The Marketing Environment
description
Transcript of The Marketing Environment
![Page 1: The Marketing Environment](https://reader036.fdocuments.us/reader036/viewer/2022070501/56816973550346895de149e1/html5/thumbnails/1.jpg)
Marketing : An IntroductionAn Asian Perspective© Armstrong, Kotler & da Silva 3-1
The Marketing Environment
3
Marketing : An IntroductionAn Asian Perspective
Armstrong, Kotler & da Silva
![Page 2: The Marketing Environment](https://reader036.fdocuments.us/reader036/viewer/2022070501/56816973550346895de149e1/html5/thumbnails/2.jpg)
Marketing : An IntroductionAn Asian Perspective© Armstrong, Kotler & da Silva 3-2
Marketing Environment
• The marketing environment consists of actors and forces outside the organization that affect management’s ability to build and maintain relationships with target customers.
• Environment offers both opportunities and threats.
• Marketing intelligence and research used to collect information about the environment.
![Page 3: The Marketing Environment](https://reader036.fdocuments.us/reader036/viewer/2022070501/56816973550346895de149e1/html5/thumbnails/3.jpg)
Marketing : An IntroductionAn Asian Perspective© Armstrong, Kotler & da Silva 3-3
• Includes:– Microenvironment: actors close to the
company that affect its ability to serve its customers.
– Macroenvironment: larger societal forces that affect the microenvironment.• Considered to be beyond the control of the
organization.
Marketing Environment
![Page 4: The Marketing Environment](https://reader036.fdocuments.us/reader036/viewer/2022070501/56816973550346895de149e1/html5/thumbnails/4.jpg)
Marketing : An IntroductionAn Asian Perspective© Armstrong, Kotler & da Silva 3-4
Actors in the Microenvironment
Figure 3.3
![Page 5: The Marketing Environment](https://reader036.fdocuments.us/reader036/viewer/2022070501/56816973550346895de149e1/html5/thumbnails/5.jpg)
Marketing : An IntroductionAn Asian Perspective© Armstrong, Kotler & da Silva 3-5
The Company’s Microenvironment
• The Company–Areas inside a company.–Affects the marketing department’s
planning strategies.–All departments must “think consumer”
and work together to provide superior customer value and satisfaction.
![Page 6: The Marketing Environment](https://reader036.fdocuments.us/reader036/viewer/2022070501/56816973550346895de149e1/html5/thumbnails/6.jpg)
Marketing : An IntroductionAn Asian Perspective© Armstrong, Kotler & da Silva 3-6
The Internal EnvironmentFigure 3.4
![Page 7: The Marketing Environment](https://reader036.fdocuments.us/reader036/viewer/2022070501/56816973550346895de149e1/html5/thumbnails/7.jpg)
Marketing : An IntroductionAn Asian Perspective© Armstrong, Kotler & da Silva 3-7
• Suppliers: – Provide resources
needed to produce goods and services.
– Important link in the “value delivery system.”
– Most marketers treat suppliers like partners.
The Company’s Microenvironment
![Page 8: The Marketing Environment](https://reader036.fdocuments.us/reader036/viewer/2022070501/56816973550346895de149e1/html5/thumbnails/8.jpg)
Marketing : An IntroductionAn Asian Perspective© Armstrong, Kotler & da Silva 3-8
The Company’s Microenvironment
• Marketing Intermediaries: – Help the company to promote, sell, and
distribute its goods to final buyers• Resellers• Physical distribution firms• Marketing services agencies• Financial intermediaries
![Page 9: The Marketing Environment](https://reader036.fdocuments.us/reader036/viewer/2022070501/56816973550346895de149e1/html5/thumbnails/9.jpg)
Marketing : An IntroductionAn Asian Perspective© Armstrong, Kotler & da Silva
• Resellers are distribution channel firms that help the company to find its customers or make sales to them.
• These include wholesalers and retailers who buy and resell merchandise.
• Big C, Carrefour, Tesco Lotus etc. are examples of big retailers.
3-9
Resellers
![Page 10: The Marketing Environment](https://reader036.fdocuments.us/reader036/viewer/2022070501/56816973550346895de149e1/html5/thumbnails/10.jpg)
Marketing : An IntroductionAn Asian Perspective© Armstrong, Kotler & da Silva 3-10
Partnering With Intermediaries
Coca-Cola provides McDonalds with much more than just soft drinks. It also pledges powerful marketing support.
![Page 11: The Marketing Environment](https://reader036.fdocuments.us/reader036/viewer/2022070501/56816973550346895de149e1/html5/thumbnails/11.jpg)
Marketing : An IntroductionAn Asian Perspective© Armstrong, Kotler & da Silva
• Physical distribution firms help the company to stock and move goods from their points of origin to their destinations.
3-11
Physical distribution firms
![Page 12: The Marketing Environment](https://reader036.fdocuments.us/reader036/viewer/2022070501/56816973550346895de149e1/html5/thumbnails/12.jpg)
Marketing : An IntroductionAn Asian Perspective© Armstrong, Kotler & da Silva 3-12
Marketing Service Agencies
Acorn Marketing and Research Consultants Co. Ltd
Research Dynamics Co. Ltd.
TNS Research International
![Page 13: The Marketing Environment](https://reader036.fdocuments.us/reader036/viewer/2022070501/56816973550346895de149e1/html5/thumbnails/13.jpg)
Marketing : An IntroductionAn Asian Perspective© Armstrong, Kotler & da Silva
Financial intermediaries
• Financial intermediaries include banks, credit companies, insurance companies and other businesses that help the finance transactions or insure against risks associated with the buying and selling goods
3-13
![Page 14: The Marketing Environment](https://reader036.fdocuments.us/reader036/viewer/2022070501/56816973550346895de149e1/html5/thumbnails/14.jpg)
Marketing : An IntroductionAn Asian Perspective© Armstrong, Kotler & da Silva 3-14
• Customers: – Five types of markets that purchase a
company’s goods and services– Consumer markets– Business markets– Reseller markets– Government markets– International markets
The Company’s Microenvironment
![Page 15: The Marketing Environment](https://reader036.fdocuments.us/reader036/viewer/2022070501/56816973550346895de149e1/html5/thumbnails/15.jpg)
Marketing : An IntroductionAn Asian Perspective© Armstrong, Kotler & da Silva
Consumer markets
• Consumer market consists of individuals and households that buy goods and services for personal consumption.
3-15
![Page 16: The Marketing Environment](https://reader036.fdocuments.us/reader036/viewer/2022070501/56816973550346895de149e1/html5/thumbnails/16.jpg)
Marketing : An IntroductionAn Asian Perspective© Armstrong, Kotler & da Silva
Business markets
• Business markets buy goods and services for further processing or for use in their production process.
3-16
![Page 17: The Marketing Environment](https://reader036.fdocuments.us/reader036/viewer/2022070501/56816973550346895de149e1/html5/thumbnails/17.jpg)
Marketing : An IntroductionAn Asian Perspective© Armstrong, Kotler & da Silva
Reseller markets• Reseller markets
buy goods and services to resell at a profit.– Retailers – Wholesalers
3-17
![Page 18: The Marketing Environment](https://reader036.fdocuments.us/reader036/viewer/2022070501/56816973550346895de149e1/html5/thumbnails/18.jpg)
Marketing : An IntroductionAn Asian Perspective© Armstrong, Kotler & da Silva
Government markets
• Government markets are made up of government agencies that buy goods and services to produce public services or transfer the goods and services to others who need them.
3-18
![Page 19: The Marketing Environment](https://reader036.fdocuments.us/reader036/viewer/2022070501/56816973550346895de149e1/html5/thumbnails/19.jpg)
Marketing : An IntroductionAn Asian Perspective© Armstrong, Kotler & da Silva
International markets
• International market consists of buyers in other countries including consumers, producers, resellers, and governments.
3-19
![Page 20: The Marketing Environment](https://reader036.fdocuments.us/reader036/viewer/2022070501/56816973550346895de149e1/html5/thumbnails/20.jpg)
Marketing : An IntroductionAn Asian Perspective© Armstrong, Kotler & da Silva 3-20
![Page 21: The Marketing Environment](https://reader036.fdocuments.us/reader036/viewer/2022070501/56816973550346895de149e1/html5/thumbnails/21.jpg)
Marketing : An IntroductionAn Asian Perspective© Armstrong, Kotler & da Silva 3-21
The Company’s Microenvironment• Competitors:
– Those who serve a target market with products and services that are viewed by consumers as being reasonable substitutes
– Company must gain strategic advantage against these organizations
• Competitor analysis is an important aspect of developing effective marketing strategies
![Page 22: The Marketing Environment](https://reader036.fdocuments.us/reader036/viewer/2022070501/56816973550346895de149e1/html5/thumbnails/22.jpg)
Marketing : An IntroductionAn Asian Perspective© Armstrong, Kotler & da Silva
Who will win?
3-22
![Page 23: The Marketing Environment](https://reader036.fdocuments.us/reader036/viewer/2022070501/56816973550346895de149e1/html5/thumbnails/23.jpg)
Marketing : An IntroductionAn Asian Perspective© Armstrong, Kotler & da Silva 3-23
The Competitive “Radar Screen”
Figure 3.7
![Page 24: The Marketing Environment](https://reader036.fdocuments.us/reader036/viewer/2022070501/56816973550346895de149e1/html5/thumbnails/24.jpg)
Marketing : An IntroductionAn Asian Perspective© Armstrong, Kotler & da Silva 3-24
Types of PublicsPublics:
Group that has an interest in or impact on an organization's ability to achieve its objectives
![Page 25: The Marketing Environment](https://reader036.fdocuments.us/reader036/viewer/2022070501/56816973550346895de149e1/html5/thumbnails/25.jpg)
Marketing : An IntroductionAn Asian Perspective© Armstrong, Kotler & da Silva
Financial Public
3-25
These influence the company’s ability to obtain funds. Banks, investment houses and stockholders are the major financial publics.
![Page 26: The Marketing Environment](https://reader036.fdocuments.us/reader036/viewer/2022070501/56816973550346895de149e1/html5/thumbnails/26.jpg)
Marketing : An IntroductionAn Asian Perspective© Armstrong, Kotler & da Silva
Media Public
3-26
These carry news, features etc. They include newspapers, magazines, and radio and television stations.
![Page 27: The Marketing Environment](https://reader036.fdocuments.us/reader036/viewer/2022070501/56816973550346895de149e1/html5/thumbnails/27.jpg)
Marketing : An IntroductionAn Asian Perspective© Armstrong, Kotler & da Silva
Government public
3-27
Management must take government developments into account.
Management must always follows the government rules and regulations when doing businesses mainly on issues of product safety, truth in advertising and other matters.
![Page 28: The Marketing Environment](https://reader036.fdocuments.us/reader036/viewer/2022070501/56816973550346895de149e1/html5/thumbnails/28.jpg)
Marketing : An IntroductionAn Asian Perspective© Armstrong, Kotler & da Silva
Citizen action Public
3-28
![Page 29: The Marketing Environment](https://reader036.fdocuments.us/reader036/viewer/2022070501/56816973550346895de149e1/html5/thumbnails/29.jpg)
Marketing : An IntroductionAn Asian Perspective© Armstrong, Kotler & da Silva
Local/General public
3-29
![Page 30: The Marketing Environment](https://reader036.fdocuments.us/reader036/viewer/2022070501/56816973550346895de149e1/html5/thumbnails/30.jpg)
Marketing : An IntroductionAn Asian Perspective© Armstrong, Kotler & da Silva
Internal Public
3-30
These include workers, managers, volunteers, and the board of directors.
Large companies use newsletters and other means to inform and motivate their internal publics.
When employees feel good about their company, this positive attitude spills over to the external publics.
![Page 31: The Marketing Environment](https://reader036.fdocuments.us/reader036/viewer/2022070501/56816973550346895de149e1/html5/thumbnails/31.jpg)
Marketing : An IntroductionAn Asian Perspective© Armstrong, Kotler & da Silva 3-31
The Macro environment
• The company and all of the other actors operate in a larger macroenvironment of forces that shape opportunities and pose threats to the company.
![Page 32: The Marketing Environment](https://reader036.fdocuments.us/reader036/viewer/2022070501/56816973550346895de149e1/html5/thumbnails/32.jpg)
Marketing : An IntroductionAn Asian Perspective© Armstrong, Kotler & da Silva 3-32
The Company’s MacroenvironmentFigure 3.8
![Page 33: The Marketing Environment](https://reader036.fdocuments.us/reader036/viewer/2022070501/56816973550346895de149e1/html5/thumbnails/33.jpg)
Marketing : An IntroductionAn Asian Perspective© Armstrong, Kotler & da Silva 3-33
The Company’s Macroenvironment
• Demographic: – The study of human populations in terms of
size, density, location, age, gender, race, occupation, and other statistics.
– Marketers track changing age and family structures, geographic population shifts, educational characteristics, and population diversity.
![Page 34: The Marketing Environment](https://reader036.fdocuments.us/reader036/viewer/2022070501/56816973550346895de149e1/html5/thumbnails/34.jpg)
Marketing : An IntroductionAn Asian Perspective© Armstrong, Kotler & da Silva 3-34
Changing Demographic Trends in Asia create new Marketing Opportunities
![Page 35: The Marketing Environment](https://reader036.fdocuments.us/reader036/viewer/2022070501/56816973550346895de149e1/html5/thumbnails/35.jpg)
Marketing : An IntroductionAn Asian Perspective© Armstrong, Kotler & da Silva 3-35
Economic Environment
• Changes in Income– 1980’s –
consumption frenzy
– 1990’s – “squeezed consumer”
– 2000’s – value marketing
• Income Distribution– Upper class– Middle class– Working class– Underclass
Consists of factors that affect consumer purchasing power and spending
patterns.
![Page 36: The Marketing Environment](https://reader036.fdocuments.us/reader036/viewer/2022070501/56816973550346895de149e1/html5/thumbnails/36.jpg)
Marketing : An IntroductionAn Asian Perspective© Armstrong, Kotler & da Silva 3-36
Rising Consumer Affluence in Asia
![Page 37: The Marketing Environment](https://reader036.fdocuments.us/reader036/viewer/2022070501/56816973550346895de149e1/html5/thumbnails/37.jpg)
Marketing : An IntroductionAn Asian Perspective© Armstrong, Kotler & da Silva 3-37
Natural Environment
• Involves the natural resources that are needed as inputs by marketers or that are affected by marketing activities.
![Page 38: The Marketing Environment](https://reader036.fdocuments.us/reader036/viewer/2022070501/56816973550346895de149e1/html5/thumbnails/38.jpg)
Marketing : An IntroductionAn Asian Perspective© Armstrong, Kotler & da Silva 3-38
Factors Impacting the Natural Environment
Shortages of Raw Materials
Increased Pollution
Increased Government Intervention
Environmentally Sustainable Strategies
![Page 39: The Marketing Environment](https://reader036.fdocuments.us/reader036/viewer/2022070501/56816973550346895de149e1/html5/thumbnails/39.jpg)
Marketing : An IntroductionAn Asian Perspective© Armstrong, Kotler & da Silva 3-39
Environmental Responsibility
McDonald’s has made a substantial commitment to the so-called “green movement.”
![Page 40: The Marketing Environment](https://reader036.fdocuments.us/reader036/viewer/2022070501/56816973550346895de149e1/html5/thumbnails/40.jpg)
Marketing : An IntroductionAn Asian Perspective© Armstrong, Kotler & da Silva 3-40
Technological Environment
• Most dramatic force now shaping our destiny.
![Page 41: The Marketing Environment](https://reader036.fdocuments.us/reader036/viewer/2022070501/56816973550346895de149e1/html5/thumbnails/41.jpg)
Marketing : An IntroductionAn Asian Perspective© Armstrong, Kotler & da Silva 3-41
Technological Environment
• Changes rapidly.• Creates new
markets and opportunities.
• Challenge is to make practical, affordable products.
![Page 42: The Marketing Environment](https://reader036.fdocuments.us/reader036/viewer/2022070501/56816973550346895de149e1/html5/thumbnails/42.jpg)
Marketing : An IntroductionAn Asian Perspective© Armstrong, Kotler & da Silva 3-42
Technology Gaps Between Asian Markets for Consumer Electronic Products
Figure 3.9
![Page 43: The Marketing Environment](https://reader036.fdocuments.us/reader036/viewer/2022070501/56816973550346895de149e1/html5/thumbnails/43.jpg)
Marketing : An IntroductionAn Asian Perspective© Armstrong, Kotler & da Silva 3-43
Political Environment
Includes Laws, Government Agencies, and Pressure Groups that Influence or Limit Various Organizations and Individuals In a Given Society.
Increasing Legislation
Changing GovernmentAgency Enforcement
Increased Emphasis on Ethics& Socially Responsible Actions
![Page 44: The Marketing Environment](https://reader036.fdocuments.us/reader036/viewer/2022070501/56816973550346895de149e1/html5/thumbnails/44.jpg)
Marketing : An IntroductionAn Asian Perspective© Armstrong, Kotler & da Silva 3-44
Cultural Environment
• The institutions and other forces that affect a society’s basic values, perceptions, preference, and behaviors.
• Core beliefs and values are passed on from parents to children and are reinforced by schools, churches, business, and government.
• Secondary beliefs and values are more open to change.
![Page 45: The Marketing Environment](https://reader036.fdocuments.us/reader036/viewer/2022070501/56816973550346895de149e1/html5/thumbnails/45.jpg)
Marketing : An IntroductionAn Asian Perspective© Armstrong, Kotler & da Silva
Thai culture
3-45
![Page 46: The Marketing Environment](https://reader036.fdocuments.us/reader036/viewer/2022070501/56816973550346895de149e1/html5/thumbnails/46.jpg)
Marketing : An IntroductionAn Asian Perspective© Armstrong, Kotler & da Silva
Schools
3-46
![Page 47: The Marketing Environment](https://reader036.fdocuments.us/reader036/viewer/2022070501/56816973550346895de149e1/html5/thumbnails/47.jpg)
Marketing : An IntroductionAn Asian Perspective© Armstrong, Kotler & da Silva 3-47
Themselves
Others
Organizations
Society
Nature
The UniverseCultural Environment
Society’s Major Cultural Views Are
Expressed in People’s Views of:
![Page 48: The Marketing Environment](https://reader036.fdocuments.us/reader036/viewer/2022070501/56816973550346895de149e1/html5/thumbnails/48.jpg)
Marketing : An IntroductionAn Asian Perspective© Armstrong, Kotler & da Silva 3-48
Linkage between Environmental Analysis and Marketing
Figure 3.10
![Page 49: The Marketing Environment](https://reader036.fdocuments.us/reader036/viewer/2022070501/56816973550346895de149e1/html5/thumbnails/49.jpg)
Marketing : An IntroductionAn Asian Perspective© Armstrong, Kotler & da Silva 3-49
Linking of Macro and Micro Environmental Forces
Figure 3.12
![Page 50: The Marketing Environment](https://reader036.fdocuments.us/reader036/viewer/2022070501/56816973550346895de149e1/html5/thumbnails/50.jpg)
Marketing : An IntroductionAn Asian Perspective© Armstrong, Kotler & da Silva 3-50
Rest Stop: Reviewing the Concepts• Describe the environmental forces that affect the
company’s ability to serve its customers.• Explain how changes in the demographic and
economic environments affect marketing decisions.
• Identify the major trends in the firm’s natural and technological environments.
• Explain the key changes in the political and cultural environments.
• Discuss how companies can react to the marketing environment.