2. Actors and forces affect a firm’s ability to
build and maintain a successful relationships
with customers
Aspects of Marketing Environments
- Microenvironment:
Actors close to the company
- Macroenvironment:
Larger Societal Forces
3. Microenvironment
Departments Within the Company
Suppliers
Marketing intermediaries
Customers
Competitors
Puplics
4. Macroenvironment
Demographic Forces
•World Population
•Changing age structures
5. Macroenvironment
Demographic Forces
•World Population
•Changing age structures
Baby boomers Generation X
•Born Between 1946 and 64 •Born Between 1965 and 76
•28% of Population •14.6% of Population
•50% of income •125 billion $ Purchasing Power
•Lucrative market for Entertainment, •Primary Buyers
travel, and housing •Working to Live
6. Macroenvironment
Demographic Forces
•World Population
•Changing age structures
Generation Y
•Born Between 1977 and 94
•25.8% of Population
•New Products, Services and media
•Computer, Internet and Digital saavy
7. Macroenvironment
Demographic Forces
•World Population
•Changing age structures
•Changing household
•Geographic Population Shifts
•Increasing Diversity
•Better-educated workforce
•Working Women
8. Macroenvironment
Demographic Forces
Key Economic Trends
•Income Distribution
•Changing in Consumer spending
Ernst Engel’s law
9. Macroenvironment
Demographic Forces
Key Economic Trends
Natural Environment
•Shortage of raw Material
•Increased Pollution
14. Responding to Marketing Environment
Reactive
•Design Strategies that avoid Threats and Capitalize upon
Opportunities
Proactive
•Use PR, Advertising and Lawsuits To Influence
Environmental Forces
16. Most Companies Do research on What
customers buy, Why, when and from where
he buy.
95% of customer ( emotion, Feelings and
Thoughts ) which make Buying Decisions
Happen in Customer unconscious Mind.
27. Buyer decision Process For new Product
Consumers go through five stages in the process of adopting a new
product:
1. Awareness: The consumer becomes aware of the new product, but lacks
information about it.
2. Interest: The consumer seeks information about the new product.
3. Evaluation: The consumer considers whether trying the new product makes
sense.
4. Trial: The consumer tries the new product on a small scale.
5. Adoption: The consumer decides to make full and regular use of the new
product.