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Kotler03 11 the marketing environment
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Kotler03 11 the marketing environment

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  • 1. The Marketing Environment Chapter 3
  • 2. Key EnvironmentsMarketing Environment  The actors and forces that affect a firm’s ability to build and maintain successful relationships with customers. 3-2
  • 3. Key EnvironmentsAspects of the marketing environment:  Microenvironment: • Actors close to the company that affect its ability to serve its customers  Macroenvironment • Larger societal forces that affect the microenvironment 3-3
  • 4. Actors in theMicroenvironment 3-4
  • 5. MicroenvironmentActors  Marketing must consider other parts of the organization1. The company including finance,2. Suppliers R&D, purchasing,3. Marketing operations and intermediaries accounting  Marketing decisions4. Customers must relate to5. Competitors broader company goals and6. Publics strategies 3-5
  • 6. MicroenvironmentActors  Marketers must1. The company watch supply2. Suppliers availability and pricing3. Marketing  Effective intermediaries partnership4. Customers relationship management with5. Competitors suppliers is6. Publics essential 3-6
  • 7. MicroenvironmentActors  Help to promote, sell and distribute goods to final buyers1. The company  Include resellers,2. Suppliers physical distribution3. Marketing firms, marketing intermediaries services agencies and financial4. Customers intermediaries5. Competitors  Effective partner relationship6. Publics management 3 is -7 essential
  • 8. Marketing Intermediaries • Help find customers- Wholesalers & retailers • Help to stock & move goods- transportation firms • Help to target & promote products to right customers- ad agencies • Help finance transactions & insure against risk- banks 3-8
  • 9. MicroenvironmentActors  The five types of customer markets • Consumer1. The company • Business2. Suppliers • Reseller3. Marketing • Government intermediaries • International4. Customers5. Competitors6. Publics 3-9
  • 10. Customers • Consists of individuals & households- buy for personal use • Buy for further processing • Buy for resell to make profit • Governmental agencies buy to produce public service or to transfer to others • Includes above all 3 - 10
  • 11. MicroenvironmentActors  Conducting competitor analysis is critical for success1. The company of the firm2. Suppliers  A marketer must3. Marketing monitor its intermediaries competitors’ offerings to create4. Customers strategic advantage5. Competitors6. Publics 3 - 11
  • 12. MicroenvironmentActors  A group that has an actual or potential interest in or impact1. The company on an organization  Seven publics2. Suppliers include:3. Marketing • Financial intermediaries • Media • Government4. Customers • Citizen-action5. Competitors • Local • General6. Publics • Internal 3 - 12
  • 13. Publics • Influence financing • Carry news, features • Influence product liability & safety • Influence marketing decisions- environmental groups • Community relationship officer maintains relationship • Public image affects buying 3 - 13
  • 14. Major Macroenvironmental Forces 3 - 14
  • 15. Demographic EnvironmentDemographic Environment:  The study of human populations in terms of size, density, location, age, gender, race, occupation and other statistics  The changing nature of family  Geographic shifts in population  A better educated population 3 - 15
  • 16. Economic EnvironmentEconomic environment:•Consists of factors that affectconsumer purchasing power andspending patterns.•Subsistence economies- they consumemost of their own agricultural &industrial output.•Industrial economies- rich markets fordifferent sorts of goods. 3 - 16
  • 17. Natural EnvironmentNatural Environment:  Involves the natural resources that are needed as inputs by marketers or that are affected by marketing activitiesTrends  Shortages of raw materials  Increased pollution  Increased government intervention 3 - 17
  • 18. Technological Environment  The most dramatic force shaping our destiny  Rapidly changing force which creates many new marketing opportunities but also turns many existing products extinct 3 - 18
  • 19. Political EnvironmentConsists of laws, government agenciesand pressure groups that influence orlimit various organizations andindividuals in a given society  Legislation affecting businesses worldwide has increased  Laws protect companies, consumers and the interests of society  Increased emphasis on socially responsible actions 3 - 19
  • 20. Cultural EnvironmentMade up of institutions and otherforces that affect a society’s basicvalues, perceptions, preferencesand behaviors. 3 - 20

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