Analyzing the Marketing Environment

Only available on StudyMode
  • Download(s) : 356
  • Published : April 19, 2012
Open Document
Text Preview
Chapter Three
Analyzing the Marketing Environment
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall

Chapter 3- slide 1

Analyzing the Marketing Environment
Topic Outline

• The Company’s Microenvironment • The Company’s Macroenvironemnt • Responding to the Marketing Environment

Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall

Chapter 3- slide 2

The Marketing Environment
The marketing environment includes the actors and forces outside marketing that affect marketing management’s ability to build and maintain successful relationships with target customers

Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall

Chapter 3- slide 3

The Marketing Environment
Microenvironment consists of the actors close to the company that affect its ability to serve its customers -- the company, suppliers, marketing intermediaries, customer markets, competitors, and publics

Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall

Chapter 3- slide 4

The Company’s Microenvironment
The Company

• • • • • •

Top management Finance R&D Purchasing Operations Accounting

Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall

Chapter 3- slide 5

The Company’s Microenvironment
Suppliers

• Provide the resources to produce goods and services • Treated as partners to provide customer value

Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall

Chapter 3- slide 6

The Company’s Microenvironment
Marketing Intermediaries

• Help the company to promote, sell and distribute its products to final buyers

Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall

Chapter 3- slide 7

The Company’s Microenvironment
Types of Marketing Intermediaries

Resellers

Physical distribution firms Financial intermediaries
Chapter 3- slide 8

Marketing services agencies
Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall

The Company’s Microenvironment
Competitors

• Firms must gain strategic advantage by positioning their offerings against competitors’ offerings

Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall

Chapter 3- slide 9

The Company’s Microenvironment
Publics • Any group that has an actual or potential interest in or impact on an organization’s ability to achieve its objectives – – – – – – – Financial publics Media publics Government publics Citizen-action publics Local publics General public Internal publics

Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall

Chapter 3- slide 10

The Company’s Macroenvironment
Demographic Environment
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 Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall

Chapter 3- slide 11

The Company’s Macroenvironment
Demographic Environment

• Changing age structure of the population
– Baby boomers include people born between 1946 and 1964 – Most affluent Americans

Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall

Chapter 3- slide 12

The Company’s Macroenvironment
Demographic Environment

• Generation X includes people born between 1965 and 1976
– High parental divorce rates – Cautious economic outlook – Less materialistic – Family comes first – Lag behind on retirement savings Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall

Chapter 3- slide 13

The Company’s Macroenvironment
Demographic Environment

• Millennials (gen Y or echo boomers) include those born between 1977 and 2000 – Comfortable with technology – Includes:
• Tweens (ages...
tracking img