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MKT 202 PowerPoint Presentation

MKT 202

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MKT 202

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  1. CHAPTER 3-THE MARKETING ENVIRONMENT MKT 202

  2. Marketing Environment • The environment inside which the firm has to make marketing plans and decisions. The two broad categories are • Microenvironment • Macroenvironment

  3. Microenvironment • The Company itself • Management structure-flat vs. tall • Management Policies-Fair vs. Unfair • Corporate philosophy-Open vs. Rigid

  4. Microenvironment • Suppliers • Quality of Raw Materials • Timely delivery of raw materials • Good source of market information • Access to priority

  5. Microenvironment • Market Intermediaries • Resellers • Banks/Financial Institutions • Market Research Firms • Ad agencies • Physical distributors

  6. Microenvironment • Competitors • Direct • Indirect • Substitute product • Complementary product

  7. Microenvironment • Customers • Individual • Corporate/Organizational • Government • International

  8. Microenvironment (Publics) • Financial Public • Local Public • Citizen Action Public • Government Public • Media Public • General Public • Internal Public

  9. Macroenvironment • Demographics (Population Factors) • Increased population • Increased middle class • Changing family systems • Joint to nuclear families • Large to small families • Working women • Increasing diversity

  10. Macroenvironment • Economic Environment • Industrial • Developing • Subsistence • Engel’s Law

  11. Macroenvironment • Natural Environment • Shortage of raw materials • Increased pollution • Increased government intervention • Greater focus on Sustainability

  12. Macroenvironment • Technological Factors: Summary of the Digital Age in Chapter 1 • Cultural Factors: • Primary (Core) Beliefs-they will never change • Secondary Beliefs-they may change, so marketers try to influence them.