1. The actors and
forces
outside marketing
that affect
marketing
management's
ability to develop
and maintain
successful
transactions
with its target
customers

3. The forces close to the company that affect its ability
to serve its customers
MICRO
ENVIRONMENT

4. The Company

5. Suppliers
Firms and individuals that provide
the resources needed by the company and
its competitors to produce goods and
services.

7. Intermediaries
Firms that help the company to promote, sell and distribute its goods
to final buyers

8. RESELLERS
The individuals and
organizations that buy goods
and services to
resell for a profit
PHYSICAL
DISTRIBUTION
Warehouse, transportation
and other firms that help a
company to stock and move
goods from their points of
origin to their destinations.

9. Marketing Services
Agencies
Marketing research
firms, advertising
agencies, media
firms, marketing
consulting firms and other
service providers that help
a company to target and
promote its products to the
right markets
Financial Intermediaries
Banks, credit
companies, insurance companies
and other businesses that help
finance transactions or insure
against the risks associated with
the buying and selling of goods

10. customers

11. CONSUMER MARKETS
Individuals and
households who buy goods &
services for personal consumption

16. Customers
International Consumer
Markets Markets
Types of
Government Customers Business
Markets Markets
Reseller
Markets

17. Competitors

18. Public
Any group Chat has an actual or potential
interest in or impact on an organization's ability to
achieve its objectives

19. MACRO

20. Demographic Environment
The Study of human population in terms of
size, density, location, age, gender, race, occupat
ion and other statistics
– Changing age structure
Baby Boomers
Generation X
Generation Y
– Changing American household
– Geographic population shifts
– Better-educated, more white-collar workforce
– Increasing Diversity
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21. • Born between 1946 and
Key 1964
Generations • Represent 28% of the
population; earn 50% of
• Baby personal income
• Many mini-segments exist
Boomers within the boomer group
• Entering peak earning years
• Generation X as they mature
• Generation Y • Lucrative market for
travel, entertainment, hous
ing, and more
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22. Key • Born between 1965 and
1976
Generations • First latchkey children
• Baby • Maintain a cautious
economic outlook
Boomers • Share new cultural
concerns
• Generation X • Represent $125 billion in
• Generation Y annual purchasing power
• Will be primary buyers of
most goods by 2010
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23. Key • Born between 1977 and
1994
Generations • 72 million strong; almost as
large a group as their baby
• Baby boomer parents
Boomers • New
products, services, and
• Generation X media cater to GenY
• Computer, Internet and
• Generation Y digitally saavy
• Challenging target for
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marketers

24. The Economic Environment
Factors that a ffects consumer
purchasing power and spending
patterns.
1. Changes in Income
2. Changing consumer Spending
Patterns

25. The Natural Environment
– Natural Resources that are needed as
inputs by marketers or that are
affected by marketing activities
• Shortage of raw materials
• Increased pollution
• Increased governmental intervention
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26. The Technological Environment
Forces that create new
technologies, creating new product and
market opportunities
– The technological environment is characterized by
rapid change.
– New technologies create new opportunities and
markets but make old technologies obsolete.
– The U.S. leads the world in research and
development spending.
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27. The Political Environment
Includes laws, governmental
agencies, and pressure groups that impact
organizations and individuals.
– Key trends include:
• Increased legislation to protect businesses
as well as consumers.
• Changes in governmental agency enforcement.
• Increased emphasis on ethical behavior and
social responsibility.
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28. The Cultural Environment
Institutions and other forces that affect a
society’s basic
values, perceptions, preferences, and
behaviors.
– Culture can influence decision making.
– Core beliefs are persistent; secondary cultural values
change and shift more easily.
– The cultural values of a society are expressed
through people’s views.
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29. The Macroenvironment
Cultural values are expressed
via how people view
• Themselves • Society
• Others • Nature
• Organizations • The Universe
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30. Responding to the
Marketing Environment
• Reactive: Passive Acceptance and
Adaptation
– Companies design strategies that avoid threats
and capitalize upon opportunities.
• Proactive: Environmental Management
– Use of
lobbyists, PR, advertorials, lawsuits, complaint
s, and contractual agreements to influence
environmental forces.
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