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chap3 Marketing Environement Analysis.ppt
- 1. 3-1 Chapter 3 The Global Marketing Environment PRINCIPLES OF MARKETING
- 2. 3-2 Marketing Environment All the actors and forces influencing the companys ability to transact business effectively with its target market. Includes: Microenvironment Microenvironment - forces close to the company that affect its ability to serve its customers. Macroenvironment Macroenvironment - larger societal forces that affect the whole microenvironment.
- 4. 3-4 The Microenvironment Company Customers Publics Suppliers Competitors Intermediaries Forces Affecting a Companys Ability to Serve Customers
- 5. 3-5 The Companys Microenvironment Companys Internal Environment Companys Internal Environment- functional areas such as top management, finance, and manufacturing, etc. Suppliers Suppliers - provide the resources needed to produce goods and services. Marketing Intermediaries Marketing Intermediaries - help the company to promote, sell, and distribute its goods to final buyers.
- 6. 3-6 The Companys Microenvironment Customers Customers - five types of markets that purchase a companys goods and services. Competitors Competitors - those who serve a target market with similar products and services. Publics Publics - any group that perceives itself having an interest in a companys ability to achieve its objectives.
- 8. 3-8 The Macroenvironment Demographic Technological Cultural Economic Political Natural Forces that Shape Opportunities and Pose Threats to a Company
- 9. 3-9 The Companys Macroenvironment Demographic Demographic - monitors population in terms of age, sex, race, occupation, location and other statistics. Economic Economic - factors that affect consumer buying power and patterns. Natura Natural - natural resources needed as inputs by marketers or that are affected by marketing activities.
- 10. 3-10 Key U.S. Demographic Trends Changing Age Structure Population is getting older Changing Family Structure Marrying later, fewer children, working women, and nonfamily households Geographic Shifts Moving to the Sunbelt and suburbs (MSAs) Increased Education Increased college attendance and white-collar workers Growing Ethnic and Racial Diversity 73% Caucasian, 12% African-American, 10% Hispanic & 3.4% Asian
- 11. 3-11 Economic Environment Changes in Consumer Spending Patterns Economic Development Changes in Income Key Economic Concerns for Marketers
- 12. 3-12 Natural Environment Factors Affecting the Natural Environment More Government Intervention Shortages of Raw Material Increased Costs of Energy Higher Pollution Levels
- 13. 3-13 The Companys Macroenvironmen t Technological Technological - forces that create new product and market opportunities. Political Political - laws, agencies and groups that influence or limit marketing actions. Cultural Cultural - forces that affect a societys basic values, perceptions, preferences, and behaviors.
- 14. 3-14 Technological Environment Rapid Pace of Change High R & D Budgets Focus on Minor Improvements Increased Regulation Issues in the Technological Environment
- 15. 3-15 Political Environment Greater Concern for Ethics Increased Legislation Changing Enforcement Key Trends in the Political Environment
- 17. 3-17 Responding to the Marketing Environment Environmental Management Perspective Environmental Management Perspective Taking a proactive approach to managing the microenvironment and the macroenvironment to affect changes that are favorable for the company. How? Hire lobbyists , run advertorials, file law suits and complaints, and form agreements.