OVERVIEW•The Company’s Microenvironment•The Company’s Macroenvironment•Responding to the Marketing Environment Marketing comes in a wide variety of flavors based on audience, media platform and business in today’s evolving and dynamic marketplace.
Marketing EnvironmentThe marketing environment includes the actors and forcesoutside marketing that affect marketing management’s abilityto build and maintain successful relationships with targetcustomers.
Marketing EnvironmentMicroenvironment consists of the actors close to thecompany that affect its ability to serve its customers -- thecompany, suppliers, marketing intermediaries, customermarkets, competitors, and publics
The Company’s MicroenvironmentThe Company•Top management•Finance•R&D•Purchasing•Operations•Accounting
The Company’s MicroenvironmentSuppliers•Provide the resources to produce goods and services•Treated as partners to provide customer value
The Company’s MicroenvironmentMarketing IntermediariesHelp the company to promote, sell and distribute its productsto final buyers
The Company’s MicroenvironmentTypes of Marketing Intermediaries Physical Resellers distribution firms Marketing Financial services intermediaries agencies
The Company’s MicroenvironmentCompetitorsFirms must gain strategic advantage by positioning theirofferings against competitors’ offerings
The Company’s Microenvironment Publics•Any group that has an actual or potential interest in orimpact on an organization’s ability to achieve its objectives •Financial publics •Media publics •Government publics •Citizen-action publics •Local publics •General public •Internal publics
The Company’s MacroenvironmentDemographic EnvironmentDemography is the study of human populations in terms ofsize, density, location, age, gender, race, occupation, andother statistics•Demographic environment is important because it involvespeople, and people make up markets•Demographic trends include age, family structure,geographic population shifts, educational characteristics, andpopulation diversity
The Company’s MacroenvironmentDemographic Environment•Increasing population•A growing middle class•Changing Family System•Changing gender roles•A better-educated, more white-collared, professionalpopulation•Increasing Diversity
Next Lecture The Macroenvironment of the company …contd. Responding to the marketing environment