Professional Documents
Culture Documents
Chapter 3 Ethics and Social Responsibility.
Chapter 3 Ethics and Social Responsibility.
Chapter 3 Ethics and Social Responsibility.
Organization to support
Entrepreneurs challenge
Example: organization charts
Simpsons on Wal-Mart
Marketing:
Brand strength
Channel relationships (car dealers, franchisees, and what
else?)
Social Factors
American values (upward mobility, work
ethic, self-sufficiency, conformity)
Culture: manner in which people live
Very broad
Economic Factors
Economy: a system of producing,
distributing, & consuming wealth (what is
our purchasing power?)
Shifts (purchasing declines in recession)
Examples:
Interest rates influence buying (0% financing)
Rising costs, inflation unavoidable
Technological Factors
Technological: application of knowledge to
perform tasks more efficiently/effectively
Effective: accomplishing tasks
Efficient: accomplishing tasks with minimum use of
resources
Political Factors
Political
International
Nationalism: emphasis on our country influences
trade (buy American)
Trade groups: ease trade among members
EU lowers trade barriers among European nations
(looking East)
NAFTA Canada, U.S., and Mexico
What do you see as the advantages and disadvantages
of each?
Consumerism
Champions individual vs company
Ralph Nader unsafe @ any speed
Sellers must:
Tell the truth
Meet contracts
Competitive Factors
Competitors
Fight for market share or profits
Tend to become similar (sodas, beer, any
others?)
Competitive barriers
Position difficult to copy (any area of firm)
Marketing helps maintain distinction (image, etc)
Can usually avoid head on competition
Summary
Marketing environment and strategy
Six environments
Social
Economic
Technology
Political
Legal
Competitive
Note: we will over demographic factors in a
following unit.
Any questions?