Chapter 3.ppt Marketing environment analyzing

Analyzing the marketing environment

1. Chapter 3- slide 1
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Chapter Three
Analyzing the Marketing Environment

2. Chapter 3- slide 2
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The Marketing Environment
The marketing environment includes the actors and
forces outside marketing that affect marketing
management’s ability to build and maintain
successful relationships with customers
Microenvironment consists of the actors close to the
company that affect its ability to serve its
customers, the company, suppliers, marketing
intermediaries, customer markets, competitors,
and publics

3. Chapter 3- slide 3
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The Company’s
Microenvironment
Actors in the Microenvironment

4. Chapter 3- slide 4
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The Company’s
Microenvironment
•The Company: functional areas such as top
management,
finance,manufacturing,purchasing,operation
accounting etc
•Suppliers: provide the resources to produce
goods and services
•Marketing Intermediaries: help the company to
promote, sell and distribute its goods to
consumer

5. Chapter 3- slide 5
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Competitors
•Those who aim at what we aim at.
•Those you serve the market with similar products
and service
•Inspirers or rivals ?

6. Chapter 3- slide 6
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Customers
Customers: those who buy and for whom marketing
takes place
•Consumer markets
•Business markets
•Reseller markets
•Government markets
•International markets

7. Chapter 3- slide 7
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Publics
•Any group that has an actual or potential interest in or
impact on an organization’s ability to achieve its
objectives such as
•Financial public
•Media public
•Government public
•Local public
•Internal public
•General Public

8. Chapter 3- slide 8
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Publics (cont)
•Financial publics: influences the company’s ability
to obtain funds, investment companies, banks,
stockholders
• Media publics: carries news,features,editorial
opinions and other content,
newpapers,magzines,blogs, and other social
media etc

9. Chapter 3- slide 9
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Publics (cont)
•Government publics: Marketers must often
consult company’s lawyers on issues of product
safety,truth in advertising and other matters.
•Local publics: The group includes local community
residents and organization
•General Public: A company needs to be
concerned about general public’s attitude
towards its products and activities. The public
image of a company affects its buying behavior

10. Chapter 3- slide 10
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Publics (cont)
•Internal publics: This group includes workers,
managers,boards of directors ,volunteers and all
employees .

11. Chapter 3- slide 11
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The Company’s
Macroenvironment
Consists of larger environmental forces that affect
the microenvironment
•Demographic
•Economic
•Natural
•Technological
•Political
•Cultural

12. Chapter 3- slide 12
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The Company’s
Macroenvironment

13. Chapter 3- slide 13
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Demographic Forces
•Demography is the study of human populations in
term of size, density, location, age, gender, race,
occupation and others statistics
•Demography trends include age, family structure,
geographic population shifts, and population
diversity

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Economic Forces
•Economic factors that affect consumer purchasing
power and spending patterns
Important indicators include
•GDP volume/Growth rate
•Per capita income
•Interest rate
•Inflation rate

15. Chapter 3- slide 15
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Economic Forces
I nvo lves th e natur al reso urce s that are ne eded a s inputs by ma rket ers or they a re affe cted by mark eting activiti es
Tren ds
•Shor tages of raw m ater ial
•I ncr eased pollution
•I ncr eased govern ment inter ventio n
•Envir onme ntally su staina ble st rateg ies
•Shortages of raw material
•Increased pollution
•Increased government intervention
•Environmentally sustainable strategies

16. Chapter 3- slide 16
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Technological Forces
Forces that create new technologies, creating new
products and marketing opportunities

17. Chapter 3- slide 17
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Political Forces
Consists of laws, government agencies and pressure
groups that influence or limit various organizations
and individuals in a given society
Trends
•Increased legislations
•No form of nontariff barriers in trade
•Increased emphasizes on ethics

18. Chapter 3- slide 18
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Cultural Forces
Consists of institutions and others forces that affect
a society’s basic values, perceptions and behaviors

19. Chapter 3- slide 19
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Responding to the Marketing
Environment
Views on Responding