cours 2 THE MARKETING ENVIRONMENT

Scanning the Marketing
Environment
 Who are the primary competitors?
 How to ascertain their strategies, objectives, strengths and weaknesses, and reaction patterns?
 What are the key methods for tracking and identifying opportunities in the macro-environment?
 What are the key demographic, economic, natural, technological, political, and cultural developments?

The Marketing plan
Market survey
Segmentation

Identifying needs and wants
Targeting

Choosing a target market(s)
Developping a market offering

Positioning

Product

Place

Price
Measuring
outcomes

Promotion

The Marketing environment: key terms
1.

The Marketing Environment
The actors and forces that affect a company’s capability to operate effectively in providing products and services to its customers.

2.

Macro environment
The broad forces that affect not only the company but also the other actors in the microenvironment. The analysis of the five forces – political/legal, economic, ecological/physical, social/cultural and technological – is known as PEEST analysis.

3.

Micro environment
The actors in the company’s immediate environment that affects its capability to operate effectively in its chosen markets.

The Marketing Environment
Macroenvironment

Economic
Microenvironment

Political/ legal Customers

Suppliers

Company
Distributors
Social/ cultural Competitors

Technological

Ecological/
Physical

External marketing audit checklist
Macro environment

The Macro environment
Political and Legal Forces


European Union-wide laws.
- collusion.
- abuse of market dominance.
- acquisition and mergers.
- state aid.



National Laws
- laws governing marketing practice – e.g. advertising.
- national bodies set up to investigate anticompetitive practice.

The Macro environment
Economic Forces
 Economic Growth and Unemployment.
 Interest and Exchange Rates.
 Central and Eastern Europe.
 China and India.
 Russia and India

The Macro environment
Ecological/Physical Environmental Forces
