mkt mgt # chap04
Post on 30-May-2018
227 Views
Preview:
TRANSCRIPT
-
8/14/2019 Mkt Mgt # chap04
1/17
Chapter # 4
The Marketing Environment
-
8/14/2019 Mkt Mgt # chap04
2/17
Microenvironment Macroenvironment
Marketing Environment
Marketing Environment
All the actors and forces outside marketing that
affect marketing managements ability to develop
and maintain successful transactions with its target
customer.
-
8/14/2019 Mkt Mgt # chap04
3/17
Micro-environmentMicro-environment the forces close to thecompany that affect its ability to serve its customers
the company, suppliers, marketing channel firms,customer markets, competitors, and public.
Macro-environmentMacro-environment the larger societal forces thataffect the whole microenvironment demographic,economic, natural, technological, political, andcultural forces.
Marketing Environment
-
8/14/2019 Mkt Mgt # chap04
4/17
Company
DemographicE
conomic
Natur
al
Technological
Polit
ical
Cultur
al
Company
Customers
Intermediaries
Suppliers
Competitors
Publics
The Marketing Environment
-
8/14/2019 Mkt Mgt # chap04
5/17
Publics
Competitors
Company
Customers
Suppliers
Intermediaries
Forces Affecting a
Companys Ability to
Serve Customers
The Microenvironment
-
8/14/2019 Mkt Mgt # chap04
6/17
Companys Internal EnvironmentCompanys Internal Environment - functionalareas such as top management, finance, and
manufacturing, etc. SuppliersSuppliers - provide the resources needed to
produce goods and services.
Marketing IntermediariesMarketing Intermediaries - help the company topromote, sell, and distribute its goods to finalbuyers.
CompetitorsCompetitors - those who serve a target marketwith similar products and services.
The Microenvironment
-
8/14/2019 Mkt Mgt # chap04
7/17
Consumermarkets
Internationalmarkets
Customers
Businessmarkets
Resellersmarkets
Governmentmarkets
The Microenvironment
CustomersCustomers-five types of markets that purchase
a companys goods and services.
-
8/14/2019 Mkt Mgt # chap04
8/17
Public
FinancialPublics
MediaPublics
Govt.Publics
CitizenActionPublics
LocalPublics
GeneralPublic
InternalPublics
The Microenvironment
PublicsPublics - any group that perceives itself having
an interest in a companys ability to achieve itsobjectives.
-
8/14/2019 Mkt Mgt # chap04
9/17
Demographic
Technological
Cultural Economic
Political Natural
Forces that Shape
Opportunities
and Pose Threats
to a Company
The Macro-environment
-
8/14/2019 Mkt Mgt # chap04
10/17
A. DemographicA. Demographic - monitors population in terms ofage, gender, race, occupation, location and otherstatistics.
B. EconomicB. Economic - factors that affect consumer buyingpower and patterns.
C. NaturaC. Natural - natural resources needed as inputs bymarketers or that are affected by marketingactivities.
The Macro-environment
-
8/14/2019 Mkt Mgt # chap04
11/17
Changing Age StructurePopulation is getting older
Changing Family StructureMarrying later, fewer children, working women
Geographic ShiftsMoving to the urban area
Increased Education
A. Key Demographic Trends of BD
-
8/14/2019 Mkt Mgt # chap04
12/17
Changes in Consumer
Spending PatternsChanges
in Income
Key Economic Concerns
For Marketers
B. Economic Environment
-
8/14/2019 Mkt Mgt # chap04
13/17
FactorsAffecting
the Natural
Environment
More GovernmentIntervention
Shortages ofRaw Material
Increased Costs
of Energy
Higher PollutionLevels
C. Natural Environment
-
8/14/2019 Mkt Mgt # chap04
14/17
D.Technological - forces that create new productand market opportunities.
E.Political - laws, agencies and groups thatinfluence or limit marketing actions.
F.Cultural - forces that affect a societys basicvalues, perceptions, preferences, andbehaviors.
The Macro-environment
-
8/14/2019 Mkt Mgt # chap04
15/17
Issues in the
Technological
Environment
Rapid Pace of
Change
High R & D
Budgets
Increased
Regulation
D.Technological Environment
-
8/14/2019 Mkt Mgt # chap04
16/17
KeyTrendsinThe
PoliticalEnvironment
GreaterConcernfor
Ethics&Socially
Responsibilities
IncreasedLegislation
ChangingGovt.
AgencyEnforcement
E. Political Environment
-
8/14/2019 Mkt Mgt # chap04
17/17
Smart marketing manager will take a proactiverather than reactive approach to the marketingenvironment.
How? Hire lobbyists , run adversarial, file lawsuits and complaints, and form agreements.
Responding to the Marketing
Environment
top related