The Marketing Environment: A Global Perspective

A Global Perspective
Philip Kotler
Gary Armstrong
Swee Hoon Ang
3 Siew Meng Leong
Chin Tiong Tan
Oliver Yau Hon-Ming
The Marketing
Environment
3-1
Learning Objectives
After studying this chapter, you should be able to:
1. Describe the environmental forces that affect the company’s

ability to serve its customers
2. Explain how changes in the demographic and economic
environments affect marketing decisions
3. Identify the major trends in the firm’s natural and
technological environments
4. Explain the key changes in the political and cultural
environments
5. Discuss how companies can react to the marketing
environment
3-2
Chapter Outline
1. The Company’s Microenvironment
2. The Company’s Macroenvironemnt
3. Responding to the Marketing Environment
3-3
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.
3-4
Marketing Environment
The 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.
3-5
Marketing Environment
The macroenvironment consists of the larger societal forces that
affect the microenvironment.
• Demographic
• Economic
• Natural
• Technological
• Political
• Cultural
3-6
The Company’s Microenvironment
• The company
• Suppliers
• Marketing intermediaries
• Customers
• Competitors
• Publics
3-7
The Company
Internal environment includes:
• Top management
• Finance
• R&D
• Purchasing
• Operations
• Accounting
3-8
Suppliers
• Provide the resources to produce goods and services
• Treated as partners to provide customer value
3-9
Marketing Intermediaries
• Help the company to promote, sell, and distribute its
products to final buyers
• Include:
• Resellers
• Physical distribution firms
• Marketing services agencies
• Financial intermediaries
3-10
• Resellers are the distribution channel firms that help the
company find customers or make sales to them. These
include:
• Wholesalers
• Retailers
• Physical distribution firms are the distribution channel firms
that help the company to stock and move goods from their
points of origin to their final destination.
3-11
• Marketing service agencies are the marketing research
firms, advertising agencies, media firms, and marketing
consulting firms that help the company target and promote
its products to the right markets.
• Financial intermediaries include banks, credit companies,
insurance companies, and other businesses that help
finance transactions or insure against the risks associated
with the buying and selling of goods.
3-12
Customers
Customer markets consist of individuals and households that
buy goods and services for personal consumption.
Business markets buy goods and services for further processing

or for use in their production process.
3-13
Customers
• Reseller markets buy goods and services to resell at a profit.
• Government markets buy goods and services to produce
public services or transfer goods and services to others who
need them.
• International markets consist of buyers in other countries
including consumers, producers, resellers, and governments.
3-14
Competitors
• Firms must gain strategic advantage by positioning their
offerings against competitors’ offerings.
• Each firm should consider its own size and industry position
compared to those of its competitors.
3-15
Publics
• Any group that has an actual or potential interest in or
impact on an organization’s ability to achieve its
objectives:
• Financial publics
• Media publics
• Government publics
• Citizen-action publics
• Local publics
• General public
• Internal publics
3-16
Publics
• Financial publics influence the company’s ability to obtain
funds—banks, investment houses, and stockholders.
• Media publics carry news, features, and editorial opinion—
newspapers, magazines, and radio and television stations.
• Government publics influence product safety and truth in
advertising.
3-17
Publics
• Citizen-action publics include consumer organizations,
environment groups, and minority groups
• Local publics include neighborhood residents and
community organizations
• General publics influence the company’s public image
• Internal publics include workers, managers, volunteers, and
directors
3-18
The Company’s Macroenvironment
• Demographic environment
• Economic environment
• Natural environment
• Technological environment
• Political environment
• Cultural environment
3-19
Demographic Environment
• Demography is the study of human populations in terms of
size, density, location, age, gender, race, occupation, and
other statistics.
• 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.
3-20
Changing Age Structure of the Population

• Generational marketing is important in segmenting
people by lifestyle of life state instead of age.
3-21

• Baby boomers include people born between
1946 and 1964
• Includes most affluent Asians
3-22
• Generation X includes people born between
1965 and 1976. They tend to:
• Have high divorce rates
• Are concerned about the environment
• Respond to socially responsible companies
• Are less materialistic
• Emphasize quality of life
• Consumer organizations, environment groups, and minority
groups
3-23
• Generation Y includes people born between
1977 and 1994.
• The Internet generation
3-24
The Changing Asian Family
More people are:
• Divorcing or separating
• Choosing not to marry
• Choosing to marry later
• Marrying without intending to have
children
• Higher divorce rates
• Increased number of working
women
• More stay-at-home dads
3-25
Geographic Shifts in Population
• Trends include:
• Migratory movements between and within
countries
• Moving from rural to metropolitan areas
• Changes in where people work
• Telecommuting
• Home office
• Divorce or separation
3-26
Changes in the Workforce
Trends include:
• More educated
• More white collar
• More professional
3-27
Increasing Diversity
• Markets are becoming more diverse
• International
• National
• Trends include:
• Ethnicity
• Gay and lesbian
• Disabled
3-28
Economic Environment
• Economic environment consists of factors that affect
consumer purchasing power and spending patterns.
• Subsistence economies consume most of their own
agriculture and industrial output.
• Industrial economies are richer markets.
3-29
Economic Environment
Changes in Income
• Value marketing involves ways to offer financially cautious buyers
greater value—the right combination of quality and service at a
fair price.
• Income distribution
• Upper-class consumers
• Middle-class consumers
• Working-class consumers
• Underclass consumers
Changing consumer spending pattern
3-30
Natural Environment
• Natural environment involves the natural resources that are
needed as inputs by marketers or that are affected by
marketing activities.
• Trends
• Shortages of raw materials
• Increased pollution
• Increased government intervention
• Environmentally sustainable strategies
• Green marketing
3-31
Technological Environment
• Most dramatic force in changing the marketplace with many
positive and negative effects
• Rapid change
• Provides new markets and new opportunities
• Internet
• Medicine
• Miniaturization
• Weapons
• Credit cards
• Communication
3-32
Political Environment
Political environment consists of laws, government agencies,

and pressure groups that influence or limit various
organizations and individuals in a given society.
3-33
• Legislation regulating business
• Public policy to guide commerce—sets of laws and
regulations that limit business for the good of society at
large
• Increasing legislation to:
• Protect companies
• Protect consumers
• Protect the interests of society
3-34
Increased Emphasis on Ethics and Socially Responsible Actions

• Socially responsible behavior occurs when firms actively
seek out ways to protect the long-term interests of their
consumers and the environment
• Cause-related marketing © Yukinobu Zengame
3-35
Cultural Environment
The cultural environment consists of institutions and other

forces that affect a society’s basic values, perceptions, and
behaviors.
3-36
Persistence of Cultural Values
• Core beliefs and values have a high degree of persistence,
are passed on from parents to children, and are reinforced
by schools, churches, businesses, and government.
• Secondary beliefs and values are more open to change.
3-37
Shifts in Secondary Cultural Values
• Major cultural values of a society are expressed in people’s

view of:
• Themselves
• Others
• Organization
• Society
• Nature and the universe
3-38
Responding to the Marketing Environment
Views on Responding
• Uncontrollable
• Reacting and adapting to forces in the environment
• Proactive
• Taking aggressive actions to affect forces in the
environment
• Reactive
• Watching and reacting to forces in the environment
3-39

The Marketing Environment: A Global Perspective

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A Global Perspective

1. Describe the environmental forces that affect the company’s

The marketing environment includes the actors and

The microenvironment consists of the actors close to the

Business markets buy goods and services for further processing

Changing Age Structure of the Population

Changing Age Structure of the Population

Changes in the Workforce

Political environment consists of laws, government agencies,

Increased Emphasis on Ethics and Socially Responsible Actions

The cultural environment consists of institutions and other

• Major cultural values of a society are expressed in people’s

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