Marketing Management

Fifteenth Edition

Marketing
Environment:
Macro & Micro

Copyright © 2016, 2012, 2009 Pearson Education, Inc. All Rights Reserved
Microenvironment (Task Environment)
• The Internal Marketing Environment also known as task environment will directly impact
on the business activities of the Company. These environmental factors are also known
as Internal variables and are as follows:

• Micro-Environmental Variables (Factors/Forces):

a) Company: It includes: Policies, Organizational Culture, Organizational Hierarchy,

Management Style, Resources like (Human Resources, Financial Resources:
Investment or Capital, Raw-Materials, Technologies)

b) Customers

c) Suppliers

d) Distributors/Dealers

Copyright © 2016, 2012, 2009 Pearson Education, Inc. All Rights Reserved
Analyzing the Macroenvironment
• Needs and Trends
– Fad
– Trend
– Megatrend

Copyright © 2016, 2012, 2009 Pearson Education, Inc. All Rights Reserved
Identifying the Major Forces
• Six major forces in the broad environment
– Demographic
– Economic
– Socio-cultural
– Natural
– Technological
– Political-legal

Copyright © 2016, 2012, 2009 Pearson Education, Inc. All Rights Reserved
The Demographic Environment
• Worldwide population
growth
• Population age mix
• Ethnic and other markets
• Educational groups
• Household patterns

Copyright © 2016, 2012, 2009 Pearson Education, Inc. All Rights Reserved
The Economic Environment
• Consumer psychology
• Income distribution
• Income, savings, debt, credit

Copyright © 2016, 2012, 2009 Pearson Education, Inc. All Rights Reserved
Income Distribution
• Subsistence economies
• Raw-material-exporting economies
• Industrializing economies
• Industrial economies
• Very low incomes
• Mostly low incomes
• Very low, very high incomes
• Low, medium, high incomes
• Mostly medium incomes
Copyright © 2016, 2012, 2009 Pearson Education, Inc. All Rights Reserved
The Sociocultural Environment (1 of 2)
• Views of ourselves
• Views of society
• Views of others
• Views of nature
• Views of organizations
• Views of the universe

Copyright © 2016, 2012, 2009 Pearson Education, Inc. All Rights Reserved
The Sociocultural Environment (2 of 2)
• Core cultural values
– Values are passed from parents to children and
reinforced by social institutions
• Subcultures
– Groups with shared values, beliefs, preferences, and
behaviors emerging from their special life experiences
or circumstances

Copyright © 2016, 2012, 2009 Pearson Education, Inc. All Rights Reserved
The Natural Environment
• Corporate environmentalism
– Opportunities await those who can reconcile prosperity
with environmental protection

Copyright © 2016, 2012, 2009 Pearson Education, Inc. All Rights Reserved
The Technological Environment
• Accelerating pace of change
• Unlimited opportunities for innovation
• Varying R&D budgets
• Increased regulation of technological change

Copyright © 2016, 2012, 2009 Pearson Education, Inc. All Rights Reserved
The Political-Legal Environment
• Laws
• Government agencies
• Pressure groups

Copyright © 2016, 2012, 2009 Pearson Education, Inc. All Rights Reserved
Copyright

Copyright © 2016, 2012, 2009 Pearson Education, Inc. All Rights Reserved