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Marketing is among the core subjects in Management field. In the following Lecture Slides, the Lecturer has put emphasis on these fundamentals of marketing : Demographic Environment, Collar Population, Collar Workers, Managers Increased, Professionals, Manufacturing, Increasing Diversity, Various Groups, Cultural Differences, Ethnic Segments
Typology: Slides
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Greater White-Collar Population
1950 – 1985: - White-collar workers increased from 41% to54% while blue-collar workers decreased from47% to 33%. - 1983 – 1999: - Professionals and managers increased from23% to greater than 30%. - 2002 – 2012: - Professionals should increase by 25% whilemanufacturing is expected to increase 3%.
U.S. is a “salad bowl” mixing togethervarious groups, each of which retains itsethnic and cultural differences.
Ethnic segments are growing as apercentage of the U.S. population andgrowth is projected to continue.
Increased marketing efforts towards:
Gay and lesbian consumers
People with disabilities
Shortages of raw materials.
Increased pollution. - Increased government intervention. - Environmentally sustainable strategies.
Most dramatic force shaping our destiny. Changes rapidly. Creates new markets and opportunities. Challenge is to make practical, affordableproducts. Safety regulations result in higher researchcosts and longer time betweenconceptualization and introduction ofproduct.
The institutions and other forces that affecta society’s basic values, perceptions,preference, and behaviors.
Core beliefs and values are passed on fromparents to children and are reinforced byschools, churches, business, and government. - Secondary beliefs and values are more open tochange. - Marketers may be able to change secondarybeliefs, but NOT core beliefs.
Themselves
Others - Organizations - Society - Nature - The universe
Hiring lobbyists
Running “advertorials” - Pressing law suits - Filing complaints - Forming agreements to control channels
**Describe the environmental forces that affectthe company’s ability to serve its customers.
Explain how changes in the demographic andeconomic environments affect marketingdecisions.
Identify the major trends in the firm’s naturaland technological environments.
Explain the key changes in the political andcultural environments.
Discuss how companies can react to themarketing environment.**
