CHAPTER 2

MARKETING ENVIRONMENT
CONTENT Why is it important to analyze
S the marketing environment?

Components of marketing environment.

1. Why is it important to analyze the marketing environment?
We start by looking at an American icon, Xerox…
A half-century ago, this venerable old company harnessed changing
technology to create a whole new industry—photocopying—and dominated
that industry for decades. But did you know that, barely a decade ago, Xerox
was on the verge of bankruptcy?

Xerox’s harrowing experience provides a cautionary tale of what can

happen when a company—even a dominant market leader—fails to
adapt to its changing marketing environment.
1. Why is it important to analyze the marketing environment?

“If you know the enemy and know yourself,

you need not fear the result of a hundred battles”
(Sun Tzu, The Art of War)

Sun Tzu
(544–496 BC)
 1. Why is it important to analyze the marketing environment?
An understanding of marketing environment forces is essential for planning.

SOME
Helps a business to compete more effectively against its rivals.
KEY
REASONS
Assists in the identification of opportunities and threats.

Enables an organization to take advantage of emerging strategic opportunities.

 2. Components of marketing environment
MARKETING ENVIRONMENT consists of the factors and forces outside marketing
that affect marketing management’s ability to build and maintain successful relationships
with target customers.

i
The m cro environment: The m acro environment:
The factors close to the company that The larger societal forces that affect the
affect its ability to serve its customers. Micro environment.
 Company  Demographic
 Suppliers  Economic
 Marketing intermediaries  Natural
 Customer markets  Technological
 Competitors  Political
 Publics  Cultural
2. Compotents of marketing environment
Customers are the most
important factor in the
company’s micro
environment.

FACTORS IN THE MICRO ENVIRONMENT

 2. Compotents of marketing environment
The Company’s Micro environment
In designing marketing plans, marketing management takes other company
groups into account—groups such as:

 Top management
 Finance
 R&D
 Purchasing
THE COMPANY
 Operations
 Accounting
 2. Compotents of marketing environment
The Company’s Micro environment

 Provide the resources to produce goods and services

 Treat as partners to provide customer value

SUPPLIERS
 2. Compotents of marketing environment
The Company’s Micro environment

 Help the company to promote, sell and distribute its products to final
buyers.

 They include resellers, physical distribution firms, marketing services

MARKETING agencies, and financial intermediaries.
INTERMEDIARIES
 2. Compotents of marketing environment
The Company’s Micro environment
Types of Marketing Intermediaries:

Physical Marketing
Financial
Resellers distribution services
intermediaries
firms agencies

“help the company “the marketing

“wholesalers and “banks, credit
stock and move research firms,
MARKETING retailers who companies,
goods from their advertising agencies,
buy and resell insurance
INTERMEDIARIES points of media firms,
merchandise” companies”
origin to their and marketing
destinations” consulting firms”
 2. Compotents of marketing environment
The Company’s Micro environment

Firms must gain strategic advantage by positioning their offerings

against competitors’ offerings.

COMPETITORS
 2. Compotents of marketing environment
The Company’s Micro environment
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
PUBLICS  Local publics
 General public
 Internal publics
 các câu sau cho thấy yếu tố micro nào ảnh
hưởng đến hoạt động kd của công ty
 Ques:
 1.Mì hảo hảo có chiến lược mua 1 tăng một để cạnh tranh với chiến lược marketing của gấu đỏ.
 2. Khách hàng thay đổi hành vi mua sắm truyền thống sang trực tuyến trong những năm gần đây nên các công ty
chuyển đổi mô hình kinh doanh thành kinh doanh trực tuyến,
 3. Nhân viên yêu cầu công ty bđs bán đất/ nhà cho công nhân viên với giá rẻ để họ mua trả góp,
 4. Bộ phận nghiên cứu và phát triển của công ty honda đã tạo ta một sản phẩm mới là xe hơi sạc điện vì hành vi tiêu
dùng thân thiện với môi trường ngày càng đc khách hàng ưa chuộng
 5. công ty nước suối A cung cấp hàng kém chất lượng cho khách sạn làm cho buổi hội thảo tổ chức tại khách sạn bị
khách hàng đánh giá thấp
 6. Công ty nghiên cứu thị trường A cung cấp thông tin hành vi khách hàng tiêu dùng nước giải khá t quá chính xác
nhằm giúp cho công ty giải khát B có được chiến lược kinh doanh hiệu quả tại thị trường VN
 2. Compotents of marketing environment
The Company’s Micro environment

Customer Business Government International

markets markets markets markets

“government agencies
“individuals and “buy goods and “these buyers in
that buy goods and
households that services for further other countries,
services to produce
buy goods and processing or use including
public services or
CUSTOMER MARKETS services for in their production consumers,
transfer the goods
personal processes” producers,
and services to
consumption” resellers, and
others who need
governments”
them”
2. Compotents of marketing environment

FACTORS IN THE MACRO ENVIRONMENT

 2. Compotents of marketing environment
The Company’s Macro environment

The study of human populations in terms of size, density,

location, age, gender, race, occupation, and other statistics.

DEMOGRAPHIC
 2. Compotents of marketing environment
The Company’s Macro environment

 Economic factors that affect consumer purchasing power and

spending patterns.

 Major economic variables, such as income, cost of living,

interest rates, and savings and borrowing patterns.

ECONOMIC
 2. Compotents of marketing environment
The Company’s Macro environment
 Natural resources that are needed as inputs by marketers or that are affected
by marketing activities.

 Trends:
 Shortages of raw materials
 Pollution
 Government intervention
 Environmental sustainability
NATURAL
 Companies today are learning that environmentally responsible actions can
also be good business.
 2. Compotents of marketing environment
The Company’s Macro environment

 Forces that create new technologies, creating new product and market
opportunities.

 The technological environmentis perhaps the most dramatic force now

shaping our destiny.

 New technologies can offer exciting opportunities for marketers.

TECHNOLOGICAL
 2. Compotents of marketing environment
The Company’s Macro environment

Laws, government agencies, and pressure groups that influence

and limit various organizations and individuals in a given
society.

POLITICAL
 2. Compotents of marketing environment
The Company’s Macro environment

Institutions and other forces that affect society’s basic values,

perceptions, preferences, and behaviors.

CULTURAL
1. With the appearance of Covid-19 and the recession of the economy, consumers will tend to save and choose products that are just enough for their own and family's needs
2. The earth is warming due to industrialization and overexploited resources that have unbalanced the ecosystem. Therefore, companies always offer environmental
protection products such as paper cups and paper straws
3. Clothing, electronics, flowers, fruits, confectionery, automobiles are all in high demand, exploding at the time of festival or New Year.
4. When the state introduces simplification policies to prevent the Covid-19 epidemic, businesses will have a great impact, especially the tourism industry.
5. Koreans are very important in skin care and they take care of their skin from a young age, due to the cold and harsh climate, their skin care products are all about
moisturizing.
6. in Korea, because housing prices are too expensive, people with fairly high incomes still cannot buy houses in the capital, so they choose to spend money by buying luxury
brands, high-tech products at expensive prices.
7. Korean cosmetics company Innisfree switched to paper product packaging to be environmentally friendly.
8. foreign language centers, ... create online courses for busy people to learn at any time instead of studying offline.
9, In Vietnam people can smoke but tobacco companies must print the words... and not advertise on any media, banners, events
 Compotents of marketing environment:
What do The marketing environment consists of a micro

you need to environmentand a macro environment.

 Micro environment: the company, suppliers, marketing
remember? intermediaries, customer markets, competitors, and publics.
 Macro environment: demographic, economic, natural,
technological, political, and cultural forces.