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The MarketingEnvironment

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Consists of the actors and forces outsidemarketing that affect marketingmanagements ability to develop andmaintain successful relationships with itstarget customers.

Marketing Environment

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Company

Demographic

Economic

Natural

Technological

Political

CulturalCompany

Customers

Intermediaries

Suppliers

Competitors

Publics

crEnvironment

MacroEnvironment

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The Microenvironment

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Company

Customers

Publics Suppliers

CompetitorsIntermediaries

Forces Affecting aCompanys Ability to

ServeCustomers

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Provide the resources needed toproduce goods and services.

Suppliers

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Help the company to distribute,promote, and sell its goods to final

buyers.

Marketing Intermediaries

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Five types of markets thatpurchase a companys goods and

services.

Customers

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Company

ConsumerMarkets

InternationalMarkets

GovernmentMarkets

BusinessMarkets

ResellerMarkets

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Those who serve a targetmarket with similar products

and services.

Competitors

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Any group that perceives itselfhaving an interest in a

companys ability to achieve itsobjectives.

Publics

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Types of Publics

Company

CitizenActionPublics

LocalPublics G

e

neralPub

lic

Intern

al

Public

s

Gove

rnme

nt

Publi

cs

Med

ia

Pub

lic

s

Fin

an

cial

Pu

bli

cs

Th M i t

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The Macroenvironment

Demographic

Technological

Social/CulturalEconomic

Political Natural

Forces that ShapeOpportunities

and Pose Threatsto a Company

Th C

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The CompanysMacroenvironment

Demographic - studies populations in terms of age, gender, race,occupation, location and other statistics.

Economic - factors that affect consumerpurchasing power and spending patterns.

Natural - natural resources needed as inputs by

marketers or that are affected by marketingactivities.

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Social/Cultural Environment

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Economic Environment

Changing

ConsumerSpendingPatterns

EconomicDevelopment

Changesin IncomeKey

Economic

Concerns forMarketers

N t l E i t

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Natural Environment

RawMaterials

Pollution

GovernmentalIntervention

FactorsAffectingtheNaturalEnvironment

The Companys

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The Company sMacroenvironment

Political - laws, agencies and groups thatinfluence and limit organizations and individuals ina given society.

Cultural - institutions and other forces that affect asocietys basic values, perceptions, preferences, andbehaviors.

Technological - forces that create new technologies,creating new product and market opportunities.

T h l i l E i t

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Technological Environment

RapidPaceof

Change

Unlimited

Opportunities

IncreasedRegulation

Practical,AffordableProducts

IssuesintheTechnologicalEnvironment

Political Environment

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Political Environment

IncreasingLegislation Designed

to Protect Groups

Changing GovernmentAgency

Enforcement

Some Trends in the Political Environment Include:

Increasing Emphasison Ethics and

Socially ResponsibleActions

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Thank You!