My_Armstrong15_accessible_fullppt_03_handout_2b804_240930_110718.pdf
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About This Presentation
Armstrong marketing an introduction 15th edition chapter 3
Slide Content
Marketing: An Introduction
Fifteenth Edition
Chapter 03
Analyzing the Marketing
Environment
Copyright © 2023 Pearson Education, Ltd. All Rights Reserved
Fifteenth Edition
Chapter 03
Analyzing the Marketing
Environment
Copyright © 2023 Pearson Education, Ltd. All Rights Reserved
Copyright © 2023 Pearson Education Ltd. All Rights Reserved.
Objectives Outline
(1 of 2)
3.1Describe the environmental forces that affect the
company’s ability to serve its customers.
3.2Explain how changes in the demographic and economic
environments affect marketing decisions.
3.3Identify the major trends in the firm’s natural and
technological environments.
Objectives Outline
(1 of 2)
3.1Describe the environmental forces that affect the
company’s ability to serve its customers.
3.2Explain how changes in the demographic and economic
environments affect marketing decisions.
3.3Identify the major trends in the firm’s natural and
technological environments.
Copyright © 2023 Pearson Education Ltd. All Rights Reserved.
Objectives Outline
(2 of 2)
3.4Explain the key changes in the political and cultural
environments.
3.5Discuss how companies can react to the marketing
environment.
Objectives Outline
(2 of 2)
3.4Explain the key changes in the political and cultural
environments.
3.5Discuss how companies can react to the marketing
environment.
Copyright © 2023 Pearson Education, Ltd. All Rights Reserved
First Stop: Microsoft: Adapting to the
Fast-Changing Marketing
Environment
In the fast-changing digital
marketing environment,
Microsoft has transformed
itself into a brand that
consumers can’t live without
in the post-P C, cloud-driven
world.
First Stop: Microsoft: Adapting to the
Fast-Changing Marketing
Environment
In the fast-changing digital
marketing environment,
Microsoft has transformed
itself into a brand that
consumers can’t live without
in the post-P C, cloud-driven
world.
Copyright © 2023 Pearson Education Ltd. All Rights Reserved.
Objective Outline 3-1
•Describe the environmental forces that affect the
company’s ability to serve its customers.
Objective Outline 3-1
•Describe the environmental forces that affect the
company’s ability to serve its customers.
Copyright © 2023 Pearson Education Ltd. All Rights Reserved.
Marketing Environment
•Outside forces that affect marketing management’s ability
to build and maintain successful relationships with target
customers
•Microenvironment: Actors close to the company that
affect its ability to serve its customers
•Macroenvironment: Larger societal forces that affect the
microenvironment
Marketing Environment
•Outside forces that affect marketing management’s ability
to build and maintain successful relationships with target
customers
•Microenvironment: Actors close to the company that
affect its ability to serve its customers
•Macroenvironment: Larger societal forces that affect the
microenvironment
Copyright © 2023 Pearson Education Ltd. All Rights Reserved.
Figure 3.1Actors in the
Microenvironment
Figure 3.1Actors in the
Microenvironment
Copyright © 2023 Pearson Education Ltd. All Rights Reserved.
The Company
•Interrelated groups in a company form the internal
environment
•Departments share the responsibility for understanding
customer needs and creating customer value.
The Company
•Interrelated groups in a company form the internal
environment
•Departments share the responsibility for understanding
customer needs and creating customer value.
Copyright © 2023 Pearson Education Ltd. All Rights Reserved.
Suppliers
(1 of 2)
•Provide the resources needed by the company to produce
its goods and services
•Supplier problems seriously affect marketing
–Supply shortages or delays
–Labor strikes
–Price trends of key inputs
Suppliers
(1 of 2)
•Provide the resources needed by the company to produce
its goods and services
•Supplier problems seriously affect marketing
–Supply shortages or delays
–Labor strikes
–Price trends of key inputs
Copyright © 2023 Pearson Education, Ltd. All Rights Reserved
Suppliers
(2 of 2)
L’Oréal builds long-term supplier relationships based on
mutual benefit and growth. It “wants to make L’Oréal a top
performer and one of the world’s most respected companies.
Being respected also means being respected by our
suppliers.”
Suppliers
(2 of 2)
L’Oréal builds long-term supplier relationships based on
mutual benefit and growth. It “wants to make L’Oréal a top
performer and one of the world’s most respected companies.
Being respected also means being respected by our
suppliers.”
Copyright © 2023 Pearson Education Ltd. All Rights Reserved.
Marketing Intermediaries
(1 of 2)
•
Marketing intermediaries help the company to promote,
sell, and distribute its products to final buyers.
–
Resellers
–
Physical distribution firms
–
Marketing services agencies
–
Financial intermediaries
Marketing Intermediaries
(1 of 2)
•
Marketing intermediaries help the company to promote,
sell, and distribute its products to final buyers.
–
Resellers
–
Physical distribution firms
–
Marketing services agencies
–
Financial intermediaries
Copyright © 2023 Pearson Education Ltd. All Rights Reserved.
Marketing Intermediaries
(2 of 2)
Apple provides its retail
partners with much
more than just phones
and smartwatches. It
also pledges powerful
technical support.
Marketing Intermediaries
(2 of 2)
Apple provides its retail
partners with much
more than just phones
and smartwatches. It
also pledges powerful
technical support.
Copyright © 2023 Pearson Education Ltd. All Rights Reserved.
Competitors
•Marketers must gain strategic advantage by positioning
products strongly against competitors.
•No single strategy is best for all companies.
Competitors
•Marketers must gain strategic advantage by positioning
products strongly against competitors.
•No single strategy is best for all companies.
Copyright © 2023 Pearson Education Ltd. All Rights Reserved.
Publics
•Publics: any group that has an actual or potential interest
in or impact on an organization’s ability to achieve its
objectives
–Financial
–Media
–Government
–Citizen action
–Local
–General
–Internal
Publics
•Publics: any group that has an actual or potential interest
in or impact on an organization’s ability to achieve its
objectives
–Financial
–Media
–Government
–Citizen action
–Local
–General
–Internal
Copyright © 2023 Pearson Education Ltd. All Rights Reserved.
Customers
•Five types of customer markets
–Consumer markets
–Business markets
–Reseller markets
–Government markets
–International markets
Customers
•Five types of customer markets
–Consumer markets
–Business markets
–Reseller markets
–Government markets
–International markets
Copyright © 2023 Pearson Education Ltd. All Rights Reserved.
Figure 3.2Major Forces in the
Company’s Macroenvironment
Figure 3.2Major Forces in the
Company’s Macroenvironment
Copyright © 2023 Pearson Education Ltd. All Rights Reserved.
Objective Outline 3-1 Summary
•Company’s microenvironment
–
Company, suppliers, marketing intermediaries
–
Competitors, publics, customers
•Forces in the company’s macroenvironment
–
Demographic
–
Economic
–
Natural
–
Technological
–
Political and cultural
Objective Outline 3-1 Summary
•Company’s microenvironment
–
Company, suppliers, marketing intermediaries
–
Competitors, publics, customers
•Forces in the company’s macroenvironment
–
Demographic
–
Economic
–
Natural
–
Technological
–
Political and cultural
Copyright © 2023 Pearson Education Ltd. All Rights Reserved.
Objective Outline 3-2
•Explain how changes in the demographic and economic
environments affect marketing decisions.
Objective Outline 3-2
•Explain how changes in the demographic and economic
environments affect marketing decisions.
Copyright © 2023 Pearson Education Ltd. All Rights Reserved.
Demographic Environment
(1 of 4)
•Demography is the study of human populations in terms
of size, density, location, age, gender, race, occupation,
and other statistics.
•Marketers analyze:
–Changing age and family structures
–Geographic population shifts
–Educational characteristics
–Population diversity
Demographic Environment
(1 of 4)
•Demography is the study of human populations in terms
of size, density, location, age, gender, race, occupation,
and other statistics.
•Marketers analyze:
–Changing age and family structures
–Geographic population shifts
–Educational characteristics
–Population diversity
Copyright © 2023 Pearson Education Ltd. All Rights Reserved.
Demographic Environment
(2 of 4)
•The U.S. population contains several generational groups:
–Baby Boomers
–Generation X
–Millennials (or Generation Y)
–Generation Z
–Generation Alpha
Demographic Environment
(2 of 4)
•The U.S. population contains several generational groups:
–Baby Boomers
–Generation X
–Millennials (or Generation Y)
–Generation Z
–Generation Alpha
Copyright © 2023 Pearson Education, Ltd. All Rights Reserved
Demographic Environment
(3 of 4)
Generational marketing: Baby
boomers and millennials are
now moving over to make
room for younger Generation
Alpha.
Demographic Environment
(3 of 4)
Generational marketing: Baby
boomers and millennials are
now moving over to make
room for younger Generation
Alpha.
Copyright © 2023 Pearson Education, Ltd. All Rights Reserved
Demographic Environment
(4 of 4)
Changes in the Demographic Environment
•The Changing American Family
•Geographic Shifts in Population
•A Better-Educated, More White-Collar, More Professional
Population
•Increasing Diversity
Demographic Environment
(4 of 4)
Changes in the Demographic Environment
•The Changing American Family
•Geographic Shifts in Population
•A Better-Educated, More White-Collar, More Professional
Population
•Increasing Diversity
Copyright © 2023 Pearson Education Ltd. All Rights Reserved.
Economic Environment
•Economic factors affect consumer purchasing power and
spending
–Changes in consumer spending
–Differences in income distribution
Economic Environment
•Economic factors affect consumer purchasing power and
spending
–Changes in consumer spending
–Differences in income distribution
Copyright © 2023 Pearson Education Ltd. All Rights Reserved.
Objective Outline 3-2 Summary
•Demographic environment
–
Age and family structures
–
Geographic population shifts
–
Education characteristics
–
Population diversity
•Economic environment
–
Changes in consumer spending and income
distribution
Objective Outline 3-2 Summary
•Demographic environment
–
Age and family structures
–
Geographic population shifts
–
Education characteristics
–
Population diversity
•Economic environment
–
Changes in consumer spending and income
distribution
Copyright © 2023 Pearson Education Ltd. All Rights Reserved.
Objective Outline 3-3
•Identify the major trends in the firm’s natural and
technological environments.
Objective Outline 3-3
•Identify the major trends in the firm’s natural and
technological environments.
Copyright © 2023 Pearson Education Ltd. All Rights Reserved.
Natural Environment
•Physical environment and natural resources needed as
inputs by marketers or affected by marketing activities
–
Environmental sustainability concerns have grown
steadily over the past three decades.
•Trends:
–Shortages of raw materials
–Increased pollution
–Increased government intervention
Natural Environment
•Physical environment and natural resources needed as
inputs by marketers or affected by marketing activities
–
Environmental sustainability concerns have grown
steadily over the past three decades.
•Trends:
–Shortages of raw materials
–Increased pollution
–Increased government intervention
Copyright © 2023 Pearson Education Ltd. All Rights Reserved.
Technological Environment
(1 of 2)
•New technologies create new markets and opportunities.
–
Digital Technology
–
Radio-frequency identification (RFID) is technology to
track products through various points in the distribution
channel.
•Government agencies investigate and ban potentially
unsafe products.
Technological Environment
(1 of 2)
•New technologies create new markets and opportunities.
–
Digital Technology
–
Radio-frequency identification (RFID) is technology to
track products through various points in the distribution
channel.
•Government agencies investigate and ban potentially
unsafe products.
Technological Environment
(2 of 2)
Disney is taking RFID
technology to new levels
with its cool new
MagicBand RFID
wristband.
(2 of 2)
Disney is taking RFID
technology to new levels
with its cool new
MagicBand RFID
wristband.
Copyright © 2023 Pearson Education Ltd. All Rights Reserved.
Objective Outline 3-3 Summary
•Natural environment
–
Shortage of raw materials and high pollution levels
–
Government intervention
–
Environmental sustainability
•Technological environment
–
Digital Technology
–
Radio-frequency identification (RFID)
–
Government regulation
Objective Outline 3-3 Summary
•Natural environment
–
Shortage of raw materials and high pollution levels
–
Government intervention
–
Environmental sustainability
•Technological environment
–
Digital Technology
–
Radio-frequency identification (RFID)
–
Government regulation
Copyright © 2023 Pearson Education Ltd. All Rights Reserved.
Objective Outline 3-4
•Explain the key changes in the political and cultural
environments.
Objective Outline 3-4
•Explain the key changes in the political and cultural
environments.
Copyright © 2023 Pearson Education Ltd. All Rights Reserved.
Political Environment
•Forces that influence or limit various organizations and
individuals in a society
–
Laws, government agencies, and pressure groups
Political Environment
•Forces that influence or limit various organizations and
individuals in a society
–
Laws, government agencies, and pressure groups
Copyright © 2023 Pearson Education Ltd. All Rights Reserved.
Major U.S. Legislation Affecting
Marketing
•Legislation regulating business is intended to protect
–companies from each other
–consumers from unfair business practices
–the interests of society against unrestrained business
behavior
Major U.S. Legislation Affecting
Marketing
•Legislation regulating business is intended to protect
–companies from each other
–consumers from unfair business practices
–the interests of society against unrestrained business
behavior
Copyright © 2023 Pearson Education, Ltd. All Rights Reserved
Major U.S. Legislation Affecting
Marketing: 1990–2020
(1 of 2)
Legislation Purpose
Nutrition Labeling and Education
Act (1990)
•Requires that food product labels provide detailed
nutritional information
Children’s Online Privacy
Protection Act (C O P PA) (2000)
•Prohibits online collection of information from
children without parental consent
•Allows parents to review information collected from
their children
Do-Not-Call Implementation Act
(2003)
•Collects fees from telemarketers for the
enforcement of a Do-Not-Call Registry
C A N-S P A M Act (2003) •Regulates the distribution and content of
unsolicited commercial e-mail
Major U.S. Legislation Affecting
Marketing: 1990–2020
(1 of 2)
Legislation Purpose
Nutrition Labeling and Education
Act (1990)
•Requires that food product labels provide detailed
nutritional information
Children’s Online Privacy
Protection Act (C O P PA) (2000)
•Prohibits online collection of information from
children without parental consent
•Allows parents to review information collected from
their children
Do-Not-Call Implementation Act
(2003)
•Collects fees from telemarketers for the
enforcement of a Do-Not-Call Registry
C A N-S P A M Act (2003) •Regulates the distribution and content of
unsolicited commercial e-mail
Copyright © 2023 Pearson Education, Ltd. All Rights Reserved
Major U.S. Legislation Affecting
Marketing: 1990–2020
(2 of 2)
Legislation Purpose
Financial Reform Law (2010) •Created the Bureau of Consumer Financial
Protection, enforces Truth-in-Lending Act, Home
Mortgage Disclosure Act, and other laws
Exports Promotion Act (2010)•Authorizes the Commerce Department to
strengthen global markets for U.S. goods,
especially goods produced by rural and small and
medium businesses
Internet of Things Cybersecurity
Improvement Act (2020)
•Increase cybersecurity for Internet of Things
devices that connect internet to physical devices
Major U.S. Legislation Affecting
Marketing: 1990–2020
(2 of 2)
Legislation Purpose
Financial Reform Law (2010) •Created the Bureau of Consumer Financial
Protection, enforces Truth-in-Lending Act, Home
Mortgage Disclosure Act, and other laws
Exports Promotion Act (2010)•Authorizes the Commerce Department to
strengthen global markets for U.S. goods,
especially goods produced by rural and small and
medium businesses
Internet of Things Cybersecurity
Improvement Act (2020)
•Increase cybersecurity for Internet of Things
devices that connect internet to physical devices
Copyright © 2023 Pearson Education, Ltd. All Rights Reserved
Socially Responsible Behavior
•Socially responsible companies actively seek out ways to
protect the long-run interests of consumers and the
environment.
•Companies develop policies, guidelines, and other
responses to complex social responsibility issues.
•Brand activism
Socially Responsible Behavior
•Socially responsible companies actively seek out ways to
protect the long-run interests of consumers and the
environment.
•Companies develop policies, guidelines, and other
responses to complex social responsibility issues.
•Brand activism
Copyright © 2023Pearson Education Ltd.All Rights Reserved.
Cause-Related Marketing緣由行銷
(1 of 2)
•Companies use cause-related marketing to
–Exercise their social responsibility
–Build more positive images
•Primary form of corporate giving
•Controversy—strategy for selling more rather than a
strategy for giving
Cause-Related Marketing緣由行銷
(1 of 2)
•Companies use cause-related marketing to
–Exercise their social responsibility
–Build more positive images
•Primary form of corporate giving
•Controversy—strategy for selling more rather than a
strategy for giving
Copyright © 2023 Pearson Education, Ltd. All Rights Reserved
Cause-Related Marketing
(2 of 2)
•Cause-related marketing:
WarbyParker sells
eyewear with a purpose.
“Companies can do good
in the world while still
being profitable,” says the
company’s co-founder.
Cause-Related Marketing
(2 of 2)
•Cause-related marketing:
WarbyParker sells
eyewear with a purpose.
“Companies can do good
in the world while still
being profitable,” says the
company’s co-founder.
Copyright © 2023Pearson Education Ltd.All Rights Reserved.
Cultural Environment
(1 of 3)
•Institutions and other forces that affect a society’s basic
values, perceptions, and behaviors
•Persistence of cultural values
–
Corebeliefs and values have a high degree of
persistence.
–
Secondary beliefs and values are more open to
change.
Cultural Environment
(1 of 3)
•Institutions and other forces that affect a society’s basic
values, perceptions, and behaviors
•Persistence of cultural values
–
Corebeliefs and values have a high degree of
persistence.
–
Secondary beliefs and values are more open to
change.
Copyright © 2023Pearson Education Ltd.All Rights Reserved.
Cultural Environment
(2 of 3)
•Shifts in secondary cultural values of people’s views about
–Themselves
–Others
–Organizations
–Society
–Nature
–Universe
Cultural Environment
(2 of 3)
•Shifts in secondary cultural values of people’s views about
–Themselves
–Others
–Organizations
–Society
–Nature
–Universe
Copyright © 2023 Pearson Education, Ltd. All Rights Reserved
Cultural Environment
(3 of 3)
Catering to the natural,
organic, and ethical products
trend: Unilever’s Love Beauty
and Planet brand has one
goal: “To make you more
beautiful and give a little love
to our planet.”
Cultural Environment
(3 of 3)
Catering to the natural,
organic, and ethical products
trend: Unilever’s Love Beauty
and Planet brand has one
goal: “To make you more
beautiful and give a little love
to our planet.”
Educational Groups
•Many universities have established offshore
campuses in various Asian countries or
have partnered local schools to introduce
joint degree and executive programs.
41
Asians are motivated to upgrade their knowledge
and skills. This has translated into a high demand
for tertiary education and quality books.
•Many universities have established offshore
campuses in various Asian countries or
have partnered local schools to introduce
joint degree and executive programs.
41
Asians are motivated to upgrade their knowledge
and skills. This has translated into a high demand
for tertiary education and quality books.
Copyright © 2023Pearson Education Ltd.All Rights Reserved.
Objective Outline 3-4 Summary
•Political environment
–
Laws, government agencies, and pressure groups
–
Legislation affecting marketing
–
Socially responsible behavior
•Cultural environment
–
Core and secondary beliefs
–
Shifts in secondary cultural values
Objective Outline 3-4 Summary
•Political environment
–
Laws, government agencies, and pressure groups
–
Legislation affecting marketing
–
Socially responsible behavior
•Cultural environment
–
Core and secondary beliefs
–
Shifts in secondary cultural values
Copyright © 2023Pearson Education Ltd.All Rights Reserved.
Objective Outline 3-5
•Discuss how companies can react to the marketing
environment.
Objective Outline 3-5
•Discuss how companies can react to the marketing
environment.
Copyright © 2023Pearson Education Ltd.All Rights Reserved.
Responding to the Marketing
Environment
•Reactivefirms passively accept the marketing environment
and do not try to change it.
•Proactivefirms develop strategies to change the
environment.
–They take aggressive actions to affect the publics and
forces in their marketing environment.
Responding to the Marketing
Environment
•Reactivefirms passively accept the marketing environment
and do not try to change it.
•Proactivefirms develop strategies to change the
environment.
–They take aggressive actions to affect the publics and
forces in their marketing environment.
Copyright © 2023Pearson Education Ltd.All Rights Reserved.
Objective Outline 3-5 Summary
•Responding to the marketing environment
–
Reactive firms
–
Proactive firms
Objective Outline 3-5 Summary
•Responding to the marketing environment
–
Reactive firms
–
Proactive firms
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