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Chapter Objectives
List and discuss the importance of the elements of the companys microenvironment. Describe the macro-environmental forces Explain how changes in the demographic and economic environments affect marketing Identify the major trends in the firms natural and technological environments. Explain the key changes that occur in the political and cultural environments Discuss how companies can be proactive rather than reactive
Key Concepts
Demography
Marketing environment
Echo Boomers
Economic environment Environmental scanning
Marketing intermediaries
Marketing service agencies
Financial intermediaries
Generation X Macroenvironment
Microenvironment
Political environment Suppliers
Marketing Environment
The actors and forces that affect a firms ability to build and maintain successful relationships with its target customers.
Marketing Environment
Aspects of the marketing environment Microenvironment
Actors
Macroenvironment
Larger
and forces close to the company The company, marketing channel firms, customer markets, and publics. societal forces Demographic, economic, natural, technological, political, competitor, and cultural forces.
The Microenvironment
Company: Marketing managers working with top management and other departments. Suppliers: Firms and individuals who provide
the resources needed by the organization to produce its goods and services. Marketing intermediaries: Firms that help the company promote, sell, and distribute its goods to final buyers, e.g., travel trade intermediaries.
The Microenvironment
Marketing Intermediaries
Macroenvironment
Competitors
Levels of Competition
(Adapted from Analysis for Market Planning), Donald R. Lehmann and Russell S. Winer, p.22, 1994 by Richard D. Irwin
Macroenvironment
Competitors
In general a company should monitor three variables when analyzing each of its competitors.
Share of market Share of mind Share of heart Four different forces effecting marketing environment
Macroenvironment
Demographic Environment
The changing American family Geographic shifts in population Better-educated and more white-collar population Increasing diversity
Macroenvironment
Demographic Environment
Changing Age Structure
Population is getting older
Increasing Diversity
72% White, 13% African-American, 11% Hispanic & 3% Asian
Macroenvironment
Economic Environment
Changes in income
1980s, 1990s more disposable income Income distribution
Macroenvironment
Natural Environment
Natural environment consists of natural resources required by marketers or affected by marketing activities.
Conservation of resources
Public concerns growing with natural environment Recycle and reduce waste Ecotourism activities are a growing source of visitors.
Waste disposal
Disneylands environment protection program
Macroenvironment
Technological Environment
Robots delivering hospital food trays to stations Computerized check-in, check-out services in hotels Taco Bells Flex-Station: Qantas: power source for notebook computers Internet and online services (Expedia) Business-card size CD-ROMs Starbucks wireless Internet connection Space tourism (Dennis Tito)
Macroenvironment
Political Environment
Laws, government agencies, and pressure groups.
International legislation
Competition, fair trade practices, environmental protection, product safety, truth in advertising, packaging and labeling, pricing and other areas
Macroenvironment
Political Environment
Laws, government agencies, and pressure groups.
Macroenvironment
Cultural Environment
Subcultures
Subcultural groups have specific wants, and buying behavior
than they ate home-prepared meals. The working heads of household no longer have time to cook Men now participate in home duties Some grocery stores have fresh meals to go The competitive environment between grocery stores and quick-service restaurants is expected to heat up.
controllable? Some companies accept the marketing environment Other companies try to affect the publics and forces in their marketing environment. Big companies, join trade organizations hire lobbyists to change legislation
Environmental Scanning steps Determining the environmental areas that need to be monitored Determining how the information will be collected Implementing the date collection plan Analyzing the data and using it in the market planning process Using information about the marketing environment Critical to any marketing strategy The marketer must translate the data into information for strategic planning of the firm.
Next Chapter 05
Marketing Information Systems and Marketing Research