This document discusses analyzing a company's marketing environment. The microenvironment consists of factors close to the company that affect its ability to serve customers, including the company itself, suppliers, marketing intermediaries, customer groups, competitors, and publics. The macroenvironment includes broader factors like demographics, economic conditions, natural forces, technology, politics and culture that influence marketing. A marketer must understand how these internal and external factors interact and respond either proactively or reactively to changes in the uncontrollable marketing environment.

1. Principles Of Marketing
Made via : Ahmad AL Jamous / UG Code : 1601266

2. Analyzing the Marketing Environment
Topic out line :
The Company’s Microenvironment
The Company’s Macroenvironemnt

3. The marketing environment
The marketing environment : is a marketing term
and refers to factors and forces that affect a
firm’s ability to build and maintain successful
relationships with customers

4. The Marketing Environment
Microenvironment : consists of the actors close to
the company that affect its ability to serve its
customers -- the company, suppliers, marketing
intermediaries, customer markets, competitors, and
publics

5. Microenvironment
Actors :
 The company
 Suppliers
 Marketing intermediaries
 Customers
 Competitors
 Public

6. Microenvironment
 The company : marketing must
consider other parts of the
organization including finance , R&D
, purchasing operations and
accounting .
 Suppliers : Suppliers can control
the success of the business when
they hold the power.
 Marketing Intermediaries : Help
the company to promote, sell and
distribute its products to final buyers
.
 Competitors : A marketer must
monitor its competitors offerings to
create strategic advantage

7. Microenvironment
Public
 Your organization has a duty
to satisfy the public.
 Financial publics
 Media publics
 Government publics
 Citizen-action publics
 Local publics
 General public
 Internal publics
The five types of customer
market
 consumer
 business
 Reseller
 Government
 international

8. Macro environment
Macro environment : includes trends in gross
domestic product (GDP), inflation, employment,
spending, and monetary and fiscal policy.

9. Macro environment
Macro environment
 includes trends in gross
domestic product (GDP),
inflation, employment,
spending, and monetary
and fiscal policy.
Macro environment factors
 Demographic
 Economic
 Natural
 Technological
 Political
 Cultural

10. Macro environment
 Demography: is the study of human
populations in terms of size, density,
location, age, gender, race,
occupation, and other statistics
 Natural environment involves the
natural resources that are needed as
inputs by marketers or that are
affected by marketing activities
 Technological : the most dramatic
force shaping our destiny ,,
changing force which creates
many new markets opportunities
.
 Economic : The economic
environment can impact both the
organization's production and the
consumer’s decision making
process.

11. Macro environment
 Political : refers to the
actions taken by the
government, which
potentially affect the daily
business activities of any
business or company.
 Cultural : The impact the
products and services your
organizations brings to
market have on society
must be considered

12. Responding to the Marketing
Environment
 Uncontrollable
 Proactive
 Reactive

13. Responding to the Marketing
Environment
 Uncontrollable : something, as an obligation, that cannot be
controlled , reduced, or dispensed .
 Proactive : Aggressive actions to affect forces in the environment.
Reactive : is to be ready to react or respond to something else — as
opposed to ready to act on one's own

14. Resources
Google Wikipedia
Dictionary.com
Principles of marketing book & materials