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    Marketing Management: Chapter Two: Marketing Environment

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    Saleamlak Afire
    This document provides an overview of marketing environment including microenvironment and macroenvironment. It discusses the key forces in the microenvironment that directly influence a company such as customers, competitors, suppliers, and publics. It also examines the broader macroenvironment comprising of demographic, economic, natural, technological, political, and cultural forces that shape market opportunities. Some of the key Ethiopian demographic and economic trends are highlighted. The importance of environmental scanning and management is emphasized to help companies adapt to changes in the dynamic marketing environment.

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    Marketing Management: Chapter Two: Marketing Environment

    Uploaded by

    Saleamlak Afire
    7 views18 pages
    This document provides an overview of marketing environment including microenvironment and macroenvironment. It discusses the key forces in the microenvironment that directly influence a company such as customers, competitors, suppliers, and publics. It also examines the broader macroenvironment comprising of demographic, economic, natural, technological, political, and cultural forces that shape market opportunities. Some of the key Ethiopian demographic and economic trends are highlighted. The importance of environmental scanning and management is emphasized to help companies adapt to changes in the dynamic marketing environment.

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    Ch-2

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    This document provides an overview of marketing environment including microenvironment and macroenvironment. It discusses the key forces in the microenvironment that directly influence a company such as customers, competitors, suppliers, and publics. It also examines the broader macroenvironment comprising of demographic, economic, natural, technological, political, and cultural forces that shape market opportunities. Some of the key Ethiopian demographic and economic trends are highlighted. The importance of environmental scanning and management is emphasized to help companies adapt to changes in the dynamic marketing environment.

    Copyright:

    © All Rights Reserved
    Download as PPT, PDF, TXT or read online from Scribd
    Download as ppt, pdf, or txt
    7 views18 pages

    Marketing Management: Chapter Two: Marketing Environment

    Uploaded by

    Saleamlak Afire
    This document provides an overview of marketing environment including microenvironment and macroenvironment. It discusses the key forces in the microenvironment that directly influence a company such as customers, competitors, suppliers, and publics. It also examines the broader macroenvironment comprising of demographic, economic, natural, technological, political, and cultural forces that shape market opportunities. Some of the key Ethiopian demographic and economic trends are highlighted. The importance of environmental scanning and management is emphasized to help companies adapt to changes in the dynamic marketing environment.

    Copyright:

    © All Rights Reserved
    Download as PPT, PDF, TXT or read online from Scribd
    Download as ppt, pdf, or txt
    of 18

    Marketing Management

    Chapter Two: Marketing Environment

    1
    Marketing Environment
    All the actors and forces influencing the
    company’s ability to transact business
    effectively with it’s target market.
    Includes:
    Microenvironment - forces close to the
    company that affect its ability to serve its
    customers.
    Macroenvironment - larger societal forces that
    affect the whole microenvironment.
    The Marketing Environment

    Demographic

    Company
    Cultural Economic

    Publics Suppliers
    Company
    Customer
    Competitor s Natural
    Political
    s
    Intermediarie
    s

    Technological
    The Microenvironment

    Company

    Publics Forces Affecting a Suppliers


    Company’s Ability to
    Serve
    Customers
    Competitors Intermediaries
    Customers
    - Company’s Internal Environment- functional
    areas such as top management, finance,
    and manufacturing, etc.

    Suppliers - provide the resources needed to


    produce goods and services.

    Marketing Intermediaries - help the company


    to promote, sell, and distribute its goods to
    final buyers.
    The company micro environment
    Customers - five types of markets that
    purchase a company’s goods and services.

    Competitors - those who serve a target market


    with similar products and services.
    Publics - any group that perceives itself having
    an interest in a company’s ability to achieve
    its objectives.media, financial, internal, local
    general
    Customer Markets

    International Consumer
    Markets Markets

    Company
    Government Business
    Markets Markets

    Reseller
    Markets
    The Macroenvironment

    Demographic

    Cultural Forces that Shape Economic


    Opportunities
    and Pose Threats
    to a Company
    Political Natural
    Technological
    The company macro environment

    Demographic - monitors population in terms of


    age, sex, race, occupation, location and
    other statistics.

    Economic - factors that affect consumer


    buying power and patterns.

    Natural - natural resources needed as inputs


    by marketers or that are affected by
    marketing activities.
    Key Ethiopia Demographic Trends

    Changing Age Structure


    Youth dominant population

    Changing Family Structure


    Delaying Marriage , fewer children,
    Towards women empowerment

    Geographic Shifts
    Rapid Rural-urban migration
    Increased Education
    Increased primary education attendance
    Around 100% (due to MDG) but low quality of
    Education in tertiary level

    High Ethnic Diversity


    Economic Environment

    Economic Changes
    Development Key in Income
    Economic
    Concerns for
    Marketers

    Changes
    in Consumer
    Spending
    Patterns
    Natural Environment
    More Government
    Intervention

    Factors
    Affecting
    Higher Pollution the Shortages of
    Levels Natural Raw Material
    Environment

    Increased Costs
    of Energy
    The Company’s Macroenvironment

    Technological - forces that create new


    product and market opportunities.

    Political - laws, agencies and groups that


    influence or limit marketing actions.

    Cultural - forces that affect a society’s


    basic values, perceptions, preferences,
    and behaviors.
    Technological Environment
    Rapid Pace of High R & D
    Change Budgets

    Issues in the Technological


    Environment

    Focus on Minor Increased


    Improvements Regulation
    Political Environment

    Increased Changing
    Legislation Key Enforcement
    Trends in the
    Political
    Environment

    Greater
    Concern for
    Ethics
    Cultural Environment

     Culture is the most basic determinant


    of a person’s wants and behavior
     Subcultures are groups of people with
    shared value systems based on common
    life experiences and situations
    Responding to the Marketing Environment

    Environmental Management Perspective


    Taking a proactive approach to managing the
    microenvironment and the
    macroenvironment to affect changes that
    are favorable for the company. How?
     Hire lobbyists
     run advertisements and sponsorships
     file law suits and complaints, and
     form agreements.
    Thank you!

    18

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