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Ch 3—Analyzing the Marketing Environment04/10/2015

 

Marketing Environment

• Outside forces that affect marketing management’s liability

to build and maintain successful relationships with targetcustomers

•

Microenvironment: Actors close to the company that aect itsa!ility to serve its c"stomers

• Macroenvironment: #arger societal orces that aect the

microenvironment

Marketing Environment

Company   Collaborators

mpetitors   Customers

Conte$t

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•

  Actors in the Microenvironment

•

1. The ompany

• !nternal environment of the company that forms

interrelated groups

• Creating C"stomer %al"e !y gro"ps &orking together". #uppliers

 

$rovide the resources needed by the company to

produce its goods and services

 

Marketers m"st &atch'

a. ("pply shortages or )elays

b. #a!or strikesc. *rice tren)s o key inp"ts

%. Marketing !ntermediaries

 

&elp the company to promote' sell and distribute

its products to final buyersa+ ,esellers!+ *hysical )istri!"tion irms

c+ Marketing services agencies

)+ -inancial interme)iaries(. ompetitors

Marketers must gain strategic advantage by

positioning products strongly against competitors

• .o single strategy is !est or all companies

). $ublics

 

*ny group that has an actual or potential interest

in or impact on an organi+ation’s ability to achieve

its ob,ectives

a+ -inancial!+ Me)ia

c+ overnment)+ Citizen action local general an) internal

-. ustomers

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ive types of customer markets

a. onsumer Marketb. /usiness Market

c. 0eseller Markerd. overnment Market

e. !nternational MarketMaor -orces in the Companys Macroenvironment

•

1+ 2emographic Environment

• #tudy of human populations in terms of si+e' density'

location' age' gender' race' occupation and other stats

• Marketers analyze'

o hanging age and family structures

o eographical population shifts

o Educational characteristicso $opulation diversity

2+ Economic Environment

• Economic factors that affect consumer purchasing power

and spending patterns'

o n)"strial economies

o ("!sistence economies

o eveloping economies

• Changes in cons"mer spen)ing

• ierences in income )istri!"tion

3+ 3atural Environment

• $hysical environment and natural resources needed as

inputs by marketers or affected by marketing activities

• Environmental sustainability concerns have gro&n stea)ily

over past three )eca)es

• ren)s'

o (hortage o ra& materials

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o ncrease) poll"tion

o ncrease) government intervention

4+ Technological Environment

• .e& technologies create ne& markets an) opport"nities

o 0adio4fre5uency identification 60!27 is technology

to track pro)"cts thro"gh vario"s points in the)istri!"tion channel

• overnment agencies investigate an) !an potentially "nsae

pro)"cts5+ $olitical Environment

  orces that influence and limit various organi+ations and

individuals in a societyo #a&s government agencies an) press"re gro"ps

• oals o enacting !"siness legislation'

*rotect companies rom each other

*rotect cons"mers rom "nair !"siness practices *rotect the interests o society against "nrestraine)

!"siness !ehavior

6+ ultural Environment

 

!nstitutions and other forces that affect society’s basic

values' perceptions' preferences' and behaviors

o (ociety shapes peoples val"es an) !elies

o C"lt"ral characteristics that aect marketing )ecision making'

*ersistence o c"lt"ral val"es

(hits in secon)ary c"lt"ral val"es

  Maor 7+(+ #egislation Aecting Marketing 8*olitical Environment9

• (herman Antitr"st Act o 1:;0

o *rohi!its monopolies an) activities that restrain tra)e or

competition in interstate commerce

• -e)eral -oo) an) r"g Act 81;069 -A

o -or!i)s the man"act"re or sale o a)"lterate) or ra")"lently

la!ele) oo)s an) )r"gs

• -e)eral ra)e Commission Act 81;149 -C

o Monitors an) reme)ies "nair tra)e metho)s

  (ocially ,esponsi!le

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o E8ercise their social responsibility

o /uild more positive images

• *rimary orm o corporate giving

• Controversy—(trategy or selling more than a strategy or giving

  ,espon)ing to the Marketing Environment

• ,eactive irms passively accept the marketing environment an) )o

not try to change it

• *roactive irms )evelop strategies to change the environment

o hey take aggressive actions to aect the p"!lics an) orce in

their marketing environment

  #earning >!ectives

• escri!e the environmental orces that aect the companys a!ility

to serve its c"stomers+

• E$plain ho& changes in the )emographic an) economic

environments aect marketing )ecisions+

• )entiy the maor tren)s in the irms nat"ral an) technological

environments+

• E$plain the key changes in the political an) c"lt"ral environments+

• isc"ss ho& companies can react to the marketing environment+