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3-1

3-1

PRINCIPLES OF MARKETING
Eighth Edition
Philip Kotler and Gary Armstrong

Chapter
Chapter 33

The Global Marketing


Environment

Copyright 1999 Prentice Hall


3-2
Marketing
Marketing Environment
Environment
3-2

All the actors and forces influencing the


companys ability to transact business
effectively with its target market.

Includes:
Microenvironment - forces close to the company
that affect its ability to serve its customers.
Macroenvironment - larger societal forces that
affect the whole microenvironment.

Copyright 1999 Prentice Hall


The
The Marketing
Marketing Environment
Environment 3-3
3-3

Demographic

Company
Cultural Economic

Publics Suppliers
Company
Customers
Competitors
Political Natural
Intermediaries

Technological

Copyright 1999 Prentice Hall


The
The Microenvironment
Microenvironment
3-4
3-4

Company
Company

Publics
Publics Forces
Forces Affecting
Affecting aa Suppliers
Suppliers
Companys
Companys Ability
Ability to
to
Serve
Serve
Customers
Customers
Competitors
Competitors Intermediaries
Intermediaries
Customers
Customers

Copyright 1999 Prentice Hall


The
The Companys
Companys
3-5
3-5

Microenvironment
Microenvironment
Companys Internal Environment-
Environment functional areas
such as top management, finance, and
manufacturing, etc.

Suppliers - provide the resources needed to


produce goods and services.

Marketing Intermediaries - help the company to


promote, sell, and distribute its goods to final
buyers.

Copyright 1999 Prentice Hall


The
The Companys
Companys
3-6
3-6

Microenvironment
Microenvironment
Customers - five types of markets that
purchase a companys goods and services.

Competitors - those who serve a target


market with similar products and services.

Publics - any group that perceives itself


having an interest in a companys ability to
achieve its objectives.

Copyright 1999 Prentice Hall


Customer
Customer Markets
Markets 3-7
3-7

International Consumer
Markets Markets

Company
Company
Government Business
Markets Markets

Reseller
Markets

Copyright 1999 Prentice Hall


The
The Macroenvironment
Macroenvironment 3-8
3-8

Demographic
Demographic

Cultural
Cultural Forces
Forces that
that Shape
Shape Economic
Economic
Opportunities
Opportunities
and
and Pose
Pose Threats
Threats
to
to aa Company
Company
Political
Political Natural
Natural
Technological
Technological

Copyright 1999 Prentice Hall


The
The Companys
Companys
3-9
3-9

Macroenvironment
Macroenvironment
Demographic - monitors population in
terms of age, sex, race, occupation,
location and other statistics.

Economic - factors that affect consumer


buying power and patterns.

Natural
Natura - natural resources needed as
inputs by marketers or that are affected
by marketing activities.

Copyright 1999 Prentice Hall


Key
Key U.S.
U.S. Demographic
Demographic Trends
Trends
3-10
3-10

Changing
ChangingAge
AgeStructure
Structure
Population
Populationis
isgetting
gettingolder
older

Changing
Changing Family
FamilyStructure
Structure
Marrying
Marryinglater,
later,fewer
fewerchildren,
children,
working
workingwomen,
women,and
andnonfamily
nonfamilyhouseholds
households

Geographic
GeographicShifts
Shifts
Moving
Movingto
tothe
theSunbelt
Sunbeltand
andsuburbs
suburbs(MSAs)
(MSAs)

Increased
Increased Education
Education
Increased
Increasedcollege
collegeattendance
attendance
and
andwhite-collar
white-collarworkers
workers

Growing
GrowingEthnic
Ethnicand
andRacial
Racial Diversity
Diversity
73%
73%Caucasian,
Caucasian,12%
12%African-American,
African-American,
10%
10%Hispanic
Hispanic&&3.4%
3.4%Asian
Asian

Copyright 1999 Prentice Hall


Economic
Economic Environment
Environment 3-11
3-11

Economic
Economic Changes
Changes
Development
Development Key
Key in
in Income
Income
Economic
Economic
Concerns
Concerns for
for
Marketers
Marketers
Changes
Changes
in
in Consumer
Consumer
Spending
Spending
Patterns
Patterns
Copyright 1999 Prentice Hall
Natural
Natural Environment
Environment
3-12
3-12

More
More Government
Government
Intervention
Intervention

Factors
Affecting
Higher
Higher Pollution
Pollution the Shortages
Shortages of
of
Levels
Levels Natural Raw
Raw Material
Material
Environment

Increased
Increased Costs
Costs
of
of Energy
Energy

Copyright 1999 Prentice Hall


The
The Companys
Companys 3-13
3-13

Macroenvironment
Macroenvironment
Technological - forces that create new
product and market opportunities.

Political - laws, agencies and groups that


influence or limit marketing actions.

Cultural - forces that affect a societys


basic values, perceptions, preferences,
and behaviors.

Copyright 1999 Prentice Hall


Technological
Technological Environment
Environment 3-14
3-14

Rapid
Rapid Pace
Pace of
of High
High R
R&&DD
Change
Change Budgets
Budgets

Issues
Issues in
in the
the Technological
Technological
Environment
Environment

Focus
Focus on
on Minor
Minor Increased
Increased
Improvements
Improvements Regulation
Regulation

Copyright 1999 Prentice Hall


Political
Political Environment
Environment 3-15
3-15

Increased
Increased Changing
Changing
Legislation
Legislation Enforcement
Enforcement
Key
Key
Trends
Trends inin the
the
Political
Political
Environment
Environment

Greater
Greater
Concern
Concern for
for
Ethics
Ethics

Copyright 1999 Prentice Hall


Cultural
Cultural 3-16
3-16

Environment
Environment

Of
Of Oneself Of
the Universe Others
Views
Views
That
That Express
Express
Values
Values
Of Of
Nature Of Organizations
Society

Copyright 1999 Prentice Hall


Responding
Responding to
to the
the 3-17
3-17

Marketing
Marketing Environment
Environment

Environmental Management Perspective


Taking a proactive approach to
managing the microenvironment and
the macroenvironment to affect
changes that are favorable for the
company. How? Hire lobbyists , run
advertorials, file law suits and
complaints, and form agreements.

Copyright 1999 Prentice Hall