Macro and micro

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

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

3. The Macro Environment
Economy
–Discretionary
–Squeeze effect

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

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. Exposure
Attention
Comprehension
Retention
Perception Forming Process

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

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

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