3-Principles of marketing.ppt (408Kb)

  3-1 ^3-1 Chapter

  3 Chapter

  3 The Global Marketing

Environment

  PRINCIPLES OF MARKETING Eighth Edition Philip Kotler and Gary Armstrong

  3-2 ^3-2 Marketing Environment

  Marketing Environment

• All the actors and forces influencing the company’s ability to transact business effectively with it’s target market.
• Includes:
• – Microenvironment

Microenvironment - forces close to the company that affect its ability to serve its customers

• – Macroenvironment

  Macroenvironment - larger societal forces that affect the whole microenvironment.

  3-3 ^3-3 The Marketing Environment

  The Marketing Environment

  Company

  Demographic Economic Natural Technological Political Cultural

  Company Customers Intermediaries Suppliers Competitors Publics

  3-4 ^3-4 The Microenvironment

  The Microenvironment Company Company Customers Customers Publics Publics

  Suppliers Suppliers Competitors Competitors Intermediaries Intermediaries Forces Affecting a Company’s Ability to Serve Customers

  Forces Affecting a Company’s Ability to Serve Customers

  3-5 _3-5 The Company’s

  The Company’s Microenvironment

  Microenvironment

• Company’s Internal Environment - functional areas

Company’s Internal Environment

  such as top management, finance, and manufacturing, etc.

• Suppliers - provide the resources needed to

Suppliers produce goods and services

• Marketing Intermediaries - help the company to

  Marketing Intermediaries

  promote, sell, and distribute its goods to final buyers.

  3-6 _3-6 The Company’s

  The Company’s Microenvironment

  Microenvironment

• - Customers five types of markets that

  Customers

purchase a company’s goods and services.

• Competitors - those who serve a target

  Competitors

market with similar products and services.

• Publics - any group that perceives itself

  Publics

having an interest in a company’s ability to

achieve its objectives.

  3-7 ^3-7 Customer Markets

  Customer Markets

Company

  Markets ^{Business Markets}

Reseller

_Markets

  3-8 ^3-8 The Macroenvironment

  The Macroenvironment

  Demographic Demographic Technological Technological Cultural Cultural Economic Economic Political Political

  Natural Natural Forces that Shape Opportunities and Pose Threats to a Company

  Forces that Shape Opportunities and Pose Threats to a Company

  3-9 _3-9 The Company’s

  The Company’s Macroenvironment

  Macroenvironment

• Demographic - monitors population in

Demographic terms of age, sex, race, occupation, location and other statistics

• Economic - factors that affect consumer

Economic buying power and patterns

• Natural - natural resources needed as

  Natura

inputs by marketers or that are affected

by marketing activities.

  3-10 _3-10 Key U.S. Demographic Trends

  Key U.S. Demographic Trends Changing Age Structure

  Changing Age Structure Population is getting older Population is getting older

  Changing Family Structure Changing Family Structure

  Marrying later, fewer children, Marrying later, fewer children, working women, and nonfamily households working women, and nonfamily households Geographic Shifts

  

Geographic Shifts

Moving to the Sunbelt and suburbs (MSA’s)

  

Moving to the Sunbelt and suburbs (MSA’s)

Increased Education

  Increased Education Increased college attendance Increased college attendance and white-collar workers and white-collar workers

  Growing Ethnic and Racial Diversity Growing Ethnic and Racial Diversity

  73% Caucasian, 12% African-American, 73% Caucasian, 12% African-American, 10% Hispanic & 3.4% Asian 10% Hispanic & 3.4% Asian

  3-11 ^3-11 Economic Environment

  Economic Environment Changes in Consumer Spending Patterns

  Changes in Consumer Spending Patterns

  Economic Development

  Economic Development

   Changes in Income

   Changes in Income _{Key Economic}

  Concerns for _Marketers ^{Key Economic Concerns for} _Marketers

  3-12 _3-12 Natural Environment

  Natural Environment More Government More Government Intervention Intervention Factors Affecting the Higher Pollution

  Shortages of Higher Pollution Shortages of Natural Levels

  Raw Material Levels Raw Material Environment Increased Costs Increased Costs of Energy of Energy

  3-13 _3-13 The Company’s

  The Company’s Macroenvironmen

  Macroenvironmen t t

• Technological - forces that create new

Technological product and market opportunities

• Political - laws, agencies and groups that

Political influence or limit marketing actions

• Cultural - forces that affect a society’s

  Cultural basic values, perceptions, preferences, and behaviors.

  3-14 ^3-14 Technological Environment

  Technological Environment Rapid Pace of Change

  Rapid Pace of Change

  High R & D Budgets

  High R & D Budgets

  Focus on Minor Improvements

  Focus on Minor Improvements

  Increased Regulation

  Increased Regulation

  Issues in the Technological Environment

  Issues in the Technological Environment

  3-15 ^3-15 Political Environment

  Political Environment Greater Concern for Ethics

  Greater Concern for Ethics

  Increased Legislation

  Increased Legislation

  Changing Enforcement

  Changing Enforcement _Key

  

Trends in the

_Political

Environment

^{Key Trends in the Political Environment}

  3-16 ^3-16 Cultural Environment

  Cultural Environment

  Of Organizations Of Nature Of Oneself Of Society Of the Universe Of Others

  Views That Express Values

  Views That Express Values

  3-17 _3-17 Responding to the

  Responding to the Marketing

  Marketing Environment

  Environment

• Environmental Management Perspective

  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.