MARKETING ENVIRONMENT

QUESTIONS
Identify any 3 elements of the macro
environment of a firm and explain how they
influence marketing strategy? 15 2014
Describe marketing environmental factors that
affect the companys ability to serve its
customers. 8 2009
Give a brief overview of the marketing
environment. Why is it imp for marketers to
study the marketing environment? 12+3 2007
 QUESTIONS
Describe the marketing environmental factors
that affect the companys ability to serve its
customers. 8 2009
 SWOT ANALYSIS

EXTERNAL ENVIRONMENT ANALYSIS

a. OPPORTUNITY
b. THREAT
INTERNAL ENVIRONMENT ANALYSIS
a. STRENGTHS
b. WEAKNESSES
 EXTERNAL ENVIRONMENT

MACRO-BROAD MICRO

Demographic Customers
Economic Competitors
Technological Distributors
Politico-legal Suppliers
Socio-cultural
Natural
 INTERNAL ENVIRONMENT
R&D
Purchasing
Manufacturing
Marketing
Sales
Logistics
Accounting
Finance
Public relations
 MACRO/BROAD ENVIRONMENT
DEMOGRAPHIC
NATURAL
POLITICO-LEGAL
TECHNOLOGICAL
ECONOMIC
SOCIO-CULTURAL
 MICRO ENVIRONMENT

CUSTOMERS

COMPETITORS

DISTRIBUTORS

SUPPLIERS
 DEMOGRAPHIC ENVIRONMENT
WORLDWIDE POPULATION GROWTH
POPULATION AGE MIX
ETHNIC MARKETS
EDUCATIONAL GROUPS
HOUSEHOLD PATTERNS
GEOGRAPHICAL SHIFTS IN POPULATION
SHIFT FROM MASS MARKET TO MICROMKT
 ECONOMIC ENVIRONMENT

INCOME DISTRIBUTION

SAVINGS, DEBT, AND CREDIT AVAILABILITY

 NATURAL ENVIRONMENT

SHORTAGE OF RAW MATERIALS

INCREASED ENERGY COSTS

INCREASED POLLUTION LEVELS

CHANGING ROLE OF GOVERNMENTS

 TECHNOLOGICAL ENVIRONMENT

ACCELERATING PACE OF TECHNOLOG CHANGE

UNLIMITED OPPORTUNITIES FOR INNOVATION

VARYING R&D BUDGET

INCREASED REGULATION OF TECH CHANGE

 POLITICO-LEGAL ENVIRONMENT

LEGISLATION REGULATING BUSINESS

GROWTH OF SPECIAL INTEREST GROUPS

 SOCIO-CULTURAL ENVIRONMENT
HIGH PERSISTENCE OF CORE CULTURAL VALUE

EXISTENCE OF SUBCULTURES

SHIFTS OF SECONDARY CULTURAL VALUES

THROUGH TIME
Demographic Economic Natural Technological Politico-legal Socio cultural

Accelerating pace Legislation High persistence

Worldwide Income Shortage of raw
of technological regulating of core cultural
population distribution materials
change business value
growth
Population age Savings Increased energy Unlimited Growth of special Existence of
mix costs opportunities for interest groups subcultures
innovation
Ethnic markets Debt Increase pollution Varying R&D Shifts of
levels budget secondary cultural
values through
time
Educational Credit availability Changing role of Increased
groups governments regulation of tech
change
Household Income Shortage of raw
patterns distribution materials
Geographical shift Increased energy
in population costs
Shift from mass Increase pollution
market to micro levels
market
Worldwide Changing role of
population governments
growth
Population age
mix