3

The Marketing 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.

3-2

Actors in the Microenvironment

3-3

The Companys Microenvironment

Suppliers:
Provide resources needed to produce goods and services. Important link in the value delivery system. Most marketers treat suppliers like partners.

3-4

The Companys Microenvironment

Marketing Intermediaries:
Help the company to promote, sell, and distribute its goods to final buyers Resellers Physical distribution firms Marketing services agencies Financial intermediaries

3-5

Partnering With Intermediaries

3-6

5 Types of Customers
Consumer markets Business markets (B to B) Reseller markets Government markets International markets

3-7

Competitors
Must understand competitors strengths Must differentiate firms products and

offerings from those of competitors Competitive strategies should emphasize firms distinctive competitive advantage in marketplace

3-8

Types of Publics

3-9

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.

3-10

The Companys Macroenvironment

3-11

The Seven U.S. Generations

3-12

Changing American Family

Household makeup:
Married couples with children = 34%, and falling Married couples and people living with other relatives = 22% Single parents = 12% Single persons and adult live-togethers = 32%

3-13

Better Educated Population

1980:
69% of people over age 25 completed high school 17% had completed college

2002:
84% of people over age 25 completed high school 27% had completed college

Currently, of high school grads start

college
3-14

Increasing Diversity
U.S. is a salad bowl
Various groups mixed together, each retaining its ethnic and cultural differences

Increased marketing to:

Gay and lesbian consumers People with disabilities

3-15

Economic Environment
Consists of factors that affect consumer purchasing power and spending patterns.

Changes in Income
1980s consumption frenzy 1990s squeezed consumer 2000s value marketing

Income Distribution
Upper class Middle class Working class Underclass

3-16

Natural Environment
Involves the natural
resources that are needed as inputs by marketers or that are affected by marketing activities.

3-17

Technological Environment

Most

dramatic force now shaping our destiny.

3-18

Cultural Environment
The institutions

and other forces that affect a societys basic values, perceptions, preference, and behaviors.
3-19

Political Environment
Includes Laws, Government Agencies, and Pressure Groups that Influence or Limit Various Organizations and Individuals In a Given Society.
Increasing Legislation

Changing Government Agency Enforcement Increased Emphasis on Ethics & Socially Responsible Actions

3-20

Responding to the Marketing Environment

Environmental Management Perspective

Taking a proactive approach to managing the

environment by taking aggressive (rather than reactive) actions to affect the publics and forces in the marketing environment. This can be done by:
Hiring lobbyists Running advertorials Pressing lawsuits Filing complaints Forming agreements to control channels
3-21