Marketing Environment PDF

Marketing Environment • Outside forces that affect marketing management’s ability to build and maintain successful relationships with target customers • Microenvironment: Actors close to the company that affect its ability to serve its customers • Macroenvironment: Larger societal forces that affect...

Marketing Environment • Outside forces that affect marketing management’s ability to build and maintain successful relationships with target customers • Microenvironment: Actors close to the company that affect its ability to serve its customers • Macroenvironment: Larger societal forces that affect the microenvironment Copyright © 2017 Pearson Education, Ltd. 3-6 Figure 3.1 - Actors in the Microenvironment Copyright © 2017 Pearson Education, Ltd. 3-7 The Company • Interrelated groups in a company form the internal environment • Departments share the responsibility for understanding customer needs and creating customer value. Copyright © 2017 Pearson Education, Ltd. 3-8 Suppliers • Provide the resources needed by the company to produce its goods and services • Supplier problems seriously affect marketing • Supply shortages or delays ‫ﻧﻘص اﻟﻌرض واﻟﺗﺄﺧﯾر‬ • Labor strikes ‫اﻻﺿراﺑﺎت اﻟﻌﻣﺎﻟﯾﺔ‬ • Price trends of key inputs ‫اﺗﺟﺎھﺎت اﺳﻌﺎر اﻟﻣدﺧﻼت‬ ‫اﻟرﺋﯾﺳﯾﺔ‬ Copyright © 2017 Pearson Education, Ltd. 3-9 Marketing Intermediaries • Marketing intermediaries help the company to promote, sell, and distribute its products to final buyers. • Resellers ‫اﻟﻣوزﻋﯾن‬ • Physical distribution firms ‫ﺷرﻛﺎت اﻟﺗوزﯾﻊ اﻟﻣﺎدﯾﺔ‬ • Marketing services agencies ‫وﻛﺎﻻت ﺧدﻣﺎت‬ ‫اﻟﺗﺳوﯾﻖ‬ • Financial intermediaries‫اﻟوﺳطﺎء اﻟﻣﺎﻟﯾون‬ Copyright © 2017 Pearson Education, Ltd. 3-11 Competitors • Marketers must gain strategic advantage by positioning products strongly against competitors. • No single strategy is best for all companies. Copyright © 2017 Pearson Education, Ltd. 3-13 Publics Publics: any group that has an actual or potential interest in or impact on an organization’s ability to achieve its objectives • • • • Financial Media Government Citizen action :a company’s marketing decisions may be questioned by consumer organizations, environmental groups, etc. • Local • General : the general public’s image of the company affects its buying. • Internal Copyright © 2017 Pearson Education, Ltd. 3-14 Customers • Five types of customer markets • Consumer markets • Business markets • Reseller markets • Government markets • International markets Copyright © 2017 Pearson Education, Ltd. 3-15 Figure 3.2 - Major Forces in the Company’s Macroenvironment Copyright © 2017 Pearson Education, Ltd. 3-16 Demographic Environment • Demography is the study of human populations in terms of size, density, location, age, gender, race, occupation, and other statistics. • Marketers analyze: • • • • Changing age and family structures Geographic population shifts Educational characteristics Population diversity Copyright © 2017 Pearson Education, Ltd. 3-18 Demographic Environment • The U.S. population contains several generational groups: • Baby Boomers: following World War II and lasting until 1964. • Generation X : born between 1965 and 1976 • Millennials (or Generation Y) between 1977 and 2000. • Generation Z : People born after 2000 Copyright © 2017 Pearson Education, Ltd. 3-19 Economic Environment • Economic factors affect consumer purchasing power and spending • Changes in consumer spending • Differences in income distribution Copyright © 2017 Pearson Education, Ltd. 3-21 Natural Environment • Physical environment and natural resources needed as inputs by marketers or affected by marketing activities • Environmental sustainability concerns have grown steadily over the past three decades. • Trends: • Shortages of raw materials • Increased pollution • Increased government intervention Copyright © 2017 Pearson Education, Ltd. 3-23 Technological Environment • New technologies create new markets and opportunities. • Radio-frequency identification (RFID) is technology to track products through various points in the distribution channel. • Government agencies investigate and ban potentially unsafe products. Copyright © 2017 Pearson Education, Ltd. 3-24 Political Environment • Forces that influence or limit various organizations and individuals in a society • Laws, government agencies, and pressure groups Copyright © 2017 Pearson Education, Ltd. 3-26 Major U.S. Legislation Affecting Marketing Legislation regulating business is intended to protect • companies from each other • consumers from unfair business practices • the interests of society against unrestrained ‫اﻟﻐﯾر‬ ‫ﻣﻘﯾد‬business behavior Copyright © 2017 Pearson Education, Ltd. 3-27 Socially Responsible Behavior • Socially responsible companies actively seek out ways to protect the long-run interests of consumers and the environment. • Companies develop policies, guidelines, and other responses to complex social responsibility issues. Copyright © 2017 Pearson Education, Ltd. 3-28 Cultural Environment • Institutions and other forces that affect a • society’s basic values, perceptions, and behaviors Persistence‫ ﺛﺑﺎت او اﺳﺗﻣرار‬of cultural values • Core beliefs and values have a high degree of • persistence. Secondary beliefs and values are more open to change. Copyright © 2017 Pearson Education, Ltd. 3-29 Cultural Environment • Secondary beliefs and values are more open to change, and include of people’s views about : • • • • • • Themselves Others Organizations Society Nature Universe • Marketers have some chance of changing secondary values but little chance of changing core values. Copyright © 2017 Pearson Education, Ltd. 3-30 Responding to the Marketing Environment • Reactive firms�passively accept the marketing environment and do not try to change it. • Proactive firms develop strategies to change the environment. • They take aggressive actions to affect the publics and forces in their marketing environment. Copyright © 2017 Pearson Education, Ltd. 3-33