Chapter 3 Analyzing The Marketing Environment PDF

Chapter 3: Analyzing the Marketing Environment  Analyzing the Marketing Environment Learning Objectives Objective 1: Describe the environmental forces that affect the company’s ability to serve its customers. Objective 2: Explain how ch...

Chapter 3: Analyzing the Marketing Environment  Analyzing the Marketing Environment Learning Objectives Objective 1: Describe the environmental forces that affect the company’s ability to serve its customers. Objective 2: Explain how changes in the demographic and economic environments affect marketing decisions. Objective 3: Identify the major trends in the firm’s natural and technological environments. Objective 4: Explain the key changes in the political and cultural environments. Objective 5: Discuss how companies can react to the marketing environment. Analyzing the Marketing Environment Learning Objective 1 Describe the environmental forces that affect the company’s ability to serve its customers. The Microenvironment The Macroenvironment Copyright © 2016 Pearson Education, Inc. 3-3 A Company’s Marketing Environment The marketing environment includes the actors and forces outside marketing that affect marketing management’s ability to build and maintain successful relationships with target customers. 3-4  A Company’s Marketing Environment Macroenvironment consists of the larger societal forces that affect the microenvironment—demographic, economic, natural, technological, political, and cultural forces. 3-5  A Company’s Marketing Environment Microenvironment consists of the actors close to the company that affect its ability to serve its customers—the company, suppliers, marketing intermediaries, customer markets, competitors, and publics. 3-6  The Microenvironment Actors in the Microenvironment 3-7  The Microenvironment The Company In designing marketing plans, marketing management takes other company groups into account. Top management Finance R&D Purchasing Operations Accounting 3-8  The Microenvironment Suppliers Provide the resources to produce goods and services Treat as partners to provide customer value 3-9  The Microenvironment Marketing Intermediaries Marketing intermediaries are firms that help the company to promote, sell, and distribute its goods to final buyers. Partnering with intermediaries: Coca-Cola provides its retail partners with much more than just soft drinks. It also pledges powerful marketing support. 3-10  The Microenvironment Marketing Intermediaries Physical Resellers distribution firms Marketing Financial services intermediaries agencies 3-11  The Microenvironment Competitors Firms must gain strategic advantage by positioning their offerings strongly against competitors’ offerings in the minds of consumers. Differentiate http://www.youtube.com/watch?v=UR9hTcof U1E&feature=endscreen&NR=1 3-12  The Microenvironment Publics Any group that has an actual or potential interest in or impact on an organization’s ability to achieve its objectives: Financial publics Media publics Government publics Citizen-action publics Local publics General public Internal publics 3-13  The Microenvironment Customers Consumer markets Business markets Reseller markets Government markets International markets 3-14 The Macroenvironment 3-15  The Macroenvironment Demographic Environment Demography is the study of human populations-- size, density, location, age, gender, race, occupation, and other statistics. Demographic environment involves people, and people make up markets. Demographic trends include changing age and family structures, geographic population shifts, educational characteristics, and population diversity. http:// smallbusiness.chron.com/advantages-disadvantages-demographic -environment-22283.html 3-16  The Macroenvironment Demographic Environment –Baby Boomers - born 1946 to 1964 Generation X - born between 1965 and 1976 Millennials- born between 1977 and 2000 Generation Z – born after 2000 3-17 The Company’s Macroenvironment Demographic Environment Generational marketing is important in segmenting people by lifestyle or life stage instead of age. 3-18 The Company’s Macroenvironment Demographic Environment Changing American family Changes in the workforce Copyright © 2016 Pearson Education, Inc. 3-19  The Company’s Macroenvironment Demographic Environment Markets are becoming more diverse. – International – National Diversity also includes: – Ethnicity – Gay and lesbian – Disabled 3-20  The Company’s Macroenvironment Demographic Environment Geographic Shifts in Population Growth in U.S. West and South and decline in Midwest and Northeast Change in where people work – Telecommuting – Home office 3-21 The Company’s Macroenvironment Economic Environment The economic environment consists of factors that affect consumer purchasing power and spending patterns. Industrial economies are richer markets. Subsistence economies consume most of their own agriculture and industrial output. Developing economies also offer outstanding marketing opportunities. 3-22  The Company’s Macroenvironment Economic Environment Changes in Consumer Spending Value marketing involves offering financially cautious buyers greater value—the right combination of quality and service at a fair price. 3-2  The Macroenvironment Income Distribution Over the past several decades, the rich have grown richer, the middle class has shrunk, and the poor have remained poor. 3-  The Macroenvironment Natural Environment The natural environment is the physical environment and the natural resources that are needed as inputs by marketers or that are affected by marketing activities. Trends in the Natural Environment – Growing shortages of raw materials – Increased pollution – Increased government intervention – Developing strategies that support environmental sustainability 3-33  The Company’s Macroenvironment Natural Environment Environmental sustainability involves developing strategies and practices that create a world economy that the planet can support indefinitely. 3-34  The Company’s Macroenvironment Technological Environment Most dramatic force in changing the marketplace New products, opportunities Concern for the safety of new products 3-35  The Company’s Macroenvironment Political and Social Environment Legislation regulating business is intended to protect – companies from each other – consumers from unfair business practices – the interests of society against unrestrained business behavior 3-38  The Macroenvironment Political and Social Environment – Increased emphasis on ethics – Socially responsible behavior – Cause- Warby Parker; Photographer: Esther Havens related marketing 3-39  The Macroenvironment Cultural Environment The cultural environment consists of institutions and other forces that affect a society’s basic values, perceptions, and behaviors. 3-40  The Company’s Macroenvironment Cultural Environment The Persistence of Cultural Values Core beliefs and values are persistent and are passed on from parents to children and are reinforced by schools, churches, businesses, and government. Secondary beliefs and values are more open to change and include people’s views of themselves, others, organizations, society, nature, and the universe. 3-41  The Macroenvironment Cultural Environment Shifts in Secondary Cultural Values of People’s Views Themselves Others Organizations Society Nature Universe 3-  Responding to the Marketing Environment Views on Responding Uncontrollable Proactive Reactive React and Take Watch and adapt to aggressive react to forces in the actions to forces in the environment affect forces environment in the environment 3-45  Porter’s Five Forces Модел New Entrants: Ќе однесат дел од профитот Power of Power of Suppliers Competition customers Притисок на цената Rivalry Врши притисок на цена Намалува продажна цена Substitute Products Влијае на цените  PESTEL анализа Political Legal conditions Economic Conditions Conditions Environmental Socio-cultural Conditions Conditions Technological conditions