MG206 chapter 3 slides on Marketing principles and strategies

7/24/2019 MG206 chapter 3 slides on Marketing principles and strategies

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Chapter 3

Analysing the

marketingenvironment

PowerPoint toaccompany: Cover image: VLADGRIN/Shutterstockcom


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Analysing the marketing environment

Learning objectives

Objective 1 Descri"e the environmental #orces that a##ect thecom$any%s a"ility to serve its customers

Objective 2 &'$lain ho( changes in the )emogra$hic an) economicenvironments a##ect marketing )ecisions

Objective 3 I)enti#y the main tren)s in the #irm%s natural an)technological environments

Objective 4 &'$lain the key changes in the $olitical an) culturalenvironments

Objective Discuss ho( com$anies can react to the marketing

environment

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Company!wi"e strategic planning:#e$ining marketing%s role


A com$any%s marketing environment consists o#the actors an) #orces outsi)e o# marketing thata##ect marketing management%s a"ility to "uil)an) maintain success#ul relationshi$s (ith targetcustomers Com$anies constantly (atch an)a)a$t to the changing environment


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Actors in the marketing environment

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&he company

&opmanagement 'inance

()#

Operations

P*rchasing

Acco*nting



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Actors in the marketing environment: +*ppliers

Su$$liers #orm an im$ortant link inthe com$any%s overall c*stomerval*e "elivery system

6ost marketers to)ay treat theirsu$$liers as $artners in creatingan) )elivering c*stomer val*e



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&ypes o$ marketing interme"iaries

Getty Images Australia -ty Lt)


Financial intermediaries: Banks and insurance companies are among the manyfnancial intermediaries that comprise the broader value network in which a businessoperates. Managing these relationships is also important.

Resellers8in) 9 sell to customers

-hysical )istri"ution #irmsInventory 9 move goo)s

6arketing service agenciesResearch a)vertising me)ia 9

consulting

8inancial interme)iaries

8inance transactions or insure againstrisk


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Actors in the marketing environment:,nterme"iaries- market research $irms an"a"vertising agencies

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Actors in the marketing environment: Competitors

;o "e success#ul a com$any must$rovi)e greater value than itscom$etitors

6arketers must )o more than sim$lya)a$t to the nee)s o# target consumersens%action

grou$sLocal$u"lic

General

$u"lic

Internal$u"lic



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Actors in the marketing environment: C*stomers


Consumer markets

?usiness markets

Government markets

International markets

Com$anies might target any or all o# #ive ty$es o# customer markets:

Reseller markets

&ach market ty$e has s$ecial characteristics that calls #orcare#ul stu)y "y the seller


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#isc*ssion .*estion

Consi)er the marketer o#a new energy "rink

@o( (oul) each o# the microenvironmental #actors "e

involve) in their marketing

e##ortsB



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&he company%s macroenvironment



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+4

#emographic environment

Demogra$hy is the stu)y o# human $o$ulations in terms o#=

Age 9 gen)er

Location 9 geogra$hic $o$ulation shi#ts

&)ucational characteristics

-o$ulation si>e )ensity 9 )iversity

ther relevant )emogra$hic statistics


6arketers kee$ close track o# )emogra$hic tren)s 9 )evelo$ments

ccu$ation

Race/&thnicity

8amily si>e 9 structure


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+,

#emographic environment: Changing age str*ct*re

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?orn +145054 ?orn +15,025 ?orn +1220!***


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#isc*ssion .*estion

Do marketers nee) to )evelo$se$arate $ro)ucts or marketing

$rograms #or each o# the)i##erent generationsB



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Changing age str*ct*re: /enerational segments


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#emographic environment: Changing $amilystr*ct*re


,ncreasing n*mber o$

working women

(ise o$ single parent$amilies ) $amilies withno chil"ren

#ecline in ho*sehol" si0e


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#emographic environment: Pop*lation "iversity



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conomic environment

;he economic environment consists o# #actors that a##ect

consumer $urchasing $o(er 9 s$en)ing $atterns inclu)ingchanges in=

;he economic environment consists o# #actors that a##ect

consumer $urchasing $o(er 9 s$en)ing $atterns inclu)ingchanges in=

S$en)ing $atterns S$en)ing $atterns


Income 9 income )istri"utionIncome 9 income )istri"ution


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at*ral environment

;he nat*ral environment involves the natural resources that

are nee)e) as in$uts "y marketers or that are a##ecte) "ymarketing activities

;he nat*ral environment involves the natural resources that

are nee)e) as in$uts "y marketers or that are a##ecte) "ymarketing activities

Shortages o# ra( materialsShortages o# ra( materials

Increasing $ollutionIncreasing $ollution

Rise in government interventionRise in government intervention

ey natural environment issues:


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!!

&echnological environment

-erha$s the most)ramatic #orcesha$ing our #uture

the technologicalenvironmentinvolves #orces thatcreate ne(technologies ne(

$ro)ucts an) marketo$$ortunities

-erha$s the most)ramatic #orcesha$ing our #uturethe technologicalenvironmentinvolves #orces thatcreate ne(technologies ne(

$ro)ucts an) marketo$$ortunities



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&echnological environment

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#isc*ssion .*estion

Give e'am$les o# ho( ne(technologies have in#luence)

(hat (e "uy ho( (e $ay an)ho( (e sho$



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Political an" social environment

;he political environment consists o# la(s governmentagencies an) $ressure grou$s that in#luence or limit variousorganisations an) in)ivi)uals in a given society

Legislation a$$ecting b*siness:

Increasing legislation

Changing government agency en#orcement

mphasis on ethics an" socially responsiblebehavio*r:

Social res$onsi"ility

Causerelate) marketing


ey political iss*es:


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C*lt*ral environment

;he cultural environment is ma)e u$ o# institutions an)other #orces that a##ect a society%s "asic values$erce$tions $re#erences an) "ehaviours

;he $ersistence o# culture

Core belie$s ) val*es: relativelyresistant to change

+econ"ary belie$s ) val*es: moreo$en to change



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C*lt*ral environment: People%s views o$


;hemselves thers rganisations

Nature Society Eniverse


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(espon"ing to the marketing environment


(eactive approach

Ass*mptions: ;he environment is largely uncontrolla"le

+trategies: Research un)erstan) react an) a)a$t

Proactive approach

Ass*mptions: ;he environment is $artially controlla"le

+trategies: @ire lo""yists to in#luence legislation a##ecting their

in)ustries

Stage me)ia events to gain #avoura"le $ress coverage/runa)vertorials to sha$e $u"lic o$inion

Instigate legal actions an) regulatory com$laints to kee$com$etitors in line

8orm contractual agreements to "etter control )istri"utionchannels


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7*



Despite the unpredictability of the externalenvironment, enlightened marketing managers

take aproactive rather than reactive approach to the marketing environment.


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+*ggeste" reso*rces

Articles an" case st*"ies

6in)ma$ -&S; analysis .short article 9 vi)eo htt$://

(((min)toolscom/$ages/article/ne(;6CF*1htm

-&S;L& analysis tem$late htt$://

$estleanalysiscom/ho(tocreate$estleanalysistem$late

5i"eos

A?C, Difference of Opinion .collection o# vi)eo segments on a variety o#to$ics inclu)ing the )igital age attitu)es o# Gen htt$://

(((a"cnetau/tv/)i##erenceo#o$inion/e$iso)es/e$iso)eF++htm

Grey Horl)(i)e, Eye on Australia .annual Australian consumer $ulse survey

vi)eo 4, minutes $lus -D8 )o(nloa) htt$://eyeonaustraliacomau

http://www.mindtools.com/pages/article/newTMC_09.htmhttp://www.mindtools.com/pages/article/newTMC_09.htmhttp://pestleanalysis.com/how-to-create-pestle-analysis-templatehttp://pestleanalysis.com/how-to-create-pestle-analysis-templatehttp://www.abc.net.au/tv/differenceofopinion/episodes/episode_11.htmhttp://www.abc.net.au/tv/differenceofopinion/episodes/episode_11.htmhttp://eyeonaustralia.com.au/http://eyeonaustralia.com.au/http://eyeonaustralia.com.au/http://www.abc.net.au/tv/differenceofopinion/episodes/episode_11.htmhttp://www.abc.net.au/tv/differenceofopinion/episodes/episode_11.htmhttp://pestleanalysis.com/how-to-create-pestle-analysis-templatehttp://pestleanalysis.com/how-to-create-pestle-analysis-templatehttp://www.mindtools.com/pages/article/newTMC_09.htmhttp://www.mindtools.com/pages/article/newTMC_09.htm


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A""itional reso*rces

+electe" social an" economic in"icators

A?S 8uture $o$ulation gro(th an) ageing% .#eature article htt$

://(((a"sgovau/AESS;A;S/a"sJns#/Looku$/4+*!*6ainK8eatures+*6arch!*!**1

A?S S$en)ing $atterns o# cou$le #amilies% .#eature article htt$

://(((a"sgovau/AESS;A;S/a"sJns#/Looku$/4+*!*6ainK8eatures7*MulyK!*+7

A?S ;he average Australian% .#eature articlehtt$://(((a"sgovau/AESS;A;S/a"sJns#/Looku$/4+*!*6ainK8eatures7*A$rilK!*+7

ote: All A?S #eature articles are su$$orte) "y )etaile) re$orts an))o(nloa)a"le )atacu"es Instructors may (ish to $oint out relevant$u"lications such as Household Expenditure urvey, Australian ocial!rends an) Census )ata (hich learners may (ish to consult #orassignment an) (i)er rea)ing $ur$oses

http://www.abs.gov.au/AUSSTATS/[email protected]/Lookup/4102.0Main+Features10March%202009http://www.abs.gov.au/AUSSTATS/[email protected]/Lookup/4102.0Main+Features10March%202009http://www.abs.gov.au/AUSSTATS/[email protected]/Lookup/4102.0Main+Features10March%202009http://www.abs.gov.au/AUSSTATS/[email protected]/Lookup/4102.0Main+Features30July+2013http://www.abs.gov.au/AUSSTATS/[email protected]/Lookup/4102.0Main+Features30July+2013http://www.abs.gov.au/AUSSTATS/[email protected]/Lookup/4102.0Main+Features30July+2013http://www.abs.gov.au/AUSSTATS/[email protected]/Lookup/4102.0Main+Features30April+2013http://www.abs.gov.au/AUSSTATS/[email protected]/Lookup/4102.0Main+Features30April+2013http://www.abs.gov.au/AUSSTATS/[email protected]/Lookup/4102.0Main+Features30April+2013http://www.abs.gov.au/AUSSTATS/[email protected]/Lookup/4102.0Main+Features30April+2013http://www.abs.gov.au/AUSSTATS/[email protected]/Lookup/4102.0Main+Features30July+2013http://www.abs.gov.au/AUSSTATS/[email protected]/Lookup/4102.0Main+Features30July+2013http://www.abs.gov.au/AUSSTATS/[email protected]/Lookup/4102.0Main+Features30July+2013http://www.abs.gov.au/AUSSTATS/[email protected]/Lookup/4102.0Main+Features10March%202009http://www.abs.gov.au/AUSSTATS/[email protected]/Lookup/4102.0Main+Features10March%202009http://www.abs.gov.au/AUSSTATS/[email protected]/Lookup/4102.0Main+Features10March%202009


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MG206 chapter 3 slides on Marketing principles and strategies