The Marketing Environment

Overview

1
 Environments
• Internal:various
departments
• Micro: suppliers,
marketing
intermediaries
• Macro: competitive,
demographic,
economic, natural,
technological,
political, and cultural
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Major Forces in the Company’s Macroenvironment

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Key
Key U.S.
U.S. Demographic
Demographic
Changing Trends
Trends
ChangingAge
AgeStructure
Structure
Population
Populationis
isgetting
gettingolder
older

Changing
ChangingFamily
FamilyStructure
Structure
Marrying
Marryinglater,
later,fewer
fewerchildren,
children,
working
workingwomen,
women,and
andnonfamily
nonfamilyhouseholds
households

Geographic
GeographicShifts
Shifts
Moving
Movingto
tothe
theSunbelt
Sunbeltand
andsuburbs
suburbs(MSA’s)
(MSA’s)

Increased
IncreasedEducation
Education
Increased
Increasedcollege
collegeattendance
attendance
and
andwhite-collar
white-collarworkers
workers
Growing
GrowingEthnic
Ethnicand
andRacial
RacialDiversity
Diversity
72%
72%Caucasian,
Caucasian,13%
13%African-American,
African-American,
11%
11%Hispanic
Hispanic&&3%
3%Asian
Asian
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Age Distribution of the U.S.
Population

(78 million people born 1946-1964)

One of the most powerful forces shaping the
marketing environment, 30% of population

(45 million people born 1965-1976)

More skeptical, cynical of frivolous
marketing pitches promising easy success

(72 million people born 1977-1994)

Fluent and comfortable with computer,
digital, and Internet technology (Net-
Gens) 5
 Economic Environment
Global
Global Economic
Economic
Development
Development

Key
Key
Changes
Changes in
in Income
Income Economic
Economic
Concerns
Concerns for
for
Marketers
Marketers

Changing
Changing Consumer
Consumer
Spending
Spending Patterns
Patterns

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 Natural
Natural
Environment
Environment
Conservation
Conservation
Of
Of Resources
Resources

Factors
Factors Affecting
Affecting
Ecotourism
Ecotourism the
the
Natural
Natural
Environment
Environment

Recycle
Recycle and
and
Reduce
Reduce Waste
Waste

7
 Technological Environment
• Robots and machines
• Computerized video checkout services
• Electronic guest room locking systems
• Locking fax machines receive orders at
restaurants
• The development of the Internet

8
 Political Environment
Includes
Includes Laws,
Laws, Government
Government Agencies,
Agencies, Etc.
Etc. that
that Influence
Influence
&& Limit
Limit Organizations/
Organizations/ Individuals
Individuals in
in aa Given
Given Society
Society

Increased
Increased
Changing
Changing Emphasis
Emphasis on on
Increasing
Increasing Government
Government Ethics
Ethics &&
Legislation
Legislation Agency
Agency Socially
Socially
Enforcement
Enforcement Responsible
Responsible
Actions
Actions

9
 Cultural Environment
• Persistence of Cultural Values
• Subcultures

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 Responding to the
Marketing Environment
• Environmental management
perspective
• Environmental Scanning
• Using information about the
marketing environment

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 Environmental Scanning

Determine Environmental Areas That Need

to Be Monitored
Determine How the Information Will Be Collected
Implement the Data Collection Plan
Anaylze and Use the Data in Planning

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