Professional Documents
Culture Documents
Marketing Environment
3-2
All the actors and forces influencing the companys ability to transact business effectively with its target market. Includes:
Microenvironment - forces close to the company that affect its ability to serve its customers. Macroenvironment - larger societal forces that affect the whole microenvironment.
Copyright 1999 Prentice Hall
3-3
Cultural
Publics
Economic Company
Suppliers Customers
Political
Competitors
Natural
Intermediaries
Technological
Copyright 1999 Prentice Hall
The Microenvironment
Company Publics
Forces Affecting a Companys Ability to Serve Customers
3-4
Suppliers
Competitors Customers
Intermediaries
3-5
Companys Internal Environment functional Environmentareas such as top management, finance, and manufacturing, etc. Suppliers - provide the resources needed to produce goods and services. Marketing Intermediaries - help the company to promote, sell, and distribute its goods to final buyers.
Copyright 1999 Prentice Hall
3-6
Customer Markets
3-7
International Markets
Consumer Markets
Company
Government Markets Reseller Markets Business Markets
The Macroenvironment
Demographic Cultural
Forces that Shape Opportunities and Pose Threats to a Company
3-8
Economic
Political Technological
Natural
3-9
3-10
Geographic Shifts
Moving to the Sunbelt and suburbs (MSAs)
Increased Education
Increased college attendance and white-collar workers
Economic Environment
3-11
Economic Development
Changes in Income
Natural Environment
More Government Intervention
3-12
3-13
Technological Environment
Rapid Pace of Change High R & D Budgets
3-14
Increased Regulation
Political Environment
3-15
Increased Legislation
Changing Enforcement
Cultural Environment
Of Oneself Of the Universe Of Nature Views That Express Of Values Organizations Of Society Of Others
3-16
3-17