Download - Marketing Environment MARKETING ENVIRONMENT
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MARKETING
ENVIRONMENT
Assist. Prof. Dr. Özge Özgen
Fall 2012
Marketing Environment
The actors and forces outside marketing that affect
marketing management ability to develop and maintain
successful transactions with its target customers.
o Includes:
o Microenvironment - forces close to the company
that affect its ability to serve its customers.
o Macroenvironment - larger societal forces that affect
the whole microenvironment.
The Marketing Environment
Company
Demographic
Economic
Natural
Technological
Political
Cultural
Company
Customers
Intermediaries
Suppliers
Competitors
Publics
Actors in the Microenvironment
The Company
o Company’s Internal Environment
o functional areas such as top management,
finance, and manufacturing, etc.
o All departments must “think consumer” and
work together to provide superior customer
value and satisfaction.
Suppliers:
Provide resources needed to
produce goods and services.
Important link in the “value
delivery system.”
Most marketers treat suppliers
like partners.
Suppliers
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Marketing Intermediaries
Help the company to promote, sell, and distribute its goods to final
buyers
• Resellers:
• Distribution channel firms that help the company find customers
make sales to them (Wholesalers, retailers etc.)
• Physical distribution firms:
• help the company to stock and move goods from their points origin
to their destination (Warehouse and transportation firms etc)
• Marketing services agencies:
• (Marketing research firms, advertising agencies, media firms etc.)
• Financial intermediaries:
• (Banks, credit companies etc. that help finance transactions or
insure aginst the risks associated with the buying and selling of
goods.)
Customer Markets
Company
Consumer Markets
International Markets
Government Markets
Business Markets
Reseller Markets
Buy goods and services to produce public service or transfer the
goods and services to others who need them
Buyers in other countries includes individuals and houseolds that buy goods and services Buy goods and services for further processing or for use in their
production process
Buy goods and services to resell at a profit.
Competitors and Publics
Competitors:
Those who serve a target market with products and
services that are viewed by consumers as being
reasonable substitutes
Company must gain strategic advantage against
these organizations
Publics:
Group that has an interest in or impact on an
organization's ability to achieve its objectives
Types of Publics The Company’s Macroenvironment
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Demographic
The study of human populations in terms of
size, density, location, age, gender, race,
occupation, and other statistics.
Marketers track changing age and family
structures, geographic population shifts,
educational characteristics, and population
diversity.
The most important demographic targets/clusters
Boomers
Generation X
Woman
Generation Y
Generation Z
Urban
The most important demographic targets/clusters
Boomers
Baby boom generation – who was born during Post-World
War II (1946-1964)
• 76 million American children were born btw. these years
Highest median household incomes in US
• Buying power $ 2 trillion
Desire to age gracefully, live a healthy life, and maintain
quality of living, the notion of healthy aging
The convergence of health and wellness, both in terms of
personal health and planetary health
Many boomers will work in retirement to bring more money in
and to maximize their retirement
The most important demographic targets/clusters
Boomers
Political power of them
Spend more on their weekly food budget
Beauty and self image
They want to be able control at all times not be told what to
do
Don't assume that boomers are older and so they are not
tech-savvy
One-size-fits all does not work for this segment.
The most important demographic targets/clusters
Generation X
Who was born btw. 1965-1980
They lived in the shadow of the boomers and more
often criticized (slackers, whiners, doom generation)
Rejected the habits and values of boomers and vied
this group as self-centered, fickle, impractical
Independent and skeptical
Tech-savvy
Knowledge-seeking
grown up with absent or divorced parents
Grown up with computers
The most important demographic targets/clusters Generation Y
Who was born btw. 1977-1995
• Millennials, Net generation etc.
Facing higher costs for higher education
Strong influence on adult consumer buying choices
More ambitious, brand conscious
They have seen high divorce rates and 2 working
parents
More peer-oriented
Tech-savvy
Openness to sexual expressions and
experimentations
More racially tolerant
Overachieving and overscheduled generation
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The most important demographic targets/clusters
Generation Z
It begins in 2000
Active consumers
Influence over parents
Highly connected, having
had lifelong use of
communications and media
technologies
They growing up in
widespread equality
Single parent families or
same sex parent families are
common place
Key Demographic Trends
Changing Age Structure
Changing Family Structure
Geographic Shifts
Education
Ethnic and Racial Diversity
Pair with another student to discuss the following questions:
In what ways does the buying behavior of you and your
parents differ?
In what ways does the buying behavior of you and your
grandparents differ?
What selling strategies would work best for:
• You
• Your parents
• Your grandparents
Interactive Student Assignment Economic
Environment
Changes in Income
1980’s – consumption frenzy
1990’s – “squeezed consumer”
2000’s – value marketing
Income Distribution
Upper class
Middle class
Working class
Underclass
Consists of factors that affect consumer purchasing power and spending patterns.
Economic Environment
Changes
in Consumer
Spending
Patterns
Economic
Development
Changes
in Income Key Economic
Concerns for Marketers
Natural Environment
Involves the natural resources that are needed as inputs by
marketers or that are affected by marketing activities.
Factors Impacting the Natural Environment:
Shortages of Raw Materials
Increased Pollution
Increased Government Intervention
Environmentally Sustainable Strategies
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BP oil spill:
20 April 2010 an explosion on the
Deepwater Horizon drilling rig killed 11
men and sent millions of gallons of oil
gushing into the Gulf of Mexico.
Technological Environment
Changes rapidly.
Creates new markets and opportunities.
Challenge is to make practical, affordable products.
Safety regulations result in higher research costs and
longer time between conceptualization and
introduction of product.
Within the last ten years, which technological force has
had the greatest impact on marketing? In what areas of
marketing has this impact been seen?
What technological force has impacted you the most? In
what ways has this occurred?
Discussion Questions
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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
Birleşmiş Milletler Dünya Gıda Programı’na
(1963)
Programın Temel Hedefi: doğal afetler, savaş,
ekonomik çöküş, politik kargaşa ve AIDS
yüzünden tehlikeye giren hayatları kurtarmak.
Sadece yemek yardımı değil, eğitimi sürdürmeye
teşvik ederek, kendi kendilerine yetebilmelerini
sağlamak
Food for Life
(Food for peace, Food for education, Food for stability etc.)
Cultural Environment
ELEMENTS OF THE CULTURE
Language
Beliefs and Values
Nonverbal Communication
Body Language
Time
Esthetic
Religion
Social Institution
Material Culture
Education
“A system of values and norms that are shared
among a group of people and that when taken
together constitute a design for living.”
NOVA Automobile
Nova did not sell
well in Latin
America
because "no va"
means "doesn't
go"