The Marketing Environment

The Marketing Environment
The Marketing Environment
The marketing environment includes the actors and

forces outside marketing that affect marketing
management’s ability to build and maintain
successful relationships with customers.
3-2
Micro environment
Wednesday
3
, July 4,
2018
The Macroenvironment
Wednesday
4
, July 4,
2018
The Company’s Microenvironment
The Company
Internal environment includes:
• Top management
• Finance
• R&D
• Purchasing
• Operations
• Accounting
3-5
Suppliers
• Provide the resources to produce goods and services

• Treated as partners to provide customer value
3-6
Marketing Intermediaries
• Help the company to promote, sell, and distribute its
products to final buyers
• Include:
• Resellers
• Physical distribution firms
• Marketing services agencies
• Financial intermediaries
3-7
• Resellers are the distribution channel firms that help the

company find customers or make sales to them. These
include:
• Wholesalers
• Retailers
• Physical distribution firms are the distribution channel firms
that help the company to stock and move goods from their
points of origin to their final destination.
3-8
• Marketing service agencies are the marketing research
firms, advertising agencies, media firms, and marketing
consulting firms that help the company target and promote
its products to the right markets.
• Financial intermediaries include banks, credit companies,
insurance companies, and other businesses that help
finance transactions or insure against the risks associated
with the buying and selling of goods.
3-9
Customers
Customer markets consist of individuals and households that
buy goods and services for personal consumption.
Business markets buy goods and services for further processing

or for use in their production process.
3-10
Customers
• Reseller markets buy goods and services to resell at a profit.
• Government markets buy goods and services to produce

public services or transfer goods and services to others who
need them.
• International markets consist of buyers in other countries
including consumers, producers, resellers, and governments.
3-11
Competitors
• Firms must gain strategic advantage by positioning their

offerings against competitors’ offerings.
• Each firm should consider its own size and industry position
compared to those of its competitors.
3-12
Publics
• Any group that has an actual or potential interest in or
impact on an organization’s ability to achieve its
objectives:
• Financial publics
• Media publics
• Government publics
• Citizen-action publics
• Local publics
• General public
• Internal publics
3-13
Publics
• Financial publics influence the company’s ability to obtain
funds—banks, investment houses, and stockholders.
• Media publics carry news, features, and editorial opinion—
newspapers, magazines, and radio and television stations.
• Government publics influence product safety and truth in
advertising.
3-14
Publics
• Citizen-action publics include consumer organizations,
environment groups, and minority groups
• Local publics include neighborhood residents and
community organizations
• General publics influence the company’s public image
• Internal publics include workers, managers, volunteers, and
directors
3-15
The Macroenvironment
Wednesday
, July 4,16
2018
The Company’s Macroenvironment
Demographic Environment
• Demography is the study of human populations in terms of
size, density, location, age, gender, race, occupation, and
other statistics.
• Demographic environment is important because it involves
people, and people make up markets.
• Demographic trends include age, family structure,
geographic population shifts, educational characteristics,
and population diversity.
3-17
Wednesday,
July 4, 2018
Changing Age Structure of the
Population
• Generation X includes people • Generation Y
born between includes people born
1965 and 1976. They tend to: between
• Are concerned about the 1977 and 1994.
environment • The Internet
• Respond to socially responsible generation
companies
• Are less materialistic
• Emphasize quality of life
• Consumer organizations,
environment groups, and
minority groups 3-20
Geographic Shifts in Population
• Trends include:
• Migratory movements between and within
countries
• Moving from rural to metropolitan areas
• Changes in where people work
• Telecommuting
• Home office
• Divorce or separation
3-22
Increasing Diversity
• Markets are becoming more diverse

• International
• National
• Trends include:
• Ethnicity
• Gay and lesbian
• Disabled
3-23
Economic Environment
• Economic environment consists of factors that affect

consumer purchasing power and spending patterns.
• Subsistence economies consume most of their own
agriculture and industrial output.
• Industrial economies are richer markets.
3-24
Economic Environment
Changes in Income
• Value marketing involves ways to offer financially cautious

buyers greater value—the right combination of quality and
service at a fair price.
• Income distribution
• Upper-class consumers
• Middle-class consumers
• Working-class consumers
• Underclass consumers
Changing consumer spending pattern
3-25
Natural Environment
• Natural environment involves

the natural resources that are
needed as inputs by marketers
or that are affected by
marketing activities.
• Trends
• Shortages of raw
materials
• Increased pollution
• Increased government
intervention
• Environmentally
sustainable strategies
• Green marketing 3-26
Technological Environment
• Most dramatic force in
changing the marketplace
with many positive and
negative effects
• Rapid change
• Provides new markets and
new opportunities
• Internet
• Medicine
• Miniaturization
• Weapons
• Credit cards
• Communication
3-27
Political environment
consists of laws,
government
agencies, and
pressure groups that
influence or limit
various
organizations and
individuals in a
given society.
3-28
Political Environment
• Legislation regulating business
• Public policy to guide commerce—sets of laws and
regulations that limit business for the good of society at
large
• Increasing legislation to:
• Protect companies
• Protect consumers
• Protect the interests of society
3-29
Political Environment
Emphasis on Ethics and Socially Responsibility

• Socially responsible behavior occurs when firms
actively seek out ways to protect the long-term
interests of their consumers and the environment
• Cause-related marketing
© Yukinobu Zengame
3-30
Cultural Environment
Shifts in Secondary Cultural
Values
• Major cultural values of a

society are expressed in
people’s view of:
• Themselves
• Others
• Organization
• Society
• Nature and the universe
3-32

The Marketing Environment

Uploaded by

Document Information

Original Title

Copyright

Available Formats

Share this document

Share or Embed Document

Sharing Options

Did you find this document useful?

Is this content inappropriate?

Copyright:

Available Formats

The Marketing Environment

Uploaded by

Copyright:

Available Formats

The Marketing Environment

The Marketing Environment

The marketing environment includes the actors and

• Provide the resources to produce goods and services

• Resellers are the distribution channel firms that help the

Business markets buy goods and services for further processing

• Government markets buy goods and services to produce

• Firms must gain strategic advantage by positioning their

• Markets are becoming more diverse

• Economic environment consists of factors that affect

• Value marketing involves ways to offer financially cautious

• Natural environment involves

Emphasis on Ethics and Socially Responsibility

• Major cultural values of a

You might also like