Transcript File
The Marketing Environment Chapter 3 Learning Goals 1. Understand environmental forces 2. Learn how demographic and economic factors affect marketing 3. Identify trends in the firm’s natural and technological environments 4. Realize how companies react to the marketing environment 2 The Marketing Environment Marketing Environment: Microenvironment The actors and forces outside marketing that affect marketing management’s ability to build and maintain successful relationships with target customers Forces close to the company that affect its ability to serve its customers. Macroenvironment Larger societal forces that affect the microenvironment. 3 Goal 1: Understand environmental factors Microenvironment Actors 1. The company 2. Suppliers 3. Marketing intermediaries 4. Customers 5. Competitors 6. Publics Marketing must consider other parts of the organization including finance, R&D, purchasing, operations, accounting etc. that form the internal environment. Marketing decisions must relate to broader company goals and strategies. 4 Goal 1: Describe environmental factors Microenvironment Actors 1. The company 2. Suppliers 3. Marketing intermediaries 4. Customers 5. Competitors 6. Publics Provide the resources needed to produce goods and services and are an important link in the “value delivery system”. Marketers must watch supply availability and pricing Effective partnership relationship management with suppliers is essential 5 Goal 1: Describe environmental factors Microenvironment Actors 1. The company 2. Suppliers 3. Marketing intermediaries 4. Customers 5. Competitors 6. Publics Help to promote, sell and distribute goods to final buyers Include resellers, physical distribution firms, marketing services agencies and financial intermediaries Effective partner relationship management is essential 6 Goal 1: Describe environmental factors Microenvironment Actors 1. The company 2. Suppliers 3. Marketing intermediaries 4. Customers 5. Competitors 6. Publics The five types of customer markets Consumer Business Reseller Government International 7 Goal 1: Describe environmental factors Microenvironment Actors 1. The company 2. Suppliers 3. Marketing intermediaries 4. Customers 5. Competitors 6. Publics Those who serve a target market with similar products and services against whom a company must gain strategic advantage. Conducting competitor analysis is critical for success of the firm A marketer must monitor its competitors’ offerings to create strategic advantage 8 Goal 1: Describe environmental factors Microenvironment Actors 1. The company 2. Suppliers 3. Marketing intermediaries 4. Customers 5. Competitors 6. Publics A group that has an actual or potential interest in or impact on an organization Type of public: Financial Media Government Citizen-action Local General Internal 9 Goal 1: Describe environmental factors The Macroenvironment Major forces in the company’s Macroenvironment 10 Goal 1: Describe environmental factors The Macroenvironment Demographic - The study of human populations in terms of size, density, location, age, gender, race, occupation and other statistics Economic - factors that affect consumer purchasing power and spending patterns. Natural Environment - Involves the natural resources that are needed as inputs by marketers or that are affected by marketing activities 11 Goal 2: Learn how demographic & economic factors affect marketing The Macroenvironment Technological - Forces that create new technologies, creating new product and market opportunities. Political - laws, agencies and pressure groups that influence and limit organizations and individuals in a given society. Cultural - institutions and other forces that affect a society’s basic values, perceptions, preferences, and behaviors. 12 Goal 3: Identify trends in natural and technological environments Demographic Trends Changing Age Structure Changing Family Late marriage, fewer children, working women Geographic Shifts Moving to the suburbs, “micropolitan areas” 13 Goal 2: Learn how demographic & economic factors affect marketing Changing Consumer Spending Patterns Engel’s laws As family income rises The percentage spent food declines, The percentage spent on housing remains about constant, The percentage spent on most other categories and that devoted to savings increase. 14 Technological Environment Changes rapidly Creates new markets and opportunities Challenge to make practical, affordable product Safety regulations result in higher research costs 15 Goal 3: Identify trends in natural and technological environments Natural Environment Shortages of Raw Materials Environmentally Sustainable Strategies Factors Affecting the Natural Environment Increased Pollution Governmental Intervention Goal 3: Identify trends in natural and technological environments 16 Responding to the Marketing Environment “There are three kinds of companies: those who make things happen, those who watch things happen, and those who wonder what’s happened.” Passive acceptance Proactive stance 17 Goal 4: Realize how companies react to the marketing environment