Analyzing marketing environment
- 2. What will we learn? MARKETING ENVIRONMEN T MACRO ENVIRONMENT POLITICAL-SOCIAL CULTURAL ENVIRONMENT RESPONDING TO MARKETING ENVIRONMENT MICRO ENVIRONMENT DEMOGRAPHIC ECONOMIC ENVIRONMENT TECHNOLOGY ENVIRONMENT
- 3. The Marketing Environment The actors and forces outside marketing that affect marketing managements ability to build and maintain successful relationship with target customers
- 4. The Marketing Environment THE MICRO ENVIRONMENT THE MACRO ENVIRONMENT 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 larger societal forces that affect the microenvironment—demographic, economic, natural, technological, political, and cultural forces.
- 5. Marketing Microenvironment All the department, from manufacturing, finance, legal, HRD, share the responsibility for understanding customers needs and creating customer value Provide the resources needed by the company to produce its goods and services. Marketing manager should pay attention to supply availability and cost Help the company to promote, sell, and distribute its products. Include reseller, physical distribution firms, marketing service agency, and financial intermediaries Marketer must gain strategic advantages by positioning their offerings strongly against the competitors Financial publics, media publics,, government publics, citizen- action publics, internal publics, general publics, local publics Consumer markets, business markets, reseller markets, government markets, international markets Company Suppliers Marketing intermediaries Competitors Publics Customers
- 6. Marketing Macroenvironment • Study of human population • Size, density, location, age, generation • Economic factors that affect consumer purchasing power and spending patterns • Income, cost of living, interest rates, borrowing patterns Natural • Concern on environmental sustainability Technology • Forces that create new technologies, creating new product & market opportunities • Laws, government agencies, pressure group that influence and limit various organizations and individual in a given society Cultural factors strongly affect how people think and how they consume, so marketing are keenly interested in the cultural environment Demographic Environment Economic Environment Natural & Technology Environment Political Environment Socio Culture Environment
- 7. Responding to Marketing Environment Management Objectives Customer Objectives Project Objectives Implementation Plan Schedules Tasks Resources Develop strategies to change the environment Proactive React to the changing environment Reactive Do nothing on the changing environment Passive
- 8. Thank You