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

03 Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall

MICRO ENVIRONMENT The Company

Consists of factors close to the company that Top management
affect its ability to serve its customers
Marketing
COMPANY Finance

R&D
SUPPLIERS COMPETITORS
Micro Purchasing
Environment
MARKETING PUBLICS Operations
INTERMEDIARIES
Accounting

CUSTOMERS

The Suppliers

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The Intermediaries
help the company to
promote, sell, and distribute
its products to final buyers

• Resellers
• Physical distribution
firms
• Marketing services
agencies
• Financial intermediates

Resellers Marketing Services Agencies

Financial Intermediaries Competitors

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Competitors The Publics

• Any group that has an actual or potential interest
• must gain strategic advantage by positioning
in or impact on an organization’s ability to
their offerings against competitors’ offerings achieve its objectives
– Financial publics
– Media publics
– Government publics
– Citizen-action publics
– Local publics
– General public
– Internal publics

The Customers
Firm could target at any of:

Consumer markets

Business markets

Reseller markets

Government markets

International markets

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Demographic
DEMOGRAPHIC NATURAL ENVIRONMENT
ENVIRONMENT

ECONOMIC POLITICAL/LEGAL
ENVIRONMENT ENVIRONMENT Demography: the study of human populations-- size,
density, location, age, gender, race, occupation,
Macro and other statistics
Environment • Demographic environment: involves people, and
people make up markets
TECHNOLOGICAL CULTURAL ENVIRONMENT
ENVIRONMENT • Demographic trends: shifts in age, family
structure, geographic population, educational
characteristics, and population diversity
consists of larger societal forces that affect the
microenvironment

Economic
Environment

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Natural environment

China Flood 2020

Technological
Environment

Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall

Technological Vaccine nationalism

Environment
• Most dramatic force in changing the marketplace
• New products, opportunities
– Internet
– Medicine
– Miniaturization
– Weapons
– Credit cards
– Communication
• Concern for the safety of new products

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Political/Legal Cultural
Environment environment
consists of
institutions and
other forces that
affect a society’s
basic values,
consists of laws, government perceptions, and
agencies, and pressure groups behaviors
that influence or limit various
organizations and individuals in
a given society.

Cultural environment Responding to the

marketing environment
Core value: persistent and
pass on to generations
UNCONTROLLABLE PROACTIVE REACTIVE
Secondary value:
open to change
Culture React and adapt to
forces in the
Aggressive actions
to affect forces in
Watching and
reacting to forces in
environment the environment the environment