Principlesof marketing 03 [compatibility mode]

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Principlesof marketing 03 [compatibility mode]

  1. 1. Chapter 3- slide 1 Chapter Three Analyzing the Marketing Environment
  2. 2. Analyzing the Marketing Environment • The Company’s Microenvironment • The Company’s Macroenvironment Topic Outline Chapter 3- slide 2Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall • The Company’s Macroenvironment • Responding to the Marketing Environment
  3. 3. The Marketing Environment The marketing environment includes the actors and forces outside marketing that affect marketing management’s ability to Chapter 3- slide 3Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall affect marketing management’s ability to build and maintain successful relationships with customers
  4. 4. The Marketing Environment Microenvironment consists of the actors close to the company that affect its ability to serve its customers, the company, Chapter 3- slide 4Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall to serve its customers, the company, suppliers, marketing intermediaries, customer markets, competitors, and publics
  5. 5. The Company’s Microenvironment Actors in the Microenvironment Chapter 3- slide 5Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall
  6. 6. The Company’s Microenvironment • Top management • Finance • R&D The Company Chapter 3- slide 6Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall • R&D • Purchasing • Operations • Accounting
  7. 7. The Company’s Microenvironment • Provide the resources to produce goods and services • Treated as partners to provide customer Suppliers Chapter 3- slide 7Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall • Treated as partners to provide customer value
  8. 8. The Company’s Microenvironment Help the company to promote, sell and distribute its Marketing Intermediaries Chapter 3- slide 8Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall distribute its products to final buyers
  9. 9. The Company’s Microenvironment Resellers Physical distribution firms Types of Marketing Intermediaries Chapter 3- slide 9Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall firms Marketing services agencies Financial intermediaries
  10. 10. The Company’s Microenvironment • Firms must gain strategic advantage by positioning their offerings against competitors’ offerings Competitors Chapter 3- slide 10Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall competitors’ offerings
  11. 11. The Company’s Microenvironment Publics • Any group that has an actual or potential interest in or impact on an organization’s ability to achieve its objectives – Media publics Chapter 3- slide 11Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall – Media publics – Government publics – Citizen-action public – General public
  12. 12. The Company’s Macroenvironment Chapter 3- slide 12Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall
  13. 13. The Company’s Macroenvironment Demography is the study of human populations in terms of size, density, location, age, gender, race, occupation, and other statistics • Demographic environment is important Demographic Environment Chapter 3- slide 13Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall • Demographic environment is important because it involves people, and people make up markets • Demographic trends include age, family structure, geographic population shifts, educational characteristics, and population diversity
  14. 14. The Company’s Macroenvironment • Increasing population – Rapid growth in urban population in Asia – In India, urban population to rise to 523 million Demographic Environment Chapter 3- slide 14Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall – In India, urban population to rise to 523 million by 2025
  15. 15. The Company’s Macroenvironment • A growing middle class – MGI has divided the Indian population into 5 economic classes Demographic Environment Chapter 3- slide 15Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall economic classes – Division based on real annual disposable income
  16. 16. The Company’s Macroenvironment • Deprived households have an annual disposable income of less than Rs 90,000 – The poorest economic class Demographic Environment Chapter 3- slide 16Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall – The poorest economic class – Mostly unskilled or semi-skilled workers on daily wages
  17. 17. The Company’s Macroenvironment • Aspirers have an annual disposable income in the range of Rs 90,000 to Rs 200,000 Demographic Environment Chapter 3- slide 17Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall 200,000 – Spend most of their income on basic necessities – Small-time retailers, small farmers, etc.
  18. 18. The Company’s Macroenvironment • Seekers have an annual disposable income between Rs 200,000 and Rs 500,000. Mostly white-collar employees, mid-level government officials, newly employed Demographic Environment Chapter 3- slide 18Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall government officials, newly employed postgraduates, medium-scale traders
  19. 19. The Company’s Macroenvironment • Strivers have an annual income ranging from Rs 500,000 to Rs 1,000,000 – Have a stable income source and access to Demographic Environment Chapter 3- slide 19Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall – Have a stable income source and access to amenities – Mostly professionals such as lawyers, CAs, senior government officials, rich farmers
  20. 20. The Company’s Macroenvironment • Global Indians have an annual disposable income in excess of Rs 1,000,000 Demographic Environment Chapter 3- slide 20Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall 1,000,000 – Creamy layer in society – Globe-trotters with a high standard of living
  21. 21. The Company’s Macroenvironment Demographic Environment • Growth in the rural population • A changing family system • The changing role of women Chapter 3- slide 21Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall • The changing role of women • Increasing diversity
  22. 22. The Company’s Macroenvironment Economic environment consists of factors that affect consumer purchasing power and spending patterns Economic Environment Chapter 3- slide 22Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall spending patterns • Industrial economies are richer markets • Subsistence economies consume most of their own agriculture and industrial output
  23. 23. The Company’s Macroenvironment • The global financial crisis of 2007–2009 has affected the consumption and production of many products Economic Environment Chapter 3- slide 23Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall
  24. 24. The Company’s Macroenvironment • Ernst Engel—Engel’s Law • As income rises: Economic Environment Changes in Consumer Spending Patterns Chapter 3- slide 24Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall • As income rises: – The percentage spent on food declines – The percentage spent on housing remains constant – The percentage spent on savings increases
  25. 25. The Company’s Macroenvironment Natural environment involves the natural resources that are needed as inputs by marketers or that are affected by marketing activities Natural Environment Chapter 3- slide 25Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall activities • Trends – Shortages of raw materials – Increased pollution – Increase government intervention – Environmentally sustainable strategies
  26. 26. The Company’s Macroenvironment Technological Environment • Most dramatic force in changing the marketplace • Creates new products and opportunities Chapter 3- slide 26Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall opportunities • Safety of new product always a concern
  27. 27. The Company’s Macroenvironment Political environment consists of laws, government agencies, and pressure groups that influence or limit various organizations Political Environment Chapter 3- slide 27Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall that influence or limit various organizations and individuals in a given society
  28. 28. The Company’s Macroenvironment • Legislation regulating business – Increased legislation – Changing government agency enforcement – New forms of nontariff barriers in trade Political Environment Chapter 3- slide 28Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall – New forms of nontariff barriers in trade • Increased emphasis on ethics – Socially responsible behavior – Cause-related marketing
  29. 29. The Company’s Macroenvironment Cultural environment consists of institutions and other forces that affect a society’s basic values, perceptions, and Cultural Environment Chapter 3- slide 29Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall society’s basic values, perceptions, and behaviors
  30. 30. The Company’s Macroenvironment Core beliefs and values are persistent and are passed on from parents to children and are reinforced by schools, religious institutions, Cultural Environment Persistence of Cultural Values Chapter 3- slide 30Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall reinforced by schools, religious institutions, businesses, and government Secondary beliefs and values are more open to change and include people’s views of themselves, others, organization, society, nature, and the universe
  31. 31. Responding to the Marketing Environment Uncontrollable Proactive Reactive Views on Responding Chapter 3- slide 31Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall • React and adapt to forces in the environment • Aggressive actions to affect forces in the environment • Watching and reacting to forces in the environment

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