analyzing the marketing environment
TRANSCRIPT
Chapter 3- slide 1
Chapter 3….
Analyzing the Marketing Environment
Muhammad Salman Arshad.
Chapter 3- slide 2Copyright © 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
Chapter 3- slide 3Copyright © 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
Chapter 3- slide 4Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall
The Company’s Microenvironment
Actors in the Microenvironment
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The Company’s Microenvironment
Top management Finance R&D Purchasing Operations Accounting
The Company
Chapter 3- slide 6Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall
Chapter 3- slide 7Copyright © 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
Chapter 3- slide 8Copyright © 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
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The Company’s Microenvironment
Types of Marketing Intermediaries
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Resellers: are the distribution channel firms that help the company find customers or make sales to them. Wholesalers and retailers.
Physical distribution firms: help the company stock and move goods from their points of origin to their destination.
Marketing services agencies: are the marketing research firms, advertising agencies, media firms and marketing consulting firms that help the company target and promote its products to right markets.
Financial intermediaries: includes banks, credit companies, insurance companies, and other businesses that help finance transactions or insure the risk associated with the buying and selling of goods.
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The Company’s Microenvironment
Firms must gain strategic advantage by positioning their offerings against competitors’ offerings.
Competitors
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The Company’s Microenvironment
Any group that has an actual or potential interest in or impact on an organization’s ability to achieve its objectives Financial publics: obtain funds, banks,
stockholders. Media publics: internal media carries news. Government publics: company lawyers, truth in
advertising and other factors. Citizen-action publics: public relation department. Local publics: neighborhood residents community
organizations. General public: general public attitude towards
product. Internal publics: workers, managers volunteers.
Publics
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Customers Consumer markets consists of
individuals and households that buy goods and services for personal consumption.
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The Company’s Macroenvironment
Chapter 3- slide 16Copyright © 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
Chapter 3- slide 17Copyright © 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 for many different kinds of goods.
Surviving economies consume most of their own agriculture and industrial output and offer few market opportunities.
Economic Environment
Chapter 3- slide 18Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall
The Company’s Macroenvironment
The global financial crisis of 2007–2009 has affected the consumption and production of many products.
Value marketing involves ways to offer financially cautious buyers greater value—the right combination of quality and service at a fair price
Economic Environment
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The Company’s Macroenvironment
Natural environment involves the natural resources that are needed as inputs by marketers or that are affected by marketing activitiesTrends:Shortages of raw materials Increased pollution Increase government interventionEnvironmentally sustainable strategies
Natural Environment
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The Company’s Macroenvironment
Most dramatic force in changing the marketplace
Creates new products and opportunities Safety of new product always a concern
Technological Environment
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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
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The Company’s Macroenvironment
Legislation regulating business Increased legislation Changing government agency
enforcement New forms of nontariff barriers in
tradeIncreased emphasis on ethics
Socially responsible behavior Cause-related marketing
Political Environment
Chapter 3- slide 23Copyright © 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.
Core beliefs and values are persistent and are passed on from parents to children and are reinforced by schools, religious institutions, 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
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The Company’s Macroenvironment
People’s view of themselves Yankelovich Monitor’s consumer
segments:Do-it-yourselfers—recent moversAdventurers
People’s view of others More “cocooning”
Cultural EnvironmentShifts in Secondary Cultural Values
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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 EnvironmentShifts in Secondary Cultural Values
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The Company’s Macroenvironment
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
Cultural EnvironmentShifts in Secondary Cultural Values
Chapter 3- slide 27Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall
Responding to the Marketing Environment
Views on Responding