Marketing Practices in the Alcoholic Beverages Industry: Toward an Understanding of How Macro-Environmental Forces Shape Marketing Strategies in the Alcoholic Beverage Industry. A Supplement to Phases I and II

摘要

A supplement to Phase I and II of a study designed to assist the National Institute on Alcohol Abuse and Alcoholism (NIAAA) in understanding both marketing practices and consumer purchasing of alcoholic beverages is presented. In this supplement, an attempt is made to point out the importance of understanding how industry marketing practices (both domestic and international) can be influenced by macro-environmental forces. A model of the alcoholic beverage industry and its external domestic and international environments is presented, and the role of political-legal, economic, sociocultural, and technological forces in the industry is described, including how these four forces might directly or indirectly affect the industry's marketing strategies. Some suggestions are offered on research priorities for addressing the various questions raised throughout the paper. Contents of the two main substantive reports (Phase I and II) are appended.