The Marketing Environment : The Marketing Environment 3 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. Marketing Environment The Company’s Microenvironment : The Company’s Microenvironment Marketing Intermediaries:
Help the company to promote, sell, and distribute its goods to final buyers
Physical distribution firms
Marketing services agencies
Financial intermediaries Actors in the Microenvironment : Actors in the Microenvironment 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. The Company’s Microenvironment The Marketing Environment : The Marketing Environment Environmental scanning is:
Gathering information regarding a company’s external environment
Forecasting the trends Slide 7: There are two levels of external forces:
Micro influences The External Microenvironment : The External Microenvironment Six forces affect the organization’s marketing system:
Social and cultural
Political and legal facto Demographic factors : Demographic factors Refers to the changing nature of the population
What are some current demographic trends?
What are the implications of these changes? Economic Environment : Economic Environment Changes in Income
1980’s – consumption frenzy
1990’s – “squeezed consumer”
2000’s – value marketing Income Distribution
Underclass Consists of factors that affect consumer purchasing power and spending patterns. Economic Change : Economic Change 1) The stage of the Business Cycle:
Prosperity, recession and recovery
2) Inflation rate
3) Interest rates
4) Unemployment rate Cultural Environment : Cultural Environment The institutions and other forces that affect a society’s basic values, perceptions, preference, and behaviors. Slide 14: Social and Cultural Change Our lifestyles and values are changing!
What are some changes you think are occurring?
Attitudes toward physical activity, exercise, and diet
Emphasis on service quality and value
Demand for convenience Natural Environment : Natural Environment Involves the natural resources that are needed as inputs by marketers or that are affected by marketing activities. Technological Environment : Technological Environment Most dramatic force now shaping our destiny. Slide 17: Technological Change Can create new forms of competition and communications: ATM’s, CD-ROM, cellular, Internet
creates new industries to be supplied
impacts how people spend their time
technology is accepted by consumers, expected by them, transparent to them, and often “disposable” Political Environment : Political Environment Includes Laws, Government Agencies, and Pressure Groups that Influence or Limit Various Organizations and Individuals In a Given Society. Increasing Legislation Changing Government
Agency Enforcement Increased Emphasis on Ethics
& Socially Responsible Actions Slide 19: Political and Legal Change Six categories:
1) General fiscal/monetary policies
2) Policies set by government agencies
3) Social legislation
4) Government relationships with industry
5) Legislation related to marketing
6) Provision of information Slide 20: The external macro-environment External to the firm, but important because of its close relationship Your firm Market Suppliers Intermediaries 5 Types of Customers : 5 Types of Customers Consumer markets
Business markets (B to B)
International markets Slide 22: Competitive Change Competition takes place at three levels:
1) Direct at the brand or store level
2) Substitute products/services
3) All products and services competing for the same consumer dollar Competitors : Competitors Must understand competitor’s strengths
Must differentiate firm’s products and offerings from those of competitors
Competitive strategies should emphasize firm’s distinctive competitive advantage in marketplace Types of Publics : Types of Publics The Macroenvironment : The Macroenvironment The company and all of the other actors operate in a larger macroenvironment of forces that shape opportunities and pose threats to the company. The Company’s Macroenvironment : The Company’s Macroenvironment Slide 27: A firm’s complete marketing environment