Transcript Atomic Dog Publishing, Inc.

Environment of Marketing
Evans & Berman
Chapter 2
Chapter Objectives
To examine the environment within which marketing decisions
are made and marketing activities are undertaken
To differentiate between those elements controlled by a firm’s
top management and those controlled by marketing, and to
enumerate the controllable elements of a marketing plan
To enumerate the uncontrollable environmental elements that
can affect a marketing plan and study their potential
ramifications
To explain why feedback about company performance and the
uncontrollable aspects of its environment and the subsequent
adaptation of the marketing plan are essential for a firm to a
attain its objectives
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Environment of Marketing
5 Parts of Environment
Controllable
Uncontrollable
Factors
Factors
Organization’s



Level of
Success
Feedback
Adaptation


Controllable Factors
Uncontrollable Factors
Organization’s Level of
Success/Failure in
Reaching Objectives
Feedback
Adaptation
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Environment of Marketing
(2)
Uncontrollable Factors
(3)
(1)
Consumers
Controllable Factors
By Top Management
A
Organization’s
Level of
Success or B
Failure in
Reaching Its
Objectives
Competition
Suppliers & Distributors
Government
Economy
Technology
(5)
By Marketing
Independent Media
Adaptation
(4) Feedback
A - Total offering of the organization
B - Impact of uncontrollable factors
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Types of Environments

Macroenvironment
refers to the broad
demographic, societal,
economic, political,
technological forces that an
organization faces.

Microenvironment
refers to the forces close to
an organization that have a
direct impact on its ability to
serve its customers.
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Top Management Controls
1. Line of Business
5. Corporate Culture
• General category
• Customer-service
orientation
• Functions
• Geographic coverage
• Type of ownership
• Specific business
4. Role of Other Business
Functions
• Production
• Time orientation
• Finance
• Flexibility
• Accounting
• Risk/innovativeness
• Engineering
• Centralized/
decentralized
• Purchasing
• Research & development
• Interpersonal contact
2. Overall Objectives
• Sales
• Promotions from
within
3. Role of Marketing
• Importance in company
• Profit
• Functions
• Long-run existence
• Integration
• Consumer acceptance
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Marketing Directs
1. Selection of
Target Market
2.
Marketing
Objectives
3. Marketing
• Size
• Image
• Functions
• Characteristics
• Sales
• Types
• Desires
• Profit
4. Marketing Mix
• Differential
advantages
Organizations
• Product
5. Performance
Assessment
• Distribution
• Day-to-day
• Promotion
• Periodic
• Price
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Factors Controlled by
Marketers: The Target Market

The target market is
the customer group to
which an organization
appeals.

Market segmentation
involves subdividing a
market into clear
subsets of customers
with similar needs. It is
often used in choosing a
target market.
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Functional Organizations
Vice-President of Marketing
Product
Planning
Manager
Physical
Distribution
Manager
Marketing
Research
Manager
Promotion
Manager
Sales
Manager
Other
Functional
Managers
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Product-Oriented Organizations
Vice-President
of Marketing
Product Planning
Manager
Manager
Product
A
Brand
Manager
1
Brand
Manager
2
Other Functional
Managers
Manager
Product
B
Brand
Manager
1
Brand
Manager
2
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Market-Oriented Organizations
Vice-President
of Marketing
Other Functional
Managers
Sales Manager
Regional
Sales
Manager
East
Sales
Sales
Manager
Manager
Final
Final
Consumer
Consumers
Regional
Sales
Manager
North
Regional
Sales
Manager
West
Regional
Sales
Manager
South
Sales
Sales
Sales
Sales
Sales
Sales
Manager
Manager
Manager
Manager
Manager
Manager
OrganiOrganiOrganiFinal
Final
Final
zational
zational
zational
Consumers
Consumers
Consumers
Consumers
Consumers
Consumers
Sales
Manager
Organizational
Consumers
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Differential Advantages
Differential advantages
consist of the firm’s unique
features that attract
consumers and include:
 A distinctive image
 Product quality
 New products or features
 Customer service
 Low prices
 Availability
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Marketing Mix

Price
Product
Marketing
Mix
Distribution
The marketing mix
consists of four
elements: product,
distribution,
promotion, and
price.
Promotion
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Uncontrollable Factors
Independent Media
Consumers
• Changing characteristics
• Interpersonal influences
• Decision process
• Organizations
Competition
• Structure
• Marketing strategies
• Domestic/foreign
• Company size
• Generic
• Channel
• Print
Technology
• Television
• Advances
• Radio
• Compatibility
• News organizations
• Acceptance
Factors Not Controlled by
Top Management or
Marketers
Suppliers &
Distributors
Government
• Characteristics
• State & local
• Practices
• Politics
• Resource
shortages
• Federal
Economy
• Rate of growth
• Costs
• Inflation rate
• Unemployment rate
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Types of Competition




Monopoly—When one firms sells a good or service
and has a lot of control over its marketing plan.
Oligopoly—When a few firms, usually large ones,
account for most industry sales and would like to
engage in non-price competition.
Monopolistic Competition—If there are several
firms in an industry, each trying to offer a unique
marketing mix based on price.
Pure Competition—When many firms sell virtually
identical goods or services and they are unable to
create differential advantages. It occurs rarely.
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Gross Domestic Product
(GDP)
A country’s economic growth is
reflected by changes in its
GDP. GDP is the total annual
value of goods and services
produced in a country less net
foreign investment.
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Real Income


Real Income is the amount
earned in a year adjusted by
the rate of inflation.
Both inflation and
unemployment affect
purchases.
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Marketing Myopia



It is an ineffective
marketing approach
It is a shortsighted,
narrow-minded view of
marketing and its
environment
Avoid Myopia by
thoroughly studying and
adapting to the
environment
Dogmatic
Leave all biases behind
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Chapter Summary




This chapter examines the environment within which
marketing decisions are made and marketing activities are
undertaken.
It differentiates between those elements controlled by a
firm’s top management and those controlled by marketing,
and it enumerates the controllable elements of a marketing
plan.
The chapter also enumerates the uncontrollable
environmental elements that can affect a marketing plan
and studies their potential ramifications
It explains why feedback about company performance and
the uncontrollable aspects of its environment and the
subsequent adaptation of the marketing plan are essential
for a firm to attain objectives.
Copyright Atomic Dog Publishing, 2002