Every company faces a wide range of competitors. A company must secure a strategic advantageover competitors by positioning their offerings to be successful in the marketplace. No singlecompetitive strategy is best for all companies. f. Publics
is any group that has an actual or potential interest in or impact on an organization’sability to achieve its objectives. A company should prepare a marketing plan for all of their major publics as well as their customer markets. Generally, publics can be identified as being:1). Financial publics--influence the company’s ability to obtain funds.2). Media publics--carry news, features, and editorial opinion.3). Government publics--take developments into account.4). Citizen-action publics--a company’s decisions are often questioned by consumer organizations.5). Local publics--includes neighborhood residents and community organizations.6). General publics--a company must be concerned about the general public’s attitude toward its products and services.7). Internal publics--workers, managers, volunteers, and the board of directors.
The Company’s Macro environment
The company and all of the other actors operate in a larger macro environment of forces thatshape opportunities and pose threats to the company. There are six major forces (outlined below)in the company’s macro environment. There are six major forces (outlined below) in thecompany’s macro environment.a. Demographic. b. Economic.c. Natural.d. Technological.e. Political.f. Cultural. a. Demographic
is the study of human populations in terms of size, density, location, age, sex, race,occupation, and other statistics. It is of major interest to marketers because it involves people and people make up markets. Demographic trends are constantly changing. Some more interestingones are.1). The world’s population (though not all countries) rate is growing at an explosive rate that willsoon exceed food supply and ability to adequately service the population. The greatest danger isin the poorest countries where poverty contributes to the difficulties. Emerging markets such asChina are receiving increased attention from global marketers.2). The most important trend is the changing age structure of the population. The population isaging because of a slowdown in the birth rate (in this country) and life expectancy is increasing.The baby boomers
following World War II have produced a huge “bulge” in our population’sage distribution. The new prime market is the middle age group (in the future it will be the senior citizen group). There are many subdivisions of this group.a). Generation X--this group lies in the shadow of the boomers and lack obvious distinguishingcharacteristics. They are a very cynical group because of all the difficulties that have surroundedand impacted their group. b). Echo boomers
(baby boomlets) are the large growing kid and teen market. This group is usedto affluence on the part of their parents (as different from the Gen Xers). One distinguishingcharacteristic is their utter fluency and comfort with computer, digital, and Internet technology(sometimes called Net-Gens).c). Generational marketing is possible, however, caution must be used to avoid generationalalienation. Many in the modern family now “telecommute”--work at home or in a remote officeand conduct their business using fax, cell phones, modem, or the Internet In general, the population is becoming better educated. The work force is be-coming more white-collar.Products such as books and education services appeal to groups following this trend. Technicalskills (such as in computers) will be a must in the future. The final demographic trend is theincreasing ethnic and racial diversity of the population. Diversity is a force that must berecognized in the next decade. However, companies must recognize that diversity goes beyond
ethnic heritage. One the important markets of the future are...
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