Principlesof marketing 03 [compatibility mode]
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Transcript of Principlesof marketing 03 [compatibility mode]
Chapter 3- slide 1
Chapter Three
Analyzing the Marketing Environment
Analyzing the Marketing Environment
• The Company’s Microenvironment
• The Company’s Macroenvironment
Topic Outline
Chapter 3- slide 2Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall
• The Company’s Macroenvironment
• Responding to the Marketing Environment
The Marketing Environment
The marketing environment includes the actors and forces outside marketing that affect marketing management’s ability to
Chapter 3- slide 3Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall
affect marketing management’s ability to build and maintain successful relationships with customers
The Marketing Environment
Microenvironment consists of the actors close to the company that affect its ability to serve its customers, the company,
Chapter 3- slide 4Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall
to serve its customers, the company, suppliers, marketing intermediaries, customer markets, competitors, and publics
The Company’s Microenvironment
Actors in the Microenvironment
Chapter 3- slide 5Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall
The Company’s Microenvironment
• Top management
• Finance
• R&D
The Company
Chapter 3- slide 6Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall
• R&D
• Purchasing
• Operations
• Accounting
The Company’s Microenvironment
• Provide the resources to produce goods and services
• Treated as partners to provide customer
Suppliers
Chapter 3- slide 7Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall
• Treated as partners to provide customer value
The Company’s Microenvironment
Help the company to promote, sell and distribute its
Marketing Intermediaries
Chapter 3- slide 8Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall
distribute its products to final buyers
The Company’s Microenvironment
ResellersPhysical
distribution firms
Types of Marketing Intermediaries
Chapter 3- slide 9Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall
firms
Marketing services agencies
Financial intermediaries
The Company’s Microenvironment
• Firms must gain strategic advantage by positioning their offerings against competitors’ offerings
Competitors
Chapter 3- slide 10Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall
competitors’ offerings
The Company’s Microenvironment
Publics
• Any group that has an actual or potential interest in or impact on an organization’s ability to achieve its objectives– Media publics
Chapter 3- slide 11Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall
– Media publics
– Government publics
– Citizen-action public
– General public
The Company’s Macroenvironment
Chapter 3- slide 12Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall
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
Demographic Environment
Chapter 3- slide 13Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall
• 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
The Company’s Macroenvironment
• Increasing population
– Rapid growth in urban population in Asia
– In India, urban population to rise to 523 million
Demographic Environment
Chapter 3- slide 14Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall
– In India, urban population to rise to 523 million by 2025
The Company’s Macroenvironment
• A growing middle class
– MGI has divided the Indian population into 5 economic classes
Demographic Environment
Chapter 3- slide 15Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall
economic classes
– Division based on real annual disposable income
The Company’s Macroenvironment
• Deprived households have an annual disposable income of less than Rs 90,000
– The poorest economic class
Demographic Environment
Chapter 3- slide 16Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall
– The poorest economic class
– Mostly unskilled or semi-skilled workers on daily wages
The Company’s Macroenvironment
• Aspirers have an annual disposable income in the range of Rs 90,000 to Rs 200,000
Demographic Environment
Chapter 3- slide 17Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall
200,000
– Spend most of their income on basic necessities
– Small-time retailers, small farmers, etc.
The Company’s Macroenvironment
• Seekers have an annual disposable income between Rs 200,000 and Rs 500,000. Mostly white-collar employees, mid-level government officials, newly employed
Demographic Environment
Chapter 3- slide 18Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall
government officials, newly employed
postgraduates, medium-scale traders
The Company’s Macroenvironment
• Strivers have an annual income ranging from Rs 500,000 to Rs 1,000,000
– Have a stable income source and access to
Demographic Environment
Chapter 3- slide 19Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall
– Have a stable income source and access to amenities
– Mostly professionals such as lawyers, CAs, senior government officials, rich farmers
The Company’s Macroenvironment
• Global Indians have an annual disposable income in excess of Rs 1,000,000
Demographic Environment
Chapter 3- slide 20Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall
1,000,000
– Creamy layer in society
– Globe-trotters with a high standard of living
The Company’s Macroenvironment
Demographic Environment
• Growth in the rural population
• A changing family system
• The changing role of women
Chapter 3- slide 21Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall
• The changing role of women
• Increasing diversity
The Company’s Macroenvironment
Economic environment consists of factors that affect consumer purchasing power and spending patterns
Economic Environment
Chapter 3- slide 22Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall
spending patterns
• Industrial economies are richer markets
• Subsistence economies consume most of their own agriculture and industrial output
The Company’s Macroenvironment
• The global financial crisis of 2007–2009 has affected the consumption and production of many products
Economic Environment
Chapter 3- slide 23Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall
The Company’s Macroenvironment
• Ernst Engel—Engel’s Law
• As income rises:
Economic EnvironmentChanges in Consumer Spending Patterns
Chapter 3- slide 24Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall
• As income rises:
– The percentage spent on food declines
– The percentage spent on housing remains constant
– The percentage spent on savings increases
The Company’s Macroenvironment
Natural environment involves the natural resources that are needed as inputs by marketers or that are affected by marketing activities
Natural Environment
Chapter 3- slide 25Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall
activities
• Trends
– Shortages of raw materials
– Increased pollution
– Increase government intervention
– Environmentally sustainable strategies
The Company’s Macroenvironment
Technological Environment
• Most dramatic force in changing the marketplace
• Creates new products and opportunities
Chapter 3- slide 26Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall
opportunities
• Safety of new product always a concern
The Company’s Macroenvironment
Political environment consists of laws, government agencies, and pressure groups that influence or limit various organizations
Political Environment
Chapter 3- slide 27Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall
that influence or limit various organizations and individuals in a given society
The Company’s Macroenvironment
• Legislation regulating business– Increased legislation
– Changing government agency enforcement
– New forms of nontariff barriers in trade
Political Environment
Chapter 3- slide 28Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall
– New forms of nontariff barriers in trade
• Increased emphasis on ethics– Socially responsible behavior
– Cause-related marketing
The Company’s Macroenvironment
Cultural environment consists of institutions and other forces that affect a society’s basic values, perceptions, and
Cultural Environment
Chapter 3- slide 29Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall
society’s basic values, perceptions, and behaviors
The Company’s Macroenvironment
Core beliefs and values are persistent and are passed on from parents to children and are reinforced by schools, religious institutions,
Cultural EnvironmentPersistence of Cultural Values
Chapter 3- slide 30Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall
reinforced by schools, religious institutions, businesses, and government
Secondary beliefs and values are more open to change and include people’s views of themselves, others, organization, society, nature, and the universe
Responding to the Marketing Environment
Uncontrollable Proactive Reactive
Views on Responding
Chapter 3- slide 31Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall
• React and adapt to forces in the environment
• Aggressive actions to affect forces in the environment
• Watching and reacting to forces in the environment