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Abstract
The marketing environment stated that the marketing environment is the sum total of the variables and the players which influence the ability of marketing management to successfully develop strategies for its target market. In order to scrutinize the multiplicity of environmental variables that influence marketing management, it is necessary to conduct a meaningful classification of the marketing environment to identify certain trends for further analysis. This report is divided into two parts, including the description of the five elements (economic, legal, technological, social, and environmental elements) of the macro environment giving examples of how each of these elements will influence the marketing of a product/service of my choice over the next five years, and the analysis of services and the extended marketing Mix (7Ps) on a selected service of my choice. This report considers the analysis of marketing environment is beneficial to improve the core competitive ability and increase the marketing share of service and products.
1.0 Section A
This section will focuses on the analysis of the five elements (economic, legal, technological, social, and environmental elements) of the macro environment giving examples of how each of these elements will influence the marketing of a product/service of my choice over the next five years. And the selected case is Mattle which is one of the world's largest toy manufacturers who product the famous Barbie doll in the world.
1.1 Economic environment
Economy is the foundation of consuming behavior, so with the good economic condition, people will pay more money to gain enjoying consumption.
The United States is the world's largest economies, gross domestic product (GDP) in 2009 to $ 14.27 trillion, ranking first in the world, per capita GDP was 46,443 U.S. dollars, and GDP was 15.83 trillion U.S. dollars and per capita GDP was 50,575 U.S. dollars in 2012. The U.S. economy, capitalist and mixed economies; most of the micro-economic decisions made by companies and private enterprises; The government set the legal, fiscal policy, monetary policy on economic macro-control, and provide a considerable portion of funding and services in the field of basic research and education, public health, social security, savings and insurance.
However, the U.S. economy is still the world's largest gross domestic product (GDP). So the Mattle has good economic marketing environment in the United States, and the good economic environment will influence the marketing activities turn toward the optimistic direction.
1.2 Legal environment
The impact of policies on the marketing environment is to work through government policies, laws and regulations, and other restrictive measures (Alonzo, 1999); legal environment refers to the relevant laws and regulations of enterprises engaged in international marketing.
In the 1980s, the U.S. government to promote exports to constantly adjust the foreign trade strategy and foreign trade policy. On the one hand the use of anti-dumping and countervailing duty law to restrict imports and protect domestic industries; the other hand, directly or indirectly using various means to support exports, such as the use of subsidies, tax incentives, technical assistance and promote the means to support and encourage exports; Then there are the use of a trading nation status, frequently take the initiative, and scheming to open the markets of other countries, through bilateral or multilateral negotiations, as well as means of retaliation, repression of its trading partners reduce tariffs, open markets, and to increase its goods or services in the international market and gain greater share (Burbury, 2001). This is mainly because exports are increasingly important for growth and development of the overall U.S. economy. On the one hand the use of anti-dumping and countervailing duty law to restrict imports and protect domestic industries; the other hand, directly or indirectly using various means to support exports, such as the use of subsidies, tax incentives, technical assistance and promote the means to support and encourage exports; Then there are the use of a trading nation status, frequently take the initiative, and scheming to open the markets of other countries, through bilateral or multilateral negotiations, as well as means of retaliation, repression of its trading partners reduce tariffs, open markets, and to increase its goods or services in the international market. In the 1990s, the U.S. gross domestic product growth rate, export growth rate of the share of continuous improvement. Therefore, further expansion of international trade in the international market is key to the U.S. government's 90 economic development strategy (Dowling, 2002).
In order to ensure the implementation of policies and goals, many sectors of the U.S. federal government, such as the Ministry of Commerce, the Ministry of Finance, Department of Transportation, Department of Energy, Ministry of Agriculture, etc. also has set up the export promotion agency.
1.3 Technology environment
The development of Mattle needs the help of higher level of technology environment. Contemporary world's new technological revolution is on the rise, the increase in production is more and more relying on technological progress. Scientific and technological revolution has brought technological innovation (Egan, 2001), and changes the mode of production, operation and management organization, but also changed the patterns and mechanisms of the market operation.
The United States has a strong scientific and technological research development and innovation capacity, makes it irreplaceable dominant position in high technology areas, and also has a strong position in the field of trade in services, intellectual property and technology transfer, with the vast development prospects.
1.4 Social cultural environment
The social cultural environment will impact on the change of marketing management of Mattle. Social and cultural means of a national identity of countries and regions, the sum of the mechanism concept, lifestyle, customs, religion, language, etc., on behalf of the human factors in international marketing (Hart, S., Smith, Sparks, and Tzokas, 1999).
The United States is a very diverse racial and ethnic country, the culture there are differences between the different ethnic groups. In general, American culture emphasizes personal values and the pursuit of democracy and freedom, respect for pioneering and competitive, realistic and practical, the core personal centrism: Personal first desires first, the pursuit of personal interests and personal enjoyment, emphasizing through personal struggle, individual self-design, and the final realization of the pursuit of personal values. This deliberately shaping the self, the pursuit of individual individualism has its positive side, also has its negative side. It mobilized the enthusiasm of individuals, so many people's wisdom and potential into full play, thus contributing to the revitalization and development of the whole nation and State. However, all self-centered, interpersonal relationships would be difficult to harmony; the whole society will lack cohesion.
At the same time, the Americans is a very confident and very conceited nation. They conquered the savage primitive accumulation, and has to rely on the advanced science and technology from the European Industrial Revolution created a lot of social wealth, and greatly expanded their territory and spheres of influence through several wars, and soon became dominate the world's superpower. These upstart fortune histories Americans have a great sense of superiority and self-confidence psychologically. Self-confidence gave the United States yesterday to bring success, while the ego of the United States today has become arrogant (Kim, 2004). American history short, so that average Americans lack a sense of history, lack of respect for the history, culture and civilization of other countries. Therefore, the United States in dealing with the history of cultures and civilizations of other countries to take the attitude of the Western civilization, universalism, meaning that "the West, in particular, has always bear a strong sense of mission that people in non-Western countries should agree with the West democracy, freedom, markets, limited powers of government, human rights, individualism and the rule of law values, and these values into their system (Reinartz, and Kumar, 2000).”
1.5 Natural resources and the environment
The United States is rich in natural resources. Coal, oil, natural gas, iron ore, potash, phosphate, sulfur and other mineral reserves rank in the world, other minerals such as aluminum, copper, lead, zinc, tungsten. Forest area of 2.05 million square kilometers of grassland and mountain pastures account for 28% of the total area of the hydraulic reserves of about 130 million kilowatts. There are over 110 nuclear reactors in operation.
Section B
This section will discuss what the five characteristics of services are, and fully describe the elements of the extended marketing mix (7Ps) for a selected service of my choice, and explain how each element of the extended marketing mix can be used to address any problems that may arise due to the characteristics of services. In this section, the selected case is the Volkswagen’s new product. So this section analyzes the elements of 7Ps for the new product: blue motion. And it needs to make a marketing mixes of the blue motion in three market segments. The three markets include the individual, public transit and Thailand market. Then make a marketing mixes of the blue motion in Thailand market.#p#分页标题#e#
1.0 There is the 7Ps of the blue motion in individual market.
Product – the product is blue motion car. In the last report, the company confirms a target customer group in the individual market. The age is between 20 and 60. They can be man or women. The monthly income is between 5000 and 10000. They like innovative technology and environment protection. And their apartment is far from working place. It is a large scope. And the company should pay attention to this point. They like innovative technology and environment protection. The blue motion car is the green car (Uncles, Dowling, and Hammond, K. (2003). And the blue motion is an innovative technology. It is fit their interest. This kind of car will attract their attention. And the car has many styles. So it also can fit every age group.
Place – it is an important point. Manufacturer has many ways to sell their products. In this market, the company can set up a lot of 4s shops in Shanghai. Because it has many functions, such as sale, spare part, service and survey. The different customers need different service. The old sell system can not satisfy customer’s needs. So the company needs the new system for marketing. The 4s shop can content different needs. It is the most popular marketing methods. These upstart fortune histories Americans have a great sense of superiority and self-confidence psychologically. Self-confidence gave the United States yesterday to bring success, while the ego of the United States today has become arrogant (Kim, 2004). American history short, so that average Americans lack a sense of history, lack of respect for the history, culture and civilization of other countries.
Promotion – the products need to propagandize, it need to let the customer know it. The company has many ways to propagandize the products, such as advertisement. It is a good way to show their product. The blue motion car’s performance, comfort level and exterior (Whyte, 2002). The advertisement can use on TV, new paper, magazine and so on. In this way, it can make the customer know more and more information. But it needs to pay attention to the characteristic of product.
People – the people is basic. In this part, it can be divided into two parts. The first one is customer. The company needs to insist customer-centric and pay attention to the customer’s ideas. And set up some customer service centers in Shanghai. The customer service centers can offer different services, such as refer, repairs, complain and so on. The second is staff. The company needs to foster a good enterprise culture. It can encourage staff unite as one and work harder. The company can get more benefit.
Physical evidence – in this point, the company can hold some car exhibitions for blue motion car, the customer can know the car more intuitive and faster. And the company also can offer test drive. In this way, the customer can know the car’s performance and operability faster. And the customer maybe will put forward some advises. The company needs to pay attention to these advises and improve the quality of blue motion car.
Process – it is a very important point, the company need to make a careful plan for risk. Market is not safe. The company needs to pay attention to two points. The first is monitoring. It includes productive process, transformational process and sales process. The company must be monitoring every link. It can help the company know the problem of products. And the second is pay attention to the market change. Especially the company needs to attention the oil price. It can direct influence the sales volume. It should change the price in time.
Price – it is the most important point. It is a difficult question. In the individual market, the customer is sensitive on this problem. The price can direct influence the sales volume. Through the market survey, it shows some questions. In these customers, most of them would like to buy the car over the 150,000 Yuan. It means they want to buy medium and high grade manufactured goods. The common car can use the blue motion. Their price just needs to improve 10,000-20,000. The price is not too high. Customer can accept it. And it includes some parts, such as advertising costs, transportation costs, and cost of production and so on. These things need to reckon in the price. So the customer will pay off all cost and benefit of the products.
1.1 There is the 7Ps of the blue motion in public transit market.
In this market, the focus group is the taxi. The 7Ps is different from the individual market.
Product – it also is the blue motion car. In this way, the company wants to change all taxi to blue motion car. It is a green car. It also can protect environmental and fuel economy. The department concerned will be interested in the blue motion car.
Place – it is different from the individual market. The company need to manufacturer a lot of specific motorcycle types. So the company can direct contact the department concerned. Then the department concerned can place an order for the company. So in this way, the company can use the method of direct sales.
Promotion – it is not too difficult. The company needs to pay attention to the broadcast. The taxi driver likes to listen to the radio (Trout, Rivkin, 2000). The company can make the advertisement on the broadcast. The taxi driver can know the blue motion car faster. At the same time, the company continues making advertisement on TV, magazine, newspaper and Internet.
People – in this part, it is same as the individual market.
Physical evidence – in this part, it is same as the individual market.
Process – in this part, it is same as the individual market.
Price – it is always the most important point. It is different from the individual market. In this way, the company direct sell to the taxi company. So the price can reduce. But it can not reduce too much. The company will manufacture a lot of specific types. So the company can get the same benefit.
1.3 Reclaim the overseas market: Thailand.
The Volkswagen want to reclaim the overseas market, then the company confirm Thailand of target market.
The overseas market is different from domestic market.
1. Environment.
In the domestic market, the company does marketing in a conversant environment. But the company will face the unfamiliar environment in the overseas market. At the same time, the company may be influenced by macro-control. So the environment is so complex.
2 .Marketing mix
In the part of product, the overseas market has two problems. The first is standardization of products. The second is product differentiation. The company will get the choice.
In the part of price, it thinks about not only cost, but also think about different market demand and competitive landscape. The cost includes customs, transport costs, exchange rate and so on. The company also needs to pay attention to the different laws and regulations.
In the part of place, the environment is different from the domestic market. So the distribution infrastructure’s form, scale and so on are different from domestic market. So it is hard to control.
Conclusion
In this report, it analyzes the impact of five elements of the MACRO environment giving examples on marketing of products, and the report analyzed the 7Ps of the blue motion car-- Volkswagen’s new product. And it makes the marketing mix for it. This report considers that the economic environment, legal factor, technology factor, social factor and natural environment factor is important to the change of marketing.. So a company can not only has good product, it is not enough. They must have a series of marketing mix of the product. If not, the company is hard to get benefit.
Reference
Alonzo, V. and Hein, K. (1999), ‘Building loyalty’, Incentive, Vol. 173, Iss. 7, Jul, p. 6
Burbury R. (2001), ‘Brand commitment on wane’, Australian Financial Review, Jul, p. 22
Dowling, R.G. (2002), ‘Customer relationship management: In B2C markets, often less is more’, California Management Review, Vol. 44, No. 3, Spring, pp. 87-103
Egan, J. (2001) Relationship Marketing, Pearson Education, England, Ch. 3, pp. 51-74
Hart, S., Smith, A., Sparks, L. and Tzokas, N. (1999), ‘Are loyalty schemes a manifestation of relationship marketing?’, Journal of Marketing Management, 15, pp. 541-562
Kim, J.J. (2004), ‘Family Finance: Getting the Point of Reward Points; Consumers May Be Tempted To Go for Creative Options, But Good Value Still Rules’, Wall Street Journal, Eastern Edition, New York, N.Y., Mar, p. D2
Reinartz, W. and Kumar, V. (2000), ‘On the profitability of long-life customers in a non-contractual setting: An empirical investigation and implications for marketing’, Journal of Marketing, 64/4, Oct, pp. 17-35
Uncles, D.M., Dowling, R.G. and Hammond, K. (2003), ‘Customer loyalty and customer loyalty programs’, Journal of Consumer Marketing, Vol. 20, No. 4, pp. 294-316
Whyte, R. (2002), ‘Loyalty marketing and frequent flyer programmes: Attitudes and attributes of corporate travellers’, Journal of Vacation Marketing, Vol. 9, No. 1, pp. 17-34#p#分页标题#e#
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