Maketing

Marketing Environment

Marketing Strategies

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Week 2 The Marketing Environment

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The marketing environment is made up of a microenvironment and a macroenvironment The microenvironment consists of actors close to the company that affect its ability to serve its customers, the company itself, marketing channel firms, customer markets, and a broad range of publics. The macroenvironment consists of the larger societal forces that affect the entire environment, that is, demographic, economic, natural, technological, political, competitor, and cultural forces.

The Company’s Microenvironment

The Company
 Marketing managers work closely with top management and the various company departments  All managers, supervisors, and employees must “think consumer” – customer oriented (focus  The relationship between the different functions in a firm.  The environment and resources within the marketing department.

Marketing intermediaries
 Defined as independent business organisations that directly assist the flow of products and services between a marketing organisation and its markets.

Marketing intermediaries
 Resellers—wholesalers and retailers (the middlemen).  Facilitating organisations that provide transportation, warehousing, financing and other supportive services needed to complete the exchange between buyer and sellers.  They complete the trade or channels of distribution.

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The Company’s Macroenvironment

Demographics
The statistical study of human population in terms of size, density, location, age, sex, race, occupation and other statistics.
 Ageing population  Baby boomers (pre-1965)  Generation ‘X’—(mid 1960s–1970s)  Single people  Increasing one– and two-person household.  Increasing cultural diversity

Demographics - Changing Age Structure of the Population
 Baby Boomers  Born between 1946-1964 – very powerful groups (markets) Generation X (or Baby Busters / Shadow Generation / Yiffies – young,... [continues]

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