Monday, August 24, 2015

Chapter 3
MKT101

MARKETING ENVIRONMENT

- includes the actors and forces outside marketing that affect marketing managements
ability to build and maintain successful relationships with customers

MICROENVIRONMENT: actors close to the company that affect its ability to serve
The Company: all the interrelated groups form the internal environment; work in
harmony to provide superior customer value and relationship
: top management, finance, r&d, purchasing, operations, accounting

Suppliers: provide the resources needed by the company to produce its goods and
services

Intermediaries: help the company to promote, sell, and distribute its products to final
buyers
Resellers: distribution channel firms that help company find customers
Physical distribution firms: help company to stock and move goods from their points of
origin to their destinations
Marketing services agencies: marketing research firms, advertising agencies, media
firms, and marketing consulting firms that help the
company target and promote its products to the right
markets

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Financial intermediaries: include banks, credit companies, insurance companies, and
other businesses that help finance transactions or insure
against the risks associated with the buying and selling of
goods

Competitors: organization of that is engaged in commercial or economic competition

with others
: goal is to gain strategic advantage by positioning offerings strongly against
competitors, in the minds of consumers

Publics: any group that has an actual or potential interest in or impact on an

organizations ability to achieve its objectives
Financial: influence the companys ability to obtain funds
Media: carry news, features, and editorial opinions
Government: management must take government developments into account
Local: include neighborhood residents and community organizations
Citizen-action: include environmental groups and minority groups and can question the
actions of a company and put them in the public spotlight
General: general publics image of the company affects its buying
Internal: include workers, managers, volunteers, and the board of directors

Customers: a person or organization that buys products or services from a store or a

business
Consumer markets: individuals and households that buy goods and services for
personal consumption

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Business markets: buy goods and services for further processing or for use in their
production process
Reseller markets: buy goods and services to resell at a profit
Government markets: made up of government agencies that buy goods and services to
produce public services
International markets: buyers in other countries, including consumers, producers,
resellers, and governments

MACROENVIRONMENT: larger societal forces that affect the microenvironment

Demographic: study of human populations size, density, location, age, gender,
race, occupation, and other statistics
: involves people, and people make up markets
Demographic Trends: shifts in age, family structure, geographic population,
educational characteristics, and population density
Demographic Changes: more people are divorcing/separating choosing not to marry,
choosing to marry later, marrying without intending to have
children, increasing number of working women, increasing
number of stay-at-home dads, increasing number of OFWs
Age Structure: Boomers (1946-1964), Generation X (1965-1976), Gen Y (1977-2000)
Generational Marketing: important in segmenting people by lifestyle of life state instead
of age
Changing Family
Geographic Shifts
Occupation Shifts: changes in the workforce, more educated, more white collar, more
invented professions
More Diversity

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Economic: 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
Value Marketing: offering financially cautious buyers greater value the right
combination of quality and service at a fair price

Natural: involves the natural resources that are needed as inputs by marketers or that
are affected by marketing activities
Natural Trends: increased shortages of raw materials
: increased pollution
: increased government intervention
: increased environmentally sustainable strategies

Technological: technology is the most dramatic force in changing the marketplace

: it creates new products and opportunities, and kills off older products

Political/Legal/Social: consists of laws, government agencies, and pressure groups that

influence or limit various organizations and individuals in a given
society
Political: legislation regulating business
: increased legislation
: changing government agency enforcement
Social: increased emphasis on ethics
: socially responsible behavior
: cause-related marketing

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Cultural: consists of institutions and other forces that affect a societys basic values,
perceptions, preferences, and behaviors
Core Beliefs & Values: consistent, built in beliefs
: a foundation where measures of integrity are based on
Secondary Beliefs & Values: more open to change and include peoples views of
themselves, others, organization, society, nature, and
the universe
Peoples view of themselves
others
organizations
society
nature
universe

Responding to the Marketing Environment

Uncontrollable: react and adapt to forces in the environment
Proactive: aggressive actions to affect forces in the environment
Reactive: watching and reacting to forces in the environment