Arketing Environment Unit_1

7/30/2019 Arketing Environment Unit_1

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MARKETING MANAGEMENT

-Philip kotler

The Global MarketingEnvironment


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Marketing Environment

All the actors and forces influencing thecompanys ability to transact businesseffectively with its target market.

Includes: Microenvironment - forces close to the company

that affect its ability to serve its customers.

Macroenvironment - larger societal forces that

affect the whole microenvironment.


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The Microenvironment

Company

Customers

PublicsSuppliers

Competitors Intermediaries

Forces Affecting aCompanys Ability to

ServeCustomers


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The Companys

Microenvironment

Companys Internal Environment- functional areassuch as top management, finance, andmanufacturing, etc.

Suppliers - provide the resources needed to producegoods and services.

Marketing Intermediaries - help the company topromote, sell, and distribute its goods to finalbuyers.


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The Companys

Microenvironment

Customers - five types of markets that purchasea companys goods and services.

Competitors - those who serve a target marketwith similar products and services.

Publics - any group that perceives itself having

an interest in a companys ability to achieve itsobjectives.


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Customer Markets

Company

ConsumerMarkets

InternationalMarkets

GovernmentMarkets

BusinessMarkets

ResellerMarkets


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The Macroenvironment

Demographic

Technological

Cultural

Economic

PoliticalNatural

Forces that Shape

Opportunitiesand Pose Threats

to a Company

Th C


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The Companys

Macroenvironment

Demographic - monitors population in terms ofage, sex, race, occupation, location and otherstatistics.

Economic - factors that affect consumer buyingpower and patterns.

Natural - natural resources needed as inputs bymarketers or that are affected by marketingactivities.


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. .Trends

Changing Age Structure

Population is getting older

Changing Family StructureMarrying later, fewer children,

working women, and nonfamily households

Geographic ShiftsMoving to the Sunbelt and suburbs (MSAs)

Increased Education

Increased college attendanceand white-collar workers

Growing Ethnic and Racial Diversity73% Caucasian, 12% African-American,

10% Hispanic & 3.4% Asian


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Environment

Factors

Affectingthe

NaturalEnvironment

More Government

Intervention

Shortages ofRaw Material

Increased Costsof Energy

Higher PollutionLevels

h


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The Companys

Macroenvironment

Technological - forces that create new

product and market opportunities.

Political - laws, agencies and groups that

influence or limit marketing actions.

Cultural - forces that affect a societys basicvalues, perceptions, preferences, and

behaviors.

h l l


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Technological Environment

Rapid Pace of

Change

High R & D

Budgets

Focus on MinorImprovements

IncreasedRegulation

Issues in the TechnologicalEnvironment

li i l i


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Political Environment

GreaterConcern for

Ethics

Increased

Legislation

Changing

EnforcementKeyTrends in thePolitical

Environment

C l l E i


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Cultural Environment

OfOrganizations

OfNature

OfOneself

OfSociety

Of

the Universe

Of

OthersViewsThat Express

Values

R di h


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Responding to the

Marketing Environment

Environmental Management Perspective

Taking a proactive approach to managing

the microenvironment and themacroenvironment to affect changes thatare favorable for the company. How? Hirelobbyists , run advertorials, file law suits

and complaints, and form agreements.

Documents

Arketing Environment Unit_1