Immediate Environment Factors
In the Immediate Environment Consumers are influenced directly through:
Company
Firms match their core competencies with consumer needs, to enter new markets and develop new Products (ansoff Matrix)
Companys Competition
Knowing companys position with respect to rivals by:
CI enables companies to forecast (proactive) market developments rather than just react to them (reactive), by:
- Reviewing Publik Materials
- Interviewing customers, or former employees
- Analyzing a rival’s marketing tactics
Corporate Partners
- Firms are part of alliances
- Align with Competitors, suppliers, etc
- Just in Time Delivery System (JIT)
Macroenvironment
6 Factors
C ulture
D emographics
S ocial
T echnological
E conomic
P olitical
Culture
- Country Cultur
- Regional Culture
Demographic
Ethnicity: diversity is growing (each group has different wants and needs).
Gender: Gender roles have been shifing
Income: Purchasing Power
Generation: have similar purchase behaviors.
- Seniors
- Baby Boomers
- Generation X
- Gereration Y
- Tweens
Education: higher levels of education lead to better jobs and higher incomes.
Social
Various social trends are shaping consumer values.
- greener consumers (Bio Products)
- privacy concerns (identity Theft)
- time-poor society (most parents work)
Technology
- New products (Smartphones, Internet or HDTV),
- New forms of communication (Facebook)
- New retail channels (EBay).
Economic
- Inflation
- Foreign Currency
- Interest Rates