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Chapter 3- slide 1
Copyright © 2009 Pearson Education, Inc.
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Chapter Three
Analyzing the Market...
Chapter 3- slide 2
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Publishing as Prentice Hall
Analyzing the Marketing
Environmen...
Chapter 3- slide 3
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The Marketing Environment
The mark...
Chapter 3- slide 4
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The Marketing Environment
Microenv...
Chapter 3- slide 5
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The Company’s
Microenvironment
Act...
Chapter 3- slide 6
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The Company’s
Microenvironment
• T...
Chapter 3- slide 7
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Publishing as Prentice Hall
The Company’s
Microenvironment
• P...
Chapter 3- slide 8
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Publishing as Prentice Hall
The Company’s
Microenvironment
Hel...
Chapter 3- slide 9
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The Company’s
Microenvironment
Typ...
Chapter 3- slide 10
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Publishing as Prentice Hall
The Company’s
Microenvironment
• ...
Chapter 3- slide 11
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The Company’s
Microenvironment
Pu...
Chapter 3- slide 12
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The Company’s
Macroenvironment
Chapter 3- slide 13
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The Company’s
Macroenvironment
De...
Chapter 3- slide 14
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The Company’s
Macroenvironment
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Chapter 3- slide 15
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Publishing as Prentice Hall
The Company’s
Macroenvironment
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Chapter 3- slide 16
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Publishing as Prentice Hall
The Company’s
Macroenvironment
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Chapter 3- slide 17
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Publishing as Prentice Hall
The Company’s
Macroenvironment
Ge...
Chapter 3- slide 18
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The Company’s
Macroenvironment
Mo...
Chapter 3- slide 19
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The Company’s
Macroenvironment
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Chapter 3- slide 20
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The Company’s
Macroenvironment
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Chapter 3- slide 21
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Publishing as Prentice Hall
The Company’s
Macroenvironment
De...
Chapter 3- slide 22
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The Company’s
Macroenvironment
Ec...
Chapter 3- slide 23
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The Company’s
Macroenvironment
• ...
Chapter 3- slide 24
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Publishing as Prentice Hall
The Company’s
Macroenvironment
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Chapter 3- slide 25
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Publishing as Prentice Hall
The Company’s
Macroenvironment
Na...
Chapter 3- slide 26
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The Company’s
Macroenvironment
Te...
Chapter 3- slide 27
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The Company’s
Macroenvironment
Po...
Chapter 3- slide 28
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The Company’s
Macroenvironment
• ...
Chapter 3- slide 29
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The Company’s
Macroenvironment
Cu...
Chapter 3- slide 30
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The Company’s
Macroenvironment
Co...
Chapter 3- slide 31
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The Company’s
Macroenvironment
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Chapter 3- slide 32
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The Company’s
Macroenvironment
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Chapter 3- slide 33
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The Company’s
Macroenvironment
Cu...
Chapter 3- slide 34
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Responding to the Marketing
Envir...
Chapter 3- slide 35
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Analyzing the Marketing Environment

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Analyzing the Marketing Environment

  1. 1. Chapter 3- slide 1 Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall Chapter Three Analyzing the Marketing Environment
  2. 2. Chapter 3- slide 2 Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall Analyzing the Marketing Environment • The Company’s Microenvironment • The Company’s Macroenvironemnt • Responding to the Marketing Environment Topic Outline
  3. 3. Chapter 3- slide 3 Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall The Marketing Environment The marketing environment includes the actors and forces outside marketing that affect marketing management’s ability to build and maintain successful relationships with customers
  4. 4. Chapter 3- slide 4 Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall The Marketing Environment Microenvironment consists of the actors close to the company that affect its ability to serve its customers, the company, suppliers, marketing intermediaries, customer markets, competitors, and publics
  5. 5. Chapter 3- slide 5 Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall The Company’s Microenvironment Actors in the Microenvironment
  6. 6. Chapter 3- slide 6 Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall The Company’s Microenvironment • Top management • Finance • R&D • Purchasing • Operations • Accounting The Company
  7. 7. Chapter 3- slide 7 Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall The Company’s Microenvironment • Provide the resources to produce goods and services • Treated as partners to provide customer value Suppliers
  8. 8. Chapter 3- slide 8 Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall The Company’s Microenvironment Help the company to promote, sell and distribute its products to final buyers Marketing Intermediaries
  9. 9. Chapter 3- slide 9 Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall The Company’s Microenvironment Types of Marketing Intermediaries
  10. 10. Chapter 3- slide 10 Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall The Company’s Microenvironment • Firms must gain strategic advantage by positioning their offerings against competitors’ offerings Competitors
  11. 11. Chapter 3- slide 11 Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall The Company’s Microenvironment Publics • Any group that has an actual or potential interest in or impact on an organization’s ability to achieve its objectives – Financial publics – Media publics – Government publics – Citizen-action publics – Local publics – General public – Internal publics
  12. 12. Chapter 3- slide 12 Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall The Company’s Macroenvironment
  13. 13. Chapter 3- slide 13 Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall The Company’s Macroenvironment Demography is the study of human populations in terms of size, density, location, age, gender, race, occupation, and other statistics • Demographic environment is important because it involves people, and people make up markets • Demographic trends include age, family structure, geographic population shifts, educational characteristics, and population diversity Demographic Environment
  14. 14. Chapter 3- slide 14 Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall The Company’s Macroenvironment • Changing age structure of the population – Baby boomers include people born between 1946 and 1964 – Most affluent Americans Demographic Environment
  15. 15. Chapter 3- slide 15 Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall The Company’s Macroenvironment • Generation X includes people born between 1965 and 1976 – High parental divorce rates – Cautious economic outlook – Less materialistic – Family comes first – Lag behind on retirement savings Demographic Environment
  16. 16. Chapter 3- slide 16 Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall The Company’s Macroenvironment • Millennials (gen Y or echo boomers) include those born between 1977 and 2000 – Comfortable with technology – Includes • Tweens (ages 8–12) • Teens (13–19) • Young adults (20’s) Demographic Environment
  17. 17. Chapter 3- slide 17 Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall The Company’s Macroenvironment Generational marketing is important in segmenting people by lifestyle of life state instead of age Demographic Environment
  18. 18. Chapter 3- slide 18 Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall The Company’s Macroenvironment More people are: • Divorcing or separating • Choosing not to marry • Choosing to marry later • Marrying without intending to have children • Increased number of working women • Stay-at-home dads Demographic Environment
  19. 19. Chapter 3- slide 19 Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall The Company’s Macroenvironment • Growth in U.S. West and South and decline in Midwest and Northeast • Moving from rural to metropolitan areas • Changes in where people work – Telecommuting – Home office – Divorcing or separating Demographic Environment
  20. 20. Chapter 3- slide 20 Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall The Company’s Macroenvironment • Changes in the Workforce – More educated – More white collar Demographic Environment
  21. 21. Chapter 3- slide 21 Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall The Company’s Macroenvironment Demographic Environment Increased Diversity Markets are becoming more diverse – International – National • Includes: – Ethnicity – Gay and lesbian – Disabled
  22. 22. Chapter 3- slide 22 Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall The Company’s Macroenvironment Economic environment consists of factors that affect consumer purchasing power and spending patterns • Industrial economies are richer markets • Subsistence economies consume most of their own agriculture and industrial output Economic Environment
  23. 23. Chapter 3- slide 23 Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall The Company’s Macroenvironment • Changes in income • Value marketing involves ways to offer financially cautious buyers greater value—the right combination of quality and service at a fair price Economic Environment
  24. 24. Chapter 3- slide 24 Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall The Company’s Macroenvironment • Ernst Engel—Engel’s Law • As income rises: – The percentage spent on food declines – The percentage spent on housing remains constant – The percentage spent on savings increases Economic Environment Changes in Consumer Spending Patterns
  25. 25. Chapter 3- slide 25 Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall The Company’s Macroenvironment Natural environment involves the natural resources that are needed as inputs by marketers or that are affected by marketing activities • Trends – Shortages of raw materials – Increased pollution – Increase government intervention – Environmentally sustainable strategies Natural Environment
  26. 26. Chapter 3- slide 26 Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall The Company’s Macroenvironment Technological Environment • Most dramatic force in changing the marketplace • Creates new products and opportunities • Safety of new product always a concern
  27. 27. Chapter 3- slide 27 Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall The Company’s Macroenvironment Political environment consists of laws, government agencies, and pressure groups that influence or limit various organizations and individuals in a given society Political Environment
  28. 28. Chapter 3- slide 28 Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall The Company’s Macroenvironment • Legislation regulating business – Increased legislation – Changing government agency enforcement • Increased emphasis on ethics – Socially responsible behavior – Cause-related marketing Political Environment
  29. 29. Chapter 3- slide 29 Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall The Company’s Macroenvironment Cultural environment consists of institutions and other forces that affect a society’s basic values, perceptions, and behaviors Cultural Environment
  30. 30. Chapter 3- slide 30 Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall The Company’s Macroenvironment Core beliefs and values are persistent and are passed on from parents to children and are reinforced by schools, churches, businesses, and government Secondary beliefs and values are more open to change and include people’s views of themselves, others, organization, society, nature, and the universe Cultural Environment Persistence of Cultural Values
  31. 31. Chapter 3- slide 31 Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall The Company’s Macroenvironment • People’s view of themselves – Yankelovich Monitor’s consumer segments: • Do-it-yourselfers—recent movers • Adventurers • People’s view of others – More “cocooning” Cultural Environment Shifts in Secondary Cultural Values
  32. 32. Chapter 3- slide 32 Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall The Company’s Macroenvironment • People’s view of organizations • People’s view of society – Patriots defend it – Reformers want to change it – Malcontents want to leave it Cultural Environment Shifts in Secondary Cultural Values
  33. 33. Chapter 3- slide 33 Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall The Company’s Macroenvironment Cultural Environment Shifts in Secondary Cultural Values • People’s view of nature – Some feel ruled by it – Some feel in harmony with it – Some seek to master it • People’s view of the universe – Renewed interest in spirituality
  34. 34. Chapter 3- slide 34 Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall Responding to the Marketing Environment Views on Responding
  35. 35. Chapter 3- slide 35 Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall All rights reserved. No part of this publication may be reproduced, stored in a retrieval system, or transmitted, in any form or by any means, electronic, mechanical, photocopying, recording, or otherwise, without the prior written permission of the publisher. Printed in the United States of America. Copyright © 2010 Pearson Education, Inc.Copyright © 2010 Pearson Education, Inc. Publishing as Prentice HallPublishing as Prentice Hall

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