KOTCHA03.ppt 97KB Sep 15 2006 06:57:42 PM

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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

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• 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

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Demographic

Company

Economic

Cultural
Publics

Political

Company

Competitors

Suppliers
Customers

Intermediaries

Technological
 Copyright 1999 Prentice Hall


Natural

The
The Microenvironment
Microenvironment

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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

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• 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

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Customer
Customer

Markets
Markets

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International
Markets

Government
Markets

Consumer
Markets

Company
Company
Reseller
Markets


 Copyright 1999 Prentice Hall

Business
Markets

The
The
Macroenvironment
Macroenvironment

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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


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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

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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

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Changes
Changes
in
in Income
Income

Natural
Natural Environment
Environment

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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

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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

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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

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Changing
Changing
Enforcement
Enforcement

Cultural
Cultural
Environment
Environment
Of
the Universe

Of
Nature

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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

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