MarketingChapter3.pptx

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i t ’s good and

good for you

Chapter Three

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3-2

Analyzing the Marketing

Environment

• _{The Company’s Microenvironment}

• _{The Company’s Macroenvironemnt}

• _{The Demographic Marketing Environment}

• _{The Economic Environment}

• _{The Natural Environment}

• _{The Technological Environment}

• _{The Political and Social Environment} • _{The Cultural Environment}

• _{Responding to the Marketing Environment}

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The Marketing Environment

The marketing environment includes the

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The Marketing Environment

Microenvironment consists of the actors

close to the company that affect its ability to serve its customers, the company,

suppliers, marketing intermediaries,

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The Company’s

Microenvironment

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The Company’s

Microenvironment

• _{Top management} • _Finance

• _R&D

• _Purchasing • _Operations • _Accounting

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The Company’s

Microenvironment

• _{Provide the resources to produce goods}

and services

• _{Treat as partners to provide customer value}

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The Company’s

Microenvironment

Help the company to promote, sell and distribute its

products to final buyers

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The Company’s

Microenvironment

Resellers

distribution

Physical

firms

Marketing

services

agencies

Financial

intermediaries

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The Company’s

Microenvironment

• _{Firms must gain strategic advantage by}

positioning their offerings against competitors’ offerings

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The Company’s

Microenvironment

Publics

• _{Any group that has an actual or}

potential interest in or impact on an organization’s ability to

achieve its objectives

– _{Financial publics} – _{Media publics}

– _{Government publics} – _{Citizen-action publics} – _{Local publics}

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The Company’s

Microenvironment

• _{Consumer markets} • _{Business markets}

• _{Government markets} • _{International markets}

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The Company’s

Macroenvironment

Demography: the study of human populations-- size, density, location, age, gender, race,

occupation, and other statistics

• _{Demographic environment:}_{involves people,}

and people make up markets

• _{Demographic trends:}_{shifts in age, family}

structure, geographic population, educational characteristics, and population diversity

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The Company’s

Macroenvironment

• _{Changing age structure of the population}

– _{Baby boomers include people born between}

1946 and 1964

– _{Most affluent Americans}

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The Company’s

Macroenvironment

• _{Generation X includes people born}

between 1965 and 1976

– _{High parental divorce rates} – _{Cautious economic outlook} – _{Less materialistic}

– _{Family comes first}

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The Company’s

Macroenvironment

• _{Millennials (gen Y or echo boomers) include}

those born between 1977 and 2000

– _{Comfortable with technology} – _{Tweens (ages 8–12)}

– _{Teens (13–19)}

– _{Young adults (20’s)}

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The Company’s

Macroenvironment

Generational marketing

is important in

segmenting people by lifestyle of life state

instead of age

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The Company’s

Macroenvironment

More people are:

• _{Divorcing or separating} • _{Choosing not to marry} • _{Choosing to marry later}

• _{Marrying without intending to have children}

Increasing number of working women Increasing number of stay-at-home dads

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The Company’s

Macroenvironment

• _{Change in where people}

work

– _{Telecommuting} – _{Home office}

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The Company’s

Macroenvironment

• _{Changes in the Workforce} – _{More educated}

– _{More white collar}

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The Company’s

Macroenvironment

Demographic Environment Increased Diversity

Markets are becoming more diverse

– _{International} – _National

• _Includes:

– _Ethnicity

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The Company’s

Macroenvironment

Economic environment consists of factors

that affect consumer purchasing power and spending patterns

• _{Industrial economies are richer markets} • _{Subsistence economies consume most of}

their own agriculture and industrial output

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The Company’s

Macroenvironment

Value marketing

offering financially cautious buyers greater value— the right combination of

quality and service at a fair price

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The Company’s

Macroenvironment

Natural environment: natural resources that are needed as inputs by marketers or that are affected by marketing activities

• _Trends

– _{Increased shortages of raw materials} – _{Increased pollution}

– _{Increased government intervention}

– _{Increased environmentally sustainable}

strategies

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The Company’s

Macroenvironment

Technological Environment

• _{Most dramatic force}

in changing the marketplace

• _{New products,}

opportunities

• _{Concern for the}

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The Company’s

Macroenvironment

Political environment

laws, government agencies, and pressure groups that influence or limit various organizations and individuals in a given

society

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The Company’s

Macroenvironment

• _{Legislation regulating}

business

– _{Increased legislation}

– _{Changing government}

agency enforcement

• _{Increased emphasis on ethics} – _{Socially responsible}

behavior

– _{Cause-related marketin}_g

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The Company’s

Macroenvironment

Cultural environment consists of institutions

and other forces that affect a society’s basic values, perceptions, and behaviors

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The Company’s

Macroenvironment

Core beliefs and values are persistent and are passed on from parents to children and are reinforced by schools, churches, businesses, and government

Secondary beliefs and values are more open to change and include people’s views of

themselves, others, organization, society, nature, and the universe

Cultural Environment

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The Company’s

Macroenvironment

• _{People’s view of themselves} – _{People vary in their emphasis on}

serving themselves versus serving others.

• _{People’s view of others}

– _{More “cocooning” – staying home,}

home cooked meals

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The Company’s

Macroenvironment

• _{People’s view of organizations}

– _{Decline of loyalty toward companies}

• _{People’s view of society}

– _{Patriots defend it}

– _{Reformers want to change it} – _{Malcontents want to leave it}

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The Company’s

Macroenvironment

Shifts in Secondary Cultural Values

• _{People’s view of nature}

– _{Some feel ruled by it}

– _{Some feel in harmony with it}

– _{Some seek to master it}

• _{People’s view of the universe}

– _{Renewed interest in spirituality}

– _{Developed more permanent values}

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Responding to the Marketing

Environment

Uncontrollabl e

•_{React and}

adapt to

forces in the environment

Proactive

•_Aggressive actions to affect forces in the environment

Reactive

•_Watching and reacting to forces in the

environment

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