You are on page 1of 25

Marketing

Environment

03 Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall


COMPANY

SUPPLIERS COMPETITORS
Micro
Environment
MARKETING PUBLICS
INTERMEDIARIES

CUSTOMERS
Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall
The Company
Top management

Finance

R&D

Purchasing

Operations

Accounting
Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall
Suppliers

Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall


Intermediaries
Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall
Intermediaries
Resellers

Physical distribution
firms

Marketing services
agencies

Financial
intermediaries
Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall
Competitors

Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall


Publics
Financial publics

Media publics

Government publics

Citizen-action publics

Local publics

General public

Internal publics
Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall
Customers
Consumer markets

Business markets

Reseller markets

Government markets

International markets

Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall


DEMOGRAPHIC NATURAL
ENVIRONMENT ENVIRONMENT

ECONOMIC POLITICAL/LEGAL
ENVIRONMENT ENVIRONMENT

Macro
Environment
TECHNOLOGICAL CULTURAL
ENVIRONMENT ENVIRONMENT

Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall


Demographics

Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall


Age structure

Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall


Changing Family

Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall


Geographic shifts

Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall


Occupation shifts

Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall


More diversity

Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall


Economic
Environment

Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall


Natural environment

Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall


Technological
Environment

Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall


Political/Legal
Environment

Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall


Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall
Cultural
Environment Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall
Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall
Responding to the
marketing environment

UNCONTROLLABLE PROACTIVE REACTIVE

React and adapt to Aggressive actions Watching and


forces in the to affect forces in reacting to forces
environment the environment in the environment
All rights reserved. No part of this publication may be reproduced, stored in a
retrieval system, or transmitted, in any form or by any means, electronic,
mechanical, photocopying, recording, or otherwise, without the prior written
permission of the publisher. Printed in the United States of America.

Copyright © 2012 Pearson Education, Inc.


Publishing as Prentice Hall