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Chapter 3: Analyzing the Marketing Environment

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Josh Johnstone

on 21 October 2014

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Transcript of Chapter 3: Analyzing the Marketing Environment

Analyzing the Marketing Environment
Chapter 3
The marketing environment includes the actors and forces outside marketing that affect marketing management’s ability to build and maintain successful relationships with customers. More than any other group in the company, marketers must be environmental trend trackers and opportunity seekers.
Microenvironment / Macroenvironemnt
Demographic Environment
Economic Environment
Natural Environment
Technological Environment
Political and Social Environment
Cultural Environment
Responding to the Marketing Environment

Macroenvironment
Actors in the Microenvironment
The Company's Microenvironment
The Company
Microenvironment
Marketing success requires building relationships with other company departments, suppliers, marketing intermediaries, competitors, various publics, and customers, which combine to make up the company’s value delivery network.

Top management sets the company’s mission, objectives, broad strategies, and policies. Marketing managers make decisions within the broader strategies and plans made by top management.
Finance
R&D
Purchasing
Operations
Accounting
Provide the resources to produce goods and services
Treat as partners to provide customer value
Help the company to promote, sell and distribute its products to final buyers

Types of Intermediaries
Firms must gain strategic advantage by positioning their offerings against competitors’ offerings
Any group that has an actual or potential interest in or impact on an organization’s ability to achieve its objectives
Financial publics
Media publics
Government publics
Citizen-action publics
Local publics
General public
Internal publics
Consumer markets
Business markets
Government markets
International markets
Macroenvironment consists of the larger societal forces that affect the microenvironment—demographic, economic, natural, technological, political, and cultural forces.

Actors in the Macroenvironment
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, educational characteristics, and population diversity
Baby Boomers
Born 1946 to 1964
rethinking the purpose and value of their work, responsibilities, and relationships.
spending more carefully and planning to work longer
the wealthiest generation in U.S. history

Changing American Family Means More people are:
Marrying without intending to have children
Increasing number of working women
Increasing number of stay-at-home dads
Divorcing or separating
Choosing not to marry
Choosing to marry later
Changes in the Workforce
More educated
More white collar
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
Most dramatic force in changing the marketplace
New products, opportunities
Concern for the safety of new products
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


macroenvironment consists of the larger societal forces that affect the microenvironment—demographic, economic, natural, technological, political, and cultural forces.

The Company's Microenvironment
Suppliers
Marketing managers must watch supply availability and costs. Supply shortages or delays, labor strikes, natural disasters, and other events can cost sales and damage customer satisfaction.
The Company's Microenvironment
Marketing Intermediaries
Coke:
Understands each retailer partner’s business
Conducts consumer research and share with partners
Develops marketing programs and merchandising for partners
The Company's Microenvironment
Marketing Intermediaries
Resellers:
Distribution channel firms that help the company find customers or make sales to them. These include wholesalers and retailers who buy and resell merchandise.
The Company's Microenvironment
Marketing Intermediaries
Physical Distribution Firms
help the company stock and move goods from their points of origin to their destinations
The Company's Microenvironment
Marketing Intermediaries
Marketing Services Agencies
The marketing research firms, advertising agencies, media firms, and marketing consulting firms that help the company target and promote its products to the right markets.
The Company's Microenvironment
Marketing Intermediaries
Financial Intermediaries
Banks, credit companies, insurance companies, and other businesses that help finance transactions or insure against the risks associated with the buying and selling of goods.
The Company's Microenvironment
Marketing Intermediaries
The Company's Microenvironment
Competitors
Marketers must gain strategic advantage by positioning their offerings strongly against competitors’ offerings in the minds of consumers.
The Company's Microenvironment
Publics
The Company's Microenvironment
Customers
The Company's Macroenvironment
The company and all of the other actors operate in a larger macroenvironment of forces that shape opportunities and pose threats to the company. Even the most dominant companies can be vulnerable to the often turbulent and changing forces in the marketing environment.
The Company's Macroenvironment
Demographic Environment
The Company's Macroenvironment
Demographic Environment
Generation X
Includes people born between 1965 and 1976
High parental divorce rates
Cautious economic outlook
Less materialistic
Family comes first

The Company's Macroenvironment
Demographic Environment
Millennials (gen Y or echo boomers)
Include those born between 1977 and 2000
Most financially strapped generation
Higher unemployment and saddled with more debt
Comfortable with technology

The Company's Macroenvironment
Demographic Environment
The Company's Macroenvironment
Generational Marketing
Generational marketing is important in segmenting people by lifestyle instead of just age.
Defining people by their birth date may be less effective than segmenting them by their lifestyle, life stage, or the common values they seek in the products they buy.

The Company's Macroenvironment
Demographic Environment
The Company's Macroenvironment
Demographic Environment
The Company's Macroenvironment
Demographic Environment
Increasing Diversity
International
National
Includes:
Ethnicity
Gay and lesbian
Disabled
The Company's Macroenvironment
Economic Environment
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
The Company's Macroenvironment
Natural Environment
The Company's Macroenvironment
Technological Environment
The Company's Macroenvironment
Political & Social Environment
Legislation regulating business
Increased legislation
Changing government agency enforcement
Socially responsible behavior
Cause-related marketing
iBeacon
The Company's Macroenvironment
Cultural Environment
Institutions and other forces that affect a society’s basic values, perceptions, and behaviors
Core beliefs and values are persistent and are passed on from parents to children and are reinforced by schools, churches, businesses, and government
Secondary beliefs and values are more open to change and include people’s views of themselves, others, organization, society, nature, and the universe
The Company's Macroenvironment
Cultural Environment
People’s view of themselves
Emphasis on serving themselves versus serving others.
People’s view of others
Attitudes toward and interactions with others
People’s view of organizations
Attitudes toward corporations, government agencies, trade unions, universities, and other organizations
Decline of loyalty toward companies
People’s view of society
Patriots / Reformers / Malcontents
Full transcript