9/18/14

Marketing environment
Company
Customers

Analyize Marketing environment

1.Identify and categorize environmental forces
Two frameworks
Micro vs Macro
Micro- factors specific or directly related to a
company
Macro- larger societal forces indirectly related to a
company
SipC3(micro marketing environment) the company the supplier, marketing intermediaries{resellers, physical
distribution, marketing service},
Competitors,
Publics(groups)- financial publics, media publics,
government publics, citizen-action publics(human
rights), local publics
Customers SWOT analysis

Internal- strengths ; internal capabilities help a

company reach its objective
Weakness- internal limitations that may interfere
with a companys ability to
External- opportunities; external factors that the
company may be able to exploit to its advantage
threats- current and emerging external factors that
may challenge the companys performance

Macro- larger societal forces indirectly related to a

company
Demographics,
economic,
natural,
technological,
political,
CULTURAL

2.Monitor change of environmental forces

Three major generation groups
baby boomer
Gen x
Gen v
The changing American family

Economic environment
Global economic crisis dashes free spending
attitude
Consumers have developed a back to basics
frugality
Natural Enviornment
Increased pollution
Increased government intervention
Technological environment
Information technology- digital age
Automation technology- robot and drone
Bio technology- stem cell
3.Respond to changing environmental forces