Professional Documents
Culture Documents
•12/24/2022
“It is useless to tell a river to stop running; the best thing is
to learn swimming in the direction it is flowing”
ANONYMOUS
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Discussion Questions
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Overview of Marketing Environment
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Overview of Marketing Environment
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Classification Marketing Environment?
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Micro-Environment
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The Company (The Internal Environment)
Top
management
Accounting Finance
Marketing
management
Research and
Operations
development
Purchasing
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Suppliers
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Customers
• An organization should be concerned about
the constantly changing requirements of its
customers and should keep in touch with
these changing needs by designing and
implementing an appropriate information
gathering system
• Organizations closely monitor their
customer markets in order to adjust to
changing tastes and preferences.
• Each target market has distinct needs,
which need to be monitored.
• The company needs to study five types of
customer markets closely.
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Customers
A. A. Consumer markets: consist of
individuals and households that buy goods
and services for personal consumption.
B. Business markets: buy goods and services
for further processing or for use in their
production process.
B. Reseller markets: buy goods and services to
resell at a profit.
C. Government markets: are made up of
government agencies that buy goods and
services to produce public services or transfer
the goods and services to others who need
them.
D. International markets: consist of buyers in
other countries.
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Competitors
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Publics
• Financial publics influence the company’s ability to
obtain funds.
• Media publics carry news, features, and editorial
opinion.
• Government publics regulate public safety, truth in
advertising, and other matters.
• Citizen-action publics include consumer
organizations, environmental groups, minority
groups, and others.
• Local publics include neighborhood residents and
community organizations.
• The general public may be concerned about the
company’s products and activities.
• Internal publics include workers, managers,
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volunteers, and the board of directors
The Macro-Environment
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The Macro-Environment
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The Company’s Macroenvironment
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Demographic Environment
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Economic Environment
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Economic Environment
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Natural Environment
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Political/Legal Environment
Marketers need to monitor the changing
political environment because political
changes can profoundly affect a firm’s
marketing.
The political environment consists of
laws, government agencies, and pressure
groups that influence or limit various
organizations and individuals in a given
society.
Well-conceived legislation can encourage
competition and ensure fair markets for
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goods and services.
Political/Legal Environment
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Political/Legal Environment
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Political/Legal Environment
and society.
Political/Legal Environment
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Impact of the Environment on Marketing
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Impact of the Environment on Marketing