home lecture (hl) : fundamentals of marketing (chapter 2)- the marketing environment
TRANSCRIPT
Prepared by: Faindra Jabbar
1 Home Lecture (HL) with Faindra Jabbar
Chapter Overview
1. The Company’s Microenvironment 2. The company’s Macroenvironment 3. Responding to the MarkeEng Environment
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The MarkeEng Environment
The markeEng environment includes the actors and forces that affect a firm’s ability to build and maintain successful relaEonships with
customers.
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The MarkeEng Environment
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Microenvironment Macroenvironment
The OrganizaEon
The OrganizaEon
The Microenvironment
Microenvironment consists of the actors close to the company that affects its ability to serve its
customer’s needs; the company, suppliers, markeEng intermediaries, customer markets,
compeEtors, and publics.
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The Microenvironment
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Actors in the Microenvironment
The Microenvironment
• The company – the internal environment of the company that is markeEng the product. – Top management, Finance, R & D, Purchasing, OperaEons, AccounEng
– Departments within the company impact markeEng planning and acEons.
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The Microenvironment
• Suppliers – provide resources to produce goods and services. – Treat suppliers as partners to provide customer value
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The Microenvironment
• Marke:ng intermediaries -‐ help sell, promote, and distribute goods.
• Also known as a “Middleman”.
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Types of MarkeEng Intermediaries • Resellers – distribuEon channel firms that help the company find customers or make sales to them. Eg: Wholesalers and retailers.
• Physical distribu:on firms – help company to stock and move goods from their points of origin to their desEnaEons with the assistance from warehouse and transportaEon firms.
• Marke:ng service agencies – help promote the product, eg: adverEsing company.
• Financial intermediaries – help finance the transacEon of goods, eg: banks
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The Microenvironment
• Customer markets – the people who buy the products. Consumer market, Business market, Government market, Reseller market, InternaEonal markets.
• Compe:tors – other organizaEons that are compeEng for the same consumers with the intenEon to fulfill the same needs and wants.
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Publics
The communiEes of people at large (whether or not organized as groups) that have a direct or indirect
associaEon with an organizaEon.
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7 Types of Publics
The organizaEon
Local Publics
General Publics
Internal Publics
CiEzen-‐AcEon Publics
Financial Publics
Media Publics
Government Publics
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The Macroenvironment
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The Demographic Environment
Study of human populaEons in terms of size, density, locaEon, age, gender, race, occupaEon, and other staEsEcs
Demographic trends include age, family structure, geographic populaEon shics,
educaEonal characterisEcs, and populaEon diversity
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The Economic Environment • Consists of factors that affects consumer purchasing power
and spending paderns. • Malaysian per capita income increases from RM 15,819
(2004), to RM 22,345(2007), to RM29,661 (2011). (Bank Negara Malaysia)
• Middle income Malaysians with salary range from RM3,000 to
RM5,000 accounted for more than seven million. (The Star, 31 July 2008)
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The Natural Environment • Involves the natural resources that are needed as inputs by
marketers or that are affected by markeEng acEviEes. • Key natural environment trends § Concern for the natural environment has grown steadily,
increasing the importance of these trends: v Shortage of raw materials v Increased polluEon v Increased government intervenEon
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The Technology Environment • The technological environment is characterized by rapid
change. • New technology changes the way we live our life and the way
firms do their business. • Key Technological Trends
§ New technologies create new opportuniEes and markets but make old technologies obsolete.
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The PoliEcal Environment • Includes laws, governmental agencies, and pressure groups that
impact organizaEons and individuals.
“The stable poliEcal condiEon in any parEcular country will lead for a stable businesses….”
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The Cultural Environment • Cultural environment is composed of insEtuEons and other
forces that affect a society’s basic values, percepEons, preferences, and behaviors.
• Culture can influence decision making.
– Core beliefs and values are persistent and are passed on from parents to children and are reinforced by schools, churches, businesses, and government.
– Secondary beliefs and values change and shic more easily and expressed through people’s views of themselves, others, organizaEon, society, nature and the universe.
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Responding to the MarkeEng Environment
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• Passive Acceptance and AdaptaEon
• Watching and reacEng to forces in the environment
ReacEve
• Aggressive acEons to affect forces in the environment.
• lobbyist., PR, & contractual agreements to influence environmental forces
ProacEve
Prepared by: Faindra Jabbar
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