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Every company faces a wide range of competitors. A company must secure a strategic advantageous competitors by positioning their offerings to be successful In the marketplace. No competitiveness strategy is best for all companies. F. Publics public Is any group that has an actual or potential Interest In or Impact on an irreconcilability’s to achieve its objectives. A company should prepare a marketing plan for all of their major publics as well as their customer markets. Generally, publics can be identified as being:l).
Financial publics–influence the company’s ability to obtain funds. ), Medal publics–carry news, features, and editorial opinion. 3). Government publics-??take developments Into account. 4). Citizen-action publics–a company’s decisions are often questioned by consumer organizations. 5). Local publics–includes neighborhood residents and community organizations. 6). General publics–a company must be concerned about the general publics attitude toward its products and services. 7). Internal publics–workers, managers, volunteers, and the board of directors. 2.
MACRO ENVIRONMENT The Company’s Macro environment The company and all of the other actors operate in a larger macro environment of ores teashop opportunities and pose threats to the company. There are six major forces (outlined below)Len the company’s macro environment. There are SIX major forces (outlined below) In attachments macro environment. A. Demographic. B. Economic. C. Natural. D. Technological. E. Political. F. Cultural. A. Demographic Environment Demography is the study of human populations in terms of size, density, location, age, sex, race,occupation, and other statistics.
It is of major interest to marketers because it involves people and people make up markets. Demographic trends are constantly hanging. Some more Interestingness are-I). The world’s population (though not all countries) rate is growing at an explosive rate that Wilson exceed food supply and ability to adequately service the population. The greatest danger sin the poorest countries where poverty contributes to the difficulties. Emerging markets such shall are receiving Increased attention from global marketers. 2). The most important trend is the changing age structure of the population.
The population saying because of a slowdown in the birth rate (in this country) and life expectancy is increasing. The baby boomers following World War II have produced a huge “bulge” In our population’s distribution. The new prime market Is the middle age group (In the future It will be the senior citizen group). There are many subdivisions of this group. A). Generation 1 OFF distinguishingcharacteristics. They are a very cynical group because of all the difficulties that have surrounded impacted their group. B). Echo boomers (baby boomers) are the large growing kid and teen market.
This group is soused affluence on the part of their parents (as different from the Gene Seers). One istinguishingcharacteristic is their utter fluency and comfort with computer, digital, and Internet technology(sometimes called Net-Genes). C). Generational marketing is possible, however, caution must be used to avoid counterrevolutionaries. Many in the modern family now “telecommute”–work at home or in a remote officered conduct their business using fax, cell phones, modem, or the Internet In general, the population is becoming better educated.
The work force is be-coming more white- collar. Products such as books and education services appeal to groups following this rend. Technicalities (such as in computers) will be a must in the future. The final demographic trend is authenticating ethnic and racial diversity of the population. Diversity is a force that must prerecording in the next decade. However, companies must recognize that diversity goes beyond ethnic heritage. One the important markets of the future are that disabled people (a market larger any of our ethnic minority groups). . Economic Environment The economic environment includes those factors that affect consumer purchasing power independent patterns. Major economic trends in the United States include:l). Personal consumption (along with personal debt) has gone up (asses) and the early asses brought recession that has caused adjustments both personally and corporately in this country. Today, consumers are more careful shoppers. 2). Value marketing (trying to offer the consumer greater value for their dollar) is a very segregationists in the asses.
Real income is on the rise again but is being carefully guarded by a value- conscious consumer. 3). Income distribution is still very skewed in the U. S. And all classes have not shared in prosperity. In addition, spending patterns show that food, housing, and transportation acoustically for the majority of consumer dollars. It is also of note that distribution of income hesitated a “two-tiered market” where there are those that are affluent and less affluent. Marketer’s carefully monitor economic changes so they will be able to prosper with the trend, notorious from it. . Natural Environment natural environment involves natural resources that are needed as inputs by marketers or that are affected by marketing activities. During the past two decades environmental convergences steadily grown. Some trend analysts labeled the specific areas of concern were: 1). Shortages of raw materials. Staples such as air, water, and wood products have been seriously damaged and non-remarkableness as oil, coal, and various minerals have been seriously depleted during industrial expansion. 2).
Increased pollution statesmanship’s are becoming “environmentally friendly’ and are producing environmentally safe indescribable or biodegradable goods. The public response to these companies is encouraging. However, lack of adequate funding, especially in third world countries, is a major barrier. 3). Government intervention n natural resource management has caused environmental concerns to be more practical antecedence’s in business and industry. Leadership, not punishment, seems to be the best policy for long-term results.
Instead of opposing regulation, marketers should help develop solutions to thematic and energy problems facing the world. 4). Environmentally sustainable strategies. The so-called green movement has encouraged or even demanded that firms produce straightest are not only environmentally friendly but are also environmentally proactive. Firms are beginning to recognize the link between a lately economy and a healthy environment. D. Technological Environment technological environment includes forces that create new technologies, creating new product and market opportunities. ). Technology is perhaps the most dramatic force shaping our destiny. 2). New technologies create new markets and opportunities. 3). The following trends are worth watching:a). Faster pace of technological change. Products are being technologically outdated at a rapid pace. B). There seems to be almost unlimited opportunities being developed daily. Consider disenchanting fields of health care, the pace shuttle, robotics, and epigenetic industries. C). The challenge is not only technical but also commercial–to make practical, friendlessness’s of products. ). Increased regulation. Marketers should be aware of the regulations concerning product safety,individual privacy, and other areas that affect technological changes. They must also be alert Tony possible negative aspects of an innovation that might harm users or arouse opposition. E. Political Environment political environment includes laws, government agencies, and pressure groups thankfulness and limit arioso organizations and individuals in a given society. Various forms of legislation regulate business. L).
Governments develop public policy to guide commerce–sets of laws and regulations limiting business for the good of society as a whole. 2). Almost every marketing activity is subject to a wide range of laws and regulations. Condiments in the political environment include: 1). Increasing legislation to:a). Protect companies from each other. B). Protecting consumers from unfair business practices. C). Against unrestrained business behavior. 2). Changing government agency enforcement. New laws and their enforcement will continue or increase. 3).