Professional Documents
Culture Documents
3-1
Marketing Environment
• Includes:
– Microenvironment: actors close to the
company that affect its ability to serve its
customers.
– Macroenvironment: larger societal forces that
affect the microenvironment.
• Considered to be beyond the control of the
organization.
3-2
The Company’s Microenvironment
• Company’s Internal Environment:
– Areas inside a company.
– Affects the marketing department’s
planning strategies.
– All departments must “think consumer” and
work together to provide superior customer
value and satisfaction.
3-3
Actors in the Microenvironment
3-4
The Company’s Microenvironment
• Suppliers:
– Provide resources
needed to produce
goods and services.
– Important link in the
“value delivery
system.”
– Most marketers treat
suppliers like partners.
3-5
The Company’s Microenvironment
• Marketing Intermediaries:
– Help the company to promote, sell, and distribute
its goods to final buyers
• Resellers
• Physical distribution firms
• Marketing services agencies
3-6
Partnering With Intermediaries
Coca-Cola provides
Wendy’s with much
more than just soft
drinks. It also pledges
powerful marketing
support.
3-7
The Company’s Microenvironment
• Customers:
– They purchase a
company’s goods
and services
3-8
The Company’s Microenvironment
• Competitors:
– Those who serve a target market with products
and services that are viewed by consumers as
being reasonable substitutes
– Company must gain strategic advantage against
these organizations
• Publics:
– Group that has an interest in or impact on an
organization's ability to achieve its objectives
3-9
Types of Publics
3-10
The Macroenvironment
3-11
The Company’s Macroenvironment
3-12
The Company’s Macroenvironment
• Demographic:
– The study of human populations in terms of
size, density, location, age, gender, race,
occupation.
– Marketers track changing age and family
structures, geographic population shifts,
educational characteristics, and population
diversity.
3-13
The Changing Family
Non-family households—
single live-alones or adult
live-togethers of one or both
sexes—make up a full 32
percent.
3-14
US Population
3-15
• The Silent Generation: Born 1928-1945 (76-93
years old)
• Baby Boomers: Born 1946-1964 (57-75 years
old)
• Generation X: Born 1965-1980 (41-56 years old)
• Millennials Y : Born 1981-1996 (25-40 years old)
• Post-Millennials Z: Born 1997-Present (0-24
years old)
3-16
• SSWD group (single, separated, widowed,
divorced) .
• "DINKs" (dual-income, no-kids couples)
• "DEWKs" (dual earners with kids)
• "MOBYs" (mother older, baby younger)
• "WOOFs" (well-off older folks)
3-17
Geographic Shifts in Population
3-18
Increasing Diversity
3-19
Diversity-Based Advertising
3-21
Income Distribution
3-23
Per Capita Income
3-24
GDP & Work force Distribution
across sectors
India USA China
3-26
Factors Impacting the Natural
Environment
Increased Pollution
• Most
dramatic
force now
shaping our
destiny.
3-29
Technological Environment
• Changes rapidly.
• Creates new markets
and opportunities.
• Challenge is to make
practical, affordable
products.
• Safety regulations result
in higher research costs
and longer time between
conceptualization and
introduction of product.
3-30
Political Environment
Includes Laws,
Increasing Legislation
Government
Agencies, and
Pressure Groups
Changing Government
that Influence or Agency Enforcement
Limit Various
Organizations and
Individuals In a Increased Emphasis on Ethics
Given Society. & Socially Responsible Actions
3-31
Cultural Environment
• The institutions
and other forces
that affect a
society’s basic
values,
perceptions,
preference, and
behaviors.
3-32
Cultural Environment
3-33