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:
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
Forces Affecting a
Company’s Ability to
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
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
Forces that Shape
and Pose Threats
to a Company
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
Changing Age Structure
Population is getting older
Changing Family Structure
Marrying later, fewer children,
working women, and nonfamily households
Moving to the Sunbelt and suburbs (MSA’s)
Increased college attendance
and white-collar workers
Growing Ethnic and Racial Diversity
73% Caucasian, 12% African-American,
10% Hispanic & 3.4% Asian
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
Trends in the
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