airline Deregulation
Government Regulation
The Federal Office of Consumer Protection’s Index Page on E-commerce & the Internet Protection of Consumers From Online Fraud and Deceptive Advertising
Table 2.1 – Major Federal Laws Affecting Marketing Laws Maintaining a Competitive Environment
Table 2.1 – Major Federal Laws Regulating Competition
Figure 2.5 – Utility Deregulation: Converting Monopolies Into More Competitive Industries
Other Regulatory Forces
AARP’s Home Page: AARP Represents Its Members’ Special Interests
Controlling the Political-Legal Environment
THE ECONOMIC ENVIRONMENT
THE ECONOMIC ENVIRONMENT
Business Cycles
Figure 2.6 – Increased Spending for Luxury Products during Periods of Prosperity
Godiva Expanding Product Lines During the Prosperity Stage Godiva adds ice cream to its product line
Inflation
Unemployment
MONSTER.COM Monster.com helps job seekers and employers find each other online.
Income
Figure 2.7 – Online Services Designed to Meet the Needs of Increasingly Wealthy Consumers The copy promotes how easy investors can buy art using Artnet.com’s Online Auction
Resource Availability
The International Economic Environment
Austrian Tourist Office Economic Growth in Other Countries Often Means Increased Potential Growth Due to Foreign Tourists
THE TECHNOLOGICAL ENVIRONMENT
An Example of an Australian Bed and Breakfast Guide Using Technology to Improve Service Across the Globe
Figure 2.8 – Applying Technology to Meet the Energy Needs of Tomorrow
Figure 2.9 – Applying Technology to Address a Major Health Concern
Figure 2.10 – Applying Technology to Improve Business Communications
St Francis Hospital and Health Care Technology Improving Surgical Procedure
Fidelity Investments Applying Technology Helps Fidelity Improve Customer Service
THE SOCIAL-CULTURAL ENVIRONMENT
Figure 2.11 – Magazines Designed to Appeal to Different Segments of a Diverse Marketplace
GardenBurger GardenBurger is a leader in marketing meatless products that satisfy demands of vegetarians and health-conscious consumers
Doritos WOW! Frito-Lay Launches Low-Fat Snacks for Health-Conscious Consumers
Importance in International Marketing Decisions
Consumerism
John F. Kennedy’s Statement of Consumer Rights
The Home Page of Consumer Reports Online – the #1 Print and www Consumer Publication
The Home Page of Consumer World: A Public Service, Non-commercial Guide Cataloging Over 2000 of the Most Useful Consumer Resources.
Sellers’ Rights
Figure 2.12 – Addressing Consumers’ Right to Be Safe
Marketing’s Role in Society
Criticisms of the Competitive Marketing System
Additional Criticisms of the Competitive Marketing System
ETHICAL ISSUES IN MARKETING
Marketing Ethics
Lorillard Tobacco Company Lorillard Launches Youth Smoking Prevention Advertising Campaign
For Class Discussion
Figure 2.14 – American Marketing Association’s Code of Ethics
Ethical Problems in:
The Direct Markeing Association’s “Privacy Promise to American Consumers” Shown Here on the Dma’s Web Site Is But One of Many Industry Attempts to Ensure Consumer Privacy
Ethical Problems in:
Ethical Problems in:
Ethical Problems in:
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Ethical Problems in:
This is one of the ads Camel Cigarettes is running after dropping its “Joe Camel” ads featuring the popular cartoon camel character. Is this an ethical advertisement?
SOCIAL RESPONSIBILITY IN MARKETING
Benetton’s ads are often controversial. Do you consider this a Socially Responsible Advertisement?
Wolverine Wolverine marketers target the growing number of women employed in the construction industry by offering special lines of narrower, smaller-sized work shoes and boots
Figure 2.15 – the Four-step Pyramid of Corporate Social Responsibility
Budweiser Budweiser Advertising Its Socially Responsible Hispanic Scholarship Fund
Socially Responsible Marketing Decisions
Marketing and Ecology
Ad Council The Ad Council Displaying Its Social Responsibility Is Promoting Recycling as an Issue of Social Responsibility
America’s Electric Utility Companies Electric Utility Companies Promote Their Efforts Regarding Environmental Protection
Green Marketing
Ford Motor Company Ford Promotes Its Recycling and Environmental Efforts
CONTROLLING THE MARKETING SYSTEM
STRATEGIC IMPLICATIONS OF THE MARKETING ENVIRONMENT, ETHICS, AND SOCIAL RESPONSIBILITY
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