Chapter Two (part I) Marketing AnalysisChapter Two (part I) Marketing Analysis.docVIP

Chapter Two Marketing Analysis (Part I) This Chapter contains 1.The marketing environment 2. Market segmentation 3. Buyer behaviour 4. Marketing research I. The Marketing Environment External Environment Internal environment External Environment( Macroenvironment) 1.Political environment Government—domestic government bodies, supranational government bodies(e.g. the EU) and foreign government Special interest and pressure groups--- such as Friends of the Earth, Green Peace, Trades unions Political parties Political stability 2. Economic Environment 1) Stages in the business cycle prosperity, recession, depression, recovery 2) Income (Different income decides different ways of spending) 3) Inflation deflation 4) Unemployment 5) Resource availability 6) The international economic environment 3. Social and cultural environment 1) Population changes Baby boomers, Generation X, single child… 2) Demographic trends(including age profiles, gender balance) 3) Switch to urban living 4) Lifestyle changes different lifestyles of Baby boomers, Generation X, homosexuality, post 80s … 5) Cultural considerations people’s view of themselves, others, society, nature… Population Growth and Shifts 4. Natural environment Factors influencing natural environment Shortage of raw materials Increased energy costs Increased pollution levels Increased government intervention 5. Technological Environment a. the pace of change b. the opportunities for innovation c. varying RD budgets Pfizer spends nearly $3 billion in R D annually. Federal government spends $99 billion annually. d. increased regulation negative side of technology (e. g. golden rice, a kind of genetically engineered?rice , clo