ADM 2320 Lecture Notes - Lecture 3: Interest Rate, Exchange Rate, North American Free Trade Agreement
Chapter 3: Analyzing the Marketing Environment
Marketing Environment Analysis Framework:
Tim Hortons facing online backlash over Enbridge ads
Competition: KFC faces pressure after Mcdonalds says no antibiotic in chicken
Macro-environment: CDSTEP
E.g. Marketing research –people of different regions of same age regions, will they respond
similarly? –Asians and Caucasians - picked different commercial when not allowed to think.
Did no see reasonable difference when given time to think.
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Culture: languages, beliefs, morals, value, customs of a group of people
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Countable characteristics of a human population and segments used to identify consumer
markets
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E.g. Gender, Ethnicity, age, income, education
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Demographics
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Connected –apps, mobile wallets, convenience in purchases –drive thru, curbside pick up,
delivery, etc.
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Social Consciousness –social, environmental, sustainability efforts
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Preference for luxury brands
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Kids living longer at home
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Living home
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Waiting longer to start family
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Condos -
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Smaller space, bigger lifestyles
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More multi-cultural
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Age of access & sharing –accessing services as I need –sharing services for driveways -
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Social and Demographic trends
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Information, communications, health, Life & Biosciences, etc.
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Internet
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Smartphones –buy, compare
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Wearable
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Internet of Things
Technology
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3 - Analyzing the Marketing Environment
Saturday, 30 September, 2017
9:56 PM
Marketing Page 1