Poma PPT Slides-Chapter 3-171863

Principles of Marketing: An Asian
Perspective
Instructor Supplements
Created by Geoffrey da Silva
The Marketing Environment
2012 Principles of Marketing: An Asian Perspective
Chapter 3 Outline
3.1
3.2
3.3
The Companys Microenvironment

The Companys Macroenvironment
Responding to the Marketing Environment
Opening Case
McDonalds: On a Customer-Focused Mission
3.1
The Companys Microenvironment
3.1
3.1 The Companys Microenvironment
Marketing Environment
A
companys marketing environment consists of the actors and

forces outside marketing that affect marketing managements ability
to build and maintain successful relationships with target customers.
The
microenvironment consists of the actors close to the company

that affect its ability to service its customers.
The
macroenvironment consists of larger societal forces that affect

the microenvironment.
Actors in the Microenvironment
The Company
Top management
Finance
R&D
Purchasing
All the interrelated

groups form the
internal environment.
All groups should work
in harmony to provide
superior customer
value and relationships
Operations
Accounting
9
Suppliers
Suppliers provide the
resources needed by the
company to produce its goods
and services.
Marketing managers must
watch supply availability
supply shortages or delays,
labor strikes, and other events
that can cost sales in the short
run and damage customer
satisfaction in the long run.
Marketing managers also
monitor the price trends of their
key inputs.
10 2012 Principles of Marketing: An Asian Perspective
Marketing Intermediaries
Marketing intermediaries
help the company to
promote, sell, and distribute
its products to final buyers.
Marketers recognize the
importance of working with
their intermediaries as
partners rather than simply
as channels through which
they sell their products.
Types of Marketing Intermediaries
Resellers are distribution channel firms that help the company find
customers or make sales to them. These include wholesalers and
retailers.
Physical distribution firms help the company to stock and move
goods from their points of origin to their destinations.
Marketing services agencies are the marketing research firms,
advertising agencies, media firms, and marketing consulting firms that
help the company target and promote its products to the right
markets.
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.
Carrefour opened its first

hypermarket in Tokyo, Japan,
in 2000. It is a key reseller in
Asia.
Partnering with marketing intermediaries CocaCola provides Subway with much more than just soft
drinks. It also pledges powerful marketing support.
Customers
Consumer markets
Business markets
Reseller markets
Government markets
International markets
Customers
The company may target any or all of these five customer markets.
Consumer
markets: individuals and households that buy goods and

services for personal consumption.
Business
markets: buy goods and services for further processing or

for use in their production process.
Customers
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.
Competitors
Marketers must gain strategic advantage by positioning their offerings
strongly against competitors offerings in the minds of consumers.
No single competitive marketing strategy is best for all companies.
Publics
Financial publics
General public
Media publics
Internal publics
Government publics
Citizen-action publics
Local publics
Publics
A public is any group that has an actual or potential interest in or
impact on an organizations ability to achieve its objectives.
Financial
Media
publics influence the companys ability to obtain funds.
publics carry news, features, and editorial opinions.
Government
publics. Management must take government

developments into account.
Publics
Local
publics include neighborhood residents and community

organizations.
General
public. The general publics image of the company affects its
buying.
Internal
publics include workers, managers, volunteers, and the

board of directors.
Reviewing the Key Concepts

Describe the environmental forces that affect the companys ability to
serve its customers
3.2
The Companys Macroenvironment
3.2
3.2 The Companys Macroenvironment
Major Forces in the Companys Macroenvironment
The company and all of the other actors operate in a larger

macroenvironment of forces that shape opportunities and pose threats to
the company.
NATURAL
DEMOGRAPHIC
ENVIRONMENT
ENVIRONMENT
ECONOMIC
ENVIRONMENT
Macro
Environment
TECHNOLOGICAL
ENVIRONMENT
POLITICAL/LEGAL
ENVIRONMENT
CULTURAL
ENVIRONMENT
Demographics
Demographics
Demography is the study of human populations in terms of size,
density, location, age, gender, race, occupation, and other statistics.
Demographic environment is important because it involves people, and
people make up markets.
Demographic trends include age, family structure, geographic population
shifts, educational characteristics, and population diversity.
The Demographic Environment
Demographics and Business
Chinese regulations limiting families to

one child have resulted in whats been
known as the six-pocket syndrome.
Chinese children are being showered
with attention and luxuries, creating
opportunities for marketers.
Changing Age Structure of the Population

In general, the three largest age groups are the baby boomers,
Generation X, and Millennials.
The Baby Boomers
Baby boomers are people born postWorld War II between 1946 and
1964.
Generation X
This is the generation of people born between 1965 and 1976. They are
called Generation X because they lie in the shadow of the boomers.
Generation X
Generation Xers like the young
parents shown here tend to value
a better quality of life and family more.
Generation Y
The Millennials (or Generation Y)
are born between 1977 and 2000.
These are children of the baby boomers.
The echo boom has created a large
teen and young adult market.
The keitai, or mobile phone, is the most common

technological object in modern Japan, used by
many Japanese youths as a daily communicating
device in their lives.
To target Millennials with their built-just-forthem preferences, Toyota positioned the Scion
on personalization. Personalization begins here
what moves you?
Generational marketing is
important in segmenting people by
lifestyle of life state instead of age.
Question: Do marketers need to
create separate products and
marketing programs for each
generation?
Geographic Shifts in Population

In 2008, the world had, for the first time, more of its population living
in towns and cities than in the rural areas.
In Asia, there is a migration from rural to urban cities.
A major trend emerging from this urban migration is a growing number
of single-person households.
Better-Educated Population
A Better-Educated, More White-Collar More Professional

Population
The world population is becoming better educated.
The rising number of educated people will increase the demand for
quality products, books, magazines, travel, personal computers, and
Internet services.
The workforce also is becoming more white-collar
More diversity
Increasing Diversity
Countries vary in their ethnic and racial makeup.
At one extreme is Japan, where almost everyone is Japanese.
At the other extreme is the U.S., with people from virtually all
nations.
Marketers are facing increasingly diverse markets, both at home and
abroad, as their operations become more international in scope.
Islamic banking
Increasing diversity The

growth in Islamic banking caters
to the Muslim market where the
notion of interest, earned and
charged, is considered
incongruent with their faith.

Explain how changes in the demographic and economic environments
affect marketing decisions.
Economic Environment
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
The Economic Environment
The Economic Environment

To capture Indias growing middle
class, Tata Motors introduced the
small, affordable Tata Nano.
Can you imagine a car within the
reach of all? asks this advertisement.
Now you can.
Changes in Income
Marketers should pay attention to income distribution as well as
average income.
At the top are upper-class consumers whose spending patterns are
not affected by current economic events and who are a major market
for luxury goods.
There is a comfortable middle class that is somewhat careful about
its spending but can still afford the good life some of the time.
Changes in Income
The working class must stick close to the basics of food, clothing, and
shelter and must try hard to save.
Finally, the underclass (persons on welfare and many retirees) must
count their pennies when making even the most basic purchases.
Targeting at Different Income Segments
Different companies appeal to different income segments. While Daiso targets at the
value-for-money mass market, Levis offerings cover a range to target at various
segments.
Changing Consumer Spending Patterns
Food, housing, and transportation take up the bulk of household

incomes.
However, consumers at different income levels have different

spending patterns.
As family income rises, the percentage spent on food declines,

the
percentage spent on housing remains about constant (except
for
utilities such as gas, electricity, and public services, which
decrease), and both the percentage spent on most other
categories and that devoted to savings increase.
Changing Consumer Spending Patterns
The affordable bento lunch box

proved to be a hit during the global
recession with Japanese consumers
tightening their belts and foregoing
brand-name luxuries.
Natural environment
Natural environment
Involves the natural resources that are needed as inputs by marketers or
that are affected by marketing activities.
Trends include shortages of raw materials, increased pollution, increased
government intervention and a greater attention to environmentally
sustainable strategies.
The Natural environment
In response to ecological concerns, Levi

Strauss and Co. designed the Levis
Eco jeans made of 100 percent organic
cotton. The product tag is made of 100
percent recycled paper.
Singapores Changi Airport embarks on a green

movement by having recycling points throughout
the airport

Companies are recognizing the link between a healthy ecology and a
healthy economy.
They are learning that environmentally responsible actions can also
be good for business.
Indeed, a new measure consumers use to evaluate businesses is
their commitment to environmental sustainability.
Essentially, companies should not take away more than what they
add to the worlds resources and environment.
Wal-Mart is committed to sustainable

development by reducing its use of
plastic bags and donating food that
otherwise would be discarded.
Technological Environment
Technology is the
most dramatic force
in changing the
marketplace. It
creates new
products and
opportunities, and
kills off older
products.
The Technological Environment

Identify the major trends in the firms natural and technological
environments.
Political/Legal Environment
Political environment
laws, government
agencies, and pressure
groups that influence or
limit various organizations
and individuals in a given
society
The Political Environment
Legislation Regulating Businesses

Business legislation has three main purposes:
a)to protect companies from unfair competition
b)to protect consumers from unfair business practices, and
c)to protect the interests of society from unbridled business behaviour
Counterfeit Products
The popularity of counterfeit brands

in Asia has proven to be a growing
problem for companies. Purses and
bags like these are easily available
in markets in Asia.
Besides counterfeit products, some shops in Asia

also take on international names or similar versions
of them as seen in a Hard Rock Caf in India above
and a Giormani store in Hong Kong below.
Resembling a
combination of Google
and Baidu, Goojje is
Shanghais imitation of
Google to compete
against the worlds
leading search engine.
Socially Responsible Behaviour

Enlightened companies encourage their managers to look
beyond what the regulatory system allows and simply do the
right thing.
These socially responsible firms actively seek out ways to
protect the long-run interests of their consumers and the
environment.
Google shocked the business

world on 12 January 2010,
when it publicly announced it
was no longer willing to abide
by its 2006 deal with the
Chinese government after it was
the target of hacker attacks the
company attributed to China.
Cause Related Marketing

To exercise their social responsibility
and build more positive images,
companies are linking themselves
to worthwhile causes.
Cause-related marketing The Pepsi Refresh

Project is awarding $20 million in grants to fund
hundreds of worthwhile ideas by individuals and
communities that will refresh the world.
Cultural Environment
Cultural Environment
Cultural environment consists of institutions and other forces that
affect a societys basic values, perceptions, and behaviors
People grow up in a particular society that shapes their basic beliefs and
values.
They absorb a world view that defines their relationships with others
The Cultural Environment
Persistence of Cultural Values

Core beliefs and values persist because they are passed on from
parents to children and are reinforced by schools, churches,
business, and government.
Secondary beliefs and values are more open to change.
Marketers want to predict cultural shifts in order to spot new
opportunities or threats.
Shifts in Secondary Core Values
Previously a communist country, Christmas is

celebrated commercially in China even though
Christianity is not one of the countrys main
religions.
Major Cultural Values are expressed in terms of

Peoples view of themselves
- People vary in their emphasis on serving themselves versus
serving others.
Peoples view of others
- More cocooning staying home, home cooked meals
Peoples Views of Others
Asian consumers tend to be

particularly susceptible to
external influences. In Korea,
keeping up with the Kims is a
serious business, and a childs
first birthday is a major
celebration.

Peoples view of organizations
- Decline of loyalty toward companies
Peoples view of society
- Patriots defend it
- Reformers want to change it
- Malcontents want to leave it

Peoples view of nature
- Some feel ruled by it
- Some feel in harmony with it
- Some seek to master it
Peoples view of the universe
- Renewed interest in spirituality
- Developed more permanent value
family, community, earth, faith, ethics
Peoples view of nature
Organically grown products

including rice cakes, tea, chilli, fruit,
vegetables, and meat are slowly
becoming popular in Asia

Explain the key changes in the political and cultural environments.
3.3
Responding to the Marketing Environment
3.3
3.3 Responding to the Marketing Environment
Many companies think the marketing environment is an uncontrollable

element to which they have to adapt.
Other companies take an environmental management perspective
to affect the publics and forces in their environment.
Marketing managers should take a proactive rather than reactive
approach 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

Discuss how companies can react to the marketing environment.
Thank
you

Poma PPT Slides-Chapter 3-171863

Загружено:

Сведения о документе

Оригинальное название

Авторское право

Доступные форматы

Поделиться этим документом

Поделиться или встроить документ

Параметры публикации

Этот документ был вам полезен?

Это неприемлемый материал?

Авторское право:

Доступные форматы

Poma PPT Slides-Chapter 3-171863

Загружено:

Авторское право:

Доступные форматы

Principles of Marketing: An Asian

The Marketing Environment

2012 Principles of Marketing: An Asian Perspective

The Companys Microenvironment

2012 Principles of Marketing: An Asian Perspective

2012 Principles of Marketing: An Asian Perspective

2012 Principles of Marketing: An Asian Perspective

3.1 The Companys Microenvironment

companys marketing environment consists of the actors and

microenvironment consists of the actors close to the company

macroenvironment consists of larger societal forces that affect

2012 Principles of Marketing: An Asian Perspective

3.1 The Companys Microenvironment

Actors in the Microenvironment

2012 Principles of Marketing: An Asian Perspective

3.1 The Companys Microenvironment

All the interrelated

2012 Principles of Marketing: An Asian Perspective

3.1 The Companys Microenvironment

3.1 The Companys Microenvironment

11 2012 Principles of Marketing: An Asian Perspective

3.1 The Companys Microenvironment

Types of Marketing Intermediaries

12 2012 Principles of Marketing: An Asian Perspective

3.1 The Companys Microenvironment

13 2012 Principles of Marketing: An Asian Perspective

3.1 The Companys Microenvironment

14 2012 Principles of Marketing: An Asian Perspective

3.1 The Companys Microenvironment

Carrefour opened its first

3.1 The Companys Microenvironment

16 2012 Principles of Marketing: An Asian Perspective

3.1 The Companys Microenvironment

3.1 The Companys Microenvironment

markets: individuals and households that buy goods and

markets: buy goods and services for further processing or

18 2012 Principles of Marketing: An Asian Perspective

3.1 The Companys Microenvironment

markets: buy goods and services to resell at a profit.

markets: made up of government agencies that buy

markets: buyers in other countries, including

19 2012 Principles of Marketing: An Asian Perspective

3.1 The Companys Microenvironment

20 2012 Principles of Marketing: An Asian Perspective

3.1 The Companys Microenvironment

21 2012 Principles of Marketing: An Asian Perspective

3.1 The Companys Microenvironment

publics influence the companys ability to obtain funds.

publics carry news, features, and editorial opinions.

publics. Management must take government

22 2012 Principles of Marketing: An Asian Perspective

3.1 The Companys Microenvironment

publics include neighborhood residents and community

public. The general publics image of the company affects its

publics include workers, managers, volunteers, and the

23 2012 Principles of Marketing: An Asian Perspective

3.1 The Companys Microenvironment

Reviewing the Key Concepts

24 2012 Principles of Marketing: An Asian Perspective

25 2012 Principles of Marketing: An Asian Perspective

3.2 The Companys Macroenvironment

Major Forces in the Companys Macroenvironment

26 2012 Principles of Marketing: An Asian Perspective