marketing my slides 04

8/2/2019 Marketing My Slides 04

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Chapter 4: The MarketingEnvironment

Marketing does not take place in avacuum.


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Chapter Objectives

List and discuss the importance of the elements ofthe companys microenvironment.

Describe the macro-environmental forces

Explain how changes in the demographic and

economic environments affect marketing

Identify the major trends in the firms natural andtechnological environments.

Explain the key changes that occur in the political

and cultural environments

Discuss how companies can be proactive rather thanreactive


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Key Concepts

Demography

Echo Boomers

Economic environment

Environmental scanning Financial intermediaries

Generation X

Macroenvironment

Marketing environment

Marketing intermediaries

Marketing service

agencies

Microenvironment

Political environment

Suppliers


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Marketing Environment

The actors and forces that affecta firms ability to build

and maintain successfulrelationships with its target

customers.


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Marketing Environment

Aspects of the marketing environmentMicroenvironmentActors and forces close to the company

The company, marketing channel firms,customer markets, and publics.

MacroenvironmentLarger societal forces

Demographic, economic, natural, technological,political, competitor, and cultural forces.


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The Microenvironment

Company: Marketing managers working withtop management and other departments. Suppliers: Firms and individuals who provide

the resources needed by the organization toproduce its goods and services.

Marketing intermediaries: Firms that help thecompany promote, sell, and distribute its goods

to final buyers, e.g., travel trade intermediaries.


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The Microenvironment

Marketing Intermediaries Marketing services agencies: marketing

research firms, advertising agencies, media

firms, and marketing consultants. Financial intermediaries: banks, creditcompanies, insurance companies, and other

finance companies.


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Major Forces in theCompanys Macro-environment


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Levels ofCompetition(Adapted fromAnalysis for MarketPlanning), DonaldR. Lehmann andRussell S. Winer,p.22, 1994 by

Richard D. Irwin

MacroenvironmentCompetitors


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Macroenvironment

Competitors

In general a company should monitor three

variables when analyzing each of its competitors. Share of market

Share of mind

Share of heart

Four different forces effecting marketing environment


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Macroenvironment

Demographic Environment Changing age structure of population

Baby Boomers -1946-1964

Generation X -1965-1976

Echo Boomers -1977-1994

The changing American family

Geographic shifts in population

Better-educated and more white-collarpopulation

Increasing diversity


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Changing Age StructurePopulation is getting older

Changing American FamilyMarrying later, fewer children,

working women, and nonfamily householdsGeographic Shifts in Population

Moving to the Sunbelt and suburbs (MSAs)

Increased EducationIncreased college attendance

and white-collar workers

Increasing Diversity72% White, 13% African-American,

11% Hispanic & 3% Asian

MacroenvironmentDemographic Environment


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Economic Environment Changes in income

1980s, 1990s more disposable income

Income distribution Changing consumer spending patterns

Spending patterns change as income increase

Global economic patterns

Global markets

McDonalds

15,000 restaurants in 119 countries

Macroenvironment


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Natural EnvironmentNatural environment consists of natural resources requiredby marketers or affected by marketing activities.

Conservation of resources Public concerns growing with natural environment

Recycle and reduce waste

Ecotourism activities are a growing source of visitors.

Waste disposal Disneylands environment protection program

Macroenvironment


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Technological Environment Robots delivering hospital food trays to stations

Computerized check-in, check-out services in hotels

Taco Bells Flex-Station: Qantas: power source for notebook computers

Internet and online services (Expedia)

Business-card size CD-ROMs

Starbucks wireless Internet connection Space tourism (Dennis Tito)

Macroenvironment


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Political Environment

Laws, government agencies, and pressure groups.

Increased legislation and regulation affectingbusiness Food safety, employment, sales of liquor, hotel taxes

Smoking, littering, polluting

International legislation Competition, fair trade practices, environmental protection,

product safety, truth in advertising, packaging and labeling,pricing and other areas

Government intervention in natural resourcemanagement

Macroenvironment


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Cultural Environment Persistence of cultural values

Beliefs shape specific attitudes, and behaviors found ineveryday life.

Core beliefs, secondary beliefs

Drinking and smoking

Kosher food

Subcultures Subcultural groups have specific wants, and buying

behavior

Macroenvironment


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Environmental Factors are Linked

People ate more meals prepared outside homethan they ate home-prepared meals.

The working heads of household no longer

have time to cook Men now participate in home duties Some grocery stores have fresh meals to go The competitive environment between grocery

stores and quick-service restaurants isexpected to heat up.


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Responding to the MarketingEnvironment

Marketing environment: Uncontrollable orcontrollable?

Some companies accept the marketingenvironment

Other companies try to affect the publics andforces in their marketing environment.

Big companies, join trade organizations hirelobbyists to change legislation


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Responding to the MarketingEnvironment

Environmental Scanning steps Determining the environmental areas that need to be

monitored

Determining how the information will be collected

Implementing the date collection plan Analyzing the data and using it in the market planning

process

Using information about the marketing environment

Critical to any marketing strategy The marketer must translate the data into informationfor strategic planning of the firm.


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Next

Chapter 05

Marketing InformationSystems and Marketing

Research

marketing my slides 04

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