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Chapter 3- slide 1

Chapter Three

Analyzing the Marketing Environment

Analyzing the Marketing Environment

The Companys Microenvironment

The Companys Macroenvironment

Topic Outline

Chapter 3- slide 2Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall

The Companys Macroenvironment

Responding to the Marketing Environment

The Marketing Environment

The marketing environment includes the actors and forces outside marketing that affect marketing managements ability to

Chapter 3- slide 3Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall

affect marketing managements ability to build and maintain successful relationships with customers

The Marketing Environment

Microenvironment consists of the actors close to the company that affect its ability to serve its customers, the company,

Chapter 3- slide 4Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall

to serve its customers, the company, suppliers, marketing intermediaries, customer markets, competitors, and publics

The Companys Microenvironment

Actors in the Microenvironment

Chapter 3- slide 5Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall

The Companys Microenvironment

Top management

Finance

R&D

The Company

Chapter 3- slide 6Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall

R&D

Purchasing

Operations

Accounting

The Companys Microenvironment

Provide the resources to produce goods and services

Treated as partners to provide customer

Suppliers

Chapter 3- slide 7Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall

Treated as partners to provide customer value

The Companys Microenvironment

Help the company to promote, sell and distribute its

Marketing Intermediaries

Chapter 3- slide 8Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall

distribute its products to final buyers

The Companys Microenvironment

ResellersPhysical

distribution firms

Types of Marketing Intermediaries

Chapter 3- slide 9Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall

firms

Marketing services agencies

Financial intermediaries

The Companys Microenvironment

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

Competitors

Chapter 3- slide 10Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall

competitors offerings

The Companys Microenvironment

Publics

Any group that has an actual or potential interest in or impact on an organizations ability to achieve its objectives Media publics

Chapter 3- slide 11Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall

Media publics

Government publics

Citizen-action public

General public

The Companys Macroenvironment

Chapter 3- slide 12Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall

The Companys 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

Demographic Environment

Chapter 3- slide 13Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall

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

The Companys Macroenvironment

Increasing population

Rapid growth in urban population in Asia

In India, urban population to rise to 523 million

Demographic Environment

Chapter 3- slide 14Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall

In India, urban population to rise to 523 million by 2025

The Companys Macroenvironment

A growing middle class

MGI has divided the Indian population into 5 economic classes

Demographic Environment

Chapter 3- slide 15Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall

economic classes

Division based on real annual disposable income

The Companys Macroenvironment

Deprived households have an annual disposable income of less than Rs 90,000

The poorest economic class

Demographic Environment

Chapter 3- slide 16Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall

The poorest economic class

Mostly unskilled or semi-skilled workers on daily wages

The Companys Macroenvironment

Aspirers have an annual disposable income in the range of Rs 90,000 to Rs 200,000

Demographic Environment

Chapter 3- slide 17Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall

200,000

Spend most of their income on basic necessities

Small-time retailers, small farmers, etc.

The Companys Macroenvironment

Seekers have an annual disposable income between Rs 200,000 and Rs 500,000. Mostly white-collar employees, mid-level government officials, newly employed

Demographic Environment

Chapter 3- slide 18Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall

government officials, newly employed

postgraduates, medium-scale traders

The Companys Macroenvironment

Strivers have an annual income ranging from Rs 500,000 to Rs 1,000,000

Have a stable income source and access to

Demographic Environment

Chapter 3- slide 19Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall

Have a stable income source and access to amenities

Mostly professionals such as lawyers, CAs, senior government officials, rich farmers

The Companys Macroenvironment

Global Indians have an annual disposable income in excess of Rs 1,000,000

Demographic Environment

Chapter 3- slide 20Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall

1,000,000

Creamy layer in society

Globe-trotters with a high standard of living

The Companys Macroenvironment

Demographic Environment

Growth in the rural population

A changing family system

The changing role of women

Chapter 3- slide 21Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall

The changing role of women

Increasing diversity

The Companys Macroenvironment

Economic environment consists of factors that affect consumer purchasing power and spending patterns

Economic Environment

Chapter 3- slide 22Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall

spending patterns

Industrial economies are richer markets

Subsistence economies consume most of their own agriculture and industrial output

The Companys Macroenvironment

The global financial crisis of 20072009 has affected the consumption and production of many products

Economic Environment

Chapter 3- slide 23Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall

The Companys Macroenvironment

Ernst EngelEngels Law

As income rises:

Economic EnvironmentChanges in Consumer Spending Patterns

Chapter 3- slide 24Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall

As income rises:

The percentage spent on food declines

The percentage spent on housing remains constant

The percentage spent on savings increases

The Companys Macroenvironment

Natural environment involves the natural resources that are needed as inputs by marketers or that are affected by marketing activities

Natural Environment

Chapter 3- slide 25Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall

activities

Trends

Shortages of raw materials

Increased pollution

Increase government intervention

Environmentally sustainable strategies

The Companys Macroenvironment

Technological Environment

Most dramatic force in changing the marketplace

Creates new products and opportunities

Chapter 3- slide 26Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall

opportunities

Safety of new product always a concern

The Companys Macroenvironment

Political environment consists of laws, government agencies, and pressure groups that influence or limit various organizations

Political Environment

Chapter 3- slide 27Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall

that influence or limit various organizations and individuals in a given society

The Companys Macroenvironment

Legislation regulating business Increased legislation

Changing government agency enforcement

New forms of nontariff barriers in trade

Political Environment

Chapter 3- slide 28Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall

New forms of nontariff barriers in trade

Increased emphasis on ethics Socially responsible behavior

Cause-related marketing

The Companys Macroenvironment

Cultural environment consists of institutions and other forces that affect a societys basic values, perceptions, a