Marketing for Engineers Ch 3

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Marketing for Engineers

Dr. Karim


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Chapter 3: Analyzing The Marketing

Environment


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Introduct ionTo develop ee!tive marketing strategies" #e m$st

%rst $nderstand the environment in #hi!hmarketing operates.

In this chapter, well see that marketingoperates in a complex and changing

environment. &ther a!tors in this environment's$ppliers" intermediaries" !$stomers" !ompetitors"p$bli!s" and others'may #ork #ith or against the!ompany. Ma(or environemental for!es 'demographi!" e!onomi!" nat$ral" te!hnologi!al"politi!al" and !$lt$ral'shape marketingopport$nities" pose threats" and ae!t the!ompany)s ability to b$ild !$stomer relationships.


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Marketing Environment- The Marketing Environment refers to the a!tors and for!es

o$tside of the marketing department that ae!tmarketing management ability to b$ild and maintain

s$!!essf$l relationships #ith target !$stomers.

-

The Marketing Environment is made $p of:

*. The mi!roenvironment !onsists of the a!tors !lose to the

!ompany that ae!t its ability to serve its !$stomers.

These for!es are partially !ontrollable by the !ompany.

+. The ma!roenvironment !onsists of the larger so!ietal

for!es that ae!t the mi!roenvironment. These for!es

are $n!ontrollable by the !ompany.


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*, The Company:Marketers m$st #ork in harmony #ith other!ompany departments to !reate !$stomer val$e and relationships.

-almart)smarketers !an)t promise $s lo# pri!es $nless itsoperations department delivers lo# !osts.


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+, $ppliers:provide the reso$r!es needed by the !ompany to prod$!e

its goods and servi!es

$pply shortages or delays" labor strikes" and other events !an !ost salesin the short r$n and damage !$stomer satisfa!tion in the long r$n

DE/& A$stralia -ins Toyota $pplier &f The0ear


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3, Marketing 1ntermediaries:They in!l$de resellers" physi!aldistrib$tion %rms" marketing servi!es agen!ies" and %nan!ialintermediaries

2esellersare distrib$tion !hannel %rms that help the !ompany %nd

!$stomers or make sales to them. These in!l$de #holesalersandretailers#ho b$y and resell mer!handise.


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hysi!al distrib$tion %rms help the !ompany sto!k and

move goods from their points of origin to their

destinations.

Marketing servi!es agen!ies are the marketing resear!h

%rms" advertising agen!ies" media %rms" and marketing

!ons$lting %rms that help the !ompany target and

promote its prod$!ts to the right markets.

4inan!ial intermediaries in!l$de banks" !redit !ompanies"

ins$ran!e !ompanies" and other b$sinesses that help

%nan!e transa!tions or ins$re against the risks asso!iated

#ith the b$ying and selling of goods.

Mi!roenvironment: Marketing1ntermediaries


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5, Competitors:The marketing !on!ept states that" to bes$!!essf$l" a !ompany m$st provide greater !$stomer val$e andsatisfa!tion than its !ompetitors do.


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6, $bli!s: it is any gro$p that has an a!t$al or potential interest in

or impa!t on an organization)s ability to a!hieve its ob(e!tives

4inan!ial p$bli!s. This gro$p in7$en!es the !ompany)s ability to

obtain f$nds. 8anks" investment analysts" and sto!kholders are the

ma(or %nan!ial p$bli!s.

Media p$bli!s. This gro$p !arries ne#s" feat$res" and editorial

opinion. 1t in!l$des ne#spapers" magazines" television stations"

and blogs and other 1nternet media.

9overnment p$bli!s. Management m$st take governmentdevelopments into a!!o$nt. Marketers m$st often !ons$lt the

!ompany)s la#yers on iss$es of prod$!t safety" tr$th in

advertising" and other matters.

Citizen,a!tion p$bli!s. A !ompany)s marketing de!isions may be

Mi!roenvironment


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;, C$stomers:

Cons$mer markets !onsist of individ$als and ho$seholds thatb$y goods and servi!es for personal !ons$mption.

8$siness markets b$y goods and servi!es for f$rther pro!essing

or $se in their prod$!tion pro!esses.

2eseller markets b$y goods and servi!es to resell at a pro%t.

9overnment markets !onsist of government agen!ies that b$y

goods and servi!es to prod$!e p$bli! servi!es or transfer the

goods and servi!es to others #ho need them.

1nternational markets !onsist of these b$yers in other !o$ntries"

in!l$ding !ons$mers" prod$!ers" resellers" and governments.

Mi!roenvironment


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Ma!roenvironment*, TheDemographi!Environment:

Demography is the st$dy of h$man pop$lations in

terms of size" density" lo!ation" age" gender" ra!e"

o!!$pation" and other statisti!s.

E


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Key B.. Demographi! TrendsKey B.. Demographi! Trends

Changing Age Structure

Population is getting older

Changing Age Structure

Population is getting older

Changing Family Structure

Marrying later, fewer children,working women, and nonfamily households

Changing Family StructureMarrying later, fewer children,

working women, and nonfamily households

Geographic Shifts

Moving to the Sunbelt and suburbs (MSAs)

Geographic Shifts

Moving to the Sunbelt and suburbs (MSAs)

Increased Education

ncreased college attendance

and white!collar workers

Increased Education

ncreased college attendance

and white!collar workers

Growing Ethnic and Racial Diversity

"#$ %aucasian, &'$ African!American,&$ ispanic * #+$ Asian

Growing Ethnic and Racial Diversity

"#$ %aucasian, &'$ African!American,&$ ispanic * #+$ Asian


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Ma!roenvironment+, The E!onomi! Environment:

!onsists of e!onomi! fa!tors that ae!t

!ons$mer p$r!hasing po#er and spending

patterns.

Marketers in all ind$stries are looking for

#ays to oer today)s more %nan!ially!a$tio$s b$yers greater val$e'($st the

right !ombination of prod$!t $ality and

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E!onomi! EnvironmentE!onomi! Environment

%hanges

in %onsumer

Spending

Patterns

%hanges

in %onsumer

Spending

Patterns

-conomic

.evelopment

-conomic

.evelopment %hanges

in ncome

%hanges

in ncomeKeyEconomicConcerns forMarketers

Key

EconomicConcerns forMarketers


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3, The /at$ral Environment: involves the nat$ral reso$r!es that

are needed as inp$ts by marketers or that are ae!ted by

marketing a!tivities.

Marketers sho$ld be a#are of several trends in the nat$ral

environment" They are the gro#ing shortages of ra# materials"

in!reased poll$tionand in!reased government intervention.

epsiComarkets h$ndreds of prod$!ts that are gro#n" prod$!ed"

and !ons$med #orld#ide. Making and distrib$ting these prod$!ts

re$ires #ater" ele!tri!ity" and f$el.

1n +@@?" the !ompany set as its goal to red$!e #ater !ons$mption

by +@ per!ent" ele!tri!ity !ons$mption by +@ per!ent" and f$el

!ons$mption by +6 per!ent per $nit of prod$!tion by +@*6.

Ma!roenvironment

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/at$ral Environment

/actors

Affectingthe0atural

-nvironment

More 1overnment

ntervention

More 1overnment

ntervention

Shortages of2aw Material

Shortages of2aw Material

ncreased %ostsof -nergy

ncreased %ostsof -nergy

igher Pollution3evels

igher Pollution3evels


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5, The Te!hnologi!al Environment:

4or!es that !reate ne# te!hnologies"

!reating ne# prod$!t and market

opport$nities.Transistorsh$rt the va!$$m,t$beind$stry"

CDs h$rt phonograph re!ords" and digitalphotography h$rt the %lm b$siness. -hen

old ind$stries fo$ght or ignored ne#

Ma!roenvironment

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6, The oliti!al and o!ial Environment:

a#s" government agen!ies" and press$re gro$ps

that in7$en!e and limit vario$s organizations and

individ$als in a given so!iety.

Ma!roenvironment

liti l E i t


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oliti!al Environmentoliti!al Environment

1reater

%oncern for

-thics

1reater

%oncern for

-thics

ncreased

3egislation

ncreased

3egislation%hanging

-nforcement

%hanging

-nforcementKeyTrends in thePolitical

Environment

KeyTrends in thePolitical

Environment


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;, The C$lt$ral Environment:

1nstit$tions and other for!es that ae!t

so!iety)s basi! val$es" per!eptions"

preferen!es" and behaviors.

Ma!roenvironment

l l iC lt l E i t


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C$lt$ral EnvironmentC$lt$ral Environment

4f

4rgani5ations

4f

0ature

4f

4neself

4fSociety

4f

the 6niverse

4f

4thers7iews8hat -9press

7alues

7iews8hat -9press

7alues

di h k i2 di t th M k ti


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2esponding to the MarketingEnvironment

2esponding to the MarketingEnvironment

Environmental Management erspe!tive

Taking aproactive approach to managing

the mi!roenvironment and the

ma!roenvironment to ae!t !hanges that

are favorable for the !ompany. o# ire

lobbyists " r$n FadvertorialsG" %le la# s$its

and !omplaints" and form agreements.

Documents

Marketing for Engineers Ch 3