Ch. 4 - The Marketing Environment

If any company is smart enough, they will pay attention to their marketing environment. If they plan to succeed in the marketing world they must orient themselves on what kind and/or type of audience they are aiming to sell to. There are different age groups, and different ethnic backgrounds that will make a difference with your overall sells. Starbucks for example has been racially associated with "white people". Being a 20 year old college student I have seen many times a young female being stereotyped as a "white girl" only because she is drinking a Starbucks drink. Now if this is true or not, Starbucks knows who their consumers are. Starbucks has a beverage for all ages. Aiming mostly at the Generation Y consumers when coming out with their different yet sweet and delicious flavored hot and cold beverages. They know Generation X consumers can never go wrong with an original cup of coffee and thats why that product will never go out of style. Starbucks gets all kinds of ethnic background costumers, that is why their drinks go accordingly. You will see drinks like the "dulce de leche" which is evidently for the hispanic crowd. The new "pumpkin spice latte" that comes out mainly in the fall, mostly attracts the white crowd. Therefore Starbucks seems to have a great understanding of what their marketing environment is like.