mark. envi
TRANSCRIPT
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The MarketingEnvironment
BASICS OF MARKETING
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Marketing Environment
All the actors and forces influencing thecompanys ability to transact businesseffectively with its target market.
Includes:Microenvironment - forces close to thecompany that affect its ability to serve itscustomers.
Macroenvironment - larger societal forces thataffect the whole microenvironment.
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The Marketing Environment
Company
Demographic
Economic
Natural
Technological
Political
CulturalCompany
Customers
Intermediaries
Suppliers
Competitors
Publics
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The Microenvironment
Company
Customers
PublicsSuppliers
Competitors Intermediaries
Forces Affecting aCompanys Ability to
ServeCustomers
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e ompany sMicroenvironment
Companys Internal Environment - functionalareas such as top management, finance, andmanufacturing, etc.
Suppliers - provide the resources needed toproduce goods and services.
Marketing Intermediaries - help the company topromote, sell, and distribute its goods to finalbuyers.
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e ompany sMicroenvironment
Customers - five types of markets thatpurchase a companys goods and services.
Competitors - those who serve a target market with similar products and services.
Publics - any group that perceives itself having an interest in a companys ability toachieve its objectives.
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Customer Markets
Company
ConsumerMarkets
InternationalMarkets
GovernmentMarkets
BusinessMarkets
ResellerMarkets
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The Macroenvironment
Demographic
Technological
CulturalEconomic
PoliticalNatural
Forces that ShapeOpportunities
and Pose Threatsto a Company
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e ompany sMacroenvironment
Demographic - monitors population in termsof age, sex, race, occupation, location andother statistics.
Economic - factors that affect consumerbuying power and patterns.
Natural - natural resources needed as inputsby marketers or that are affected by marketingactivities.
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Trends
Changing Age Structure Population is getting older
Changing Family Structure Marrying later, fewer children,
working women, and nonfamily households
Geographic Shifts Moving to the Sunbelt and suburbs (MSAs)
Increased Education
Increased college attendanceand white-collar workers
Growing Ethnic and Racial Diversity 73% Caucasian, 12% African-American,
10% Hispanic & 3.4% Asian
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Economic Environment
Changesin Consumer
Spending
Patterns
Economic
Development
Changes
in IncomeKey
EconomicConcerns for
Marketers
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Environment
Factors
AffectingtheNatural
Environment
More Government
Intervention
Shortages ofRaw Material
Increased Costsof Energy
Higher PollutionLevels
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The Companys Macroenvironment
Technological - forces that create newproduct and market opportunities.
Political - laws, agencies and groups thatinfluence or limit marketing actions.
Cultural - forces that affect a societys basic values, perceptions, preferences, andbehaviors.
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Technological Environment
Rapid Pace of
Change
High R & D
Budgets
Focus on MinorImprovements
IncreasedRegulation
Issues in the TechnologicalEnvironment
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Cultural Environment
OfOrganizations
OfNature
OfOneself
OfSociety
Of
the Universe
Of
OthersViewsThat ExpressValues
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Responding to theMarketing Environment
Environmental Management Perspective Taking a proactive approach to managing
the microenvironment and themacroenvironment to affect changes thatare favorable for the company. How? Hirelobbyists , run advertorials, file law suits
and complaints, and form agreements.
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Political Environment
GreaterConcern for
Ethics
Increased
Legislation
Changing
EnforcementKeyTrends in thePolitical
Environment
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Market ShareThe percentage of an industry or market's total sales
that is earned by a particular company over a specifiedtime period. Market share is calculated by taking thecompany's sales over the period and dividing it by thetotal sales of the industry over the same period.
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Market PotentialIt is the best possible (or maximum) estimated sales of a
given product or service for the entire industry in agiven market for a specific period of time.