ARKETING

SESSION Three

MARKETING MANAGEMENT MARKETING ENVIRONMENT

Session Objectives
Understand the importance of the external environment.

Assess the role and importance of scanning the environment as a means of early identification of opportunities and threats.
Appreciate the evolving and diverse nature of the European marketing environment. Define the broad categories of factors that affect the marketing environment.

Marketing Environment
Economic

Macro-environment

Legal

Micro-environment

Company

Social/ Cultural Technological

Environment

INTERNAL ENVIRONMENTAL FACTORS

Operating Results

Marketing Mix

MEN (Labour) MONEY (Finances)

Systems & Procedures

Customer Service Structures

MATERIALS (Factors of Production)

MINUTES (Time)
Objectives

MACHINERY (Equipment)

MACRO-ENVIRONMENTAL FACTORS

Political / Legal Economic Socio-cultural Technological

MICRO-ENVIRONMENTAL FACTORS

Competitors Suppliers Distributors Customers

ENVIRONMENTAL SCANNING

ENVIRONMENTAL ANALYSIS

RESPONSES TO ENVIRONMENTAL CHANGE

CONTROLLABLE

UNCONTROLLABLE

APPROACHES TO ENVIRONMENTAL SCANNING

APPROACHES TO ENVIRONMENTAL CHANGE

Strategic Marketing Fit Fit

Environment

Fit

Fit
Strategy
Organisation

Environmental Change Responses to Environmental Change

Barriers to change

Retrenchment

Gradual strategic repositioning

Radical strategic repositioning

Session 2: Key Terms

_____ refer to the measurable aspects of population structure, such as birth rates, age profiles, family structures, education levels, occupation, income and expenditure patterns.
The collection and evaluation of data and information from the marketing environment is referred to as _____.

Session 2: Key Terms

The ______ includes trends and developments in terms of the economic well-being and condition of individuals, nations or trading blocs, including taxation and interest rates.
_____ are the structure of markets in terms of the number of competitors and their ability to influence the market.

Session 2: Key Terms

The governmental influences, at local, national and European levels, that inhibit or encourage business; the legal and regulatory frameworks within which organisations have to operate, including national and European law, local by-laws, regulations imposed by statutory bodies and voluntary codes of practice are all part of the _____.

Session 2: Key Terms

Trends and developments within society as a whole, including issues of public and private concern, tastes and demands are part of the _____.
What does the acronym, SEM, stand for?

Session 2: Key Terms

Trends and developments in the technological field that might: (a) improve production; (b) create new product opportunities; (c) render existing products obsolete; (d) change the ways in which goods and services are marketed; or (e) change the profile of customers' needs and wants are part of the _____.