Contenu connexe Similaire à ch-3marketing-150227111908-conversion-gate01(1).pptx (20) Plus de shahnazsharmin2 (12) 1. Copyright © 2009 Pearson Education, Inc. Chapter 3- slide 1
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Chapter Three
Analyzing the Marketing
Environment
2. Analyzing the Marketing
Environment
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Chapter 3- slide 2
TopicOutline
• TheCompany’s Microenvironment
• TheCompany’s Macroenvironemnt
• Responding to the MarketingEnvironment
3. The Marketing Environment
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Chapter 3- slide 3
Themarketing environment includes the
actors and forces outside marketing that
affect marketing management’s ability to
build and maintain successfulrelationships
with customers
4. The Marketing Environment
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Chapter 3- slide 4
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
7. The Company’s
Microenvironment
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Chapter 3- slide 7
Suppliers
• Provide the resources to producegoods
and services
• Treated aspartners to providecustomer
value
11. The Company’s
Microenvironment
Publics
• Any group that hasan actual or
potential interest in or impact on
an organization’s ability to
achieve its objectives
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–
–
–
–
–
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Financial publics
Media publics
Government publics
Citizen-actionpublics
Local publics
General public
Internal publics
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Chapter 3- slide 11
12. The Company’s
Microenvironment
Customers
Consumer markets (individuals and
households)
Business markets (further processing or
production)
Reseller markets
Government markets (public services)
International markets (above buyers in
other countries)
15. The Company’s
Macroenvironment
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Demographic Environment
Demographyis the study of human populations
in terms of size,density, location, age,gender,
race, occupation, and other statistics
• Demographic environment is important
becauseit involves people, and peoplemake
up markets
• Demographic trends include age,family
structure, geographic population shifts,
educational characteristics, andpopulation
diversity
17. The Company’s
Macroenvironment
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Demographic Environment
• Generation Xincludes people born
between 1965 and1976
– High parental divorce rates
– Cautious economic outlook
– Lessmaterialistic
– Family comes first
– Lagbehind on retirement savings
18. The Company’s
Macroenvironment
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Demographic Environment
• Millennials (gen Yor echo boomers)include
those born between 1977 and2000
– Comfortable with technology
– Includes
• Tweens(ages 8–12)
• Teens (13–19)
• Youngadults (20’s)
20. The Company’s
Macroenvironment
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Demographic Environment
More peopleare:
• Divorcing or separating
• Choosingnot to marry
• Choosingto marrylater
• Marrying without intending tohave
children
• Increased number of workingwomen
• Stay-at-home dads
24. The Company’s Macro environment
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Chapter 3- slide 24
EconomicEnvironment
Economicenvironment consists of factors that
affect consumer purchasing powerand spending
patterns
• Industrial economies are richermarkets
• Subsistenceeconomies consume most of their own
agricultural and industrialoutput and offer few
market opportunities
• In between are developing economies that can
offer outstanding marketing opportunities for
right kinds of products.
26. The Company’s
Macroenvironment
Natural Environment
Natural environment involves the natural
resources that are needed asinputs by
marketers or thatare affected by marketing
activities
• Trends
– Shortages of raw materials
– Increased pollution
– Increase government intervention
– Environmentally sustainable strategies
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28. The Company’s
Macroenvironment
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PoliticalEnvironment
Political environmentconsists of laws,
government agencies, and pressure groups
that influence or limitvarious organizations
and individuals in agivensociety
29. The Company’s
Macroenvironment
PoliticalEnvironment
• Legislation regulating business
– Increased legislation
– Changing government agency
enforcement
• Increased emphasis on ethics
– Socially responsible behavior
– Cause-related marketing
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30. The Company’s
Macroenvironment
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Cultural Environment
Cultural environmentconsists of institutions
and other forces that affect asociety’s
basic values, perceptions, and behaviors
31. Basic things
Belief- An acceptance that something exists or is true, especially
one without proof. For example-
We believe in God.
Values- They are also beliefs and are defined as: Beliefs about what is
desirable or good and what is undesirable or bad. For example-
In Japan, a black cat crossing ones path is considered to bring good
luck.
Perceptions- A process by which we give meaning to our environment
by organizing and interpreting sensory impressions. Example- One
manager can interpret that her assistant regularly takes several days
to make important decisions as evidence that the assistant is slow,
disorganized and afraid to take decisions
32. The Company’s
Macroenvironment
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Cultural Environment
Persistenceof Cultural Values
Core beliefs and values are persistent and are
passed on from parents to children and are
reinforced by schools, churches, businesses,
and government
Secondarybeliefsandvaluesare more open to
changeand include people’s views of
themselves, others, organization, society,
nature, and the universe
33. The Company’s
Macroenvironment
Cultural Environment
Shiftsin SecondaryCultural Values
• People’s view of themselves
Vary in their emphasis on serving themselves
versus serving others.
• People’s view of others
People’s attitudes toward and interactions with
others shift over time.
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Chapter 3- slide 33
34. The Company’s
Macroenvironment
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Cultural Environment
Shiftsin SecondaryCultural Values
• People’s view of organizations
• People’s view of society
– Patriots defend it
– Reformers want to change it
– Malcontents want to leave it
35. The Company’s
Macroenvironment
Cultural Environment
Shiftsin SecondaryCultural Values
• People’s view of nature
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–
–
Somefeel ruled byit
Somefeel in harmony with it
Someseekto master it
• People’s view of theuniverse
– Renewed interest in spirituality
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Chapter 3- slide 35
36. Responding to the Marketing
Environment
ViewsonResponding
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Chapter 3- slide 36
