The Marketing EnvironmentWord格式.docx
- 文档编号:17617572
- 上传时间:2022-12-07
- 格式:DOCX
- 页数:7
- 大小:142.03KB
The Marketing EnvironmentWord格式.docx
《The Marketing EnvironmentWord格式.docx》由会员分享,可在线阅读,更多相关《The Marketing EnvironmentWord格式.docx(7页珍藏版)》请在冰豆网上搜索。
walletsresultingfromthecurrentalltimehighgasolineprices.
Thefirstfactor—increasedcompetition—isactuallyafairlycommononefor"
evolving"
productcategories.WhenStarbucks'
spurredonthemassmarketforhighqualitybrewedcoffeeintheU.S.somefifteenyearsago,thechainfacedonlymodestcompetition.Fastfoodchainsanddonutshopsfeatured"
regular"
coffeeatlowerpricesandafewsmallchainsandlocalestablishmentsservedthehigherendclientele.InsuchanearlyphaseoftheProductLifeCycle(PLC),thegrowthindemandisoftengreaterthantheincreaseinsupplythatresultsfromtheentryofnewfirmsintothemarket.Thus,pricepressure—andtheriskthatyourcustomerswilldefecttolowercostalternatives—tendtobelowerthantheyareinmore"
mature"
productmarkets.Now,however,anumberofotheroutletsofferpremiumcoffee—itnotalwaysquiteinStarbucks'
league—atsignificantlylowerprices.TheentryofMcDonald'
sandothernationalchainsintothepremiumcoffeemarketcategoryisnorealsurprise.Inmostindustries,thereisalimittohowlongonefirmcancontinuetodominatethemarket.
Withaweakereconomy,manyindividualsareworriedaboutlosingtheirjobs.Othersdonotgettheover-timeandbonusestheyhavecometoexpectduringbettereconomicdays.Thatthreedollarpluscupofcoffeeis,realisticallyspeaking,oneoftheeasierthingstoeliminatefromone'
sbudget.Athreedollars-a-dayhabit,afterall,translatesintosome$1,000overthecourseofayear.Itismuchmoredifficulttocutfromthefamilygrocerybudget.
Problemsarenowcompoundedbyalltimehighgasolineprices.Intheshortrun,thereisverylittlethatmostconsumerscandoabouttheirgasolineconsumption.Theycancutbackondrivingvacationsandotherunnecessarydriving,butthereareoftennotattractivepublictransportationoptionsforgettingtoworkorpickingupchildrenfromschool.Manyconsumersarenowstuckwithbig,low-gasmileagecarstheypickedupwhenoilpriceswerelower.Ironically,becausemanystilloweagreatdealonthesecarswhoseresalevaluehasnowdeclined,switchingtomoregas-efficientcarscanbedifficult.Thiscompoundsthebudgetproblemsthatmanyfamiliesareexperiencing.Thereisclearevidencethathighgascostshavecutinsignificantlytoconsumerretailpurchases,especiallyattheendofthemonth.
DoesthismeanthatvendorsofhighcostluxuryproductslikeStarbuckswillgooutofbusiness?
Hopefullynot.WearenottalkingaboutgourmetcoffeeaficionadoscuttingoutStarbucksentirely.Manywillcontinuetogo,albeitnotasregularly.However,businessesthathavehighfixedexpenses(thecostofrealestateandlabor)andmuchlowervariablecosts(thecostoftheactualcoffeeandcups)arehighlysensitivetovolume.Thus,atenpercentdeclineinsales,forexample,resultsinmuchmorethanatenpercentdeclineinprofits.Ifcustomersoptforlowerpriceditemswhentheyactuallydogo,thisproblemiscompounded.
Ironically,another"
luxury"
productactuallyseemstothriveduringrecessions(seeTheso-called"
LipstickIndex,"
basedontimeseriesanalysisoftheeconomyandsalesoflipsticks,actuallysuggeststhatlipsticksalesgoupduringbadeconomictimes.Thehypothesisisthatalipstick—evenaratherheftilypricedone—isanaffordableindulgence.
THE2008TAXREBATEAND
CONSUMERBEHAVIOR
Thetaxrebatesthatwillbereleasedthisyearhavebeentargetedprimarilyatlowertomiddleincomeconsumers.
Theseconsumersarelikelytohaveahigher“marginalpropensitytoconsume”—thatis,theyarelikelytospend,ratherthansave,ahigherpercentageofanyadditionalincometheyreceive.
Thistypeoftaxrebate,then,islikelytogetagreater“bangforthebuck”thanrebatesaimedathigherincomeconsumers.
Researchsuggeststhatpeoplewilloftenfeelmorefreetospend,ratherthansave,thistypeof“windfall”moneythantheywouldbeifithadbeenreceivedasananticipatedraiseatwork.
Itismoneythathadnotbeencountedon,anditisthereforeseenassomethingmore“appropriate”tospend.Becausemoneyis"
fungible"
--thatis,moneyisworththesameandcanbespentonthesamethingsregardlessofitssource--thisbehaviorisnotentirelyrational.However,agreatdealofresearchinthefieldof"
mentalaccounting"
showsthatthesourceofmoneyandthewayitispresentedhavealargeimpactonthedecisionsonconsumersonwhattodowithit.
Inthecomingmonths,manyadvertiserswillprobablycomeupwithnumerous“suggestions”astohowconsumersshouldspendthismoney.
Ahouseholdwithtwospousesplustwochildrenarepotentiallyeligibletoreceive2*$600+2*300=$1,800,whichisenoughtobuyoneormore“bigticket”itemssuchasalargeflatscreenTVoracomputer.
Alternatively,consumersmayspendthismoney“piecemeal,”eatingoutatrestaurantsmoreorbuyingseveralsmallthings.
Becausefoodandgasolinepriceshavegoneupdramaticallyoverthelastseveralyears,anincreasingnumberoflowtomiddleincomeconsumersarefacingaconsiderablebudget“crunch,”especiallyattheendofthemonth.
Wal-Mart,intheearly2000s,initiallyseemedtobenefitfromthedecliningeconomyasconsumesswitchedmanyoftheirpurchasestolowercostoutlets.
Now,however,manyconsumersarehavingtroublemakingendsmeetevenatlowerpricestoresandmanyhave,asaresult,reducedtheirpurchases.
Thetaxrebatemayallowmanyoftheseconsumerstobuysomeofthesethingsthattheywouldotherwisenothavebeenabletobuy.
Forsuchconsumers,then,therewouldnotnecessarilybeanybignewpurchases;
rather,theeffectwouldbetoreducethedeclineinearlierspending.
Recently,foodpriceshaveincreaseddramatically.
Thisoccursbothbecausethecostofproductiongoesupwiththecostofenergyandbecauseanumberofagriculturalcropsnowbecomemorevaluablewhentheyare“diverted”tomakingfuels.
Whencornandothercommoditiesareconvertedintogassubstitutes,thevalueofsubstitutableothercommoditiesinturnfaceincreaseddemand,resultinginahighermarketprice.
Theremayalsobesomeconsumerswhomayactuallysavetheirrebatemoneyratherthanspendingit.Manywillchoosetodothisinlargepartbasedonthefearthattheymaylosetheirjobsoropportunitiestoworkovertimeinthefuture.
ThistypeofsavinghasbeenaproblemthathaslimitedtheeffectivenessofthistypeofstimulusmeasureinJapan’seconomywhichexperiencedasignificantdownturnduringmanyofthelasttenyears.Ratherthanspendingmuchofthisextramoneyavailable,consumershave,instead,putawaythemoneyinanticipationofa"
rainyday."
Ironically,thisislikelyagoodstatetegyfortheindividualfamily,butnotsogoodforthenationaleconomy.
OnepotentialproblemwithmanybigticketpurchasesisthatmanyelectronicproductsthesedaysareimportedfromlowwagecostcountriessuchasChina.
Whenimportedproductsaresold,thenetcontributiontotheU.S.economyislimitedtothe“valueadded”componentofdistributionintheU.S.
Thatis,suchpurchasesmayincreaseretailanddistributionemploymentintheU.S.butnotmanufacturingemployment.
Partoftheeffectivenessofanystimulusmeasuresuchasataxrebateistheso-called“multiplier”effectwherebymoneyisre-spentasthosewhosell—andtheiremployees—inturnspendpartoftheirearnings.
Ifconsumerspatronizerestaurants,forexample,theiremployeeswilllikelyworklongerhoursandreceivegreatertips,enablingtheseemployeestobuymorewhich,inturn,spursonthecycle.
Restaurantownersmaydecidetoexpandtheirfacilities,inturncreatingjobsforpeoplewho,inturn,spendtheirmoneyelsewhere.
April9,2008
GASOLINEPRICES,CONSUMERS,ANDTHEECONOMY
Thecurrentgasolinepricesarelikelytohavealargeimpactonconsumerspendingbutamuchsmallerimpactontheamountofgasolinepurchased.Instead,theeffectislikelytobefeltinotherareasofspending(e.g.,vacations,entertainment,electronics,oreatingout).
Source:
U.S.DepartmentofEnergy
http:
//tonto.eia.doe.gov/dnav/pet/pet_pri_gnd_dcus_nus_w.htm
Economistsgenerallytalkaboutthe“priceelasticity”ofcertainproductsandwilloftenpredictthataonepercentincreaseinthepriceofaproductwillresultina,say,twopercentincreaseconsumptionor“quantitydemanded.”
Theideaofthisdecliningconsumptioncanbeexplainedintermsofthetraditionalconceptsof“supply”and“demand.”
Shorttermforgasoline,however,appearstoberelatively“inelastic”—thatis,whenpriceschange,thereisrelativelylittlechangeinthequantitydemanded.Thisiswhy,whentheworldsupplyofpetroleumchanges,veryaverylargechangeinpriceisusuallyneededtobringsupplyanddemandintobalance.Supplyanddemandchartunderinelasticdemandlooksmorelikethis:
NOTE:
Thenumbersinthischartare
fictionalandusedonlyforillustrationpurposes.
TheydoNOTrepresentobservedmarketresponse.
Theredcurverepresentsconsumerdemand,stayingconstantduringthehigherandlowersupplyconditions.Thetopbluecurverepresentsthequantitysuppliedatagivenpricewhensupplyislow.Becausethesupplyislow,supplierswillwantmoretosupplyagivenquantitythanisthecaseforconditionsofhighsupply(thelowerbluecurve)whereagreaterquantitycanbehadagivenprice.Notethatbecausethedemandisrelativelyinelastic,the
- 配套讲稿:
如PPT文件的首页显示word图标,表示该PPT已包含配套word讲稿。双击word图标可打开word文档。
- 特殊限制:
部分文档作品中含有的国旗、国徽等图片,仅作为作品整体效果示例展示,禁止商用。设计者仅对作品中独创性部分享有著作权。
- 关 键 词:
- The Marketing Environment