Understanding Trends in the Marketing Environment

Consumer behavior is influenced by both internal and external factors. Internal factors, also called the personal factors, are things like motivation, learning, and perception. External, or social, factors include things like social norms, family roles, and cultural values. Trends in the external environment can have major impact on consumer choices and preferences. It is important for marketing managers to be aware of such trends. How can managers learn about such trends? Let us explore the Web site of a company that conducts national surveys and publishes reports on such trends. Harris Interactive frequently publishes several survey findings that can be of interest to marketers. Let us ... click for more

Obesity ethical marketing issues

America is a fat nation in which almost 2/3rds of all Americans are overweight. This national weight problem is causing a variety of severe health problems in both adults and children. For example, four percent of adolescents now have Type II diabetes (which typically never effects youths). Among the reasons for this problem are the decline of the family dinner, the popularity of computers/videogames, increased technology (reducing movement), increased food processing that adds sugar (sugar is the number one food additive which is now included in foods such as bread, lunchmeat, canned vegetables, and mayonnaise), and consumers eating out more. Whatever the reason, Americans are now eating... click for more

Forecasting

Forecasting: Seeking Financial Altitude in a Cloudy Sky LEAD STORY-DATELINE: The Australian Financial Review, May 17, 2002. Qantas has a lot riding on remaining dominant and profitable in the Australian domestic market for air travel and freight, as well as remaining profitable on its overseas routes-particularly the "Kangaroo" route to and from the United Kingdom. It has reported expansion plans involving $A13 billion that it intends to spend over a ten-year period on a range of upgrades to planes and lounge facilities, as well as on new aircraft. The marketing environment for airlines is volatile at the best of times, and from money-man Warren Buffet's (Berkshire Ha... click for more

Marketing Management

Marketing Management Case Study Guess Who's Coming to Denny's Few allegations are more damaging to a company's reputation than charges of racism. When systematic racism is revealed in the ranks, strong- and often momentarily painful remedial action must be taken. This is precisely what Denny's restaurants did to the tune of $54 million in the spring of 1994. Denny's was vilified as a symbol of racial discrimination. But in the years immediately following the company's embarrassing and painful publicity, Denny's became a model of progressive diversity. PAINFUL BREAKFAST AT DENNY'S With more than 1,500 company and franchise restaurants located throughout the United States, ... click for more

Beverage marketing - buying decisions, target market

1. Conglom Foods produces carbonated and non-carbonated cocktail mixers, such as tonic water, Pona Colada mix, and grenadine syrup. Consider two of the following target markets: children (ages 4-8) 'tweens (ages 9-14) teens (ages 15-19) young adults (ages 20-30) adults (ages 30 +) 1) How does the market make buying decisions? 2) How would you go about targeting this market? 3) Do you think this is an appropriate target market for Conglom, and for what type of beverage product? 2. Write a target market recommendation to the beverage unit. Your recommendation should include: 1) an overview of target market, including buyer behavior. 2) reasoning behind your r... click for more