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1
Chapter 4
 The Marketing Environment
 
2
The Marketing Environment
(pp. 106-107)
Market AnalysisMarket Analysis – identifying Opportunities & Threats (SWOT)
Environmental scanning, trends in the market – Chapter 4
Marketing research, marketing intelligence – Chapter 5
 ___________________________________________________________________________________________________________________________________.
Marketing EnvironmentMarketing Environment
- actors and forcesoutside marketing that affect marketing management’sability to build and maintain successful relationships withtarget customers.A source of both opportunities and threats:
MicroMicroenvironmentenvironment
- forces close to the companythat affect its ability to serve its customers
MacroMacroenvironmentenvironment
- larger societal forces that affectthe microenvironment
 
3
 Microenvironment
 
(Fig. 4.1,
 
pp. 107-111)MarketingMarketingManagemenManagementt
CustomeCustomersrs
(Ch. 6, 7)
CompetitorsCompetitors
(Ch. 18)
MarketingMarketingIntermediariIntermediarieses
(Ch. 13, 14)
 PublicsPublics
•
 
Media,
 
local public,citizen action groups,etc.
SupplierSupplierssTheTheCompanyCompany
•Value chain -“thinkcustomer”•Competitionforresources
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