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PRINCIPLES OF MARKETING Eighth Edition Philip Kotler and Gary Armstrong. Chapter 3. The Global Marketing Environment. All the actors and forces influencing the company’s ability to transact business effectively with it’s target market. Includes:

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chapter 3

PRINCIPLES OF MARKETING

Eighth Edition

Philip Kotler and Gary Armstrong

Chapter 3

The Global Marketing Environment

marketing environment
All the actors and forces influencing the company’s ability to transact business effectively with it’s target market.

Includes:

Microenvironment - forces close to the company that affect its ability to serve its customers.

Macroenvironment - larger societal forces that affect the whole microenvironment.

Marketing Environment
the marketing environment
The Marketing Environment

Demographic

Company

Economic

Cultural

Company

Publics

Suppliers

Competitors

Customers

Natural

Political

Intermediaries

Technological

slide4

The Microenvironment

Company

Publics

Suppliers

Forces Affecting a

Company’s Ability to

Serve

Customers

Competitors

Intermediaries

Customers

the company s microenvironment
Company’s Internal Environment- functional areas such as top management, finance, and manufacturing, etc.

Suppliers- provide the resources needed to produce goods and services.

Marketing Intermediaries- help the company to promote, sell, and distribute its goods to final buyers.

The Company’s Microenvironment
the company s microenvironment1
Customers-five types of markets that purchase a company’s goods and services.

Competitors - those who serve a target market with similar products and services.

Publics - any group that perceives itself having an interest in a company’s ability to achieve its objectives.

The Company’s Microenvironment
customer markets
Customer Markets

International

Markets

Consumer

Markets

Company

Government

Markets

Business

Markets

Reseller

Markets

the macroenvironment
The Macroenvironment

Demographic

Cultural

Economic

Forces that Shape

Opportunities

and Pose Threats

to a Company

Political

Natural

Technological

the company s macroenvironment
Demographic - monitors population in terms of age, sex, race, occupation, location and other statistics.

Economic- factors that affect consumer buying power and patterns.

Natural - natural resources needed as inputs by marketers or that are affected by marketing activities.

The Company’s Macroenvironment
key u s demographic trends
Key U.S. Demographic Trends

Changing Age Structure

Population is getting older

Changing Family Structure

Marrying later, fewer children,

working women, and nonfamily households

Geographic Shifts

Moving to the Sunbelt and suburbs (MSA’s)

Increased Education

Increased college attendance

and white-collar workers

Growing Ethnic and Racial Diversity

73% Caucasian, 12% African-American,

10% Hispanic & 3.4% Asian

economic environment
Economic Environment

Economic

Development

Changes

in Income

Key

Economic

Concerns for

Marketers

Changes

in Consumer

Spending

Patterns

natural environment
Natural Environment

More Government

Intervention

Factors

Affecting

the

Natural

Environment

Higher Pollution

Levels

Shortages of

Raw Material

Increased Costs

of Energy

the company s macroenvironment1
Technological - forces that create new product and market opportunities.

Political - laws, agencies and groups that influence or limit marketing actions.

Cultural - forces that affect a society’s basic values, perceptions, preferences, and behaviors.

The Company’sMacroenvironment
technological environment

Rapid Pace of

Change

High R & D

Budgets

Issues in the Technological

Environment

Technological Environment

Focus on Minor

Improvements

Increased

Regulation

political environment
Political Environment

Increased

Legislation

Changing

Enforcement

Key

Trends in the

Political

Environment

Greater

Concern for

Ethics

cultural environment

Of

Oneself

Of

Others

Of

the Universe

Views

That Express

Values

Of

Nature

Of

Organizations

Of

Society

Cultural Environment
responding to the marketing environment
Environmental Management Perspective

Taking aproactiveapproach to managing the microenvironment and the macroenvironment to affect changes that are favorable for the company. How? Hire lobbyists , run “advertorials”, file law suits and complaints, and form agreements.

Responding to the Marketing Environment