Analyzing

the
Marketing
Environment
 3-1 Describe the environmental forces that affect
the company’s ability to serve its customers.

3-2 Explain how changes in the demographic and

economic environments affect marketing decisions.

Learning 3-3 Identify the major trends in the firm’s natural and
technological
Objectives environments.

3-4 Explain the key changes in the political and

cultural environments.

3-5 Discuss how companies can react to the

marketing environment.
 Describe the
Learning environmental forces
that affect the
Objective 1 company’s ability to
serve its customers.
 • The marketing environment includes the
A Company’s actors and forces outside marketing that
affect marketing management’s ability to build
Marketing and maintain successful relationships with
target customers.
Environment
 • Microenvironment consists of the actors
A Company’s close to the company that affect its ability to
serve its customers—the company, suppliers,
Marketing marketing intermediaries, customer markets,
competitors, and publics.
Environment
 • Macroenvironment consists of the larger
A Company’s societal forces that affect the
microenvironment—demographic, economic,
Marketing natural, technological, political, and cultural
forces.
Environment
The Microenvironment
 The Microenvironment: The Company

In designing marketing plans, marketing Top management

management takes other company groups into
account.
Finance
R&D
Purchasing
Operations
Accounting
 Provide the resources to
produce goods and services
The
Microenvironment:
The Suppliers
Treat as partners to provide
customer value
The
Microenvironment:Marketing
Intermediaries

• Marketing intermediaries are

firms that help the company to
promote, sell, and distribute its
goods to final buyers.
 Resellers

The Physical distribution firms

Microenvironment
: Marketing
Intermediaries
Marketing services agencies

Financial intermediaries
The Microenvironment: • Firms must gain strategic advantage by
positioning their offerings strongly against
Competitors competitors’ offerings in the minds of
consumers.
 • Any group that has an actual or potential
interest in or impact on an organization’s ability to
achieve its objectives:
• Financial publics
The • Media publics
Microenvironment: • Government publics
Publics • Citizen-action publics
• Local publics
• General public
• Internal publics
 The Microenvironment:
Customers

• Consumer markets
• Business markets
• Reseller markets
• Government markets
• International markets
 Learning Explain how changes in
the demographic and
economic environments

Objective 2 affect marketing

decisions.
The Macro environment
The Macroenvironment : Demographic Environment

01 02 03
Demography is the Demographic Demographic trends
study of human environment involves include changing age
populations—size, people, and people and family structures,
density, location, age, make up markets. geographic population
gender, race, shifts, educational
occupation, and other characteristics, and
statistics. population diversity.
The Macroenvironment: Demographic Environment

Millennials – born between 1977 and

Baby Boomers – born 1946 to 1964 2000

1965 and 1976 2000

1946–1964 1977 and 2000

Generation X – born between 1965 and Generation Z – born after 2000

1976
The Macroenvironment :Demographic Environment

• Generational
marketing is important in
segmenting people by
lifestyle or life stage
instead of age.
The Macroenvironment:
Demographic
Environment

• Changing American
family
• Changes in the
workforce
The Macroenvironment:
Demographic
Environment

• Geographic Shifts in
Population
• Growth in Urban
population , younger
population , economic
growth
• Change in where people
work
• Telecommuting
• Home office
The Macroenvironment:Demographic Environment

• Markets are
becoming more
diverse.
• International
• National
• Ethnicity
• Gay and lesbian
• Disabled
The
Macroenvironment
• Economic Environment
The 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.
The Macroenvironment
: Economic
Environment

• Income Distribution
• Over the past several decades,
the rich have grown richer, the
middle class has shrunk, and the
poor have remained poor.
 Identify the major
Learning trends in the firm’s
natural and
Objective 3 technological
environments.
 The
Macroenvironment: • The natural environment is the physical
environment and the natural resources that are
The Natural needed as inputs by marketers or that are
Environment affected by marketing activities.
The Macroenvironment :
The Natural Environment

• Trends in the Natural Environment

• Growing shortages of raw materials
• Increased pollution
• Increased government intervention
• Developing strategies that support
environmental sustainability
The Macroenvironment
Natural Environment
Environmental sustainability involves
developing strategies and practices that
create a world economy that the planet
can support indefinitely.
The Macroenvironment:
Technological
Environment

• Most dramatic force in

changing the marketplace
• New products, opportunities
• Concern for the safety of new
products
 Learning Explain the key
changes in the
political and cultural
Objective 4 environments.
 The 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
The Macroenvironment :
Political and Social
Environment

• Increased emphasis on ethics

• Socially responsible behavior
• Cause-related marketing
 The
• The cultural environment consists of
Macroenvironment: institutions and other forces that affect a society’s
Cultural basic values, perceptions, and behaviors.
Environment
 The Macroenvironment:
Cultural Environment

• 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.
 Learning • Discuss how companies can react to the
marketing environment.
Objective 5
 React and
adapt to forces
Uncontrollable in the
environment

Responding to the Take

Marketing aggressive
actions to
Environment:Views Proactive affect forces in
on Responding the
environment

Watch and
react to forces
Reactive in the
environment