Analyzing The Marketing: Environment

Analyzing the
Marketing
Environment
Analyzing the Marketing Environment
Topic Outline
 The Company’s Microenvironment

 The Company’s Macroenvironment
 Responding to the Marketing
Environment
The Marketing Environment
The marketing environment includes the

actors and forces outside marketing that
affect marketing management’s ability
to build and maintain successful
relationships with target customers.
The Company’s
Microenvironment
Microenvironment consists of the actors close to the

company that affect its ability to serve its customers
- the company, suppliers, marketing intermediaries,
customer markets, competitors, and publics.
The Company’s
Microenvironment
The Company
 Top management
 Finance
 R&D
 Purchasing
 Operations
 Accounting
The Company’s
Microenvironment
Suppliers
 Provide the resources to produce goods and
services
 Treated as partners
to provide customer
Value.
The Company’s
Microenvironment
Marketing Intermediaries
 Help the company to

promote, sell and
distribute its products to
final buyers
The Company’s Microenvironment
Types of Marketing Intermediaries
Physical
Resellers distribution
firms
Marketing
Financial
services
intermediaries
agencies
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
Customer
Consumer Business
Market Market
Government International
Market Market
The Company’s Macroenvironment
 The macroeconomics consist of the larger

societal forces that affect the
microeconomics.
Demographic Environment
Demography is the study of human populations in
terms of size, density, location, age, gender, race,
occupation, and other statistics
 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
 Changing age structure of the population

 Baby boomers include people born between
1946 and 1964
 Most affluent Americans
 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
 Millennials (gen Y or echo boomers) include

those born between 1977 and 2000
 Comfortable with technology
 Includes:
▪ Tweens (ages 8–12)
▪ Teens (13–19)
▪ Young adults (20’s)
Generational marketing
is important in
segmenting people by
lifestyle , life state
instead of age
Economic Environment
Economic environment consists of factors that

affect consumer purchasing power and spending
patterns
 Industrial economies are richer markets
 Subsistence economies consume most of their
own agriculture and industrial output
 Developing ec0nomies it offer outstanding
marketing opportunities for the right kinds of
product
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
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
Political Environment
 Legislation regulating business
 Increased legislation
 Changing government agency enforcement
 Increased emphasis on ethics
 Socially responsible behavior
 Cause-related marketing
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
Core beliefs and values are persistent and are
passed on from parents to children and are
reinforced by schools, churches, businesses,
and government
Secondary beliefs and values are more open to
change and include people’s views of
themselves, others, organizations, society,
nature, and the universe
Responding to the Marketing
Environment
Views on Responding
Uncontrollable Proactive Reactive
• React and • Aggressive • Watching and

adapt to actions to reacting to
forces in the affect forces forces in the
environment in the environment
environment

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Analyzing the

 The Company’s Microenvironment

The marketing environment includes the

Microenvironment consists of the actors close to the

 Help the company to

 Firms must gain strategic advantage

 The macroeconomics consist of the larger

 Changing age structure of the population

 Millennials (gen Y or echo boomers) include

Economic environment consists of factors that

Natural environment involves the natural resources

 Most dramatic force in changing the

Political environment consists of laws,

Cultural environment consists of

Uncontrollable Proactive Reactive

• React and • Aggressive • Watching and

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