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samenvatting marketing H2

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hoofdstuk 2, alle hoofdstukken horen samen voor een samenvatting van het hele vak marketing gegeven door professor Nathalie Dens in het 1ste jaar van de bachelors HI(B), tew en sew

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  • 3 oktober 2024
  • 5
  • 2023/2024
  • Samenvatting
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colettetje2000
Marketing Nathalie Dens

Marketing 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




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