Macro and micro

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Suraj Sain

Education

Chapter 3

The Macro and Micro
Environments of Hospitality
Marketing

Macro Environment
- Economy
- Society and culture
- Politics
- Technology
- Ecology

Micro Environment
- Competitors
- Customers

Hospitality Marketing

The Macro Environment

Economy
– Discretionary
– Squeeze effect

The Squeeze Effect

Fine
Dining

Theme

Family Style

Quick Service

The Macro Environment

Economy
– Discretionary
– Squeeze effect
Society and Culture
– Trends
– Demographics

Age Categories
Seniors Boomers Gen X Gen Y

Born ?? - 1945 1946-1964 1965-1978 1979-1994
Population 56 M 72 M 17 M 60 M
Caucasian 85% 75% 69% 66%
Defining idea Duty Individuality Diversity Anything goes
Education is Dream Birthright Way to get Cultural
ahead experience
$ mgmt. Save Spend Hedge Spend

Demographic Changes

Age
Working women
Family composition
– DINKS

The Macro Environment

Economy
Society and Culture
Politics
Technology
Ecology
– Eco-efficiency

Micro Environment

Competitors
– Concentration vs. fragmentation
Customers
– Societal influences
– Personal situations
– Psychological influences

Societal Influences
Families
Culture
– Subculture
Socioeconomic status
Reference group
– Primary reference group
– Secondary reference group
– Aspiration group

Personal Situations

Age
Life cycle stages
Psychographics
– Activities, Interests, opinions (AIO)

Perception Forming Process

Exposure

Attention

Comprehension

Retention

Psychological Influences

Perception
Attitudes
Personality
– Ideal self-concept
– Actual self-concept

Buying Process

Problem awareness
Information search
– Importance of the decision
– Prior experience
– Perceived risk

Types of Risk

Financial risk
Social risk
Performance risk

Buying Process
Problem awareness
Information search
– Importance of the decision
– Prior experience
– Perceived risk
– Sources of information
Alternative evaluation
Purchase decision
Post-purchase evaluation

Consumer Problem-Solving
Process

Problem Information Alternative Purchase Post purchase
Awareness Search Evaluation Decision Evaluation

Problem-Solving Continuum

Complex Habitual
decision- decision-
making making

Variables Affecting Consumer Behavior

Macro Environmental Micro Environmental
Factors Factors

• Economy • Competitors
• Society and culture • Customers
• Politics – Societal Influences
• Technology – Personal Situations
• Ecology – Psychological Influences

Characteristics of the Buyer

Buying Process

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Macro and micro

1. Chapter 3 The Macro and Micro Environments of Hospitality Marketing

2. Macro Environment - Economy - Society and culture - Politics - Technology - Ecology Micro Environment - Competitors - Customers Hospitality Marketing

3. The Macro Environment Economy – Discretionary – Squeeze effect

4. The Squeeze Effect Fine Dining Theme Family Style Quick Service

5. The Macro Environment Economy – Discretionary – Squeeze effect Society and Culture – Trends – Demographics

6. Age Categories Seniors Boomers Gen X Gen Y Born ?? - 1945 1946-1964 1965-1978 1979-1994 Population 56 M 72 M 17 M 60 M Caucasian 85% 75% 69% 66% Defining idea Duty Individuality Diversity Anything goes Education is Dream Birthright Way to get Cultural ahead experience $ mgmt. Save Spend Hedge Spend

7. Demographic Changes Age Working women Family composition – DINKS

8. The Macro Environment Economy Society and Culture Politics Technology Ecology – Eco-efficiency

9. Micro Environment Competitors – Concentration vs. fragmentation Customers – Societal influences – Personal situations – Psychological influences

10. Societal Influences Families Culture – Subculture Socioeconomic status Reference group – Primary reference group – Secondary reference group – Aspiration group

11. Personal Situations Age Life cycle stages Psychographics – Activities, Interests, opinions (AIO)

12. Psychological Influences Perception

13. Perception Forming Process Exposure Attention Comprehension Retention

14. Psychological Influences Perception Attitudes Personality – Ideal self-concept – Actual self-concept

15. Buying Process Problem awareness Information search – Importance of the decision – Prior experience – Perceived risk

16. Types of Risk Financial risk Social risk Performance risk

17. Buying Process Problem awareness Information search – Importance of the decision – Prior experience – Perceived risk – Sources of information Alternative evaluation Purchase decision Post-purchase evaluation

18. Consumer Problem-Solving Process Problem Information Alternative Purchase Post purchase Awareness Search Evaluation Decision Evaluation

19. Problem-Solving Continuum Complex Habitual decision- decision- making making

20. Variables Affecting Consumer Behavior Macro Environmental Micro Environmental Factors Factors • Economy • Competitors • Society and culture • Customers • Politics – Societal Influences • Technology – Personal Situations • Ecology – Psychological Influences Characteristics of the Buyer Buying Process

Macro and micro

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