Introduction to Marketing

Lecture
Week 4

Course Instructor: Gaukhar Turganbekova

 Marketing Environment

• The Microenvironment
• The Macroenvironment
• Marketing environment – the actors and forces
outside marketing that affect marketing management’s
ability to build and maintain successful relationships
with target customers.

• The marketing environment consists of a

microenvironment and a macroenvironment.
 The Microenvironment

• Microenvironment – the actors close to the company that affect its

ability to serve its customers – the company, suppliers, marketing
intermediaries, customer markets, competitors, and publics.
 The Microenvironment
• Company – interrelated groups such as top management, finance,
research and development (R&D), purchasing, operations, and
accounting form the internal environment of the company.
 The Microenvironment
• Suppliers – provide the resources needed by the company to produce
its goods and services.
 The Microenvironment
• Marketing intermediaries – firms that help the company to promote,
sell, and distribute its goods to final buyers (resellers, physical
distribution firms, marketing services agencies, and financial
intermediaries).
 The Microenvironment
• Competitors – each company’s size and industry position should be
considered compared to those of its competitors.
 The Microenvironment
• Publics – any groups that have an actual or potential interest in or
impact on an organization’s ability to achieve its objectives (financial
publics, media publics, government publics, citizen-action publics, local
publics, general public, internal publics).
 The Microenvironment
• Customers – the aim of the entire value delivery system is to serve
target customers and create strong relationships with them.
 The Macroenvironment

• Macroenvironment – the larger societal forces that affect the

microenvironment – demographic, economic, natural, technological,
political, and cultural forces.
 The Macroenvironment
Demographic Environment

• Demography – the study of human

populations in terms of size, density,
location, age, gender, race, occupation,
and other statistics.
• Marketers analyze:
- Changing age
- Family structures
- Geographic population shifts
- Educational levels
- Population diversity
 The Macroenvironment
Economic Environment

• Economic environment – economic factors

that affect consumer purchasing power and
spending patterns.
• Economic factors affect:
– Changes in consumer spending
– Income distribution
• Some countries have:
– industrial economies (constitute rich markets for many
different kinds of goods)
– subsistence economies (consume most of their own
agricultural and industrial output and offer few market
opportunities
– developing economies (can offer outstanding
marketing opportunities for the right kinds of products)
 The Macroenvironment
Natural Environment

• Natural environment – the

physical environment and the
natural resources that are needed
as inputs by marketers or that are
affected by marketing activities.
• Environmental trends:
- Growing shortages of raw
materials
- Increased pollution
- Increased government
intervention
• Environmental sustainability –
developing strategies and practices
that create a world economy that
the planet can support indefinitely.
 The Macroenvironment
Technological Environment

• Technological environment –
forces that create new
technologies, creating new
product and market
opportunities.
• New technologies create new
markets and opportunities.
• Government agencies
investigate and ban potentially
unsafe products.
 The Macroenvironment
Political Environment

• Political environment – laws,

government agencies, and
pressure groups that influence
and limit various organizations
and individuals in a given
society.
• Reasons for business
legislation:
– Protect companies from each other
– Protect consumer from unfair
business practices
– Protect interest of society against
unrestrained business behavior
 The Macroenvironment
Cultural Environment

• Cultural environment –
institutions and other forces that
affect society’s basic values,
perceptions, preferences, and
behaviors.
• Characteristics that can affect
marketing decision making:
– Persistence of cultural values (core and
secondary beliefs)
– Shifts in secondary values (people’s
views of themselves, others,
organizations, society, nature, the
universe)