Chapter Three: Analyzing The Marketing Environment
Chapter Three: Analyzing The Marketing Environment
Chapter Three: Analyzing The Marketing Environment
Copyright © 2009
2010 Pearson Education, Inc.
Chapter 3- slide 1
Publishing as Prentice Hall
Analyzing the Marketing
Environment
• Topic Outline
• Top management •
• Finance
• R&D
• Purchasing
• Operations
• Accounting
•
buyers
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
•
Copyright © 2010 Pearson Education, Inc.
Chapter 3- slide 11
Publishing as Prentice Hall
The Company’s
Macroenvironment
• Generational marketing is
important in segmenting people
by lifestyle of life state
instead of age
•
• Divorcing or separating
• Choosing not to marry
• Choosing to marry later
• Marrying without intending to have
children
• Increased number of working women
• Stay-at-home dads
•
Copyright © 3333 Pearson Education, Inc.
Chapter 3- slide 33
Publishing as Prentice Hall
The Company’s
•
Macroenvironment
Demographic Environment
• Growth in U.S. West and
South and decline in
Midwest and Northeast
• Moving from rural to
metropolitan areas
• Changes in where people
work
– Telecommuting
– Home office
– Divorcing or separating
•
diverse
• International
• National
Includes:
•
• Ethnicity
• Gay and lesbian
• Disabled
•
force in changing
the marketplace
•Creates new
products and
opportunities
•Safety of new
product always a
concern
• Legislation regulating
business
– Increased legislation
– Changing government
agency enforcement
• Increased emphasis on
ethics
– Socially responsible
behavior
– Cause-related marketing
•
Copyright © 2010 Pearson Education, Inc.
Chapter 3- slide 28
Publishing as Prentice Hall
The Company’s
•
Macroenvironment
Cultural Environment
• Renewed interest in
spirituality