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mm_chapter_3.pptx
Analyzing the Marketing Environment
Chapter 3
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Copyright © 2012 Pearson Education, Inc.
Publishing as Prentice Hall
Example: YouTube
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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
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The Microenvironment
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The Company
Top management
Finance
R&D
Purchasing
Operations
Accounting
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Suppliers
Provide the resources to produce goods and services
Treat as partners to provide customer value
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Marketing Intermediaries
Help the company to promote, sell and distribute its products to final buyers
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Competitors
Firms must gain strategic advantage by positioning their offerings against competitors’ offerings
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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
Financial publics
Media publics
Government publics
Citizen-action publics
Local publics
General public
Internal publics
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Customers
Consumer markets
Business markets
Government markets
International markets
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The Macroenvironment
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The Demographic Environment
Demographic environment: involves people, and people make up markets
Demographic trends: shifts in age, family structure, geographic population, educational characteristics, and population diversity
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Baby Boomers
Changing age structure of the population
Baby boomers include people born between 1946 and 1964
Most affluent consumers
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Generation X
Generation X includes people born between 1965 and 1976
High parental divorce rates
Cautious economic outlook
Less materialistic
Family comes first
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Millenials
Millennials (gen Y or echo boomers) include those born between 1977 and 2000
Comfortable with technology
Tweens (ages 8–12)
Teens (13–19)
Young adults (20’s)
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Trends in the Demographic Environment
The changing family structure
Geographic shifts in population
A better-educated, more white-collar, more professional population
Increasing diversity
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The Economic Environment
Economic environment consists of factors that affect consumer purchasing power and spending patterns
Changes in consumer spending
Income distribution
Value marketing
offering financially cautious buyers greater value—
the right combination of quality and service at a fair price
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The Natural Environment
Natural environment: natural resources that are needed as inputs by marketers or that are affected by marketing activities
Trends
Increased shortages of raw materials
Increased pollution
Increased government intervention
Increased environmentally sustainable strategies
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The Technological Environment
Most dramatic force in changing the marketplace
New products, opportunities
Concern for the safety of new products
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The Political and Social Environment
Political environment: laws, government agencies, and pressure groups that influence or limit various organizations and individuals in a given society
Legislation regulating business
Increased legislation
Changing government agency enforcement
Increased emphasis on ethics
Socially responsible behavior
Cause-related marketing
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The Cultural Environment
Cultural environment consists of institutions and other forces that affect a society’s basic values, perceptions, and behaviors
Core beliefs and values are persistent and are passed on from parents to children and are reinforced by schools, churches, businesses, and government
Secondary beliefs and values are more open to change and include people’s views of themselves, others, organization, society, nature, and the universe
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Responding to the Marketing Environment
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Uncontrollable
React and adapt to forces in the environment
Proactive
Aggressive actions to affect forces in the environment
Reactive
Watching and reacting to forces in the environment
