Kotler 2020, 3 kap.
48 Questions
9 Views

Choose a study mode

Play Quiz
Study Flashcards
Spaced Repetition
Chat to Lesson

Podcast

Play an AI-generated podcast conversation about this lesson

Questions and Answers

What is a key characteristic of Generation Y in relation to work?

  • Desire for a good work environment and personal development (correct)
  • Focus on financial compensation only
  • Indifference to employer branding
  • Preference for rigid work schedules

How does Generation Z primarily interact with technology?

  • Solely using desktop computers
  • Through traditional media formats
  • They are fluent and comfortable with digital technologies (correct)
  • With limited exposure to digital devices

What risk is associated with promoting an employer's attractiveness?

  • Reducing employee turnover
  • Increased employer brand loyalty
  • Attracting only low-skilled applicants
  • The risk of over-promising (correct)

What do many co-workers believe about their employer's brand image?

<p>Their experiences do not match the employer brand image (B)</p> Signup and view all the answers

What major shift in society is creating challenges for companies?

<p>Emerging technologies and changing priorities of individuals (B)</p> Signup and view all the answers

How does Generation Y manage their personal branding?

<p>Through social media (B)</p> Signup and view all the answers

What is a common misconception about the differences between generations?

<p>That they are fundamentally different in their consumer behavior (A)</p> Signup and view all the answers

Which characteristic is emphasized among Generation Z?

<p>Being highly mobile, connected, and social (B)</p> Signup and view all the answers

What is the primary reason companies need to monitor the macro-environment?

<p>To stay informed about broader trends that can impact their business (C)</p> Signup and view all the answers

Which of the following is considered a significant demographic change?

<p>The changing age structure of the population (A)</p> Signup and view all the answers

What effect does a local bookstore closing reflect, based on macro-environment influences?

<p>The impact of digitization and changing consumer behavior (B)</p> Signup and view all the answers

What is demography mainly concerned with?

<p>Human populations in terms of size, density, and other statistics (B)</p> Signup and view all the answers

What contributed to the revitalization of city centres in the 1990s?

<p>Encouragement of restaurants, clubs, and stores (C)</p> Signup and view all the answers

How is the world's population expected to change by 2100?

<p>It is projected to grow to around 10.9 billion (C)</p> Signup and view all the answers

How have consumer attitudes changed due to digitization?

<p>Consumers now have more tools to compare prices (A)</p> Signup and view all the answers

What phenomenon is referred to as the 'six-pocket syndrome' in Chinese families?

<p>Only children receiving undue lavish attention from relatives (D)</p> Signup and view all the answers

Which job role exemplifies the increasing need for computer skills in blue-collar jobs?

<p>Car mechanic (A)</p> Signup and view all the answers

What does keeping an eye on the macro-environment help companies achieve?

<p>To anticipate shifts that could affect their market position (B)</p> Signup and view all the answers

What impact did new systems have on the workforce at a lift manufacturer?

<p>Efficiency improved by 50-100 percent (B)</p> Signup and view all the answers

Which statement best reflects the characteristics of the United States regarding diversity?

<p>It often functions as a melting pot of cultures. (D)</p> Signup and view all the answers

What opportunity does the growing global population present to marketers?

<p>Emerging markets and new consumer bases (B)</p> Signup and view all the answers

What is a potential consequence of increased pressure on efficiency and profitability in blue-collar jobs?

<p>Workers may leave in search of better opportunities. (A)</p> Signup and view all the answers

What factor increased the attractiveness of city centres during their revitalization?

<p>Reduced car traffic in city centres (B)</p> Signup and view all the answers

Which country is described as having a fairly homogenous ethnic and racial makeup?

<p>Japan (B)</p> Signup and view all the answers

What is a major challenge companies may face when sourcing from countries with increased living standards?

<p>Higher operational costs (A)</p> Signup and view all the answers

What is meant by 'ecological environment' in a marketing context?

<p>Natural resources and their impact on marketing (A)</p> Signup and view all the answers

Which of the following is considered a key sustainability issue in today's society?

<p>Air and water pollution (D)</p> Signup and view all the answers

Why are companies urged to develop environmentally sustainable strategies?

<p>To foster a planet-supporting economy (C)</p> Signup and view all the answers

What are educated and informed consumers expecting from companies regarding sustainability?

<p>Substantial contributions to lower emissions (B)</p> Signup and view all the answers

How should companies rethink their operational strategies according to current sustainability concerns?

<p>By assessing their impact on the environment (B)</p> Signup and view all the answers

Which area is NOT mentioned as being affected by sustainability issues?

<p>Employee satisfaction (B)</p> Signup and view all the answers

What do organizations need to consider when choosing suppliers in relation to sustainability?

<p>The suppliers' environmental practices (A)</p> Signup and view all the answers

What percentage of Apple's total revenues does the Mac Pro contribute?

<p>1% (B)</p> Signup and view all the answers

Which emotions should marketers be cautious about appealing to when promoting products?

<p>Patriotism and national emotions (B)</p> Signup and view all the answers

What recent realization do people have regarding nature?

<p>It is finite and fragile. (C)</p> Signup and view all the answers

Why should companies be proactive instead of reactive to the marketing environment?

<p>It helps them to shape the environment instead of just adapting to it. (B)</p> Signup and view all the answers

What market is expanding due to the renewed appreciation for natural products?

<p>Sustainable and organic products market (D)</p> Signup and view all the answers

What can happen if companies compromise on sustainability promises?

<p>They will experience backlash from customers and stakeholders. (D)</p> Signup and view all the answers

What is one characteristic of companies that merely react to the marketing environment?

<p>They passively accept environmental changes. (B)</p> Signup and view all the answers

Which company's product exemplifies the 'Made in America' push but lacks significant revenue impact?

<p>Mac Pro (A)</p> Signup and view all the answers

What is the primary impact of the cultural environment on individuals?

<p>It affects a society's basic values, perceptions, preferences, and behaviors. (C)</p> Signup and view all the answers

Which type of beliefs are generally harder to change according to the content?

<p>Core beliefs and values (B)</p> Signup and view all the answers

What is an example of a secondary belief as described in the content?

<p>Voting for a political party (A)</p> Signup and view all the answers

What mechanism reinforces core beliefs and values in society?

<p>Family, schools, businesses, and government (D)</p> Signup and view all the answers

Which of the following is NOT characterized as a cultural characteristic affecting marketing?

<p>Influence of scientific advancements (C)</p> Signup and view all the answers

In terms of cultural influences, popular music groups and film stars primarily impact which aspects of youth behavior?

<p>Hairstyling and clothing habits (A)</p> Signup and view all the answers

How do marketers attempt to influence secondary values according to the content?

<p>By adopting new marketing strategies (D)</p> Signup and view all the answers

What makes it likely for individuals to adopt new political beliefs?

<p>Experiencing a significantly different life situation (A)</p> Signup and view all the answers

Flashcards

Macro-environment

Macro trends that impact many businesses, like economic shifts or sustainability awareness.

Demography

The study of human populations, including size, location, age, and more.

Demographic changes

Changes in the makeup of a population, such as changes in age distribution.

Six-pocket syndrome

A phenomenon where a single child in a family receives excessive attention and resources.

Signup and view all the flashcards

Macro-environment scanning

The process of observing and analyzing the macro-environment to identify opportunities and threats.

Signup and view all the flashcards

Digitization impact on businesses

The impact of digitization, cheap transportation, and changing consumer preferences on industries.

Signup and view all the flashcards

Changing age structure of the population

Changes in the age structure of the population, like a growing number of older people.

Signup and view all the flashcards

Importance of macro-environmental awareness

Businesses that are aware of and respond to changing macro-environmental factors are more likely to succeed.

Signup and view all the flashcards

Generation Y

People who use advanced technology naturally for work and personal life, often valuing a good work environment and personal development.

Signup and view all the flashcards

Personal branding

The ability to influence how others perceive you, especially online. Popular among Generation Y for managing their public image.

Signup and view all the flashcards

Generation Z

The youngest generation born after 2000, known for their fluency with digital technologies and social media.

Signup and view all the flashcards

Strategic recruiting

Focusing on finding employees fitting the company's culture and goals. Important for long-term success.

Signup and view all the flashcards

Employer brand image

Companies must be realistic about their image and avoid over-promising to potential employees.

Signup and view all the flashcards

Young Consumers' Impact

These individuals are forming their buying habits now, influencing future market trends.

Signup and view all the flashcards

Digital Fluency

Generation Z is very comfortable using smartphones, tablets, and online games.

Signup and view all the flashcards

City Centre Revitalization in the 1990s

The movement of commercial activity to the suburbs in the 1990s led to city centers losing appeal, becoming less attractive to businesses and investors. This shift was due to factors like safety concerns, lack of foot traffic after business hours, and limited entertainment options.

Signup and view all the flashcards

Growing Consumer Power

Consumers are becoming more informed about their rights and have better access to information and tools for comparing prices and offers. This has resulted in greater consumer power in their interactions with businesses.

Signup and view all the flashcards

The Rise of the White-Collar Workforce

The increasing prevalence of white-collar jobs, requiring computer skills and training in handling advanced technology, has impacted traditional blue-collar jobs.

Signup and view all the flashcards

Technology's Impact on Blue-Collar Jobs

Advancements in technology, including GPS tracking and advanced repair equipment, have brought increased surveillance and efficiency pressures to blue-collar jobs, particularly in fields like lift repair.

Signup and view all the flashcards

Job Mobility for Skilled Blue-Collar Workers

Highly skilled blue-collar workers may choose to switch jobs more frequently as their expertise grows and their value increases, especially when their employers become increasingly reliant on their knowledge.

Signup and view all the flashcards

Ethnic and Racial Diversity in Societies

The makeup of societies varies geographically. While some countries like Japan are relatively homogenous, others like the United States are characterized by a diverse population from various origins.

Signup and view all the flashcards

The United States as a "Melting Pot"

The United States, often referred to as a "melting pot", has been a destination for people from numerous nations and cultures, resulting in a more homogeneous society.

Signup and view all the flashcards

Importance of Diversity in the Macro-environment

Diversity in population composition, including ethnic and racial differences, is a significant aspect of the macro-environment that influences businesses and societies.

Signup and view all the flashcards

Ecological Environment

The natural resources used by businesses or impacted by their activities. This includes elements like water, air, and land.

Signup and view all the flashcards

Environmental Sustainability

Companies are adopting eco-friendly practices to create a world that future generations can sustain.

Signup and view all the flashcards

Climate Change and Pollution

Global warming and pollution are significant environmental challenges that require immediate action.

Signup and view all the flashcards

Corporate Social Responsibility (CSR)

The importance of companies taking responsibility for their impact on the environment and social issues.

Signup and view all the flashcards

Sustainable Business Practices

Companies need to adapt their processes to reduce their environmental impact and become more sustainable.

Signup and view all the flashcards

Consumer and Stakeholder Expectations

Customers, media, and other stakeholders demand companies take action on sustainability and environmental issues.

Signup and view all the flashcards

Sustainability Challenges for Businesses

Challenges arise when companies try to improve their environmental performance and social responsibility, leading to higher costs.

Signup and view all the flashcards

Rethinking Business Models

Companies need to rethink their production methods and services to minimize their environmental footprint.

Signup and view all the flashcards

Cultural Environment

The cultural environment is made up of institutions and forces that shape a society's basic values, perceptions, preferences, and behaviors.

Signup and view all the flashcards

Core Beliefs and Values

Core beliefs and values are deeply held principles that are passed down through generations and are resistant to change.

Signup and view all the flashcards

Secondary Beliefs and Values

Secondary beliefs and values are more flexible and can be influenced by factors such as marketing, politics, or personal experiences.

Signup and view all the flashcards

Cultural Swings

Cultural swings refer to shifts in cultural preferences and behaviors over time, often driven by popular trends or events.

Signup and view all the flashcards

Impact of Cultural Environment on Marketing

Cultural factors significantly influence consumer behavior and purchasing decisions, making understanding the cultural environment crucial for marketers.

Signup and view all the flashcards

Marketing and Cultural Values

Marketers aim to influence secondary beliefs and values, as they are more open to change compared to core beliefs.

Signup and view all the flashcards

Changing Core Beliefs

Although core beliefs are persistent, they can evolve over time due to life-changing events or significant experiences.

Signup and view all the flashcards

Marketers and Cultural Shifts

Marketers closely observe cultural swings to identify opportunities to connect with consumers and influence their purchasing decisions.

Signup and view all the flashcards

Eco-conscious Consumerism

Consumer preference for products and services aligned with environmental consciousness, such as natural, organic, and sustainable options.

Signup and view all the flashcards

Proactive Marketing Approach

Businesses actively shaping and influencing the marketing environment rather than simply reacting to it.

Signup and view all the flashcards

Reactive Marketing Approach

Companies that passively accept and adapt to the existing marketing environment without attempting to change it.

Signup and view all the flashcards

Human-Nature Relationship

People's attitudes towards nature range from feeling subject to it, to seeing themselves in harmony with it, to aiming to control it.

Signup and view all the flashcards

Finite and Fragile Nature

The increasing belief that nature's resources are limited and require conservation efforts.

Signup and view all the flashcards

Mastery Over Nature

Using technology to improve efficiency and understanding of the natural world, sometimes leading to overuse or exploitation.

Signup and view all the flashcards

Ethical Product Stewardship

This refers to the idea that companies should not compromise on product quality or ethical standards to cut costs or take the easy way out, as consumers will eventually discover and be negatively impacted.

Signup and view all the flashcards

Study Notes

Chapter 3 - Analyzing the Marketing Environment

  • Mini Contents:
    • Company case - Philips: analyzing the marketing environment in the Middle East
    • The marketing environment
    • Company's micro-environment
    • Company's macro-environment
    • Company case - Flying in the future? Business travellers, punctuality and environmental impact
    • Real Marketing - Unilever's Knorr: ways toward a sustainable future
    • The Western world dominates consumption and culture spheres - but for how long?
    • Responding to the marketing environment: proactive and reactive attitudes
    • Real Marketing - In the social media age: when the dialogue gets nasty
  • Chapter Preview:
    • Chapters 1 and 2 covered marketing concepts and steps in the marketing process.
    • This chapter explains that marketing operates in a complex and changing environment.
    • Other actors (suppliers, intermediaries, customers, competitors, publics) work with or against the company
    • Major environmental forces (demographic, economic, ecological, technological, political, and cultural) shape marketing opportunities, pose threats, and affect the company's ability to build customer relationships.
  • Learning Objectives:
    • Describe environmental forces affecting a firm's ability to serve customers.
    • Explain how demographic and economic changes affect marketing decisions.
    • Identify major trends in a firm's ecological and technological environments.
    • Explain key changes in political and cultural environments.
    • Discuss how companies can react to the marketing environment.
  • Company Case - Philips:
    • Philips, a global electronics company, was founded in 1891.
    • Initially focused on manufacturing lamps, it expanded into other areas.
    • Now employs 113,687 people worldwide.
    • Philips realized that assessing multiple factors for change is vital for understanding the current and future of shifts in the marketing environment.
    • In 2014, Philips announced separating its healthcare and lighting business into two new companies (Philips Healthcare and Lighting) to better tailor to specific customer segments and leverage their brand.
  • Further Considerations:
    • Marketing environment has multiple factors affecting it, including macroeconomic factors like inflation and GDP, which influence construction and the number of lighting installations.
    • Energy efficiency regulations and future lighting product portfolios are also important factors to consider.
    • Demographic analysis is crucial for identifying attractive markets, considering GDP per capita and population size.
    • The marketing environment also includes the actions of various publics such as financial publics, media publics, government publics, and internal publics.
    • Customers (consumer, business, reseller and government market) are major actors in the microenvironment.

Studying That Suits You

Use AI to generate personalized quizzes and flashcards to suit your learning preferences.

Quiz Team

Related Documents

Kotler 2020, Chapter 3: Analyzing the Marketing Environment PDF

Description

Explore the various characteristics and behaviors of Generation Y and Generation Z in relation to work and technology. This quiz delves into how these generations approach personal branding, employer attractiveness, and the implications of demographic changes on society and businesses.

More Like This

Use Quizgecko on...
Browser
Open
Browser
Browser