Module 2 scanning the marketing environment
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The document provides an overview of analyzing a company's marketing environment, including the microenvironment and macroenvironment. It discusses the key actors in the microenvironment that affect the company's ability to serve customers, such as the company itself, suppliers, marketing intermediaries, customer markets, competitors, and publics. It then examines various forces in the macroenvironment, including demographic, economic, natural, technological, political, and cultural environments, and how understanding these forces can help a company respond effectively to changes in the marketplace.
Module 2 scanning the marketing environment
- 1. Chapter Three Analyzing the Marketing Environment
- 2. Analyzing the Marketing Environment The Company’s Microenvironment The Company’s Macroenvironemnt Responding to the Marketing Environment Topic Outline
- 3. The Marketing Environment The marketing environment includes the actors and forces outside marketing that affect marketing management’s ability to build and maintain successful relationships with target customers
- 4. The Marketing Environment Microenvironment consists of the actors close to the company that affect its ability to serve its customers -- the company, suppliers, marketing intermediaries, customer markets, competitors, and publics
- 5. The Company’s Microenvironment Top management Finance R&D Purchasing Operations Accounting The Company
- 6. The Company’s Microenvironment Provide the resources to produce goods and services Treated as partners to provide customer value Suppliers
- 7. The Company’s Microenvironment Help the company to promote, sell and distribute its products to final buyers Marketing Intermediaries
- 8. The Company’s Microenvironment Types of Marketing Intermediaries
- 9. The Company’s Microenvironment Firms must gain strategic advantage by positioning their offerings against competitors’ offerings Competitors
- 10. The Company’s Microenvironment Any group that has an actual or potential interest in or impact on an organization’s ability to achieve its objectives Financial publics Media publics Government publics Citizen-action publics Local publics General public Internal publics Publics
- 11. The Company’s Macroenvironment Demography is the study of human populations in terms of size, density, location, age, gender, race, occupation, and other statistics Demographic environment is important because it involves people, and people make up markets Demographic trends include age, family structure, geographic population shifts, educational characteristics, and population diversity Demographic Environment
- 12. The Company’s Macroenvironment Changing age structure of the population Baby boomers include people born between 1946 and 1964 Most affluent Americans Demographic Environment
- 13. The Company’s Macroenvironment Generation X includes people born between 1965 and 1976 High parental divorce rates Cautious economic outlook Less materialistic Family comes first Lag behind on retirement savings Demographic Environment
- 14. The Company’s Macroenvironment Millennials (gen Y or echo boomers) include those born between 1977 and 2000 Comfortable with technology Includes: Tweens (ages 8 – 12) Teens (13 – 19) Young adults (20’s) Demographic Environment
- 15. The Company’s Macroenvironment Generational marketing is important in segmenting people by lifestyle of life state instead of age Demographic Environment
- 16. The Company’s Macroenvironment More people are: Divorcing or separating Choosing not to marry Choosing to marrying later Marrying without intending to have children Increased number of working women Stay-at-home dads Demographic Environment
- 17. The Company’s Macroenvironment Growth in United States West and South and decline in Midwest and Northeast Moving from rural to metropolitan areas Changes in where people work Telecommuting Home office Divorcing or separating Demographic Environment
- 18. The Company’s Macroenvironment Changes in the workforce More educated More white collar Demographic Environment
- 19. The Company’s Macroenvironment Markets are becoming more diverse International National Includes: Ethnicity Gay and lesbian Disabled Demographic Environment Increased Diversity
- 20. The Company’s Macroenvironment Economic environment consists of factors that affect consumer purchasing power and spending patterns Industrial economies are richer markets Subsistence economies consume most of their own agriculture and industrial output Economic Environment
- 21. The Company’s Macroenvironment Changes in income Value marketing involves ways to offer financially cautious buyers greater value—the right combination of quality and service at a fair price Economic Environment
- 22. The Company’s Macroenvironment Ernst Engel—Engel’s Law As income rises: The percentage spent on food declines The percentage spent on housing remains constant The percentage spent on savings increases Economic Environment Changes in Consumer Spending Patterns
- 23. The Company’s Macroenvironment Natural environment involves the natural resources that are needed as inputs by marketers or that are affected by marketing activities Trends Shortages of raw materials Increased pollution Increase government intervention Environmentally sustainable strategies Natural Environment
- 24. The Company’s Macroenvironment Most dramatic force in changing the marketplace Creates new products and opportunities Safety of new product always a concern Technological Environment
- 25. The Company’s Macroenvironment Political environment consists of laws, government agencies, and pressure groups that influence or limit various organizations and individuals in a given society Political Environment
- 26. The Company’s Macroenvironment Legislation regulating business Increased legislation Changing government agency enforcement Increased emphasis on ethics Socially responsible behavior Cause-related marketing Political Environment
- 27. The Company’s Macroenvironment Cultural environment consists of institutions and other forces that affect a society’s basic values, perceptions, and behaviors Cultural Environment
- 28. The Company’s Macroenvironment 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 are more open to change and include people’s views of themselves, others, organizations, society, nature, and the universe Cultural Environment Persistence of Cultural Values
- 29. The Company’s Macroenvironment People’s view of themselves Yankelovich Monitor’s consumer segments: Do-It-Yourselfers—recent movers Adventurers People’s view of others More “cocooning” Cultural Environment Shifts in Secondary Cultural Values
- 30. The Company’s Macroenvironment People’s view of organizations People’s view of society Patriots defend it Reformers want to change it Malcontents want to leave it Cultural Environment Shifts in Secondary Cultural Values
- 31. The Company’s Macroenvironment People’s view of nature Some feel ruled by it Some feel in harmony with it Some seek to master it People’s view of the universe Renewed interest in spirituality Cultural Environment Shifts in Secondary Cultural Values
- 32. Responding to the Marketing Environment Views on Responding