The Marketing Environment : 

The Marketing Environment 3

Marketing Environment : 
Includes: Microenvironment: actors close to the company that affect its ability to serve its customers.
Macroenvironment: larger societal forces that affect the microenvironment. Considered to be beyond
the control of the organization. Marketing Environment

The Company’s Microenvironment : 

The Company’s Microenvironment Marketing Intermediaries: Help the company to promote, sell, and
distribute its goods to final buyers Resellers Physical distribution firms Marketing services agencies
Financial intermediaries

Actors in the Microenvironment : 

Actors in the Microenvironment

The Company’s Microenvironment : 

Suppliers: Provide resources needed to produce goods and services. Important link in the “value
delivery system.” Most marketers treat suppliers like partners. The Company’s Microenvironment

The Marketing Environment : 

The Marketing Environment Environmental scanning is: Gathering information regarding a
company’s external environment Analyzing it Forecasting the trends

Slide 7: 
There are two levels of external forces: Macro influences Micro influences

The External Microenvironment : 

The External Microenvironment Six forces affect the organization’s marketing system: Demography
Economic conditions Competition Social and cultural Technology Political and legal facto

Demographic factors : 
Demographic factors Refers to the changing nature of the population What are some current
demographic trends? What are the implications of these changes?

Economic Environment : 
Economic Environment Changes in Income 1980’s – consumption frenzy 1990’s – “squeezed
consumer” 2000’s – value marketing Income Distribution Upper class Middle class Working class
Underclass Consists of factors that affect consumer purchasing power and spending patterns.

Economic Change : 
Economic Change 1) The stage of the Business Cycle: Prosperity, recession and recovery 2)
Inflation rate 3) Interest rates 4) Unemployment rate

Cultural Environment : 
Cultural Environment The institutions and other forces that affect a society’s basic values,
perceptions, preference, and behaviors.

Slide 14: 
Social and Cultural Change Our lifestyles and values are changing! What are some changes you
think are occurring? Attitudes toward physical activity, exercise, and diet Emphasis on service quality
and value Environmental awareness Demand for convenience
Natural Environment : 
Natural Environment Involves the natural resources that are needed as inputs by marketers or that
are affected by marketing activities.

Technological Environment : 
Technological Environment Most dramatic force now shaping our destiny.

Slide 17: 
Technological Change Can create new forms of competition and communications: ATM’s, CD-ROM,
cellular, Internet creates new industries to be supplied impacts how people spend their time
technology is accepted by consumers, expected by them, transparent to them, and often
“disposable”

Political Environment : 
Political Environment Includes Laws, Government Agencies, and Pressure Groups that Influence or
Limit Various Organizations and Individuals In a Given Society. Increasing Legislation Changing
Government Agency Enforcement Increased Emphasis on Ethics & Socially Responsible Actions

Slide 19: 
Political and Legal Change Six categories: 1) General fiscal/monetary policies 2) Policies set by
government agencies 3) Social legislation 4) Government relationships with industry 5) Legislation
related to marketing 6) Provision of information

Slide 20: 
The external macro-environment External to the firm, but important because of its close relationship
Your firm Market Suppliers Intermediaries

5 Types of Customers : 
5 Types of Customers Consumer markets Business markets (B to B) Reseller markets Government
markets International markets

Slide 22: 
Competitive Change Competition takes place at three levels: 1) Direct at the brand or store level 2)
Substitute products/services 3) All products and services competing for the same consumer dollar

Competitors : 
Competitors Must understand competitor’s strengths Must differentiate firm’s products and offerings
from those of competitors Competitive strategies should emphasize firm’s distinctive competitive
advantage in marketplace

Types of Publics : 
Types of Publics

The Macroenvironment : 
The Macroenvironment The company and all of the other actors operate in a larger
macroenvironment of forces that shape opportunities and pose threats to the company.

The Company’s Macroenvironment : 

The Company’s Macroenvironment

Slide 27: 
A firm’s complete marketing environment