The International Marketing Variables That Affect Coca-Cola
KATHLEEN JOY L. BALLESTA BSBA-MM3
1. what are the international marketing variable ( controllable and uncontrollable ) that affect coke ?
Much was said in the first chapter about the necessity to take into account the global "environmental" factors. These factors are those so called "uncontrollables", unlike the "controllable" factors of price, promotion, place and product. They include market tastes, economic, socio cultural, legal, technological, competitive and political factors to name but a few. Failure to account for these factors can lead to dire consequences
The 4P’s of marketing, i.e., the marketing mix, are controlled by the marketing manager. There are variables, however, that are uncontrollable and managers have to take them as givens. These include the following six major macroenvironmental variables:
(1) demographic – Demographics are characteristics of the population. Demographics includes gender, age, income, family size, occupation, ethnicity, etc. Marketers study demographic trends.
(2) natural More and more people are concerned with the environment The companies that pollute are being forced by new legislation to invest in pollution-control equipment. There are great opportunities for businesses that produce green products. A large number of people want to buy products that are friendly to the environment.
(3) cultural (this includes social)
(4) economic -- The middle class seems to be shrinking in the United States. This will affect the market for many different products including automobiles and housing.
(5) political (legal) -- We will see how various laws and government agencies affect the way a marketer conducts business
(6) technological -- Technology can have a great impact on marketing. Notice how the Internet has had a huge impact on so many industries ranging from banking to retailing. There was a time when education was almost exclusively in a traditional classroom.
Economic factors are just some of the
1. what are the international marketing variable ( controllable and uncontrollable ) that affect coke ?
Much was said in the first chapter about the necessity to take into account the global "environmental" factors. These factors are those so called "uncontrollables", unlike the "controllable" factors of price, promotion, place and product. They include market tastes, economic, socio cultural, legal, technological, competitive and political factors to name but a few. Failure to account for these factors can lead to dire consequences
The 4P’s of marketing, i.e., the marketing mix, are controlled by the marketing manager. There are variables, however, that are uncontrollable and managers have to take them as givens. These include the following six major macroenvironmental variables:
(1) demographic – Demographics are characteristics of the population. Demographics includes gender, age, income, family size, occupation, ethnicity, etc. Marketers study demographic trends.
(2) natural More and more people are concerned with the environment The companies that pollute are being forced by new legislation to invest in pollution-control equipment. There are great opportunities for businesses that produce green products. A large number of people want to buy products that are friendly to the environment.
(3) cultural (this includes social)
(4) economic -- The middle class seems to be shrinking in the United States. This will affect the market for many different products including automobiles and housing.
(5) political (legal) -- We will see how various laws and government agencies affect the way a marketer conducts business
(6) technological -- Technology can have a great impact on marketing. Notice how the Internet has had a huge impact on so many industries ranging from banking to retailing. There was a time when education was almost exclusively in a traditional classroom.
Economic factors are just some of the