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MKT420 Chapter 03
MKT420 Chapter 03
The
Marketing Environment
Chapter Outline
3-3
The Marketing Environment
3-4
The Marketing Environment
Marketing Environment
3-5
The Company’s Microenvironment
Marketing Environment
3-6
The Company’s Microenvironment
• The Company
• Suppliers
• Marketing intermediaries
• Customers
• Competitors
• Publics
3-7
The Company’s Microenvironment
The Company
3-8
The Company’s Microenvironment
Suppliers
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
3-11
The Company’s Microenvironment
Marketing Intermediaries
3-12
The Company’s Microenvironment
Marketing Intermediaries
3-13
The Company’s Microenvironment
Marketing Intermediaries
3-14
The Company’s Microenvironment
Customers
3-15
The Company’s Microenvironment
Customers
3-16
The Company’s Microenvironment
Competitors
3-17
The Company’s Microenvironment
Publics
Publics
3-20
The Company’s Macroenvironment
• Demographic environment
• Economic environment
• Natural environment
• Technological environment
• Political environment
• Cultural environment
3-21
The Company’s Macroenvironment
Demographic Environment
Generational marketing is
important in segmenting people
by lifestyle of life state instead of
age
3-23
The Company’s Macroenvironment
Demographic Environment
Changing Age Structure of the Population
3-24
The Company’s Macroenvironment
Demographic Environment
Changing Age Structure of the Population
3-25
The Company’s Macroenvironment
Demographic Environment
Changing Age Structure of the Population
3-26
The Company’s Macroenvironment
Demographic Environment
The Changing American Family
3-27
The Company’s Macroenvironment
Demographic Environment
Geographic Shifts in Population
• Trends include:
• Migratory movements between and
within countries
• Moving from rural to metropolitan areas
• Changes in where people work
• Telecommuting
• Home office
• Divorcing or separating
3-28
The Company’s Macroenvironment
Demographic Environment
Changes in the Workforce
Trends include:
• More educated
• More white collar
• More professional
3-29
The Company’s Macroenvironment
Demographic Environment
Increasing Diversity
3-30
The Company’s Macroenvironment
Economic Environment
3-31
The Company’s Macroenvironment
Economic Environment
Changes in Income
3-32
The Company’s Macroenvironment
Economic Environment
Changes in Income
• Income distribution
• Upper-class consumers
• Middle-class consumers
• Working-class consumers
• Underclass consumers
3-33
The Company’s Macroenvironment
Economic Environment
Changes in Consumer Spending Patterns
3-34
The Company’s Macroenvironment
Natural Environment
3-37
The Company’s Macroenvironment
Political Environment
3-38
The Company’s Macroenvironment
Political Environment
3-39
The Company’s Macroenvironment
Political Environment
Changing Government Agency Enforcement
3-40
The Company’s Macroenvironment
Political Environment
Increased Emphasis on Ethics and Socially Responsible
Actions
3-41
The Company’s Macroenvironment
Cultural Environment
3-42
The Company’s Macroenvironment
Cultural Environment
Persistence of Cultural Values
3-44
The Company’s Microenvironment
Cultural Environment
Shifts in Secondary Cultural Values
3-45
The Company’s Macroenvironment
Cultural Environment
Shifts in Secondary Cultural Values
3-46
The Company’s Macroenvironment
Cultural Environment
Shifts in Secondary Cultural Values
3-47
Responding to the Marketing
Environment
Views on Responding
• Uncontrollable
• Reacting and adapting to forces in the
environment
• Proactive
• Taking aggressive actions to affect forces
in the environment
• Reactive
• Watching and reacting to forces in the
environment
3-48