8/3/2019 4. Marketing Environment

1/14

The Marketing

Environment

8/3/2019 4. Marketing Environment

2/14

3 - 2

Marketing Environment

Consists of forces outside the organization thataffect managements ability to build and maintainrelationships with target customers.

Environment offers both opportunities and threats.

Marketing intelligence and research used to collect

information about the environment.

8/3/2019 4. Marketing Environment

3/14

3 - 3

Includes: Microenvironment: factors close to the

company that affect its ability to serve itscustomers.

Macro environment: larger societal forces

that affect the microenvironment.

Considered to be beyond the control of

the organization.

Marketing Environment

8/3/2019 4. Marketing Environment

4/14

3 - 4

The Companys Microenvironment

Companys Internal Environment: Areas inside a company.

Affects the marketing departments planningstrategies.

All departments must think consumer and

work together to provide superior customervalue and satisfaction.

8/3/2019 4. Marketing Environment

5/14

3 - 5

The Companys Microenvironment

Suppliers: Provide resources needed to produce

goods and services.

Important link in the value deliverysystem.

Most marketers treat suppliers likepartners.

8/3/2019 4. Marketing Environment

6/14

3 - 6

The Companys Microenvironment

Customers: Five types of markets that purchase a

companys goods and services

Markets Include:

Consumer

Business

Reseller Government

International

8/3/2019 4. Marketing Environment

7/143 - 7

The Companys Microenvironment

Competitors: Those who serve a target market with products

and services that are viewed by consumers asbeing reasonable substitutes

Company must gain strategic advantage againstthese organizations

8/3/2019 4. Marketing Environment

8/143 - 8

Financial

Media

Government

Local

General Internal

The Companys Microenvironment

Other Stakeholders:

8/3/2019 4. Marketing Environment

9/143 - 9

Demographic

Economic Natural

Technological

Political Cultural

The Macroenvironment

The company and all of the other factors operatein a larger macro environment of forces that shapeopportunities and pose threats to the company.

Forces Include:

8/3/2019 4. Marketing Environment

10/143 - 10

The Companys Macroenvironment

Demographic: The study of human populations in terms of

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

Marketers track changing age and familystructures, geographic population shifts,

educational characteristics, and populationdiversity.

8/3/2019 4. Marketing Environment

11/143 - 11

Natural Environment

Factors Impacting the Natural Environment:

Shortages of raw materials

Increased pollution

Increased government intervention

Environmentally sustainable strategies

8/3/2019 4. Marketing Environment

12/143 - 12

Changes rapidly. Creates new markets and opportunities.

Challenge is to make practical, affordable

products. Safety regulations result in higher research

costs & longer time between conceptualizationand introduction of product.

Technological Environment

8/3/2019 4. Marketing Environment

13/143 - 13

Political Environment

Includes Laws, Government Agencies, andPressure Groups that Influence or LimitVarious Organizations and Individuals In aGiven Society.

Areas of concern:

Increasing legislation

Changing government agency enforcement Increased emphasis on ethics and socially

responsible behavior

8/3/2019 4. Marketing Environment

14/143 - 14

Cultural Environment

The institutions and other forces that affect asocietys basic values, perceptions, preference, andbehaviors.

Core beliefs and values are passed on from parentsto children and are reinforced by schools,churches, business, and government.

Secondary beliefs and values are more open tochange.