Ch 3 - 0 Copyright © 2011 Pearson Education

0
 Principles of Marketing,
Arab World Edition
Philip Kotler, Gary Armstrong, Anwar Habib, Ahmed
Tolba
Presentation prepared by Annelie Moukaddem Baalbaki

CHAPTER THREE
Analyzing the Marketing
Environment

Instructor: Dr. Nermin A. Daniel

Ch 3 - 1 Copyright © 2011 Pearson Education

1Ch 1 -1 Copyright © 2011 Pearson Education
 Chapter Learning Outcomes
Topic Outline

3.1 The Company’s Microenvironment

3.2 The Company’s Macroenvironment
3.3 Demographic Environment
3.4 Economic Environment
3.5 Natural Environment
3.6 Technological Environment
3.7 Political and Social Environment
3.8 Cultural Environment
3.9 Responding to the Marketing Environment

Ch 3 - 2 Copyright © 2011 Pearson Education

2
 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.

Ch 3 - 3 Copyright © 2011 Pearson Education

 The Company’s Microenvironment

A microenvironment consists of the actors close to the

company that affect its ability to serve its customers, the
company, suppliers, marketing intermediaries, customer
markets, competitors, and publics.

A macroenvironment consists of larger environmental forces

Ch 3 - 4 Copyright © 2011 Pearson Education

 The Company’s Microenvironment

Ch 3 - 5 Copyright © 2011 Pearson Education

 The Company’s Microenvironment
The Company

• Top management
• Finance
• Purchasing
• Operations

Ch 3 - 6 Copyright © 2011 Pearson Education

 The Company’s Microenvironment
Suppliers

• Provide the resources to produce goods and services

• Treated as partners to provide customer value

Ch 3 - 7 Copyright © 2011 Pearson Education

 The Company’s Microenvironment
Marketing Intermediaries

Marketing Intermediaries help the company to promote, sell

and distribute its products.

Ch 3 - 8 Copyright © 2011 Pearson Education

 The Company’s Microenvironment
Competitors

Firms must gain strategic advantage by positioning their

offerings against competitors’ offerings.

Ch 3 - 9 Copyright © 2011 Pearson Education

 The Company’s Microenvironment

Publics are any groups that have an actual or potential

interest in or impact on an organization’s ability to achieve its
objectives.

They include:
• Financial publics
• Media publics
• Citizen-action publics
• Internal publics

Ch 3 - 10 Copyright © 2011 Pearson Education

 The Company’s Macroenvironment

Ch 3 - 11 Copyright © 2011 Pearson Education

 Demographic Environment
Demography

Demography is the study of human populations in terms of

size, density, location, age, gender, occupation, and other
statistics.

• The 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.

Ch 3 - 12 Copyright © 2011 Pearson Education

 Economic Environment
Economic Environment

The economic environment consists of factors that affect

consumer purchasing power and spending patterns.

Ch 3 - 21 Copyright © 2011 Pearson Education

 Natural Environment
Natural Environment

The natural environment involves the natural resources

that are needed as inputs by marketers, or that are affected
by marketing activities.

Ch 3 - 24 Copyright © 2011 Pearson Education

 Technological Environment

The technological environment is the most dramatic force

in changing the marketplace.
• It creates new products and opportunities.

Ch 3 - 25 Copyright © 2011 Pearson Education

 Political Environment
Political Environment

The political environment consists of laws, government

agencies, and pressure groups that influence or limit various
organizations and individuals in a given society.

Ch 3 - 26 Copyright © 2011 Pearson Education

 Political Environment
Legislation Regulating Business

• Increased legislation

Ch 3 - 27 Copyright © 2011 Pearson Education

 Cultural Environment
Cultural Environment

The cultural environment consists of institutions and other

forces that affect a society’s basic values, perceptions, and
behaviors.

Ch 3 - 29 Copyright © 2011 Pearson Education

 This work is protected by local and international copyright laws and is provided solely for
the use of instructors in teaching their courses and assessing student learning.
Dissemination or sale of any part of this work (including on the World Wide Web) will
destroy the integrity of the work and is not permitted. The work and materials from this site
should never be made available to students except by instructors using the accompanying
text in their classes. All recipients of this work are expected to abide by these restrictions
and to honor the intended pedagogical purposes and the needs of other instructors who rely
on these materials.

Ch 3 - 33 Copyright © 2011 Pearson Education