Marketing Environment: Shikha Sharma Assistant Professor Maims
Marketing Environment: Shikha Sharma Assistant Professor Maims
Marketing Environment: Shikha Sharma Assistant Professor Maims
SHIKHA SHARMA
Assistant Professor
MAIMS
Marketing Environment
The marketing environment consists of actors and forces
outside the organization that affect management’s ability to
build and maintain relationships with target customers.
Environment offers both opportunities and threats.
Marketing intelligence and research serve to collect
information about the environment.
Marketing Environment
Includes:
Microenvironment: actors close to the company that
affect its ability to serve its customers.
Macroenvironment: larger societal forces that affect the
microenvironment.
Considered to be beyond the control of the organization.
Actors in the Microenvironment
The Company’s Microenvironment
Suppliers:
Provide resources
needed to produce
goods and services.
Important link in the
“value delivery system.”
Most marketers treat
suppliers like partners.
The Company’s Microenvironment
Marketing Intermediaries:
Help the company to promote, sell, and distribute its goods
to final buyers
Resellers
Physical distribution firms
Coca-Cola provides
Wendy’s with much
more than just soft
drinks. It also pledges
powerful marketing
support.
The Company’s Microenvironment
Customers:
Several types of markets
that purchase a
company’s goods and
services
Customer vs consumer
The Company’s Microenvironment
Competitors:
Those who serve a target market with products and services
that are viewed by consumers as being reasonable substitutes
Company must gain strategic advantage against these
organizations
Publics:
Group that has an interest in or impact on an organization's
ability to achieve its objectives
The 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.
PESTE analysis (PEST? STEEP? STEP?...)
The Company’s Macroenvironment
The Company’s Macroenvironment
Demographic:
The study of human populations in terms of size, density,
location, age, gender, race, occupation, and other statistics.
Marketers track changing age (aging population, family life
cycle) and family structures (singles...), educational
characteristics (better educated people, more white-collar
people), and population diversity (gay and lesbian
consumers, people with disabilities).
Diversity-Based Advertising
Walt Disney markets two distinct Pooh bears to match its two-
tiered market.
Natural Environment
Involves the natural
resources that are needed as
inputs by marketers or that
are affected by marketing
activities.
Environmental Responsibility