س copyright 2000 prentice hall 3-1 chapter 5 analyzing the marketing environment
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س Copyright 2000 Prentice Hall
3-13-1
Chapter 5Chapter 5
Analyzing the Marketing Environment
س Copyright 2000 Prentice Hall
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The objectives Of this Chapter is toThe objectives
Of this Chapter is to
• Describe the environmental forces that affect the company’s ability to serve its customers.
• Explain how changes in the demographic and economic environments affect marketing decisions.
• Identify the major trends in the firm’s natural and technological environments.
• Explain the key changes in the political and cultural environments.
• Discuss how companies can react to the marketing environment.
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•The substantial speedup of international transportation, communication, and financial transactions, leading to the rapid growth of world trade and investment, especially tripolar trade (North America, Western Europe, Far East)
•The movement of manufacturing capacity and skills to lower cost countries.
•The rising economic power of several Asian countries in world markets.
•The rise of trade blocks such as the European Union and NAFTA signatories.
Identifying and Responding to the Major Macroenvironment ForcesIdentifying and Responding to the Major Macroenvironment Forces
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•The severe debt problems of a number of countries, along with the increasing fragility of the international financial system.
•The increasing use of barter and countertrade to support international transactions.
•The move toward market economies in formerly socialist countries along with rapid privatization of publicly owned companies.
•The rapid dissemination of global lifestyles.•The gradual opening of major new markets, namely China, India,
eastern Europe, the Arab countries, and Latin America.
Identifying and Responding to the Major Macroenvironment ForcesIdentifying and Responding to the Major Macroenvironment Forces
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•The increasing tendency of multinationals to transcend their locational and national characteristics and become transnational firms.
•The increasing number of cross-border corporate strategic alliances–for example, MCI and British Telecom, and Texas Instruments and Hitachi.
•The increasing ethnic and religious conflicts in certain countries and regions.
•The growth of global brands in autos, food, clothing, electronics.
Identifying and Responding to the Major Macroenvironment ForcesIdentifying and Responding to the Major Macroenvironment Forces
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Objectives
Objectives
•Tracking Trends & Identifying Opportunities in the Marketing Environments:
–Macroenvironment -- BIG Picture
–Microenvironment -- Closer-In
–Internal environment -- you & me
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THE MARKETING ENVIRONMENT
INTRODUCTIONINTERNAL ENVIRONMENTEXTERNAL ENVIRONMENTSWOT ANALYSIS
THE MARKETING ENVIRONMENT
INTRODUCTIONINTERNAL ENVIRONMENTEXTERNAL ENVIRONMENTSWOT ANALYSIS
THE MARKETING ENVIRONMENT
• INTRODUCTION• INTERNAL ENVIRONMENT• EXTERNAL ENVIRONMENT• SWOT ANALYSIS
THE MARKETING ENVIRONMENT
• INTRODUCTION• INTERNAL ENVIRONMENT• EXTERNAL ENVIRONMENT• SWOT ANALYSIS
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Marketing EnvironmentMarketing Environment
• Marketing:Marketing:• We have discussed before the meaning of We have discussed before the meaning of
Marketing and we said that marketing is Marketing and we said that marketing is .
• Environment:Environment:
• What do we mean by the environment?What do we mean by the environment?
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Marketing EnvironmentMarketing Environment
• Marketing EnvironmentMarketing Environment- consists of the actors and forces outside marketing that affect marketing management’s ability to develop and maintain successful relationships with its target customers.
• Includes:–MicroenvironmentMicroenvironment - forces close to the company
that affect its ability to serve its customers.
–MacroenvironmentMacroenvironment - larger societal forces that affect the whole microenvironment.
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… you’ve got to peel away a few layers to get to the good stuff!
But, the Business World is like an Orange...
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Peeling the “Orange”
TargetConsumers
Product
Place Price
Promotion
Purchasing
R&D
Production
Marketing
Competitors
IntermediariesP
ub
lics
Su
pp
li er s
DemographicEconomic
TechnologicalNatural
PoliticalLegal
SocialCultural
Engineering
Logistics
Finance
Acc
ount
ing
© Bruce C. Bailey 1998
س Copyright 2000 Prentice Hall
3-133-13The Marketing EnvironmentThe Marketing Environment
CompanyCompany
Demographic
Economic
Natural
Technological
Political
Cultural
Company
Customers
Intermediaries
Suppliers
Competitors
Publics
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The MicroenvironmentThe Microenvironment
CompanyCompany
CustomersCustomers
PublicsPublics Suppliers Suppliers
CompetitorsCompetitors IntermediariesIntermediaries
Forces Affecting a Company’s Ability to
Serve ItsCustomers
Forces Affecting a Company’s Ability to
Serve ItsCustomers
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The Company’s MicroenvironmentThe Company’s Microenvironment
• Company’s Internal EnvironmentCompany’s Internal Environment- functional areas such as top management, finance, and manufacturing, etc.
• Suppliers Suppliers - provide the resources needed to produce goods and services and are an important link in the “value delivery system”.
• Marketing Intermediaries Marketing Intermediaries - help the company to promote, sell, and distribute its goods to final buyers.
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The Company’s MicroenvironmentThe Company’s Microenvironment
• CustomersCustomers - five types of markets that purchase a company’s goods and services.
• CompetitorsCompetitors - those who serve a target market with similar products and services against whom a company must gain strategic advantage.
• PublicsPublics - any group that perceives itself having an interest in a company’s ability to achieve its objectives.
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Types of Customer MarketsTypes of Customer Markets
CompanyCompany
ConsumerMarkets
InternationalMarkets
GovernmentMarkets
BusinessMarkets
ResellerMarkets
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Types of PublicsTypes of Publics
Financial i.e. BanksFinancial i.e. Banks
Media i.e. NewspapersMedia i.e. Newspapers
Government i.e. RegulationsGovernment i.e. Regulations
Citizen-Action i.e. Consumer GroupsCitizen-Action i.e. Consumer Groups
Local i.e. Neighborhood ResidentsLocal i.e. Neighborhood Residents
General PublicGeneral Public
Internal i.e. EmployeesInternal i.e. Employees
س Copyright 2000 Prentice Hall
3-193-19The MacroenvironmentThe Macroenvironment
DemographicDemographic
TechnologicalTechnological
CulturalCulturalEconomicEconomic
PoliticalPoliticalNaturalNatural
Forces that ShapeOpportunities
and Pose Threatsto a Company
Forces that ShapeOpportunities
and Pose Threatsto a Company
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The Company’s MacroenvironmentThe Company’s Macroenvironment
• DemographicDemographic - studies populations in terms of age, gender, race, occupation, location and other statistics.
• EconomicEconomic - factors that affect consumer purchasing power and spending patterns.
• NaturaNatural - natural resources needed as inputs by marketers or that are affected by marketing activities.
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Key U.S. Demographic TrendsKey U.S. Demographic Trends
Changing Age StructurePopulation is getting olderChanging Age StructurePopulation is getting older
Changing Family StructureMarrying later, fewer children ,
working women, and nonfamily households
Changing Family StructureMarrying later, fewer children ,
working women, and nonfamily households
Geographic ShiftsMoving to the Sunbelt and suburbs (MSA’s)
Geographic ShiftsMoving to the Sunbelt and suburbs (MSA’s)
Increased EducationIncreased college attendance
and white-collar workers
Increased EducationIncreased college attendance
and white-collar workers
Growing Ethnic and Racial Diversity72% Caucasian, 13% African-American ,
11% Hispanic & 3% Asian
Growing Ethnic and Racial Diversity72% Caucasian, 13% African-American ,
11% Hispanic & 3% Asian
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Worldwide Population GrowthWorldwide Population Growth
Population Age Mix Population Age Mix
Ethnic Markets Ethnic Markets
Household PatternsHousehold Patterns
Educational GroupsEducational Groups
Geographical Shifts in PopulationGeographical Shifts in Population
Shift from Mass to MicromarketsShift from Mass to Micromarkets
Demographic Environment
Demographic Environment
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3-233-23Economic EnvironmentEconomic Environment
Changing Consumer
SpendingPatterns
Changing Consumer
SpendingPatterns
EconomicDevelopment
EconomicDevelopment
Changes in Income
Changes in Income
KeyEconomic
Concerns forMarketers
KeyEconomic
Concerns forMarketers
Inflationand
Recession
Inflationand
Recession
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Income DistributionIncome Distribution
Subsistence economiesSubsistence economies
Raw-material-exporting economiesRaw-material-exporting economies
Industrializing economiesIndustrializing economies
Industrial economies Industrial economies
Savings, Debt, & Credit AvailabilitySavings, Debt, & Credit Availability
Economic Environment
Economic Environment
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InflationInflation
• Prices rise with no wage increasePurchasing Power decreases
• Increase profit margins by increasing efficiency
• Consumers reaction:– Search for lowest prices– Rely on coupons and sales
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Recession
Recession
• Income, production and employment fall
• Reduced demand for goods and services
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Recession Marketing Strategies
Recession Marketing Strategies
Improve existing productsImprove existing products
Maintain customer servicesMaintain customer services
Introduce new productsIntroduce new products
Emphasize top-of -the line productsEmphasize top-of -the line products
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Natural EnvironmentNatural Environment
Shortages of Raw Materials
Shortages of Raw Materials
Increased Pollution
Increased Pollution
GovernmentalIntervention
GovernmentalIntervention
Factors Affectingthe
NaturalEnvironment
Factors Affectingthe
NaturalEnvironment
س Copyright 2000 Prentice Hall
3-293-29The Company’sMacroenvironment
The Company’sMacroenvironment • TechnologicalTechnological - forces that create new
technologies, creating new product and market opportunities.
• PoliticalPolitical - laws, agencies and groups that influence and limit organizations and individuals in a given society.
• CulturalCultural - institutions and other forces that affect a society’s basic values, perceptions, preferences, and behaviors.
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3-303-30Technological EnvironmentTechnological Environment
Rapid Pace of Change
Rapid Pace of Change
UnlimitedOpportunities
UnlimitedOpportunities
IncreasedRegulationIncreasedRegulation
Practical, AffordableProducts
Practical, AffordableProducts
Issues in the TechnologicalEnvironment
Issues in the TechnologicalEnvironment
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Technological & Resource Factors
Technological & Resource Factors
• New technology helps firm cope
with other environmental factors
• New technology helps firm carrying out and easuapply of research
• Information technology helps economic growth
س Copyright 2000 Prentice Hall
3-323-32Political EnvironmentPolitical Environment
Increasing Legislation Designed
to Protect Groups
Increasing Legislation Designed
to Protect Groups
Changing GovernmentAgency
Enforcement
Changing GovernmentAgency
Enforcement
Increasing Emphasis on Ethics and
Socially ResponsibleActions
Increasing Emphasis on Ethics and
Socially ResponsibleActions
Some Trends in the Political Environment Include:
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Political-Legal Environment
Political-Legal Environment
•Regional Groupings–European Union (EU)
–NAFTA
•Consumerism & SIG’s–MADD/SADD
•Ethics & Social Responsibility
•Increased Legislation & Enforcement
س Copyright 2000 Prentice Hall
3-343-34Cultural EnvironmentCultural Environment
OfOrganizations
OfOrganizations
OfNature
OfNature
OfOneself
OfOneself
OfSociety
OfSociety
Ofthe Universe
Ofthe Universe
OfOthers
OfOthers
Cultural Valuesof a
Society
Cultural Valuesof a
Society
س Copyright 2000 Prentice Hall
3-353-35Responding to the Marketing Environment
Responding to the Marketing Environment
•Environmental Management PerspectiveEnvironmental Management Perspective
–Taking a proactive approach to managing the microenvironment and the macroenvironment by taking aggressive (rather than passive) actions to affect the publics and forces in the marketing environment .
–How? Hire lobbyists , run “advertorials”, file law suits and
complaints, and form agreements .
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Rest Stop:Reviewing the Concepts
Rest Stop:Reviewing the Concepts
• Describe the environmental forces that affect the company’s ability to serve its customers.
• Explain how changes in the demographic and economic environments affect marketing decisions.
• Identify the major trends in the firm’s natural and technological environments.
• Explain the key changes in the political and cultural environments.
• Discuss how companies can react to the marketing environment.
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