Chapter 3 of Marketing

8/20/2019 Chapter 3 of Marketing

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Chapter Three

Analyzing the MarketingEnvironment


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!naly"ing the #ar$etingEn%iron&ent

• The Company’s Microenvironment

• The Company’s Macroenvironemnt

• Responding to the Marketing

Environment

'opic (utline


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'he #ar$eting En%iron&ent

'he &ar$eting en%iron&ent includes

the actors and forces outside marketing

that affect marketing management’sability to build and maintain successful

relationships ith target customers


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Chapter 3- slide )Copyright © 2010 Pearson Education, Inc.


'he #ar$eting En%iron&ent

#icroen%iron&ent consists of the actors

close to the company that affect its

ability to serve its customers !! thecompany" suppliers" marketing

intermediaries" customer markets"

competitors" and publics


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Chapter 3- slide *Copyright © 2010 Pearson Education, Inc.


'he Co&pany+s#icroen%iron&ent

• Top management

• #inance

• R$%

• &urchasing

• 'perations• Accounting

'he Co&pany


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Chapter 3- slide Copyright © 2010 Pearson Education, Inc.



• &rovide the resources to produce goods

and services

• Treated as partners to provide customer

value

uppliers


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• (elp the company to promote" selland distribute its products to final

buyers

#ar$eting Inter&ediaries


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'ypes o #ar$eting Inter&ediaries


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• #irms must gain strategic advantage by

positioning their offerings against

competitors’ offerings

Co&petitors


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• Any group that has an actual or potential

interest in or impact on an organization’s

ability to achieve its ob)ectives * #inancial publics

* Media publics

* +overnment publics

* Citizen!action publics

* ,ocal publics

* +eneral public

* -nternal publics

Publics


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'he Co&pany+s#acroen%iron&ent

e&ography is the study of human populationsin terms of size" density" location" age" gender"

race" occupation" and other statistics• %emographic environment is important

because it involves people" and people makeup markets

• %emographic trends include age" familystructure" geographic population shifts"educational characteristics" and populationdiversity

e&ographic En%iron&ent


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• Changing age structure of the

population * .aby boomers include people born

beteen /012 and /021

* Most affluent Americans



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• +eneration 3 includes people born

beteen /024 and /052

* (igh parental divorce rates

* Cautious economic outlook

* ,ess materialistic

* #amily comes first

* ,ag behind on retirement savings



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Chapter 3- slide 1)Copyright © 2010 Pearson Education, Inc.



• Millennials 6gen 7 or echo boomers8

include those born beteen /055 and

9::: * Comfortable ith technology

* -ncludes;

• Teens 6ages


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Chapter 3- slide 1*Copyright © 2010 Pearson Education, Inc.



enerational &ar$eting is important in

segmenting people by lifestyle of life stateinstead of age



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More people are;

• %ivorcing or separating

• Choosing not to marry

• Choosing to marrying later

• Marrying ithout intending to have children

• -ncreased number of orking omen

• >tay!at!home dads



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• +roth in ?nited >tates @est and >outh

and decline in Midest and ortheast

• Moving from rural to metropolitan areas

• Changes in here people ork

* Telecommuting

* (ome office

* %ivorcing or separating



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• Changes in the orkforce

* More educated * More hite collar



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Markets are becoming more diverse

* -nternational * ational

• -ncludes;

* Ethnicity

* +ay and lesbian

* %isabled


Increased i%ersity


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Econo&ic en%iron&ent consists of

factors that affect consumer purchasing

poer and spending patterns

• -ndustrial economies are richer markets

• >ubsistence economies consume most

of their on agriculture and industrial

output

Econo&ic En%iron&ent


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• Changes in income

•Balue marketing involves ays to offerfinancially cautious buyers greater

valuethe right combination of Duality

and service at a fair price



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• Ernst EngelEngel’s ,a

• As income rises;

* The percentage spent on food declines

* The percentage spent on housing remains

constant * The percentage spent on savings

increases


Changes in Consu&er pending Patterns


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atural en%iron&ent involves the natural resources

that are needed as inputs by marketers or that are

affected by marketing activities

• Trends

* >hortages of ra materials

* -ncreased pollution

* -ncrease government intervention * Environmentally sustainable strategies

atural En%iron&ent


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• Most dramatic force in changing the

marketplace• Creates ne products and opportunities

• >afety of ne product alays a concern

'echnological En%iron&ent


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Political en%iron&ent consists of las"

government agencies" and pressure

groups that influence or limit various

organizations and individuals in a given

society

Political En%iron&ent


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• ,egislation regulating business

* -ncreased legislation

* Changing government agency enforcement

• -ncreased emphasis on ethics

* >ocially responsible behavior

* Cause!related marketing

Political En%iron&ent


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Cultural en%iron&ent consists of

institutions and other forces that affect a

society’s basic values" perceptions" and

behaviors

Cultural En%iron&ent


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Core belies and %alues are persistent and

are passed on from parents to children andare reinforced by schools" churches"

businesses" and government

econdary belies and %alues are more

open to change and include people’s viesof themselves" others" organizations"

society" nature" and the universe


Persistence o Cultural 4alues


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• &eople’s vie of themselves

* 7ankelovich Monitor’s consumer

segments;

• %o!-t!7ourselfersrecent movers

• Adventurers• &eople’s vie of others

* More cocooningF


hits in econdary Cultural 4alues


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• &eople’s vie of organizations

• &eople’s vie of society * &atriots defend it

* Reformers ant to change it

* Malcontents ant to leave it




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• &eople’s vie of nature

* >ome feel ruled by it

* >ome feel in harmony ith it

* >ome seek to master it

• &eople’s vie of the universe

* Reneed interest in spirituality




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5esponding to the #ar$etingEn%iron&ent

4ie6s on 5esponding


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Chapter 3 of Marketing