Summary
samenvatting marketing H2
- Course
- Institution
chapter 2, all chapters belong together for a summary of the entire marketing subject taught by professor Nathalie Dens in the 1st year of the HI (B), tew and sew bachelor's degrees
[Show more]
Seller
Follow
colettetje2000
Content preview
Marketing Nathalie DensMarketing environment
Marketing environment:
Actors and influences outside of marketing that influence marketing’s abilities to build and maintain
successful relationships with selected clients
- 3 levels
o Internal environment
o Performance environment
o External environment
o The closer you get to the centre the bigger the
ability to influence
External environment (PESTLE)
- Environmental scanning
= The process of gathering information about a company’s external events and relationships
to help top management in making decisions and developing a course of action
- Demographic environment
= Demography is the study of human population in terms of size, density, location, age,
education, gender, race, and profession
o Population size and growth, population density, degree of urbanization, age pyramid
and education levels, age pyramid/education levels, household composition,
migration patterns, infrastructure, ageing population, …
- Economic environment (E)
= the factors that affect consumer buying power and spending patterns
Economic climate, Gross Domestic Product (GDP), disposable income,
income distribution, wage inflation, price inflation, exchange rates, export
quota and duties, debt, consumer saving, consumer confidence, economic
state, shortages, …
- The socio-cultural environment (S)
= Institutions and other forces that affect society’s basic values, perceptions, preferences and
behaviors
o Culture, hypes, societal mindset, COVID, communities/sharing, global consumer
culture, one-stop shopping (ex. Ikea: food, interior, work/school material,…),
increased concern with health/fitness
Culture:
Reflection of values and norms in society
Global consumer culture:
People are united by their common devotion to brand-name consumer goods, movie/rockstars and
service
- Technological environment (T)
= Forces that create new technologies, creating new product and market opportunities
o Know-how, existing production technology/innovations, changes in lifestyle because
of technology, adoption rate of technology, level of technological expertise,
1
, Marketing Nathalie Dens
information access (e.g., Internet), technical issues, disruptive technologies,
crowdsourcing
Disruptive innovation:
Innovation that creates a new market and value network and eventually disrupts an existing market
and value network, displacing established market-leading firms, products, and alliances
Crowdsourcing:
Identify a task or group of tasks currently conducted in-house and then to release the tasks to a
‘crowd’ of outsiders, who are invited to perform the tasks on behalf of the company for a fee or prize
- Ecological environment (E)
= Natural resources needed as inputs or affected by marketing activities
o Trends:
growing shortage of raw materials, increased cost of energy, increased pollution and
climate change, increased government intervention, increasing numbers of
consumers expressing concern about companies’ impact on ecological environments:
Increased concern for ‘organic’ food, animal welfare, pesticides and chemical
fertilizers
o Green marketing strategies
Eco-efficiency
Lower costs by means of improved organizational processes, such as the
promotion of resource productivity (e.g., energy efficiency) and better
utilization of by-products.
Beyond compliance leadership
Adoption of a differentiation strategy to demonstrate the company’s
ecological credentials or its environmental excellence.
Eco-branding
Differentiate products or services to promote environmental responsibility
Environmental cost leadership
Offerings that provide greater environmental benefits at a lower price
- Political-legal environment (P,L)
= Laws, government agencies and pressure groups that influence and limit organizations and
individuals in a given society
o Companies can detect signals concerning potential legal and regulatory changes in
their industries and thus have a chance to impede, influence, and alter that
legislation.
o Business–government relations, properly undertaken, can be a source of sustainable
competitive advantage
o Trends:
Increasing regulation for companies, stronger emphasis on ethics and social
responsibility, growth of societal pressure groups, Legal constraints, COVID
measures, war, politics
o Influences:
Lobbying, public relations (PR), industry coalitions, placing politicians in board
2
The benefits of buying summaries with Stuvia:
Guaranteed quality through customer reviews
Stuvia customers have reviewed more than 700,000 summaries. This how you know that you are buying the best documents.
Quick and easy check-out
You can quickly pay through credit card or Stuvia-credit for the summaries. There is no membership needed.
Focus on what matters
Your fellow students write the study notes themselves, which is why the documents are always reliable and up-to-date. This ensures you quickly get to the core!
Frequently asked questions
What do I get when I buy this document?
You get a PDF, available immediately after your purchase. The purchased document is accessible anytime, anywhere and indefinitely through your profile.
Satisfaction guarantee: how does it work?
Our satisfaction guarantee ensures that you always find a study document that suits you well. You fill out a form, and our customer service team takes care of the rest.
Who am I buying these notes from?
Stuvia is a marketplace, so you are not buying this document from us, but from seller colettetje2000. Stuvia facilitates payment to the seller.
Will I be stuck with a subscription?
No, you only buy these notes for $3.34. You're not tied to anything after your purchase.
Can Stuvia be trusted?
4.6 stars on Google & Trustpilot (+1000 reviews)
85443 documents were sold in the last 30 days
Founded in 2010, the go-to place to buy study notes for 14 years now