Upload
yu-jun-tan
View
223
Download
0
Embed Size (px)
Citation preview
7/29/2019 Analyzing the Market Environment(1)
1/34
3- 1Copyright 2012 Pearson Education,
Inc. Publishing as Prentice Hall
it s good andgood for you
Chapter Three
Analyzing the Marketing
Environment
7/29/2019 Analyzing the Market Environment(1)
2/34
3-2Copyright 2012Pearson Education, Inc.
Publishing as Prentice Hall
Analyzing the MarketingEnvironment
The Companys Microenvironment
The Companys Macroenvironemnt
The Demographic Marketing Environment The Economic Environment
The Natural Environment
The Technological Environment
The Political and Social Environment
The Cultural Environment
Responding to the Marketing Environment
Topic Outline
7/29/2019 Analyzing the Market Environment(1)
3/34
3-3Copyright 2012Pearson Education, Inc.
Publishing as Prentice Hall
The Marketing Environment
The marketing environment includes the
actors and forces outside marketing that
affect marketing managements ability tobuild and maintain successful relationships
with customers
7/29/2019 Analyzing the Market Environment(1)
4/34
3-4Copyright 2012Pearson 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
7/29/2019 Analyzing the Market Environment(1)
5/34
3-5Copyright 2012Pearson Education, Inc.
Publishing as Prentice Hall
The CompanysMicroenvironment
Actors in the Microenvironment
7/29/2019 Analyzing the Market Environment(1)
6/34
3-6Copyright 2012Pearson Education, Inc.
Publishing as Prentice Hall
The CompanysMicroenvironment
Top management
Finance
R&D
Purchasing
Operations
Accounting
The Company
7/29/2019 Analyzing the Market Environment(1)
7/343-7
Copyright 2012Pearson Education, Inc.
Publishing as Prentice Hall
The CompanysMicroenvironment
Provide the resources to produce goods
and services
Treat as partners to provide customer
value
Suppliers
7/29/2019 Analyzing the Market Environment(1)
8/343-8
Copyright 2012Pearson Education, Inc.
Publishing as Prentice Hall
The CompanysMicroenvironment
Help the company to
promote, sell anddistribute its
products to final
buyers
Marketing Intermediaries
7/29/2019 Analyzing the Market Environment(1)
9/343-9
Copyright 2012Pearson Education, Inc.
Publishing as Prentice Hall
The CompanysMicroenvironment
Resellers
Physical
distributionfirms
Marketingservicesagencies
Financialintermediaries
Types of Marketing Intermediaries
7/29/2019 Analyzing the Market Environment(1)
10/34
3-10Copyright 2012Pearson Education, Inc.
Publishing as Prentice Hall
The CompanysMicroenvironment
Firms must gain strategic advantage by
positioning their offerings against
competitors offerings
Competitors
http://www.pg.com/en_US/products/all_products/index.shtml7/29/2019 Analyzing the Market Environment(1)
11/34
3-11Copyright 2012Pearson Education, Inc.
Publishing as Prentice Hall
The CompanysMicroenvironment
Publics
Any group that has an actual or
potential interest in or impact on
an organizations ability to
achieve its objectives
Financial publics
Media publics
Government publics
Citizen-action publics Local publics
General public
Internal publics
7/29/2019 Analyzing the Market Environment(1)
12/34
3-12Copyright 2012Pearson Education, Inc.Publishing as Prentice Hall
The CompanysMicroenvironment
Consumer markets
Business markets
Government markets
International markets
Customers
7/29/2019 Analyzing the Market Environment(1)
13/34
3-13Copyright 2012Pearson Education, Inc.Publishing as Prentice Hall
The CompanysMacroenvironment
7/29/2019 Analyzing the Market Environment(1)
14/34
3-14Copyright 2012Pearson Education, Inc.Publishing as Prentice Hall
The CompanysMacroenvironment
Demography: the study of human populations--size, density, location, age, gender, race,
occupation, and other statistics Demographic environment: involves people,
and people make up markets
Demographic trends: shifts in age, family
structure, geographic population, educationalcharacteristics, and population diversity
Demographic Environment
7/29/2019 Analyzing the Market Environment(1)
15/34
3-15Copyright 2012Pearson Education, Inc.Publishing as Prentice Hall
The CompanysMacroenvironment
Changing age structure of the population
Baby boomers include people born between
1946 and 1964
Most affluent Americans
Demographic Environment
http://www.boomersint.org/7/29/2019 Analyzing the Market Environment(1)
16/34
3-16Copyright 2012Pearson Education, Inc.Publishing as Prentice Hall
The CompanysMacroenvironment
Generation X includes people born
between 1965 and 1976
High parental divorce rates
Cautious economic outlook
Less materialistic
Family comes first
Demographic Environment
7/29/2019 Analyzing the Market Environment(1)
17/34
3-17Copyright 2012Pearson Education, Inc.Publishing as Prentice Hall
The CompanysMacroenvironment
Millennials (gen Y or echo boomers) include
those born between 1977 and 2000
Comfortable with technology
Tweens (ages 812)
Teens (1319)
Young adults (20s)
Demographic Environment
7/29/2019 Analyzing the Market Environment(1)
18/34
3-18Copyright 2012Pearson Education, Inc.Publishing as Prentice Hall
The CompanysMacroenvironment
Generational marketing
is important insegmenting people by
lifestyle of life state
instead of age
Demographic Environment
7/29/2019 Analyzing the Market Environment(1)
19/34
3-19Copyright 2012Pearson Education, Inc.Publishing as Prentice Hall
The CompanysMacroenvironment
More people are:
Divorcing or separating
Choosing not to marry
Choosing to marry later
Marrying without intending to have children
Increasing number of working women
Increasing number of stay-at-home dads
Demographic Environment
7/29/2019 Analyzing the Market Environment(1)
20/34
3-20Copyright 2012Pearson Education, Inc.Publishing as Prentice Hall
The CompanysMacroenvironment
Growth in U.S. West and
South and decline in
Midwest and Northeast Move from rural to
metropolitan areas
Change in where people
work
Telecommuting
Home office
Demographic Environment
7/29/2019 Analyzing the Market Environment(1)
21/34
3-21Copyright 2012Pearson Education, Inc.Publishing as Prentice Hall
The CompanysMacroenvironment
Changes in the Workforce
More educated
More white collar
Demographic Environment
http://www.monster.com/7/29/2019 Analyzing the Market Environment(1)
22/34
3-22Copyright 2012Pearson Education, Inc.Publishing as Prentice Hall
The CompanysMacroenvironment
Demographic EnvironmentIncreased Diversity
Markets are becoming more diverse
International National
Includes:
Ethnicity
Gay and lesbian Disabled
7/29/2019 Analyzing the Market Environment(1)
23/34
3-23Copyright 2012Pearson Education, Inc.Publishing as Prentice Hall
The CompanysMacroenvironment
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
Economic Environment
7/29/2019 Analyzing the Market Environment(1)
24/34
3-24Copyright 2012Pearson Education, Inc.Publishing as Prentice Hall
The CompanysMacroenvironment
Value marketing
offering financially cautious
buyers greater value
the right combination of
quality and service at a
fair price
Economic Environment
7/29/2019 Analyzing the Market Environment(1)
25/34
3-25Copyright 2012Pearson Education, Inc.Publishing as Prentice Hall
The CompanysMacroenvironment
Natural environment: natural resources that
are needed as inputs by marketers or that
are affected by marketing activities
Trends
Increased shortages of raw materials
Increased pollution
Increased government intervention Increased environmentally sustainable
strategies
Natural Environment
http://www.greenbiz.com/7/29/2019 Analyzing the Market Environment(1)
26/34
3-26Copyright 2012Pearson Education, Inc.Publishing as Prentice Hall
The CompanysMacroenvironment
Technological Environment
Most dramatic forcein changing the
marketplace
New products,opportunities
Concern for thesafety of newproducts
7/29/2019 Analyzing the Market Environment(1)
27/34
3-27Copyright 2012Pearson Education, Inc.Publishing as Prentice Hall
The CompanysMacroenvironment
Political environment
laws, government agencies, and pressuregroups that influence or limit various
organizations and individuals in a given
society
Political and Social Environment
7/29/2019 Analyzing the Market Environment(1)
28/34
3-28Copyright 2012Pearson Education, Inc.Publishing as Prentice Hall
The CompanysMacroenvironment
Legislation regulating
business
Increased legislation
Changing government
agency enforcement
Increased emphasis on ethics
Socially responsiblebehavior
Cause-related marketing
Political and Social Environment
7/29/2019 Analyzing the Market Environment(1)
29/34
3-29Copyright 2012Pearson Education, Inc.Publishing as Prentice Hall
The CompanysMacroenvironment
Cultural environment consists of institutions
and other forces that affect a societys
basic values, perceptions, and behaviors
Cultural Environment
7/29/2019 Analyzing the Market Environment(1)
30/34
3-30Copyright 2012Pearson Education, Inc.Publishing as Prentice Hall
The CompanysMacroenvironment
Core beliefs and values are persistent and are
passed on from parents to children and arereinforced by schools, churches, businesses,
and government
Secondary beliefs and values are more open to
change and include peoples views of
themselves, others, organization, society,
nature, and the universe
Cultural Environment
Persistence of Cultural Values
7/29/2019 Analyzing the Market Environment(1)
31/34
3-31Copyright 2012Pearson Education, Inc.Publishing as Prentice Hall
The CompanysMacroenvironment
Peoples view of themselves People vary in their emphasis on
serving themselves versus serving
others.
Peoples view of others More cocooning staying home,
home cooked meals
Cultural EnvironmentShifts in Secondary Cultural Values
7/29/2019 Analyzing the Market Environment(1)
32/34
3-32Copyright 2012Pearson Education, Inc.Publishing as Prentice Hall
The CompanysMacroenvironment
Peoples view of organizations
Decline of loyalty toward companies
Peoples view of society
Patriots defend it
Reformers want to change it
Malcontents want to leave it
Cultural EnvironmentShifts in Secondary Cultural Values
7/29/2019 Analyzing the Market Environment(1)
33/34
3-33Copyright 2012Pearson Education, Inc.Publishing as Prentice Hall
The CompanysMacroenvironment
Cultural EnvironmentShifts in Secondary Cultural Values
Peoples view of nature
Some feel ruled by it
Some feel in harmony with it
Some seek to master it
Peoples view of the universe
Renewed interest in spirituality Developed more permanent values
family, community, earth, faith,
ethics
7/29/2019 Analyzing the Market Environment(1)
34/34
3 34Copyright 2012Pearson Education Inc
Responding to the MarketingEnvironment
Uncontrollable
React andadapt toforces in theenvironment
Proactive
Aggressiveactions toaffect forcesin theenvironment
Reactive
Watchingand reactingto forces intheenvironment
Views on Responding