mktg_envt
TRANSCRIPT
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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!