Book Title
Marketing 5th Edition

978-0077729028 Chapter 5 Slides

April 8, 2019 Powerpoint Slides With Teaching Notes
Power Point Slide Teaching Notes
5-1: Analyzing the Marketing Environment
5-2: Learning Objectives These questions are the learning
objectives guiding the chapter and will
be explored in more detail in the
following slides.
5-3: Travelodge Services such as hotel chains must
constantly adapt to changing customer
needs by transforming itself into one of
the most innovative sectors marketing
its services today.
Ask students: What’s to describe their
version of a “desirable” hotel or motel
5-4: A Marketing Environment Analysis
In all marketing activities, the
consumer is at the center.
Anything that affects consumers affects
Any change in one of these
environments likely requires an
adjustment to the firm’s marketing mix.
By identifying potential environmental
trends, firms often can take proactive
5-5: The Immediate Environment The immediate environment includes
the firm and its immediate influences,
such as competition and corporate
5-6: Successfully Leveraging Company
Ask students: What are Pepsi’s core
competencies? What do they do well?
Answer: They know how to bottle
beverages, distribute them to stores, and
promote their brand.
Ask students: How they capitalized on
their core competencies in the face of
changing market trends?
Answer: The trend toward more
diet-conscious consumers has led to the
development of low-calorie alternatives
to sodas.
Both Coke and Pepsi understood the
market had changed and introduced
bottled water products with great
In 2004, Americans consumed 23
gallons of bottled water per person—
ten times as much as in 1980.
5-7: Competitors Group activity: Ask students to
brainstorm a list of possible CI sources.
Have them discuss what they can learn
from each source.
Do they know of any illegal sources?
Legal sources include public material,
interviewing customers and analyzing
marketing tactics?
Illegal sources include breaking into the
competitors headquarters, posing as a
potential customer, and taking aerial
photographs of a competitors plant.
5-8: Gillette vs. Schick There is an example in the text of
Gillette filing for patent infringement
against Schick very quickly after the
Quattros release.
This quick filing leads one to believe
that Gillette knew about the launch
through competitive intelligence.
5-9: Corporate Partners Firms must work together to create a
seamless system that delivers goods and
services to customers when and where
they want them.
Many attribute a key reason for
Wal-Mart’s success is their close
relationships with their suppliers.
5-10: Check Yourself 1. The company’s capabilities,
competitors, and competitive
intelligence, and the company’s
corporate partners.
5-11: Macroenvironmental Factors This slide can be used to review this
topic instead of the following slides,
which provide more in-depth
5-12: Culture Firms often remove brands from the
market because of their poor overall
sales, but this strategy can backfire
when those brands have strong regional
For example, the removal of a chowder
cracker caused such upheaval among
Northeastern consumers that the firm
hired a tall ship to reintroduce the
cracker to its New England market,
where consumers had threatened to
boycott all products from the company
if the cracker was not returned.
5-13: Demographics Ask students: What are some typical
Answer: age, gender, income,
Demographic segmentation is probably
the most common form of segmentation
because the information is so widely
5-14: Generational Cohorts Group activity: Have students
brainstorm a list of the defining
characteristics of their generation.
Ask students: How does your
generation differ from previous
generations, such as their parents — the
Baby Boomers.
What macroenvironmental forces have
had the most impact on your
5-15: Income The “middle-class squeeze” is a very
real global phenomenon.
Many developing countries face similar
income inequities to those found in the
United States.
Pay gaps also cause problems for many
new college graduates who find they
cannot afford to live on their own and
must move back in with their parents.
5-16: Education Ask students: Do you plan to continue
your education after graduation?
Many students believe they will never
return to school after they finish their
Bachelors’ degree, but modern
conditions make this choice more and
more unlikely. Lifelong learning of new
skills and new knowledge has become
key to survival in the global economy
5-17: Gender Women now make up more than 60%
of the college population
Ask students? How do you believe this
will affect the workplace in the future?
Ask students? Do you believe that
there are still significant gender
differences? What are they?
5-18: Ethnicity Ask students: What steps can and
should marketers take to respond to the
changing ethnic mix of the United
Many marketers already have adjusted
their marketing mix to meet the needs
of ethnically diverse segments better.
This YouTube video is for a Carlos
Mencia Bud Light Superbowl ad about
teaching English. (always check
YouTube links before class).
5-19: Social Trends This graphic introduces significant
social trends.
Video: “What's Hot and Not in
Celebrity Magazine Covers”
Ask students why are traditional
celebrities not catching consumers’
Ask students how are tabloids going to
continue to entice readers to buy their
5-20: Health and Wellness Concerns Recent news stories have made many
consumers increasingly aware of the
threats of worldwide pandemics or
Health concerns, especially those
pertaining to children, extend far
beyond short-term crises though.
5-21: McDonald’s Moms Salad, coffee, and yogurt. How
McDonald’s is listening the consumer
by offering healthier food and new
facility makeovers which have led to
increased market share.
Note: Please make sure that the video
file is located in the same folder as the
PowerPoint slides.
5-22: Greener Consumers Green consumers purchase products
based on issues beyond the tangible
These issues can include a variety of
social causes such as environmental
awareness, protection of animals,
HIV/AIDS awareness and prevention,
etc. Consumers who purchase these
products do so to support these causes.
5-23: Privacy Concerns In recent years, firms have had to
inform consumers of the steps they take
to protect their privacy. The
government also has instituted new
rules for privacy protection.
Ask students: Have you ever had a
privacy problem with a credit card or
when using the Internet?
5-24: Technological Advances Arguably, the single most important
change in the way we live is the
introduction of new technology.
Ask students: What new technologies
have you seen at retailers? This web
link is for the shoppers tool page of
Stop and Shop a large east coast
grocery retailer.
They offer self-scanners, computer
kiosk deli ordering and self-checkout.
5-25: Economic Situation Depending on the time of year, discuss
projections about Christmas shopping,
vacation planning, or home buying.
Various economic factors affect each of
these areas.
The web link leads to the Consumer
Confidence Index which takes into
account how consumers feel about how
the economy is doing. This economic
indicator relates directly to spending.
5-26: Political/Regulatory Environment:
Competitive Practice and Trade Legislation
This list includes the major legislation
designed to ensure a competitive
marketplace and clearly demonstrates
the U.S. government’s long history of
enacting laws that protect fair trade.
5-27: Check Yourself 1. Culture, demographics, social
issues, technological advances,
economic situation, and
political/regulatory environment.
2. Country Culture is the entire
country but regional culture is based
on the region or area within the
3. Thrift, Greener consumers,
marketing to children, privacy
concerns, and time-poor societies.