CHAPTER

Chương 1 2

Analyzing the Marketing

Environment
 Outline
2.1 2.2
01

The The Macroenvironment

Microenvironment
 A Company’s Marketing Environment

The marketing environment

01

includes the actors and forces outside

marketing that affect marketing
management’s ability to build and maintain
successful relationships with target customers.
 2.1
The Microenvironment
 2.1.1 The Company

01 In designing marketing plans, marketing

management takes other company groups into
account.
• Top management
• Finance
• R&D
• Purchasing
• Operations
• Accounting
PhD HOANG THI BAO THOA
 2.1.2 The Supplier

01
• Provide the resources to produce goods
and services
• Treat as partners to provide customer
value

Supplier problems can seriously affect marketing

 2.1.3 Marketing
Intermediaries
01
✔ Marketing intermediaries are firms that help the
company to promote, sell, and distribute its goods
to final buyers

Partnering with intermediaries:

They include resellers, physical distribution firms, Coca-Cola provides its retail
partners with much more than
just soft drinks. It also pledges
marketing services agencies, and financial powerful marketing support.

intermediaries
 2.1.3 Marketing Intermediaries

01

Physical
Resellers distribution
firms

Marketing
Financial
services
agencies intermediaries
 2.1.4 Competitors

01

Firms must gain strategic advantage by

positioning their offerings strongly
against competitors’ offerings in the
minds of consumers
 2.1. 5 Publics

01

Any group that has an actual or • Financial publics

potential interest in or impact on an • Media publics
organization’s ability to achieve its • Government publics
objectives • Citizen-action publics
• Local publics
• General public
• Internal publics
 2.1.6 Customers

01

✔ Consumer markets
✔ Business markets
✔ Reseller markets
✔ Government markets
✔ International markets
 TS. HOẢNG THỊ BẢO THOA

2.2 The Macro Environment

2.2 The Macroenvironment
2.2.1 Demographic Environment
01 Demography Demographic environment Demographic trends

is the study of include changing

human age and family
involves structures,
populations-- size,
people, and geographic
density, location,
age, gender, race, people make population shifts,
occupation, and up markets. educational
other statistics. characteristics, and
population diversity.
 2.2.1 Demographic Environment

The Changing Age Structure of the Population

01

❖ Baby Boomers - Born 1946 to 1964

❖ Generation X - Born between 1965 and 1976
❖ Millennials - Born between 1977 and 2000
❖ Generation Z – Born after 2000

Generational marketing is important in

segmenting people by lifestyle or life stage
instead of age.
 2.2.1 Demographic Environment

01
Changing American family
⮚ Married couples with children: 22%
⮚ Married couples without children: 29 %
⮚ Single parents: 11%. Changes in the workforce
⮚ A full 38% are nonfamily households— singles The number of working women
living alone or adults of one or both sexes living has also increased greatly, More
together.
men are staying home with their
⮚ More people are divorcing or separating,
children, managing the household
choosing not to marry, marrying later, or marrying
without intending to have children.
 2.2.1 Demographic Environment

01
Geographic Shifts in Population

✔ Growth in U.S. West and South and

decline in Midwest and Northeast
✔ Change in where people work
✔ Telecommuting: work at home or in a
remote office and conduct their business
by phone, fax, modem, or the Internet.
✔ Home office: SOHO (small office/home
office) market
 2.2.1 Demographic Environment

01 Markets are becoming more

diverse.
• International
• National
Diversity also includes:
• Ethnicity
• Gay and lesbian
• Disabled
 2.2.2 Economic Environment

01 ❖ The economic environment consists of factors that affect

consumer purchasing power and spending patterns.
• Industrial economies are richer markets.
• Subsistence economies consume most of their own agriculture
and industrial output.
• Developing economies also offer outstanding marketing
opportunities.
 2.2.2 Economic Environment

01

✔ Changes in Consumer Spending

✔ Value marketing involves offering
financially cautious buyers greater
value—the right combination of
quality and service at a fair price
 2.2.2 Economic Environment
Income Distribution
01

Over the past several decades, the rich

have grown richer, the middle class has
shrunk, and the poor have remained poor.

This distribution of income has created a tiered market.

Changes in major economic variables, such as income, cost of
living, interest rates, and savings and borrowing patterns have
a large impact on the marketplace.
2.2 The Macroenvironment
2.2.3 The Natural Environment
01
The natural environment is the physical
environment and the natural resources that are
needed as inputs by marketers or that are
affected by marketing activities.
Trends in the Natural Environment
• Growing shortages of raw materials
• Increased pollution
• Increased government intervention in natural
resource management.
• Developing strategies that support environmental
sustainability
2, The Macroenvironment

01
2.2.3 The Natural Environment

Environmental sustainability
involves developing strategies
and practices that create a
world economy that the planet
can support indefinitely.
 2.2.4 Technological Environment

01
Most dramatic New Concern for
force in products, the safety of
changing the new products
opportunities
marketplace
2.2 The Macroenvironment

01
2.2.5 Political And Social Environment
❖ The political environment consists of laws, government agencies,
and pressure groups that influence or limit various organizations
and Individuals in a given society.

❖ Legislation regulating business is intended to

⮚ Protect companies from each other
⮚ Consumers from unfair business practices
⮚ The interests of society against unrestrained business behavior
2.2 The Macroenvironment

01
2.2.5 Political And Social Environment
Increased Emphasis on Ethics and Socially Responsible Actions

Socially Responsible Behavior.

⮚ Enlightened companies encourage
their managers to look beyond what
the regulatory system allows and
simply “do the right thing.”
⮚ The boom in Internet marketing has
created a new set of social and
ethical issues.
Cause-related marketing
⮚ Linking purchases of the
company’s products or
services with fund-raising for
worthwhile causes or
charitable organizations
2.2 The Macroenvironment

01
2.2.6 Cultural Environment
The Persistence of Cultural Values Core beliefs and
The cultural environment values are persistent and are passed on from
consists of institutions and parents to children and are reinforced by schools,
other forces that affect a churches, businesses, and government. Secondary
society’s basic values, beliefs and values are more open to change and
perceptions, and behaviors. include people’s views of themselves, others,
organizations, society, nature, and the universe.
2.2 The Macroenvironment

01
2.2.6 Cultural Environment
❖ Shifts in Secondary Cultural Values of People’s
The cultural environment
Views
consists of institutions and
other forces that affect a Themselves
society’s basic values, Others
Organizations
perceptions, and behaviors. Society
Nature
Universe
d

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