Professional Documents
Culture Documents
Global Edition
Kotler and Armstrong
Chapter 3:
Learning Objective 1
The Microenvironment
The Macroenvironment
The Company
In designing marketing plans, marketing management takes
other company groups into account.
• Top management
• Finance
• R&D
• Purchasing
• Operations
• Accounting
3-9
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The Microenvironment
Suppliers
• Marketing intermediaries
are firms that help the
company to promote,
sell, and distribute its
goods to final buyers.
Physical
Resellers distribution
firms
Marketing
Financial
services
intermediaries
agencies
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The Microenvironment
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
•Consumer markets
•Business markets
•Reseller markets
•Government markets
•International markets
Learning Objective 2
Demographic Environment
Economic Environment
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The Macroenvironment
Demographic Environment
•Baby Boomers - born 1946 to 1964
•Generation X - born between 1965 and 1976
•Millennials- born between 1977 and 2000
•Generation Z – born after 2000
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The Company’s Macroenvironment
Demographic Environment
3-19
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The Company’s Macroenvironment
Economic Environment
The economic environment consists of factors that affect
consumer purchasing power and spending patterns.
Natural Environment
Technological Environment
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The Macroenvironment
Natural Environment
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The Company’s Macroenvironment
Natural Environment
Environmental
sustainability
involves developing
strategies and
practices that create
a world economy
that the planet can
support indefinitely.
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The Company’s Macroenvironment
Technological Environment
• Most dramatic
force in changing
the marketplace
• New products,
opportunities
• Concern for the
safety of new
products
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The Macroenvironment
Political and Social Environment
• Increased
emphasis on
ethics
• Socially
responsible
behavior
Warby Parker; Photographer: Esther Havens
• Cause-related
marketing
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The Macroenvironment
Cultural Environment