04. marketing environments


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Marketing Environment-Part-2

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  • 04. marketing environments

    1. 1. Chapter | 2Marketing EnvironmentLecture 4 – February 23, 2012Rajeev Shrestha MARKETING ENVIRONMENT
    2. 2. OVERVIEW•The Company’s Microenvironment•The Company’s Macroenvironment•Responding to the Marketing Environment Marketing comes in a wide variety of flavors based on audience, media platform and business in today’s evolving and dynamic marketplace.
    3. 3. The Company’s MacroenvironmentEconomic Environment•Economic environment consists of factors that affectconsumer purchasing power and spending patterns•Industrial economies are richer markets•Subsistence economies consume most of their ownagriculture and industrial output
    4. 4. The Company’s Macroenvironment Economic Environment• Changes in income• Value marketing involves ways to offer financially cautious buyers greater value—the right combination of quality and service at a fair price
    5. 5. The Company’s Macroenvironment Economic Environment Changes in Consumer Spending Patterns• Ernst Engel—Engel’s Law• As income rises: – The percentage spent on food declines – The percentage spent on housing remains constant – The percentage spent on savings increases
    6. 6. The Company’s MacroenvironmentNatural EnvironmentNatural environment involves the natural resources that are needed as inputs by marketers or that are affected by marketing activities• Trends – Shortages of raw materials – Increased pollution – Increase government intervention – Environmentally sustainable strategies
    7. 7. The Company’s MacroenvironmentTechnological Environment• Most dramatic force in changing the marketplace• Creates new products and opportunities• Safety of new product always a concern
    8. 8. The Company’s MacroenvironmentPolitical EnvironmentPolitical environment consists of laws, government agencies,and pressure groups that influence or limit variousorganizations and individuals in a given society
    9. 9. The Company’s Macroenvironment Political Environment• Legislation regulating business – Increased legislation – Changing government agency enforcement• Increased emphasis on ethics – Socially responsible behavior – Cause-related marketing
    10. 10. The Company’s MacroenvironmentCultural EnvironmentCultural environment consists of institutions and other forcesthat affect a society’s basic values, perceptions, andbehaviors
    11. 11. The Company’s MacroenvironmentCultural EnvironmentPersistence of Cultural ValuesCore beliefs and values are persistent and are passed onfrom parents to children and are reinforced by schools,churches, businesses, and governmentSecondary beliefs and values are more open to change andinclude people’s views of themselves, others, organizations,society, nature, and the universe
    12. 12. The Company’s MacroenvironmentCultural EnvironmentShifts in Secondary Cultural Values• People’s view of themselves – Yankelovich Monitor’s consumer segments: • Do-It-Yourselfers—recent movers • Adventurers• People’s view of others – More ―cocooning‖
    13. 13. The Company’s MacroenvironmentCultural EnvironmentShifts in Secondary Cultural Values• People’s view of organizations• People’s view of society – Patriots defend it – Reformers want to change it – Malcontents want to leave it
    14. 14. The Company’s Macroenvironment Cultural Environment Shifts in Secondary Cultural Values• People’s view of nature – Some feel ruled by it – Some feel in harmony with it – Some seek to master it• People’s view of the universe – Renewed interest in spirituality
    15. 15. Responding to the Marketing Environment Views on RespondingUncontrollable Proactive Reactive• React and • Aggressive • Watching and adapt to actions to reacting to forces in the affect forces forces in the environment in the environment environment