Post on 15-Jan-2015
description
March 15, 2010
The Dynamic Marketing
Environment
Levels of External Forces
Macro Level
Influences that affect all firms
Micro Level
Influences that affect a particular firm
External Macroenvironment Forces
Demographics
People MakeMarkets
People MakeMarkets
DistributionDistribution GrowthGrowth
SizeSize
Characteristics of Populations
Characteristics of Populations
Megatrends Shaping the Consumer Landscape
• Delayed retirement• Changing nature of work• Greater educational attainment• Skill Labor shortages
• Increased migration• Shifting birth trends• Widening geographic differences• Changing age structure
Economic Factors
People withMoney to Spend
and Willing toSpend it
People withMoney to Spend
and Willing toSpend it
InflationInflationInterest Rates
Interest Rates
Stage of the Business
Cycle
Stage of the Business
Cycle
Types of Industrial Structures
Industrialeconomies
Subsistenceeconomies
Raw-material-exporting
economies
Industrializingeconomies
India – An Industrializing Economy
Saudi Arabia – A Raw-Material Exporting Economy
Competition
Rivals for Customers’
Limited Buying Power
Rivals for Customers’
Limited Buying Power Substitute
ProductsSubstitute Products
Every Company
Every Company
BrandCompetition
BrandCompetition
Differential AdvantageDifferential Advantage
Social and Cultural Forces
People MakeMarkets
People MakeMarkets
BeliefsBeliefs
Socio-culturalPatterns
Changing Quickly
Socio-culturalPatterns
Changing Quickly
ValuesValuesLifestylesLifestyles
Social and Cultural Changes
Concern for Natural Environment
Concern for Natural Environment
Quality notQuantity
Quality notQuantity
Changing Gender RolesChanging Gender Roles Two Incomesand Balance
Two Incomesand Balance
Physical Fitness andHealth
Physical Fitness andHealth Exercise and DietExercise and Diet
Premium on TimePremium on Time ConvenienceConvenience
Schwab’s Chinese-language Web site
Political and Legal Forces
Monetary and
Fiscal Policies
Monetary and
Fiscal Policies
GovernmentalRelationship
with Industries
GovernmentalRelationship
with Industries
Social Legislationand
Regulation
Social Legislationand
Regulation
Legislation Related
toMarketing
Legislation Related
toMarketing
Legislation Affecting Marketing
• Competition Act• Sales of Goods Act• Unfair Trade
Practices Acts
• Trademark and Merchandise Act
• Various deregulation laws pertaining to specific industries
Regulate Competition
Legislation Affecting Marketing
• Food and Drug Act• Packaging and Labeling Act• Cigarette Labeling and
Advertising Acts
• Consumer Protection Act• Media related regulations
Protect Consumers
Natural Environment
Shortage of raw materials
Increasedenergy costsAnti-pollution
pressuresGovernmental
protections
Technology
Affects HowMarketing isCarried Out
Affects HowMarketing isCarried Out
Altering Existing
Industries
Altering Existing
Industries
Impacts lifestyles, consumption patterns,
economic well-being
Impacts lifestyles, consumption patterns,
economic well-being
StartingNew
Industries
StartingNew
Industries
StimulatesMarkets
and Other Industries
StimulatesMarkets
and Other Industries
External Microenvironment
Internal Environment
Operating Environment