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    CH 3

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    Palash Debnath
    1) The marketing environment consists of external forces that affect marketing decisions and include the microenvironment of close actors like suppliers, customers, and competitors, as well as the macroenvironment of broader societal forces. 2) McDonald's faced challenges from shifting consumer lifestyles and perceptions of unhealthiness, which it responded to by initiatives like healthier options and upscale alternatives to focus on quality. 3) Understanding the dynamic marketing environment is crucial for companies to monitor trends, adapt strategies accordingly, and shape events rather than passively accept changes.

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    CH 3

    Uploaded by

    Palash Debnath
    9 views18 pages
    1) The marketing environment consists of external forces that affect marketing decisions and include the microenvironment of close actors like suppliers, customers, and competitors, as well as the macroenvironment of broader societal forces. 2) McDonald's faced challenges from shifting consumer lifestyles and perceptions of unhealthiness, which it responded to by initiatives like healthier options and upscale alternatives to focus on quality. 3) Understanding the dynamic marketing environment is crucial for companies to monitor trends, adapt strategies accordingly, and shape events rather than passively accept changes.

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    Ch 3

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    1) The marketing environment consists of external forces that affect marketing decisions and include the microenvironment of close actors like suppliers, customers, and competitors, as well as the macroenvironment of broader societal forces. 2) McDonald's faced challenges from shifting consumer lifestyles and perceptions of unhealthiness, which it responded to by initiatives like healthier options and upscale alternatives to focus on quality. 3) Understanding the dynamic marketing environment is crucial for companies to monitor trends, adapt strategies accordingly, and shape events rather than passively accept changes.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPT, PDF, TXT or read online from Scribd
    Download as ppt, pdf, or txt
    9 views18 pages

    CH 3

    Uploaded by

    Palash Debnath
    1) The marketing environment consists of external forces that affect marketing decisions and include the microenvironment of close actors like suppliers, customers, and competitors, as well as the macroenvironment of broader societal forces. 2) McDonald's faced challenges from shifting consumer lifestyles and perceptions of unhealthiness, which it responded to by initiatives like healthier options and upscale alternatives to focus on quality. 3) Understanding the dynamic marketing environment is crucial for companies to monitor trends, adapt strategies accordingly, and shape events rather than passively accept changes.

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    of 18

    The Marketing Environment

    Chapter 3

    Learning Goals
    1.

    2.

    3.

    4.

    5.

    Understand environmental forces Learn how demographic and economic factors affect marketing Identify trends in the firms natural and technological environments Explore key changes in political and cultural environments Realize how companies react to the marketing environment

    Case Study
    McDonalds Challenges and Reactions
    Challenges

    Marketing Initiatives
    Focus on core competency of consistent products and reliable service Upscale alternative including McCafe and Bistro Gourmet Healthier food options with elimination of supersize and introduction of Go Active! Adult Happy Meal

    Shifting consumer lifestyles Low ratings of food and service quality Atmosphere not upscale Image of being unclassy, uncultured and uncool to younger target markets

    The Marketing Environment

    Marketing Environment:

    The actors and forces outside marketing that affect marketing managements ability to build and maintain successful relationships with target customers

    Microenvironment

    Includes the actors close to the company

    Macroenvironment

    Involves larger societal forces

    Goal 1: Understand environmental factors

    Microenvironment
    Actors
    1. The company 2. Suppliers 3. Marketing intermediaries 4. Customers 5. Competitors 6. Publics

    Marketing must consider other parts of the organization including finance, R&D, purchasing, operations and accounting Marketing decisions must relate to broader company goals and strategies

    Goal 1: Describe environmental factors

    Microenvironment
    Actors
    1. The company 2. Suppliers 3. Marketing intermediaries 4. Customers 5. Competitors 6. Publics

    Marketers must watch supply availability and pricing Effective partnership relationship management with suppliers is essential

    Goal 1: Describe environmental factors

    Microenvironment
    Actors
    1. The company 2. Suppliers 3. Marketing intermediaries 4. Customers 5. Competitors 6. Publics

    Help to promote, sell and distribute goods to final buyers Include resellers, physical distribution firms, marketing services agencies and financial intermediaries Effective partner relationship management is essential

    Goal 1: Describe environmental factors

    Microenvironment
    Actors
    1. The company 2. Suppliers 3. Marketing intermediaries 4. Customers 5. Competitors 6. Publics

    The five types of customer markets


    Consumer Business Reseller Government International

    Goal 1: Describe environmental factors

    Microenvironment
    Actors
    1. The company 2. Suppliers 3. Marketing intermediaries 4. Customers 5. Competitors 6. Publics

    Conducting competitor analysis is critical for success of the firm A marketer must monitor its competitors offerings to create strategic advantage

    Goal 1: Describe environmental factors

    Microenvironment
    Actors
    1. The company 2. Suppliers 3. Marketing intermediaries 4. Customers 5. Competitors 6. Publics

    A group that has an actual or potential interest in or impact on an organization Seven publics include:

    Financial Media Government Citizen-action Local General Internal

    Goal 1: Describe environmental factors

    The Macroenvironment

    Macroenvironmental Forces

    Demographic Economic Natural

    Technological Political Cultural

    Goal 1: Describe environmental factors

    Demographic Environment

    Demographic Environment:

    The study of human populations in terms of size, density, location, age, gender, race, occupation and other statistics

    Goal 2: Learn how demographic & economic factors affect marketing

    Natural Environment

    Natural Environment:

    Involves the natural resources that are needed as inputs by marketers or that are affected by marketing activities
    Shortages of raw materials Increased pollution Increased government intervention

    Trends

    Goal 3: Identify trends in natural and technological environments

    Technological Environment

    The most dramatic force shaping our destiny Rapidly changing force which creates many new marketing opportunities but also turns many existing products extinct

    Goal 3: Identify trends in natural and technological environments

    Political Environment

    Consists of laws, government agencies and pressure groups that influence or limit various organizations and individuals in a given society

    Legislation affecting businesses worldwide has increased Laws protect companies, consumers and the interests of society Increased emphasis on socially responsible actions

    Goal 4: Explore political and cultural environments

    Cultural Environment

    Made up of institutions and other forces that affect a societys basic values, perceptions, preferences and behaviors.

    Goal 4: Explore political and cultural environments

    Responding to the Marketing Environment


    There are three kinds of companies: those who make things happen, those who watch things happen, and those who wonder whats happened.

    Passive acceptance Proactive stance

    Goal 5: Realize how companies react to the marketing environment

    Thank you

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