Marketing and Communication, Lecture notes of Marketing Research

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Week 2 – Tutorial A

Marketing and Communications

Tutorial

• (^) Recap – The Marketing Environment
• (^) Activity 1, 2 & 3: Individual and group

work relating to the marketing

environment

The Marketing Environment

The internal environment e.g. staff (or

internal customers), office technology, wages

and finance

Micro-environment consists of the actors

close to the company that affect its ability to

serve its customers

Macro-environment includes the actors and

forces outside marketing that affect marketing

management’s ability to build and maintain

successful relationships with customers

Situation Analysis MACRO MICRO MACRO MICRO

Macro environment Social factors

• (^) The average age of Britons is expected to rise to from 39.

years in 2006 to 40.6 years in 2016 and to 42.6 years by

• (^) The number of under-16s in Britain is projected to rise from

11.5 million in 2006 to 12.1 million by 2016 and nearly 13

million by 2031.

• (^) The number of pensioners is expected to exceed the under-

16s by 400,000 in 2016 and by over 2 million in 2031.

Example of Political and legal factors

• VAT reduced to 15% until 2010 to help increase spending

And Increased to 20% on 4 th January 2011 Consumer Protection Act – products must be safe Sale of Goods Act - Correct labelling of products and doing what they say! Governments strategic frame work designed to increase the amount of energy the UK gets from low-carbon technologies. The target is to reduce the greenhouse gas emissions by 80% by 2050 Health and safety issues and legislation

1. In groups of 4 discuss what legal factors

each of these images represent?

2. What other legal factors can you think of?

There are many!

Groups to feedback to

Activity 2

Environment Change Business (^) Type of PESTEL Factor i.e (economic) Impact on the organisation Energy price rise Manufacturing company Interest rate increase Estate Agent England to host Olympics or any other sports event Sportswear Retailer 50MB broadband announced DVD Rental Company Major Security glitch with Windows Vista Bank Education spending increase in budget Educational Publisher Major scandal involving football celebrity Magazine Publisher Flexible working rights for all working Small Firm of Accountants

Individual task

1. Fill in the gaps explaining the type of PESTEL factor ( Political, Legal or Social etc. )
2. Provide examples of the impact on the organisation
3. Create 3 more types of external changes Activity 3 – worksheet

provided

Independent Study

• (^) Task: Self-Assessment

(online multiple choice challenge)

http://wps.pearsoned.co.uk/ema_uk_he_blythe_ess

mark_5/231/59387/15203131.cw/index.html

• (^) Reading : The Effects of Environmental

Factors on Small-Scale Business

http://smallbusiness.chron.com/effects-

environmental-factors-smallscale-business-

66109.html

Any Question?