KOTCHA03.ppt 97KB Sep 15 2006 06:57:42 PM
3-1
3-1
PRINCIPLES OF MARKETING
Eighth Edition
Philip Kotler and Gary Armstrong
Chapter
Chapter 33
The Global Marketing
Environment
Copyright 1999 Prentice Hall
Marketing
Marketing Environment
Environment
3-2
3-2
• All the actors and forces influencing the
company’s ability to transact business
effectively with it’s target market.
• Includes:
–Microenvironment - forces close to the company
that affect its ability to serve its customers.
–Macroenvironment - larger societal forces that
affect the whole microenvironment.
Copyright 1999 Prentice Hall
The
The Marketing
Marketing
Environment
Environment
3-3
3-3
Demographic
Company
Economic
Cultural
Publics
Political
Company
Competitors
Suppliers
Customers
Intermediaries
Technological
Copyright 1999 Prentice Hall
Natural
The
The Microenvironment
Microenvironment
3-4
3-4
Company
Company
Publics
Publics
Forces
Forces Affecting
Affecting aa
Company’s
Company’s Ability
Ability to
to
Serve
Serve
Customers
Customers
Competitors
Competitors
Suppliers
Suppliers
Intermediaries
Intermediaries
Customers
Customers
Copyright 1999 Prentice Hall
The
The Company’s
Company’s
Microenvironment
Microenvironment
3-5
3-5
• Company’s Internal EnvironmentEnvironment functional areas
such as top management, finance, and
manufacturing, etc.
• Suppliers - provide the resources needed to
produce goods and services.
• Marketing Intermediaries - help the company to
promote, sell, and distribute its goods to final
buyers.
Copyright 1999 Prentice Hall
The
The Company’s
Company’s
Microenvironment
Microenvironment
• Customers - five types of markets that
purchase a company’s goods and services.
• Competitors - those who serve a target
market with similar products and services.
• Publics - any group that perceives itself
having an interest in a company’s ability to
achieve its objectives.
Copyright 1999 Prentice Hall
3-6
3-6
Customer
Customer
Markets
Markets
3-7
3-7
International
Markets
Government
Markets
Consumer
Markets
Company
Company
Reseller
Markets
Copyright 1999 Prentice Hall
Business
Markets
The
The
Macroenvironment
Macroenvironment
3-8
3-8
Demographic
Demographic
Cultural
Cultural
Political
Political
Forces
Forces that
that Shape
Shape
Opportunities
Opportunities
and
and Pose
Pose Threats
Threats
to
to aa Company
Company
Economic
Economic
Natural
Natural
Technological
Technological
Copyright 1999 Prentice Hall
The
The Company’s
Company’s
Macroenvironment
Macroenvironment
• Demographic - monitors population in
terms of age, sex, race, occupation,
location and other statistics.
• Economic - factors that affect consumer
buying power and patterns.
• Natural
Natura - natural resources needed as
inputs by marketers or that are affected
by marketing activities.
Copyright 1999 Prentice Hall
3-9
3-9
Key
Key U.S.
U.S. Demographic
Demographic Trends
Trends
Changing
ChangingAge
AgeStructure
Structure
Population
Populationis
isgetting
gettingolder
older
Changing
Changing Family
FamilyStructure
Structure
Marrying
Marryinglater,
later,fewer
fewerchildren,
children,
working
workingwomen,
women,and
andnonfamily
nonfamilyhouseholds
households
Geographic
GeographicShifts
Shifts
Moving
Movingto
tothe
theSunbelt
Sunbeltand
andsuburbs
suburbs(MSA’s)
(MSA’s)
Increased
Increased Education
Education
Increased
Increasedcollege
collegeattendance
attendance
and
andwhite-collar
white-collarworkers
workers
Growing
GrowingEthnic
Ethnicand
andRacial
Racial Diversity
Diversity
73%
73%Caucasian,
Caucasian,12%
12%African-American,
African-American,
10%
10%Hispanic
Hispanic&&3.4%
3.4%Asian
Asian
Copyright 1999 Prentice Hall
3-10
3-10
Economic
Economic Environment
Environment
Economic
Economic
Development
Development
Key
Key
Economic
Economic
Concerns
Concerns for
for
Marketers
Marketers
Changes
Changes
in
in Consumer
Consumer
Spending
Spending
Patterns
Patterns
Copyright 1999 Prentice Hall
3-11
3-11
Changes
Changes
in
in Income
Income
Natural
Natural Environment
Environment
3-12
3-12
More
More Government
Government
Intervention
Intervention
Higher
Higher Pollution
Pollution
Levels
Levels
Factors
Affecting
the
Natural
Environment
Increased
Increased Costs
Costs
of
of Energy
Energy
Copyright 1999 Prentice Hall
Shortages
Shortages of
of
Raw
Raw Material
Material
The
The Company’s
Company’s
Macroenvironmen
Macroenvironmen
tt
• Technological - forces that create new
product and market opportunities.
• Political - laws, agencies and groups that
influence or limit marketing actions.
• Cultural - forces that affect a society’s
basic values, perceptions, preferences,
and behaviors.
Copyright 1999 Prentice Hall
3-13
3-13
Technological
Technological Environment
Environment
Rapid
Rapid Pace
Pace of
of
Change
Change
High
High R
R&
&D
D
Budgets
Budgets
Issues
Issues in
in the
the Technological
Technological
Environment
Environment
Focus
Focus on
on Minor
Minor
Improvements
Improvements
Copyright 1999 Prentice Hall
Increased
Increased
Regulation
Regulation
3-14
3-14
Political
Political Environment
Environment
Increased
Increased
Legislation
Legislation
Key
Key
Trends
Trends in
in the
the
Political
Political
Environment
Environment
Greater
Greater
Concern
Concern for
for
Ethics
Ethics
Copyright 1999 Prentice Hall
3-15
3-15
Changing
Changing
Enforcement
Enforcement
Cultural
Cultural
Environment
Environment
Of
the Universe
Of
Nature
3-16
3-16
Of
Oneself
Views
Views
That
That Express
Express
Values
Values
Of
Society
Copyright 1999 Prentice Hall
Of
Others
Of
Organizations
Responding
Responding to
to the
the
Marketing
Marketing
Environment
Environment
• Environmental Management Perspective
–Taking a proactive approach to
managing the microenvironment and
the macroenvironment to affect
changes that are favorable for the
company. How? Hire lobbyists , run
“advertorials”, file law suits and
complaints, and form agreements.
Copyright 1999 Prentice Hall
3-17
3-17
3-1
PRINCIPLES OF MARKETING
Eighth Edition
Philip Kotler and Gary Armstrong
Chapter
Chapter 33
The Global Marketing
Environment
Copyright 1999 Prentice Hall
Marketing
Marketing Environment
Environment
3-2
3-2
• All the actors and forces influencing the
company’s ability to transact business
effectively with it’s target market.
• Includes:
–Microenvironment - forces close to the company
that affect its ability to serve its customers.
–Macroenvironment - larger societal forces that
affect the whole microenvironment.
Copyright 1999 Prentice Hall
The
The Marketing
Marketing
Environment
Environment
3-3
3-3
Demographic
Company
Economic
Cultural
Publics
Political
Company
Competitors
Suppliers
Customers
Intermediaries
Technological
Copyright 1999 Prentice Hall
Natural
The
The Microenvironment
Microenvironment
3-4
3-4
Company
Company
Publics
Publics
Forces
Forces Affecting
Affecting aa
Company’s
Company’s Ability
Ability to
to
Serve
Serve
Customers
Customers
Competitors
Competitors
Suppliers
Suppliers
Intermediaries
Intermediaries
Customers
Customers
Copyright 1999 Prentice Hall
The
The Company’s
Company’s
Microenvironment
Microenvironment
3-5
3-5
• Company’s Internal EnvironmentEnvironment functional areas
such as top management, finance, and
manufacturing, etc.
• Suppliers - provide the resources needed to
produce goods and services.
• Marketing Intermediaries - help the company to
promote, sell, and distribute its goods to final
buyers.
Copyright 1999 Prentice Hall
The
The Company’s
Company’s
Microenvironment
Microenvironment
• Customers - five types of markets that
purchase a company’s goods and services.
• Competitors - those who serve a target
market with similar products and services.
• Publics - any group that perceives itself
having an interest in a company’s ability to
achieve its objectives.
Copyright 1999 Prentice Hall
3-6
3-6
Customer
Customer
Markets
Markets
3-7
3-7
International
Markets
Government
Markets
Consumer
Markets
Company
Company
Reseller
Markets
Copyright 1999 Prentice Hall
Business
Markets
The
The
Macroenvironment
Macroenvironment
3-8
3-8
Demographic
Demographic
Cultural
Cultural
Political
Political
Forces
Forces that
that Shape
Shape
Opportunities
Opportunities
and
and Pose
Pose Threats
Threats
to
to aa Company
Company
Economic
Economic
Natural
Natural
Technological
Technological
Copyright 1999 Prentice Hall
The
The Company’s
Company’s
Macroenvironment
Macroenvironment
• Demographic - monitors population in
terms of age, sex, race, occupation,
location and other statistics.
• Economic - factors that affect consumer
buying power and patterns.
• Natural
Natura - natural resources needed as
inputs by marketers or that are affected
by marketing activities.
Copyright 1999 Prentice Hall
3-9
3-9
Key
Key U.S.
U.S. Demographic
Demographic Trends
Trends
Changing
ChangingAge
AgeStructure
Structure
Population
Populationis
isgetting
gettingolder
older
Changing
Changing Family
FamilyStructure
Structure
Marrying
Marryinglater,
later,fewer
fewerchildren,
children,
working
workingwomen,
women,and
andnonfamily
nonfamilyhouseholds
households
Geographic
GeographicShifts
Shifts
Moving
Movingto
tothe
theSunbelt
Sunbeltand
andsuburbs
suburbs(MSA’s)
(MSA’s)
Increased
Increased Education
Education
Increased
Increasedcollege
collegeattendance
attendance
and
andwhite-collar
white-collarworkers
workers
Growing
GrowingEthnic
Ethnicand
andRacial
Racial Diversity
Diversity
73%
73%Caucasian,
Caucasian,12%
12%African-American,
African-American,
10%
10%Hispanic
Hispanic&&3.4%
3.4%Asian
Asian
Copyright 1999 Prentice Hall
3-10
3-10
Economic
Economic Environment
Environment
Economic
Economic
Development
Development
Key
Key
Economic
Economic
Concerns
Concerns for
for
Marketers
Marketers
Changes
Changes
in
in Consumer
Consumer
Spending
Spending
Patterns
Patterns
Copyright 1999 Prentice Hall
3-11
3-11
Changes
Changes
in
in Income
Income
Natural
Natural Environment
Environment
3-12
3-12
More
More Government
Government
Intervention
Intervention
Higher
Higher Pollution
Pollution
Levels
Levels
Factors
Affecting
the
Natural
Environment
Increased
Increased Costs
Costs
of
of Energy
Energy
Copyright 1999 Prentice Hall
Shortages
Shortages of
of
Raw
Raw Material
Material
The
The Company’s
Company’s
Macroenvironmen
Macroenvironmen
tt
• Technological - forces that create new
product and market opportunities.
• Political - laws, agencies and groups that
influence or limit marketing actions.
• Cultural - forces that affect a society’s
basic values, perceptions, preferences,
and behaviors.
Copyright 1999 Prentice Hall
3-13
3-13
Technological
Technological Environment
Environment
Rapid
Rapid Pace
Pace of
of
Change
Change
High
High R
R&
&D
D
Budgets
Budgets
Issues
Issues in
in the
the Technological
Technological
Environment
Environment
Focus
Focus on
on Minor
Minor
Improvements
Improvements
Copyright 1999 Prentice Hall
Increased
Increased
Regulation
Regulation
3-14
3-14
Political
Political Environment
Environment
Increased
Increased
Legislation
Legislation
Key
Key
Trends
Trends in
in the
the
Political
Political
Environment
Environment
Greater
Greater
Concern
Concern for
for
Ethics
Ethics
Copyright 1999 Prentice Hall
3-15
3-15
Changing
Changing
Enforcement
Enforcement
Cultural
Cultural
Environment
Environment
Of
the Universe
Of
Nature
3-16
3-16
Of
Oneself
Views
Views
That
That Express
Express
Values
Values
Of
Society
Copyright 1999 Prentice Hall
Of
Others
Of
Organizations
Responding
Responding to
to the
the
Marketing
Marketing
Environment
Environment
• Environmental Management Perspective
–Taking a proactive approach to
managing the microenvironment and
the macroenvironment to affect
changes that are favorable for the
company. How? Hire lobbyists , run
“advertorials”, file law suits and
complaints, and form agreements.
Copyright 1999 Prentice Hall
3-17
3-17