MKT1303 ch3

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Philip Kotler, Gary Armstrong, Anwar Habib, Ahmed TolbaPresentation prepared by Annelie Moukaddem Baalbaki

Principles of Marketing, Arab World Edition

CHAPTER THREE Analyzing the Marketing EnvironmentLecturer: Ghazanfar Malik

Ch Ch 3 - 1 0 1 -0

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Chapter Learning OutcomesTopic Outline 3.1 The Companys Microenvironment

3.2 The Companys Macroenvironment3.3 Demographic Environment 3.4 Economic Environment 3.5 Natural Environment 3.6 Technological Environment 3.7 Political and Social Environment 3.8 Cultural Environment

3.9 Responding to the Marketing Environment

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The Marketing Environment

The marketing environment includes the actors and forces outside marketing that affect marketing managements ability to build and maintain successful relationships with customers.

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The Companys Microenvironment

A 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.

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The Companys Microenvironment

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The Companys MicroenvironmentThe Company

Top managementFinance R&D Purchasing Operations Accounting

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The Companys MicroenvironmentSuppliers

Provide the resources to produce goods and services Treated as partners to provide customer value

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The Companys MicroenvironmentMarketing Intermediaries Marketing Intermediaries help the company to promote, sell and distribute its products.

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The Companys MicroenvironmentCompetitors

Firms must gain strategic advantage by positioning their offerings against competitors offerings.

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The Companys MicroenvironmentPublics are any groups that have an actual or potential interest in or impact on an organizations ability to achieve its objectives. They include:

Financial publics Media publics Government publics Citizen-action publics Local publics The general public Internal publics

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The Companys Macroenvironment

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Demographic EnvironmentDemography Demography is the study of human populations in terms of

size, density, location, age, gender, race, occupation, andother statistics.

The 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.

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Demographic EnvironmentChanging Age Structure of the Population

Baby boomers include people born between 1946 and 1964 This generation accounts for about 30% of the Arab population

Baby boomers think young and spend large amounts of money on different products and servicesBaby boomers are retiring later and working more after retirement

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Demographic EnvironmentGeneration X

Generation X includes people born between 1965 and 1976. This generation tends to display the following traits:

Skepticism

Cautious economic outlookLess materialistic Family comes first Research products before considering a purchase

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Demographic EnvironmentMillennials

Millennials (Generation Y or Echo Boomers) include those born between 1977 and 2000:

Comfortable with technology Includes Tweens (ages 812) Teens (1319) Young adults (20s)

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Demographic EnvironmentGenerational marketing

Generational marketing is important in segmenting people by lifestyle, life stage and common values, rather than by age.

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Demographic EnvironmentThe Changing Arab Family

Gender and age are often the basis for defining roles and responsibilities. Women are working more outside the house. Inherited values and traditions are taught to the next generation. Mothers are more involved in family decision making.

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Demographic EnvironmentGeographic Shifts in Population

Expatriates are coming to the Arab world lured by high income and a high standard of living.The nationals of most Gulf countries are now a minority population within their own countries.

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Demographic EnvironmentEducation and Employment

Since the global recession, unemployment rates have been rising across the Arab world Governments are reassessing their education policies and training programs

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Demographic EnvironmentIncreased Diversity

Markets are becoming more diverse

International National

Includes:

Ethnicity Language

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Economic EnvironmentEconomic Environment

The 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.

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Economic EnvironmentChanges in Income

Value marketing involves ways to offer financially cautious buyers greater valuethe right combination of quality and service at a fair price.

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Economic EnvironmentChanges in Consumer Spending Patterns

Ernst EngelEngels Law As income rises:

the percentage spent on food declines the percentage spent on housing remains constant the percentage spent on savings increases.

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Natural EnvironmentNatural Environment

The natural environment involves the natural resources that are needed as inputs by marketers, or that are affected by marketing activities.Trends

Shortages of raw materialsIncreased pollution Increase government intervention Environmentally sustainable strategies

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Technological Environment

The technological environment is the most dramatic force in changing the marketplace.

It creates new products and opportunities.

Safety of new product always a concern.

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Political EnvironmentPolitical Environment

The political environment consists of laws, government agencies, and pressure groups that influence or limit various organizations and individuals in a given society.

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Political EnvironmentLegislation Regulating Business

Increased legislation Changing government agency enforcement

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Political EnvironmentIncreased Emphasis on Ethics and Socially Responsible Actions

Socially responsible behaviorCause-related marketing

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Cultural EnvironmentCultural Environment

The cultural environment consists of institutions and other forces that affect a societys basic values, perceptions, and behaviors.

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Cultural EnvironmentPersistence of Cultural Values

Core beliefs and values are persistent and are passed on from parents to children and are reinforced by schools, mosques, businesses, and governments. Secondary beliefs and values are more open to change and include peoples views of themselves, others, organizations, society, nature, and the universe.

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Cultural EnvironmentShifts in Secondary Cultural Values

Peoples view of themselves Peoples view of others Peoples view of organizations Peoples view of society Peoples view of nature Peoples view of the universe

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Responding to the Marketing EnvironmentViews on Responding

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This work is protected by local and international copyright laws and is provided solely for the use of instructors in teaching their courses and assessing student learning. Dissemination or sale of any part of this work (including on the World Wide Web) will destroy the integrity of the work and is not permitted. The work and materials from this site should never be made available to students except by instructors using the accompanying text in their classes. All recipients of this work are expected to abide by these restrictions and to honor the intended pedagogical purposes and the needs of other instructors who rely on these materials.

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