January 12, 2009
The Dynamic Marketing Environment
Levels of External Forces Macro Level Influences that affect all firms Micro Level Influences that affect a particular firm
External Macroenvironment Forces
Demographics People Make Markets Distribution Growth Size Characteristics of  Populations
Megatrends Shaping the  Consumer Landscape <ul><li>Delayed retirement </li></ul><ul><li>Changing nature of work </li></ul>...
Economic Factors People with Money to Spend and Willing to Spend it Inflation Interest Rates Stage of the  Business  Cycle
Types of Industrial Structures Industrial economies Subsistence economies Raw-material- exporting economies Industrializin...
India – An Industrializing Economy
Saudi Arabia –  A Raw-Material Exporting Economy
Competition Rivals  for Customers’ Limited  Buying Power Substitute  Products Every Company Brand Competition Differential...
Social and Cultural Forces People Make Markets Beliefs Socio-cultural Patterns Changing Quickly Values Lifestyles
Social and Cultural Changes Concern for Natural Environment Quality not Quantity Changing Gender Roles Two Incomes and Bal...
Schwab’s Chinese-language Web site
Political and Legal Forces Monetary  and  Fiscal Policies Governmental Relationship  with  Industries Social Legislation a...
Legislation Affecting Marketing <ul><li>Competition Act </li></ul><ul><li>Sales of Goods Act </li></ul><ul><li>Unfair Trad...
Legislation Affecting Marketing <ul><li>Food and Drug Act </li></ul><ul><li>Packaging and Labeling Act </li></ul><ul><li>C...
Natural Environment Shortage of raw materials Increased energy costs Anti-pollution pressures Governmental protections
Technology Affects How Marketing is Carried Out Altering  Existing Industries Impacts lifestyles,  consumption patterns, e...
External Microenvironment
Internal Environment
Operating Environment
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L3 mkt env 11-10-2010

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L3 mkt env 11-10-2010

  1. 1. January 12, 2009
  2. 2. The Dynamic Marketing Environment
  3. 3. Levels of External Forces Macro Level Influences that affect all firms Micro Level Influences that affect a particular firm
  4. 4. External Macroenvironment Forces
  5. 5. Demographics People Make Markets Distribution Growth Size Characteristics of Populations
  6. 6. Megatrends Shaping the Consumer Landscape <ul><li>Delayed retirement </li></ul><ul><li>Changing nature of work </li></ul><ul><li>Greater educational attainment </li></ul><ul><li>Skill Labor shortages </li></ul><ul><li>Increased migration </li></ul><ul><li>Shifting birth trends </li></ul><ul><li>Widening geographic differences </li></ul><ul><li>Changing age structure </li></ul>
  7. 7. Economic Factors People with Money to Spend and Willing to Spend it Inflation Interest Rates Stage of the Business Cycle
  8. 8. Types of Industrial Structures Industrial economies Subsistence economies Raw-material- exporting economies Industrializing economies
  9. 9. India – An Industrializing Economy
  10. 10. Saudi Arabia – A Raw-Material Exporting Economy
  11. 11. Competition Rivals for Customers’ Limited Buying Power Substitute Products Every Company Brand Competition Differential Advantage
  12. 12. Social and Cultural Forces People Make Markets Beliefs Socio-cultural Patterns Changing Quickly Values Lifestyles
  13. 13. Social and Cultural Changes Concern for Natural Environment Quality not Quantity Changing Gender Roles Two Incomes and Balance Physical Fitness and Health Exercise and Diet Premium on Time Convenience
  14. 14. Schwab’s Chinese-language Web site
  15. 15. Political and Legal Forces Monetary and Fiscal Policies Governmental Relationship with Industries Social Legislation and Regulation Legislation Related to Marketing
  16. 16. Legislation Affecting Marketing <ul><li>Competition Act </li></ul><ul><li>Sales of Goods Act </li></ul><ul><li>Unfair Trade Practices Acts </li></ul><ul><li>Trademark and Merchandise Act </li></ul><ul><li>Various deregulation laws pertaining to specific industries </li></ul>Regulate Competition
  17. 17. Legislation Affecting Marketing <ul><li>Food and Drug Act </li></ul><ul><li>Packaging and Labeling Act </li></ul><ul><li>Cigarette Labeling and Advertising Acts </li></ul><ul><li>Consumer Protection Act </li></ul><ul><li>Media related regulations </li></ul>Protect Consumers
  18. 18. Natural Environment Shortage of raw materials Increased energy costs Anti-pollution pressures Governmental protections
  19. 19. Technology Affects How Marketing is Carried Out Altering Existing Industries Impacts lifestyles, consumption patterns, economic well-being Starting New Industries Stimulates Markets and Other Industries
  20. 20. External Microenvironment
  21. 21. Internal Environment
  22. 22. Operating Environment

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