Market - Chapter Three
Market - Chapter Three
Market - Chapter Three
Principles of Marketing
Sir Crisson Jasper P. Fermalino
Analyzing the
Marketing Environment
Topic Outline
The Company’s Microenvironment
The Company’s Macroenvironemnt
Responding to the Marketing Environment
1
2/15/2023
The Marketing
Environment
2
2/15/2023
The Company
Top management
Finance
R&D
Purchasing
Operations
Accounting
Suppliers
Provide the
resources to
produce goods
and services
Treated as partners
to provide
customer value
3
2/15/2023
Marketing Intermediaries
Physical
Resellers distribution
firms
Marketing
Financial
services
intermediaries
agencies
4
2/15/2023
Competitors
Firms must gain
strategic
advantage by
positioning their
offerings against
competitors’
offerings
Publics
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
5
2/15/2023
Demographic Environment
Demography is the
study of human
populations in terms of
size, density, location,
age, gender, race,
occupation, and other
statistics
Demographic Environment
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
6
2/15/2023
Demographic Environment
Demographic Environment
Generation X includes people born between 1965
and 1976
High parental divorce rates
Cautious economic outlook
Less materialistic
Family comes first
Lag behind on retirement savings
7
2/15/2023
Demographic Environment
Demographic Environment
Generational marketing is important in
segmenting people by lifestyle of life state
instead of age,
More people are:
Divorcing or separating
Choosing not to marry
Choosing to marrying later
Marrying without intending to have children
Increased number of working women
Stay-at-home dads
8
2/15/2023
Economic Environment
Economic environment consists of factors that
affect consumer purchasing power and
spending patterns
9
2/15/2023
Economic Environment
Changes in Consumer Spending Patterns
Natural Environment
Natural environment involves the natural resources
that are needed as inputs by marketers or that are
affected by marketing activities
Trends
Shortages of raw materials
Increased pollution
Increase government intervention
Environmentally sustainable strategies
10
2/15/2023
Technological Environment
Most dramatic force in changing the marketplace
Creates new products and opportunities
Safety of new product always a concern
Political Environment
Political environment consists of laws, government
agencies, and pressure groups that influence or
limit various organizations and individuals in a
given society.
11
2/15/2023
Cultural Environment
Cultural environment consists of institutions and
other forces that affect a society’s basic values,
perceptions, and behaviors
Cultural Environment
Persistence of Cultural Values
12
2/15/2023
Cultural Environment
Shifts in Secondary Cultural Values
Cultural Environment
Shifts in Secondary Cultural Values
13
2/15/2023
Cultural Environment
Shifts in Secondary Cultural Values
Responding to the
Marketing Environment
Views on Responding
14