Marketing environment

1. The company’s
microenvironment
2. The company’s
macroenvironment
Marketing environment:

 The actors and forces outside Firm

marketing that affect

Micromarketing
management’s ability to
develop and maintain Macromarketing
successful transactions with its
customers.
It includes 2 parts :
1. Microenvironment
2. Macroenvironment
Microenvironment:

 The forces close to the company that affect

its ability to serve its customers.
Microenvironment factors:

1. Suppliers

Main groups
of
Resources:

Fixed Current
Labour
assets assets
Microenvironment factors:

2. Intermediaries:
 Middlemen (wholesalers and retailers)
 Physical distribution firms (warehouses,
transportation firms)
 Financial intermediaries
 Marketing services agencies
Microenvironment factors:

3. Customers:
Consumer
markets

International Industrial
markets markets

Customers

Government Reseller
markets markets
Microenvironment factors:

4. Competitors
Types of
competition:

Intra-
Direct Indirect
Industrial
competition competition
competition
Microenvironment factors:

5. Publics:
 Media publics
 Financial publics
 Government publics
 Citizen-action publics
Macroenvironment factors:

1. Demographic factors:
- Include people’s vital statistics, such as age,
race, gender, ethnicity and location.
Highest Country Populations Worldwide

China - 1,433,783,686 people

India - 1,366,417,754 p.
USA - 329,064,917 p.
Indonesia - 270,625,568 p.
Pakistan - 216,565,318 p.

Vatican City - 1,000 p.

Tuvalu - 11,052 p.
Nauru - 11,359 p.
Palau - 21,431 p.
Monaco - 30,645 p.
Macroenvironment factors:

2. Economic factors. The three economic areas

of greatest concern are:
 Income distribution and purchasing power of
consumers
Countries with lowest income
distribution:

Congo – 394$/annual
Zimbabwe – 589$/an
Burundi – 648 $/an
Liberia – 716$/an
Afganistan – 1072$/an
The reachest:
Qatar – 100000$/an
Top countries GDP/capita

Qatar – 145.894 $
Luxemburg – 90.332 $
Singapore – 78.761 $
Brunei – 73.823$
Kuwait – 70.785$
Norvegia – 64.363 $
EAU – 63.180 $
Elveția – 53.976$
SUA – 53.000$
Hong Kong – 52.984$ comparativ cu Madagascar – 387$ sau
Guineea – 440 $
The $80 Trillion World Economy in One Chart
Macroenvironment factors:

 Recession – a period of economic activity

characterized by negative growth, which
reduces demand for goods and services.
Recession requires different marketing
strategies:
- Improve existing products and introduce new
ones, the goal is to reduce production hours,
waste and cost of production.
Economic factors:

Strategies against recession:

- Maintain and expand customer services –
sales of replacement parts and other
services may become an important source of
income.
- Promote product value: customers will seek
demonstrated quality, durability, satisfaction
and capacity to save time and money.
Macroenvironment factors:

3. Technological factors
4. Cultural factors:
 Persistence of cultural values, lifestyles,
cultural values and attitudes
 Subcultures
 Shift in cultural values
 The role of families etc…
Macroenvironment factors:

5. Natural resources:
 Shortages of raw materials
 Increased cost of energy
 Increased level of pollution
 Government intervention in natural resource
management
Macroenvironment factors:

6. Political and legal factors:

 The general political climate of society
 The nature of political organizations
 Legislation regulating business
 Regulatory agencies etc…