1、The Marketing Environment,Chapter 3,Road Map: Previewing the Concepts,Describe the environmental forces that affect the companys ability to serve its customers. Explain how changes in the demographic and economic environments affect marketing decisions. Identify the major trends in the firms natural
2、 and technological environments. Explain the key changes in the political and cultural environments. Discuss how companies can react to the marketing environment.,3 - 3,Marketing Environment,Consists of actors and forces outside the organization that affect managements ability to build and maintain
3、relationships with target customers. Environment offers both opportunities and threats. Marketing intelligence and research used to collect information about the environment.,3 - 4,Includes: Microenvironment: actors close to the company that affect its ability to serve its customers. Macroenvironmen
4、t: larger societal forces that affect the microenvironment. Considered to be beyond the control of the organization.,Marketing Environment,3 - 5,The Companys Microenvironment,Companys Internal Environment: Areas inside a company. Affects the marketing departments planning strategies. All departments
5、 must “think consumer” and work together to provide superior customer value and satisfaction.,3 - 6,The Companys Microenvironment,Suppliers: Provide resources needed to produce goods and services. Important link in the “value delivery system.” Most marketers treat suppliers like partners.,3 - 7,The
6、Companys Microenvironment,Customers: Five types of markets that purchase a companys goods and services Markets Include: Consumer Business Reseller Government International,3 - 8,The Companys Microenvironment,Competitors: Those who serve a target market with products and services that are viewed by c
7、onsumers as being reasonable substitutes Company must gain strategic advantage against these organizations,3 - 9,Financial Media Government Citizen-action,Local General Internal,The Companys Microenvironment,Publics: Group that has an interest in or impact on an organizations ability to achieve its
8、objectives Publics Include:,3 - 10,Demographic Economic Natural,Technological Political Cultural,The Macroenvironment,The company and all of the other actors operate in a larger macroenvironment of forces that shape opportunities and pose threats to the company. Forces Include:,3 - 11,The Companys M
9、acroenvironment,Demographic: The study of human populations in terms of size, density, location, age, gender, race, occupation, and other statistics. Marketers track changing age and family structures, geographic population shifts, educational characteristics, and population diversity.,3 - 12,The Co
10、mpanys Macroenvironment,The Seven U.S. Generations: GI Generation = 74+ years old Depression = 64 73 years old War Babies = 58 63 years old Baby Boomers = 39 57 years old Generation X = 27 38 years old Generation Y = 9 26 years old Millennials = 0 8 years old,3 - 13,Changing American Family,Househol
11、d makeup: Married couples with children = 34%, and falling Married couples and people living with other relatives = 22% Single parents = 12% Single persons and adult “live-togethers” = 32%,3 - 14,Geographic Shifts in Population,16% of U.S. residents move each year General shift toward the Sunbelt st
12、ates City to suburb migration continues More people moving to “micropolitan” areas More people telecommute,3 - 15,Better Educated Population,1980: 69% of people over age 25 completed high school 17% had completed college 2002: 84% of people over age 25 completed high school 27% had completed college
13、,3 - 16,More White-Collar Population,1950 1985: Proportion of white-collar workers increased from 41% to 54% Proportion of blue-collar workers declined from 47% to 33% Proportion of service workers increased from 12% to 14% 1983 1999: Proportion of managers and professionals increased from 23% to 30
14、%,3 - 17,Increasing Diversity,U.S. is a “salad bowl” Various groups mixed together, each retaining its ethnic and cultural differences Increased marketing to: Gay and lesbian consumers People with disabilities,3 - 18,Economic Environment,Changes in Income 1980s consumption frenzy 1990s “squeezed con
15、sumer” 2000s value marketing,Income Distribution Upper class Middle class Working class Underclass,Consists of factors that affect consumer purchasing power and spending patterns.,3 - 19,Natural Environment,Factors Impacting the Natural Environment: Shortages of raw materials Increased pollution Inc
16、reased government intervention Environmentally sustainable strategies,3 - 20,Changes rapidly. Creates new markets and opportunities. Challenge is to make practical, affordable products. Safety regulations result in higher research costs & longer time between conceptualization and introduction of pro
17、duct.,Technological Environment,3 - 21,Political Environment,Includes Laws, Government Agencies, and Pressure Groups that Influence or Limit Various Organizations and Individuals In a Given Society. Areas of concern: Increasing legislation Changing government agency enforcement Increased emphasis on
18、 ethics and socially responsible behavior,3 - 22,Cultural Environment,The institutions and other forces that affect a societys basic values, perceptions, preference, and behaviors. Core beliefs and values are passed on from parents to children and are reinforced by schools, churches, business, and g
19、overnment. Secondary beliefs and values are more open to change.,3 - 23,Cultural Environment,Societys major cultural views are expressed in peoples views of: Themselves Others Organizations Society Nature The universe,3 - 24,Responding to the Marketing Environment,Environmental Management Perspectiv
20、e Taking a proactive approach to managing the environment by taking aggressive (rather than reactive) actions to affect the publics and forces in the marketing environment. This can be done by: Hiring lobbyists Running “advertorials” Pressing law suits Filing complaints Forming agreements to control
21、 channels,3 - 25,Rest Stop: Reviewing the Concepts,Describe the environmental forces that affect the companys ability to serve its customers. Explain how changes in the demographic and economic environments affect marketing decisions.,3 - 26,Rest Stop: Reviewing the Concepts,Identify the major trends in the firms natural and technological environments. Explain the key changes in the political and cultural environments. Discuss how companies can react to the marketing environment.,
