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The Marketing Environment. MARKETING ENVIRONMENT. The actors and forces outside marketing that affect marketing management’s ability to develop and maintain successful transactions with its target customers. Marketing environment. Micro environment. Macro environment. MICROENVIRONMENT.
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The Marketing Environment www.AssignmentPoint.com
MARKETING ENVIRONMENT The actors and forces outside marketing that affect marketing management’s ability to develop and maintain successful transactions with its target customers. Marketing environment Micro environment Macro environment www.AssignmentPoint.com
MICROENVIRONMENT The forces close to the company that affects its ability to serve its customers. Microenvironment The Company Marketing intermediaries Competitors Suppliers Customers Publics www.AssignmentPoint.com
1) The Company Top Management Finance/Accounting Marketing R & D Purchasing Manufacturing www.AssignmentPoint.com
2) Suppliers Supply availability Marketing Price trends/Supply cost www.AssignmentPoint.com
3) Marketing Intermediaries The firms that help the company to promote, sell and distribute its goods to final buyers. Resellers Physical Distribution firms Marketing Intermediaries Marketing services agencies Financial intermediaries www.AssignmentPoint.com
Consumer markets 4) Customers Business markets Customer markets Reseller markets Government markets International markets www.AssignmentPoint.com
5) Competitors • The company must provide greater customer value and satisfaction than its competitors do. • Marketers must position their offering strongly against competitors’ offerings in the minds of consumers. • Considering the right competitive marketing strategy. www.AssignmentPoint.com
6)Publics Any group that has an actual or potential interest in or impact on an organization’s ability to achieve its objectives. Financial publics (Bank, stockholders, investment houses) Media publics (Newspapers, magazines, radio/TV stations) Government publics (Lawyers) Citizen action publics (Consumer organizations, environmental groups, minority groups) Local publics (Neighborhoods residents, community) General publics (General people) Internal publics (Workers, managers, volunteers, board of directors) www.AssignmentPoint.com
MACROENVIRONMENT The larger societal forces that affect the microenvironment. Macroenvironment Demographic forces Natural forces Political forces Economic forces Technological forces Cultural forces www.AssignmentPoint.com
Major Trends 1) Demographic Environment Changing age structure Changing family structure Geographic shifts in population Educational changes in population www.AssignmentPoint.com
2) Economic Environment Factors that affectconsumer purchasing power and spending patterns. Changing income Major Trends Changing spending pattern www.AssignmentPoint.com
3) Natural Environment Natural resourcesthat are needed as inputs by marketers or that are affected by marketing activities. Major trends Growing shortage of raw materials Increased population Increased government intervention www.AssignmentPoint.com
4) Technological Environment Forces that create new technologies, creating new product and market opportunities. www.AssignmentPoint.com
5) Political Environment Reasons for enacting business legislation – • To protect companies from each other • To protect consumers from unfair business practices • To protect the interest of the society against unrestrained business behavior www.AssignmentPoint.com
6) Cultural Environment Cultural Environment is made up of institutions and other forces that affect society’s basic values, perception, preferences and behavior. www.AssignmentPoint.com
