Marketing Environment

Topics: Marketing, Environmentalism, Marketing research Pages: 42 (1479 words) Published: December 5, 2014
A Global
Philip Kotler
Perspective

3
The Marketing
Environment

Gary Armstrong
Swee Hoon Ang
Siew Meng Leong
Chin Tiong Tan
Oliver Yau HonMing

3-1

Learning Objectives
After studying this chapter, you should be able to:
1.
2.
3.
4.
5.

Describe the environmental forces that affect the company’s ability to serve its customers
Explain how changes in the demographic and economic
environments affect marketing decisions
Identify the major trends in the firm’s natural and
technological environments
Explain the key changes in the political and cultural
environments
Discuss how companies can react to the marketing
environment
3-2

Chapter Outline
1. The Company’s Microenvironment
2. The Company’s Macroenvironemnt
3. Responding to the Marketing Environment

3-3

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 customers.

3-4

The Marketing Environment
Marketing Environment
The 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.

3-5

The Marketing Environment
Marketing Environment
The macroenvironment consists of the larger societal forces that affect the microenvironment.
• Demographic
• Economic
• Natural
• Technological
• Political
• Cultural

3-6

The Company’s Microenvironment







The company
Suppliers
Marketing intermediaries
Customers
Competitors
Publics

3-7

The Company’s Microenvironment
The Company
Internal environment includes:
• Top management


Finance



R&D



Purchasing



Operations



Accounting

3-8

The Company’s Microenvironment
Suppliers



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

3-9

The Company’s Microenvironment
Marketing Intermediaries



Help the company to promote, sell, and distribute its
products to final buyers
Include:
• Resellers
• Physical distribution firms
• Marketing services agencies
• Financial intermediaries

3-10

The Company’s Microenvironment
Marketing Intermediaries




Resellers are the distribution channel firms that help the
company find customers or make sales to them. These
include:
• Wholesalers
• Retailers
Physical distribution firms are the distribution channel firms that help the company to stock and move goods from their
points of origin to their final destination.

3-11

The Company’s Microenvironment
Marketing Intermediaries




Marketing service 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.

3-12

The Company’s Microenvironment
Customers
Customer markets consist of 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.

3-13

The Company’s Microenvironment
Customers


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



Government markets buy goods and services to produce
public services or transfer goods and services to others who need them.



International markets consist of buyers in other countries
including consumers, producers, resellers, and governments.

3-14

The Company’s Microenvironment
Competitors



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