Professional Documents
Culture Documents
Chapt 3
Chapt 3
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Marketing Environment
Includes:
– Microenvironment: factors close to the
company that affect its ability to serve its
customers.
– Macro environment: larger societal forces
that affect the microenvironment.
• Considered to be beyond the control of
the organization.
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Marketing Environment
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The Microenvironment
Suppliers:
– Provide resources needed to produce
goods and services.
– Important link in the “value delivery sys-
tem.”
– Most marketers treat suppliers like part-
ners.
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The Microenvironment
Marketing intermediaries:
– Help the company to promote, sell, and
distribute its goods to final buyers
• Resellers
• Physical distribution firms
• Marketing services agencies
• Financial intermediaries
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The Microenvironment
Customers:
– Five types of markets that purchase a
company’s goods and services.
• Consumer
• Business
• Reseller
• Government
• International
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The Microenvironment
Competitors:
– Those who serve a target market with
products and services that are viewed by
consumers as being reasonable substi-
tutes.
– Company must gain strategic advantage
against these organizations.
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The Microenvironment
Publics:
– Any group that has an interest in or impact
on an organization's ability to achieve its ob-
jectives.
• Financial public
• Media public
• Government public
• Citizen-action public
• Local public
• General public
• Internal public
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The Macroenvironment
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The Macroenvironment
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Demographic Environment
Demographics:
The study of human populations in
terms of size, density, location, age,
gender, race, occupation, and other
statistics.
– Marketers track changing age and family
structures, geographic population shifts,
educational characteristics, and popula-
tion diversity.
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Demographic Environment
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Demographic Environment
Baby Boomers:
– 78 million born between 1946 and 1964.
– Equal 28% of population.
– Earn more than 50% of all personal in-
come.
– Almost 25% belong to racial or ethnic mi-
nority.
– Spend a lot on anti-aging products and
services.
– Are likely to postpone retirement.
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Demographic Environment
Generation X:
– 45 million born between 1965 and 1976.
– Defined by shared experiences:
• Increasing divorce rates.
• More of their mothers employed.
• First generation of latchkey kids.
– Cynical of frivolous marketing pitches.
– Care about the environment.
– Prize experience, not acquisition.
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Demographic Environment
Generation Y:
– 72 million born between 1977 and 1994.
– Have large amount of disposable income.
– Comfortable with computer technology.
– Tend to be impatient and “Now-Oriented.”
– Many product lines targeted at those who
are part of Generation Y:
• Teen and young adult games
• Clothes, furniture, food
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Demographic Environment
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Demographic Environment
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Demographic Environment
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Demographic Environment
Increasing diversity:
– U.S. is a “salad bowl” mixing together var-
ious groups, each of which retains its eth-
nic and cultural differences.
• Ethnic segments are growing as a per-
centage of the U.S. population and
growth is projected to continue.
– Increased marketing efforts towards:
• Gay and lesbian consumers
• People with disabilities
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Economic Environment
Consists of factors that affect consumer pur-
chasing power and spending patterns.
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Natural Environment
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Technological Environment
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Political Environment
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Cultural Environment
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Cultural Environment
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Responding to the
Marketing Environment
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Responding to the
Marketing Environment
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Rest Stop: Reviewing the Concepts