mkt environment
DESCRIPTION
TRANSCRIPT
Marketing Environment
The actors and forces outside marketingthat affect marketing management's ability to develop and maintain successful transactions with its target customers
The forces close to the company that affect its ability to serve its customers
MICROENVIRONMENT
The Company
Suppliers
Firms and individuals that provide the resources needed by the company and its competitors to produce goods and services.
IntermediariesFirms that help the company to promote, sell and
distribute its goods to final buyers
RESELLERSThe individuals and organizations that buy goods and services toresell for a profit
PHYSICAL DISTRIBUTION
Warehouse, transportation and other firms that help acompany to stock and move goods from their points of origin to their destinations.
Marketing Services Agencies
Marketing research firms, advertising agencies, media firms, marketing consulting firms and other service providers that help a company to target and promote its products to the right markets
Financial IntermediariesBanks, credit companies, insurance companies and other businesses that help finance transactions or insure against the risks associated with the buying and selling of goods
customers
CONSUMER MARKETS
Individuals and households who buy goods & services for personal consumption
CustomersCustomers
Types of CustomersTypes of
Customers
ConsumerMarkets
InternationalMarkets
GovernmentMarkets
BusinessMarkets
ResellerMarkets
Competitors
PublicAny group Chat has an actual or
potential interest in or impact on an organization's ability to achieve its objectives
MACRO
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Demographic EnvironmentThe Study of human population
in terms of size, density, location, age, gender, race, occupation and other statistics
– Changing age structureBaby BoomersGeneration XGeneration Y
– Changing American household– Geographic population shifts– Better-educated, more white-collar
workforce– Increasing Diversity
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• Born between 1946 and 1964
• Represent 28% of the population; earn 50% of personal income
• Many mini-segments exist within the boomer group
• Entering peak earning years as they mature
• Lucrative market for travel, entertainment, housing, and more
• Baby Boomers
• Generation X
• Generation Y
Key Generations
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• Born between 1965 and 1976
• First latchkey children• Maintain a cautious
economic outlook• Share new cultural
concerns• Represent $125 billion in
annual purchasing power• Will be primary buyers of
most goods by 2010
• Baby Boomers
• Generation X
• Generation Y
Key Generations
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• Born between 1977 and 1994
• 72 million strong; almost as large a group as their baby boomer parents
• New products, services, and media cater to GenY
• Computer, Internet and digitally saavy
• Challenging target for marketers
• Baby Boomers
• Generation X
• Generation Y
Key Generations
The Economic Environment
Factors that a ffects consumer purchasing power and spending patterns.
1. Changes in Income2. Changing consumer
Spending Patterns
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The Natural Environment
–Natural Resources that are needed as inputs by marketers or that are affected by marketing activities• Shortage of raw materials• Increased pollution• Increased governmental intervention
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The Technological Environment
Forces that create new technologies, creating new product and market opportunities
– The technological environment is characterized by rapid change.
– New technologies create new opportunities and markets but make old technologies obsolete.
– The U.S. leads the world in research and development spending.
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The Political Environment
Includes laws, governmental agencies, and pressure groups that impact organizations and individuals.
– Key trends include:• Increased legislation to protect
businesses as well as consumers.• Changes in governmental agency
enforcement.• Increased emphasis on ethical behavior
and social responsibility.
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The Cultural Environment
Institutions and other forces that affect a society’s basic values, perceptions, preferences, and behaviors.
– Culture can influence decision making.– Core beliefs are persistent; secondary
cultural values change and shift more easily.
– The cultural values of a society are expressed through people’s views.
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Cultural values are expressed
via how people view
The Macroenvironment
• Themselves• Others• Organization
s
• Society• Nature• The
Universe
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Responding to the Marketing Environment
• Reactive: Passive Acceptance and Adaptation – Companies design strategies that avoid
threats and capitalize upon opportunities.
• Proactive: Environmental Management– Use of lobbyists, PR, advertorials,
lawsuits, complaints, and contractual agreements to influence environmental forces.