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 ====== BA 390 ====== ====== BA 390 ======
  
-===== Ch. 1 - Marketing =====+  * [[http://www.gamesindustry.biz/content_page.php?aid=14816|Last week's article]]
  
 +====== Week 1 - Intro ======
 +
 +====== Week 2 - Marketing Environment ======
 +
 +  * Marketing environment: "Actors and forces outside marketing that affect marketing management's ability to build and maintain successful relationships with target customers."
 +
 +  * Micronenvironment:
 +    * Marketing environment close to the company.
 +    * The company, suppliers, marketing intermediaries, customer markets, competitors, publics.
 +  * Macroenvironment:
 +    * Larger marketing environment.
 +    * Demographic, economic, natural, technological, political, cultural forces.
 +
 +===== Microenvironment =====
 +
 +  * Success depends upon working with the company, suppliers, marketing intermediaries, customers, competitors, and publics.
 +    * These groups make up company's value delivery network.
 +
 +==== The Company ====
 +
 +Must take other groups within company into account:
 +  * Top mgmt
 +  * Finance
 +  * R&D
 +  * Purchasing
 +  * Operations
 +  * Accounting
 +
 +These other groups all impact marketing's decisions through their input into product delivery.
 +
 +==== Suppliers ====
 +
 +  * Supplier problems seriously affect marketing.
 +  * Must watch availability.
 +  * Supply problems can damage satisfaction in long run.
 +
 +==== Marketing Intermediaries ====
 +
 +Intermediaries are firms that help promote, sell, and distribute goods to final buyers. There are four types:
 +
 +  - Resellers
 +    * Distribution channel firms.
 +    * Help find customers and make sales to them.
 +    * Large resellers have power to dictate terms and shut products out of markets.
 +  -  Physical Distribution Firms
 +    * Help company stock and move goods.
 +    * Determine best ways to ship, store.
 +  - Marketing Services
 +    * Marketing research, advertising agencies, media firms, marketing consultants.
 +    * Help target & promote products to the right markets.
 +  - Financial Intermediaries
 +    * Banks, credit companies, insurance co., etc.
 +    * Help finance transactions or insure against risks.
 +
 +Marketing must partner carefully with marketing intermediaries to ensure top performance.
 +
 +==== Customers ====
 +  * Study 5 types of customer markets closely.
 +    * Consumer markets -- end users.
 +    * Business markets -- purchase for further processing or use in production.
 +    * Reseller markets -- purchase for resale at profit.
 +    * Government markets -- purchase for public services.
 +    * International markets -- these markets in other countries.
 +
 +==== Competitors ====
 +
 +  * Position offerings stronger than competitors' in minds of consumers.
 +  * Consider size & position vs. competitors.
 +
 +==== Publics ====
 +
 +Public: A group that has an actual or potential interest in or impact on an org's ability to achieve objectives.
 +
 +Seven types of publics:
 +
 +  * Financial:
 +    * Banks, investment houses, stockholders.
 +    * Influence ability to obtain funds.
 +  * Media:
 +    * Newspapers, magazines, etc.
 +    * Carry ads, news, editorial opinion.
 +  * Gov't:
 +    * Must take gov't developments into consideration.
 +    * Product safety, truth in ads, etc.
 +  * Citizen-action:
 +    * Consumer orgs, enviro-groups, minority groups.
 +    * Marketing decisions may be questioned by groups.
 +  * Local:
 +    * Neighborhood residents, community groups.
 +    * Contribute to these orgs.
 +  * General public:
 +    * Public's image of co. affects buying.
 +  * Internal:
 +    * Workers, managers, volunteers, board of directors.
 +    * When employees feel good about co., feeling spreads externally.
 +
 +===== Company's Macroenvironment =====
 +
 +Macroenvironment includes larger forces that create opportunities and pose threats to company.
 +
 +==== Demographic Environment ====
 +
 +Demography: "The study of human populations in terms of size, density, location, age, gender, race, occupation, and other statistics.
 +
 +  * Growing global population means growing needs to satisfy.
 +    * May also mean growing market opportunities.
 +
 +=== Changing Age Structure ===
 +
 +  * Most important demographic trend.
 +  * Biggest groups include baby boomers, gen X, gen Y.
 +
 +== Baby Boomers ==
 +
 +  * Post WWII, 78M people born between 1946-64.
 +  * 28% of today's population.
 +  * Earn > half of all personal income.
 +  * Aging boomers create good market for:
 +    * Housing
 +    * Remodeling
 +    * Financial services
 +    * Travel/entertainment
 +    * Eating out
 +    * Health/fitness
 +    * Luxury cars/other luxuries
 +
 +== Generation X ==
 +
 +  * More cautious economic outlook.
 +  * Cynical of easy success promises.
 +  * Respond to honesty in advertising.
 +  * Will overtake boomers by 2010 as primary market.
 +
 +== Generation Y ==
 +
 +  * Currently teenagers.
 +  * Created large kid/teen markets.
 +  * Fluent with computer technology.
 +
 +=== Changing American Family ===
 +
 +  * 32% of households are nonfamily.
 +  * Blah blah stupid people.
 +
 +=== Geographic Population Shifts ===
 +
 +  * Telecommuting on the rise.
 +
 +=== Better-Educated Population ===
 +
 +  * Rising number of educated people.
 +  * Increasing demand for quality products, books, magazines, travel, personal computers.
 +  * Also more white-collar workforce.
 +
 +=== Increasing Diversity ===
 +
 +  * US "salad bowl."
 +
 +==== Economic Environment ====
 +
 +Economic environment: Factors that affect consumer buying power and spending patterns.
 +
 +  * Substinence economy: Country consumes most of its own agricultural and industrial output. (Few market opportunities.)
 +  * Industrial economy: Creates many market opportunities.
 +
 +=== Changes in Income ===
 +
 +  * People are spending more carefully, focused on greater value.
 +  * Marketers look for ways to offer greater value -- perfect combination of quality, good service, fair price.
 +  * Pay attention to income distribution.
 +    * Upper-class consumers:
 +      * Spending not affected by economic conditions.
 +      * Major market for luxury items.
 +    * Middle-class:
 +      * Somewhat careful about spending.
 +      * Affords luxury sometimes.
 +    * Working class:
 +      * Sticks close to basics.
 +      * Tries hard to save.
 +    * Under class:
 +      * Welfare.
 +
 +=== Changing Consumer Spending Patterns ===
 +
 +People's spending patterns shift slightly as income increases.
 +  * Decreased food.
 +  * Decreased utilities.
 +  * Increased entertainment.
 +  * Increased insurance.
 +  * Increased most things.
 +
 +==== Natural Environment ====
 +
 +Natural environment: Natural resources that are needed as inputs by marketers or are affected by marketing activities.
 +
 +Marketers should be aware of several trends:
 +
 +  * Shortage of raw materials.
 +  * Increased population.
 +  * Increased gov't intervention in natural resource management.
 +
 +==== Technological Environment ====
 +
 +**Technological environment**: Forces that create new technologies, products, and market opportunities.
 +
 +  * New technologies replace older ones.
 +  * Companies that do not keep up will find their products replaced.
 +  * Gov't agencies investigate and ban unsafe products.
 +
 +==== Political Environment ====
 +
 +**Political environment**: Laws, gov't agencies, and pressure groups that influence various orgs and individuals in a society.
 +
 +=== Legislation Regulating Business ===
 +
 +  *