The Marketing Environment
Chapter 3
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Key Environments
Marketing Environment The actors and forces that
affect a firm’s ability to build and maintain successful relationships with customers.
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Key Environments
Aspects of the marketing environment: Microenvironment:
• Actors close to the company that affect its ability to serve its customers
Macroenvironment• Larger societal forces that affect the
microenvironment
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Actors in the Microenvironment
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Marketing must consider other parts of the organization including finance, R&D, purchasing, operations and accounting
Marketing decisions must relate to broader company goals and strategies
Microenvironment
ActorsActors
1. The company2. Suppliers3. Marketing
intermediaries4. Customers5. Competitors6. Publics
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Marketers must watch supply availability and pricing
Effective partnership relationship management with suppliers is essential
Microenvironment
ActorsActors
1. The company2. Suppliers3. Marketing
intermediaries4. Customers5. Competitors6. Publics
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Help to promote, sell and distribute goods to final buyers
Include resellers, physical distribution firms, marketing services agencies and financial intermediaries
Effective partner relationship management is essential
Microenvironment
ActorsActors
1. The company2. Suppliers3. Marketing
intermediaries4. Customers5. Competitors6. Publics
Marketing Intermediaries
• Help find customers- Wholesalers & retailers
• Help to stock & move goods- transportation firms
• Help to target & promote products to right customers- ad agencies
• Help finance transactions & insure against risk- banks 3 - 8
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The five types of customer markets•Consumer•Business•Reseller•Government• International
Microenvironment
ActorsActors
1. The company2. Suppliers3. Marketing
intermediaries4. Customers5. Competitors6. Publics
Customers
• Consists of individuals & households- buy for personal use
• Buy for further processing
• Buy for resell to make profit
• Governmental agencies buy to produce public service or to transfer to others
• Includes above all3 - 10
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Conducting competitor analysis is critical for success of the firm
A marketer must monitor its competitors’ offerings to create strategic advantage
Microenvironment
ActorsActors
1. The company2. Suppliers3. Marketing
intermediaries4. Customers5. Competitors6. Publics
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A group that has an actual or potential interest in or impact on an organization
Seven publics include:•Financial•Media•Government•Citizen-action•Local•General• Internal
Microenvironment
ActorsActors
1. The company2. Suppliers3. Marketing
intermediaries4. Customers5. Competitors6. Publics
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Publics• Influence financing• Carry news,
features• Influence product
liability & safety• Influence
marketing decisions- environmental groups
• Community relationship officer maintains relationship
• Public image affects buying
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Major Macroenvironmental Forces
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Demographic Environment
Demographic Environment: The study of human populations
in terms of size, density, location, age, gender, race, occupation and other statistics
The changing nature of family Geographic shifts in population A better educated population
Economic Environment
Economic environment:•Consists of factors that affect consumer purchasing power and spending patterns.•Subsistence economies- they consume most of their own agricultural & industrial output.•Industrial economies- rich markets for different sorts of goods.
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Natural EnvironmentNatural Environment:
Involves the natural resources that are needed as inputs by marketers or that are affected by marketing activities
Trends Shortages of raw materials Increased pollution Increased government
intervention
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Technological Environment
The most dramatic force shaping our destiny
Rapidly changing force which creates many new marketing opportunities but also turns many existing products extinct
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Political EnvironmentConsists of laws, government agencies and pressure groups that influence or limit various organizations and individuals in a given society
Legislation affecting businesses worldwide has increased
Laws protect companies, consumers and the interests of society
Increased emphasis on socially responsible actions
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Cultural Environment
Made up of institutions and other forces that affect a society’s basic values, perceptions, preferences and behaviors.
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