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3- 1 Copyright © 2012 Pearson Education. Chapter Three Analyzing the Marketing Environment.
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Transcript of 3- 1 Copyright © 2012 Pearson Education. Chapter Three Analyzing the Marketing Environment.
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3- 1Copyright © 2012 Pearson Education.
Chapter Three
Analyzing the Marketing Environment
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3- 2Copyright © 2012 Pearson Education.
Analyzing the Marketing Environment
• The Company’s Microenvironment
• The Company’s Macroenvironemnt
• Responding to the Marketing Environment
Topic Outline
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3- 3Copyright © 2012 Pearson Education.
The Marketing Environment
The marketing environment includes the actors and forces outside marketing that affect marketing management’s ability to build and maintain successful relationships with target customers
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3- 4Copyright © 2012 Pearson Education.
The Marketing Environment
Microenvironment consists of the actors close to the company that affect its ability to serve its customers -- the company, suppliers, marketing intermediaries, customer markets, competitors, and publics
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3- 5Copyright © 2012 Pearson Education.
The Company’s Microenvironment
• Top management
• Finance
• R&D
• Purchasing
• Operations
• Accounting
The Company
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3- 6Copyright © 2012 Pearson Education.
The Company’s Microenvironment
• Provide the resources to produce goods and services
• Treated as partners to provide customer value
Suppliers
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3- 7Copyright © 2012 Pearson Education.
The Company’s Microenvironment
• Help the company to promote, sell and distribute its products to final buyers
Marketing Intermediaries
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3- 8Copyright © 2012 Pearson Education.
The Company’s MicroenvironmentTypes of Marketing Intermediaries
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3- 9Copyright © 2012 Pearson Education.
The Company’s Microenvironment
• Firms must gain strategic advantage by positioning their offerings against competitors’ offerings
Competitors
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3- 10Copyright © 2012 Pearson Education.
The Company’s Microenvironment
• 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– Local publics– General public– Internal publics
Publics
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3- 11Copyright © 2012 Pearson Education.
The Company’s Microenvironment
• Consumer markets• Business markets• Government markets• International markets
Customers
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3- 12Copyright © 2012 Pearson Education.
The Company’s Macroenvironment
Demography is the study of human populations in terms of size, density, location, age, gender, race, occupation, and other statistics
• Demographic environment is important because it involves people, and people make up markets
• Demographic trends include age, family structure, geographic population shifts, educational characteristics, and population diversity
Demographic Environment
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3- 13Copyright © 2012 Pearson Education.
The Company’s Macroenvironment
• Changing age structure of the population– Baby boomers include people born
between 1946 and 1964– Most affluent Americans
Demographic Environment
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3- 14Copyright © 2012 Pearson Education.
The Company’s Macroenvironment
• Generation X includes people born between 1965 and 1976– High parental divorce rates– Cautious economic outlook– Less materialistic– Family comes first
Demographic Environment
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3- 15Copyright © 2012 Pearson Education.
The Company’s Macroenvironment
• Millennials (gen Y or echo boomers) include those born between 1977 and 2000– Comfortable with technology– Includes:
• Tweens (ages 8–12)• Teens (13–19)• Young adults (20’s)
Demographic Environment
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3- 16Copyright © 2012 Pearson Education.
The Company’s Macroenvironment
Generational marketing is important in segmenting people by lifestyle of life state instead of age
Demographic Environment
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3- 17Copyright © 2012 Pearson Education.
The Company’s Macroenvironment
More people are:
• Divorcing or separating
• Choosing not to marry
• Choosing to marrying later
• Marrying without intending to have children
• Increasing number of working women
• Increasing number of stay-at-home dads
Demographic Environment
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3- 18Copyright © 2012 Pearson Education.
The Company’s Macroenvironment
• Growth in United States West and South and decline in Midwest and Northeast
• Moving from rural to metropolitan areas
• Changes in where people work– Telecommuting– Home office
Demographic Environment
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3- 19Copyright © 2012 Pearson Education.
The Company’s Macroenvironment
• Changes in the workforce– More educated– More white collar
Demographic Environment
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3- 20Copyright © 2012 Pearson Education.
The Company’s Macroenvironment
Markets are becoming more diverse– International– National
• Includes:– Ethnicit– Disabled
Demographic EnvironmentIncreased Diversity
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3- 21Copyright © 2012 Pearson Education.
The Company’s Macroenvironment
Economic environment consists of factors that affect consumer purchasing power and spending patterns
• Industrial economies are richer markets
• Subsistence economies consume most of their own agriculture and industrial output
Economic Environment
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3- 22Copyright © 2012 Pearson Education.
The Company’s Macroenvironment
• Value marketing involves ways to offer financially cautious buyers greater value—the right combination of quality and service at a fair price
Economic Environment
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3- 23Copyright © 2012 Pearson Education.
The Company’s Macroenvironment
Natural environment involves the natural resources that are needed as inputs by marketers or that are affected by marketing activities
• Trends– Shortages of raw materials– Increased pollution– Increased government intervention– Environmentally sustainable strategies
Natural Environment
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3- 24Copyright © 2012 Pearson Education.
The Company’s Macroenvironment
• Most dramatic force in changing the marketplace
• Creates new products and opportunities
• Safety of new product always a concern
Technological Environment
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3- 25Copyright © 2012 Pearson Education.
The Company’s Macroenvironment
Political environment consists of laws, government agencies, and pressure groups that influence or limit various organizations and individuals in a given society
Political and Social Environment
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3- 26Copyright © 2012 Pearson Education.
The Company’s Macroenvironment
• Legislation regulating business– Increased legislation– Changing government agency enforcement
• Increased emphasis on ethics– Socially responsible behavior– Cause-related marketing
Political and Social Environment
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3- 27Copyright © 2012 Pearson Education.
The Company’s Macroenvironment
Cultural environment consists of institutions and other forces that affect a society’s basic values, perceptions, and behaviors
Cultural Environment
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3- 28Copyright © 2012 Pearson Education.
The Company’s Macroenvironment
Core beliefs and values are persistent and are passed on from parents to children and are reinforced by schools, churches, businesses, and government
Secondary beliefs and values are more open to change and include people’s views of themselves, others, organizations, society, nature, and the universe
Cultural EnvironmentPersistence of Cultural Values
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3- 29Copyright © 2012 Pearson Education.
The Company’s Macroenvironment
• People’s view of themselves– People vary in their emphasis on
serving themselves versus serving others.
• People’s view of others– More “cocooning” – staying home more, home
cooked meals
Cultural EnvironmentShifts in Secondary Cultural Values
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3- 30Copyright © 2012 Pearson Education.
The Company’s Macroenvironment
• People’s view of organizations– Decline of loyalty toward companies
• People’s view of society– Patriots defend it– Reformers want to change it– Malcontents want to leave it
Cultural EnvironmentShifts in Secondary Cultural Values
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3- 31Copyright © 2012 Pearson Education.
The Company’s Macroenvironment
• People’s view of nature– Some feel ruled by it– Some feel in harmony with it– Some seek to master it
• People’s view of the universe– Renewed interest in spirituality– Developed more permanent values
– family, community, earth, faith, ethics
Cultural EnvironmentShifts in Secondary Cultural Values
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3- 32Copyright © 2012 Pearson Education.
Responding to the Marketing Environment
Views on Responding
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3- 33Copyright © 2012 Pearson Education.
All rights reserved. No part of this publication may be reproduced, stored in a retrieval system, or transmitted, in any form or by any means, electronic,
mechanical, photocopying, recording, or otherwise, without the prior written permission of the publisher. Printed in the United States of America.
Copyright © 2012 Pearson Education.Copyright © 2012 Pearson Education.