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The Marketing Environment

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The Marketing Environment

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  • DOWNLOAD THIS BOOKS INTO AVAILABLE FORMAT (2019 Update) ......................................................................................................................... ......................................................................................................................... Download Full PDF EBOOK here { https://soo.gd/irt2 } ......................................................................................................................... Download Full EPUB Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download Full doc Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download PDF EBOOK here { https://soo.gd/irt2 } ......................................................................................................................... Download EPUB Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download doc Ebook here { https://soo.gd/irt2 } ......................................................................................................................... ......................................................................................................................... ................................................................................................................................... eBook is an electronic version of a traditional print book THIS can be read by using a personal computer or by using an eBook reader. (An eBook reader can be a software application for use on a computer such as Microsoft's free Reader application, or a book-sized computer THIS is used solely as a reading device such as Nuvomedia's Rocket eBook.) Users can purchase an eBook on diskette or CD, but the most popular method of getting an eBook is to purchase a downloadable file of the eBook (or other reading material) from a Web site (such as Barnes and Noble) to be read from the user's computer or reading device. Generally, an eBook can be downloaded in five minutes or less ......................................................................................................................... .............. Browse by Genre Available eBooks .............................................................................................................................. Art, Biography, Business, Chick Lit, Children's, Christian, Classics, Comics, Contemporary, Cookbooks, Manga, Memoir, Music, Mystery, Non Fiction, Paranormal, Philosophy, Poetry, Psychology, Religion, Romance, Science, Science Fiction, Self Help, Suspense, Spirituality, Sports, Thriller, Travel, Young Adult, Crime, Ebooks, Fantasy, Fiction, Graphic Novels, Historical Fiction, History, Horror, Humor And Comedy, ......................................................................................................................... ......................................................................................................................... .....BEST SELLER FOR EBOOK RECOMMEND............................................................. ......................................................................................................................... Blowout: Corrupted Democracy, Rogue State Russia, and the Richest, Most Destructive Industry on Earth,-- The Ride of a Lifetime: Lessons Learned from 15 Years as CEO of the Walt Disney Company,-- Call Sign Chaos: Learning to Lead,-- StrengthsFinder 2.0,-- Stillness Is the Key,-- She Said: Breaking the Sexual Harassment Story THIS Helped Ignite a Movement,-- Atomic Habits: An Easy & Proven Way to Build Good Habits & Break Bad Ones,-- Everything Is Figureoutable,-- What It Takes: Lessons in the Pursuit of Excellence,-- Rich Dad Poor Dad: What the Rich Teach Their Kids About Money THIS the Poor and Middle Class Do Not!,-- The Total Money Makeover: Classic Edition: A Proven Plan for Financial Fitness,-- Shut Up and Listen!: Hard Business Truths THIS Will Help You Succeed, ......................................................................................................................... .........................................................................................................................
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  • DOWNLOAD THIS BOOKS INTO AVAILABLE FORMAT (2019 Update) ......................................................................................................................... ......................................................................................................................... Download Full PDF EBOOK here { https://soo.gd/irt2 } ......................................................................................................................... Download Full EPUB Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download Full doc Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download PDF EBOOK here { https://soo.gd/irt2 } ......................................................................................................................... Download EPUB Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download doc Ebook here { https://soo.gd/irt2 } ......................................................................................................................... ......................................................................................................................... ................................................................................................................................... eBook is an electronic version of a traditional print book THIS can be read by using a personal computer or by using an eBook reader. (An eBook reader can be a software application for use on a computer such as Microsoft's free Reader application, or a book-sized computer THIS is used solely as a reading device such as Nuvomedia's Rocket eBook.) Users can purchase an eBook on diskette or CD, but the most popular method of getting an eBook is to purchase a downloadable file of the eBook (or other reading material) from a Web site (such as Barnes and Noble) to be read from the user's computer or reading device. Generally, an eBook can be downloaded in five minutes or less ......................................................................................................................... .............. Browse by Genre Available eBooks .............................................................................................................................. Art, Biography, Business, Chick Lit, Children's, Christian, Classics, Comics, Contemporary, Cookbooks, Manga, Memoir, Music, Mystery, Non Fiction, Paranormal, Philosophy, Poetry, Psychology, Religion, Romance, Science, Science Fiction, Self Help, Suspense, Spirituality, Sports, Thriller, Travel, Young Adult, Crime, Ebooks, Fantasy, Fiction, Graphic Novels, Historical Fiction, History, Horror, Humor And Comedy, ......................................................................................................................... ......................................................................................................................... .....BEST SELLER FOR EBOOK RECOMMEND............................................................. ......................................................................................................................... Blowout: Corrupted Democracy, Rogue State Russia, and the Richest, Most Destructive Industry on Earth,-- The Ride of a Lifetime: Lessons Learned from 15 Years as CEO of the Walt Disney Company,-- Call Sign Chaos: Learning to Lead,-- StrengthsFinder 2.0,-- Stillness Is the Key,-- She Said: Breaking the Sexual Harassment Story THIS Helped Ignite a Movement,-- Atomic Habits: An Easy & Proven Way to Build Good Habits & Break Bad Ones,-- Everything Is Figureoutable,-- What It Takes: Lessons in the Pursuit of Excellence,-- Rich Dad Poor Dad: What the Rich Teach Their Kids About Money THIS the Poor and Middle Class Do Not!,-- The Total Money Makeover: Classic Edition: A Proven Plan for Financial Fitness,-- Shut Up and Listen!: Hard Business Truths THIS Will Help You Succeed, ......................................................................................................................... .........................................................................................................................
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  • DOWNLOAD THIS BOOKS INTO AVAILABLE FORMAT (2019 Update) ......................................................................................................................... ......................................................................................................................... Download Full PDF EBOOK here { https://soo.gd/irt2 } ......................................................................................................................... Download Full EPUB Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download Full doc Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download PDF EBOOK here { https://soo.gd/irt2 } ......................................................................................................................... Download EPUB Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download doc Ebook here { https://soo.gd/irt2 } ......................................................................................................................... ......................................................................................................................... ................................................................................................................................... eBook is an electronic version of a traditional print book THIS can be read by using a personal computer or by using an eBook reader. (An eBook reader can be a software application for use on a computer such as Microsoft's free Reader application, or a book-sized computer THIS is used solely as a reading device such as Nuvomedia's Rocket eBook.) Users can purchase an eBook on diskette or CD, but the most popular method of getting an eBook is to purchase a downloadable file of the eBook (or other reading material) from a Web site (such as Barnes and Noble) to be read from the user's computer or reading device. Generally, an eBook can be downloaded in five minutes or less ......................................................................................................................... .............. Browse by Genre Available eBooks .............................................................................................................................. Art, Biography, Business, Chick Lit, Children's, Christian, Classics, Comics, Contemporary, Cookbooks, Manga, Memoir, Music, Mystery, Non Fiction, Paranormal, Philosophy, Poetry, Psychology, Religion, Romance, Science, Science Fiction, Self Help, Suspense, Spirituality, Sports, Thriller, Travel, Young Adult, Crime, Ebooks, Fantasy, Fiction, Graphic Novels, Historical Fiction, History, Horror, Humor And Comedy, ......................................................................................................................... ......................................................................................................................... .....BEST SELLER FOR EBOOK RECOMMEND............................................................. ......................................................................................................................... Blowout: Corrupted Democracy, Rogue State Russia, and the Richest, Most Destructive Industry on Earth,-- The Ride of a Lifetime: Lessons Learned from 15 Years as CEO of the Walt Disney Company,-- Call Sign Chaos: Learning to Lead,-- StrengthsFinder 2.0,-- Stillness Is the Key,-- She Said: Breaking the Sexual Harassment Story THIS Helped Ignite a Movement,-- Atomic Habits: An Easy & Proven Way to Build Good Habits & Break Bad Ones,-- Everything Is Figureoutable,-- What It Takes: Lessons in the Pursuit of Excellence,-- Rich Dad Poor Dad: What the Rich Teach Their Kids About Money THIS the Poor and Middle Class Do Not!,-- The Total Money Makeover: Classic Edition: A Proven Plan for Financial Fitness,-- Shut Up and Listen!: Hard Business Truths THIS Will Help You Succeed, ......................................................................................................................... .........................................................................................................................
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  • DOWNLOAD THIS BOOKS INTO AVAILABLE FORMAT (2019 Update) ......................................................................................................................... ......................................................................................................................... Download Full PDF EBOOK here { https://soo.gd/irt2 } ......................................................................................................................... Download Full EPUB Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download Full doc Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download PDF EBOOK here { https://soo.gd/irt2 } ......................................................................................................................... Download EPUB Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download doc Ebook here { https://soo.gd/irt2 } ......................................................................................................................... ......................................................................................................................... ................................................................................................................................... eBook is an electronic version of a traditional print book THIS can be read by using a personal computer or by using an eBook reader. (An eBook reader can be a software application for use on a computer such as Microsoft's free Reader application, or a book-sized computer THIS is used solely as a reading device such as Nuvomedia's Rocket eBook.) Users can purchase an eBook on diskette or CD, but the most popular method of getting an eBook is to purchase a downloadable file of the eBook (or other reading material) from a Web site (such as Barnes and Noble) to be read from the user's computer or reading device. Generally, an eBook can be downloaded in five minutes or less ......................................................................................................................... .............. Browse by Genre Available eBooks .............................................................................................................................. Art, Biography, Business, Chick Lit, Children's, Christian, Classics, Comics, Contemporary, Cookbooks, Manga, Memoir, Music, Mystery, Non Fiction, Paranormal, Philosophy, Poetry, Psychology, Religion, Romance, Science, Science Fiction, Self Help, Suspense, Spirituality, Sports, Thriller, Travel, Young Adult, Crime, Ebooks, Fantasy, Fiction, Graphic Novels, Historical Fiction, History, Horror, Humor And Comedy, ......................................................................................................................... ......................................................................................................................... .....BEST SELLER FOR EBOOK RECOMMEND............................................................. ......................................................................................................................... Blowout: Corrupted Democracy, Rogue State Russia, and the Richest, Most Destructive Industry on Earth,-- The Ride of a Lifetime: Lessons Learned from 15 Years as CEO of the Walt Disney Company,-- Call Sign Chaos: Learning to Lead,-- StrengthsFinder 2.0,-- Stillness Is the Key,-- She Said: Breaking the Sexual Harassment Story THIS Helped Ignite a Movement,-- Atomic Habits: An Easy & Proven Way to Build Good Habits & Break Bad Ones,-- Everything Is Figureoutable,-- What It Takes: Lessons in the Pursuit of Excellence,-- Rich Dad Poor Dad: What the Rich Teach Their Kids About Money THIS the Poor and Middle Class Do Not!,-- The Total Money Makeover: Classic Edition: A Proven Plan for Financial Fitness,-- Shut Up and Listen!: Hard Business Truths THIS Will Help You Succeed, ......................................................................................................................... .........................................................................................................................
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The Marketing Environment

  1. 1. The Marketing Environment Chapter 3
  2. 2. Learning Goals <ul><li>Understand environmental forces </li></ul><ul><li>Learn how demographic and economic factors affect marketing </li></ul><ul><li>Identify trends in the firm’s natural and technological environments </li></ul><ul><li>Explore key changes in political and cultural environments </li></ul><ul><li>Realize how companies react to the marketing environment </li></ul>
  3. 3. <ul><li>Challenges </li></ul><ul><li>Shifting consumer lifestyles </li></ul><ul><li>Low ratings of food and service quality </li></ul><ul><li>Atmosphere not upscale </li></ul><ul><li>Image of being unclassy, uncultured and uncool to younger target markets </li></ul>Case Study McDonald’s – Challenges and Reactions <ul><li>Marketing Initiatives </li></ul><ul><li>Focus on core competency of consistent products and reliable service </li></ul><ul><li>Upscale alternative including McCafe and Bistro Gourmet </li></ul><ul><li>Healthier food options with elimination of “supersize” and introduction of Go Active! Adult Happy Meal </li></ul>
  4. 4. The Marketing Environment <ul><li>Marketing Environment: </li></ul><ul><li>The actors and forces outside marketing that affect marketing management’s ability to build and maintain successful relationships with target customers </li></ul><ul><li>Microenvironment </li></ul><ul><li>Includes the actors close to the company </li></ul><ul><li>Macroenvironment </li></ul><ul><li>Involves larger societal forces </li></ul>Goal 1: Understand environmental factors
  5. 5. <ul><ul><li>Marketing must consider other parts of the organization including finance, R&D, purchasing, operations and accounting </li></ul></ul><ul><ul><li>Marketing decisions must relate to broader company goals and strategies </li></ul></ul>Microenvironment Actors <ul><li>The company </li></ul><ul><li>Suppliers </li></ul><ul><li>Marketing intermediaries </li></ul><ul><li>Customers </li></ul><ul><li>Competitors </li></ul><ul><li>Publics </li></ul>Goal 1: Describe environmental factors
  6. 6. <ul><ul><li>Marketers must watch supply availability and pricing </li></ul></ul><ul><ul><li>Effective partnership relationship management with suppliers is essential </li></ul></ul>Microenvironment Actors <ul><li>The company </li></ul><ul><li>Suppliers </li></ul><ul><li>Marketing intermediaries </li></ul><ul><li>Customers </li></ul><ul><li>Competitors </li></ul><ul><li>Publics </li></ul>Goal 1: Describe environmental factors
  7. 7. <ul><ul><li>Help to promote, sell and distribute goods to final buyers </li></ul></ul><ul><ul><li>Include resellers, physical distribution firms, marketing services agencies and financial intermediaries </li></ul></ul><ul><ul><li>Effective partner relationship management is essential </li></ul></ul>Microenvironment Actors <ul><li>The company </li></ul><ul><li>Suppliers </li></ul><ul><li>Marketing intermediaries </li></ul><ul><li>Customers </li></ul><ul><li>Competitors </li></ul><ul><li>Publics </li></ul>Goal 1: Describe environmental factors
  8. 8. <ul><ul><li>The five types of customer markets </li></ul></ul><ul><ul><ul><li>Consumer </li></ul></ul></ul><ul><ul><ul><li>Business </li></ul></ul></ul><ul><ul><ul><li>Reseller </li></ul></ul></ul><ul><ul><ul><li>Government </li></ul></ul></ul><ul><ul><ul><li>International </li></ul></ul></ul>Microenvironment Actors <ul><li>The company </li></ul><ul><li>Suppliers </li></ul><ul><li>Marketing intermediaries </li></ul><ul><li>Customers </li></ul><ul><li>Competitors </li></ul><ul><li>Publics </li></ul>Goal 1: Describe environmental factors
  9. 9. <ul><ul><li>Conducting competitor analysis is critical for success of the firm </li></ul></ul><ul><ul><li>A marketer must monitor its competitors’ offerings to create strategic advantage </li></ul></ul>Microenvironment Actors <ul><li>The company </li></ul><ul><li>Suppliers </li></ul><ul><li>Marketing intermediaries </li></ul><ul><li>Customers </li></ul><ul><li>Competitors </li></ul><ul><li>Publics </li></ul>Goal 1: Describe environmental factors
  10. 10. <ul><ul><li>A group that has an actual or potential interest in or impact on an organization </li></ul></ul><ul><ul><li>Seven publics include: </li></ul></ul><ul><ul><ul><li>Financial </li></ul></ul></ul><ul><ul><ul><li>Media </li></ul></ul></ul><ul><ul><ul><li>Government </li></ul></ul></ul><ul><ul><ul><li>Citizen-action </li></ul></ul></ul><ul><ul><ul><li>Local </li></ul></ul></ul><ul><ul><ul><li>General </li></ul></ul></ul><ul><ul><ul><li>Internal </li></ul></ul></ul>Microenvironment Actors <ul><li>The company </li></ul><ul><li>Suppliers </li></ul><ul><li>Marketing intermediaries </li></ul><ul><li>Customers </li></ul><ul><li>Competitors </li></ul><ul><li>Publics </li></ul>Goal 1: Describe environmental factors
  11. 11. The Macroenvironment <ul><li>Demographic </li></ul><ul><li>Economic </li></ul><ul><li>Natural </li></ul><ul><li>Technological </li></ul><ul><li>Political </li></ul><ul><li>Cultural </li></ul>Macroenvironmental Forces Goal 1: Describe environmental factors
  12. 12. Demographic Environment <ul><li>Demographic Environment: </li></ul><ul><ul><li>The study of human populations in terms of size, density, location, age, gender, race, occupation and other statistics </li></ul></ul>Goal 2: Learn how demographic & economic factors affect marketing
  13. 13. <ul><li>Changing age structure of the U.S. population is the single most important demographic trend </li></ul><ul><li>Baby boomers, Generation X, and Generation Y are the key groups </li></ul>Demographic Environment Goal 2: Learn how demographic & economic factors affect marketing
  14. 14. <ul><li>Born between 1946 and 1964 </li></ul><ul><li>Represent 28% of the population; earn 50% of personal income </li></ul><ul><li>Many mini-segments exist within the boomer group </li></ul><ul><li>Entering peak earning years as they mature </li></ul>Demographic Environment Baby Boomers Generation X Generation Y Key Generations Goal 2: Learn how demographic & economic factors affect marketing
  15. 15. <ul><li>Born between 1965 and 1976 </li></ul><ul><li>First latchkey children </li></ul><ul><li>Maintain a cautious economic outlook </li></ul><ul><li>Respond to socially responsible companies </li></ul><ul><li>Will be primary buyers of most goods by 2010 </li></ul>Demographic Environment Baby Boomers Generation X Generation Y Key Generations Goal 2: Learn how demographic & economic factors affect marketing
  16. 16. <ul><li>Born between 1977 and 1994 </li></ul><ul><li>72 million strong; almost as large a group as their baby boomer parents </li></ul><ul><li>New products, services, and media cater to GenY </li></ul><ul><li>Challenging target for marketers </li></ul>Demographic Environment Baby Boomers Generation X Generation Y Key Generations Goal 2: Learn how demographic & economic factors affect marketing
  17. 17. Natural Environment <ul><li>Natural Environment: </li></ul><ul><ul><li>Involves the natural resources that are needed as inputs by marketers or that are affected by marketing activities </li></ul></ul><ul><li>Trends </li></ul><ul><ul><li>Shortages of raw materials </li></ul></ul><ul><ul><li>Increased pollution </li></ul></ul><ul><ul><li>Increased government intervention </li></ul></ul>Goal 3: Identify trends in natural and technological environments
  18. 18. Technological Environment <ul><ul><li>The most dramatic force shaping our destiny </li></ul></ul><ul><ul><li>Rapidly changing force which creates many new marketing opportunities but also turns many existing products extinct </li></ul></ul>Goal 3: Identify trends in natural and technological environments
  19. 19. Political Environment <ul><li>Consists of laws, government agencies and pressure groups that influence or limit various organizations and individuals in a given society </li></ul><ul><ul><li>Legislation affecting businesses worldwide has increased </li></ul></ul><ul><ul><li>Laws protect companies, consumers and the interests of society </li></ul></ul><ul><ul><li>Increased emphasis on socially responsible actions </li></ul></ul>Goal 4: Explore political and cultural environments
  20. 20. Cause-Related Marketing <ul><li>Marketers create link between brand and charitable organization </li></ul><ul><li>Demonstrates social responsibility </li></ul><ul><li>Helps build positive brand image </li></ul><ul><li>Examples include General Mill’s Box Tops for Education, Tang and Mothers Against Drunk Driving, Eddie Bauer and local schools </li></ul>Goal 4: Explore political and cultural environments
  21. 21. Cultural Environment <ul><li>Made up of institutions and other forces that affect a society’s basic values, perceptions, preferences and behaviors. </li></ul>Goal 4: Explore political and cultural environments
  22. 22. Marketing Management <ul><li>Themselves </li></ul><ul><ul><li>Identify with brands for self-expression </li></ul></ul><ul><li>Others </li></ul><ul><ul><li>Recent shift from “me” to “we” society </li></ul></ul><ul><li>Organizations </li></ul><ul><ul><li>Trend of decline in trust and loyalty to companies </li></ul></ul><ul><li>Society </li></ul><ul><ul><li>Patriotism on the rise </li></ul></ul><ul><li>Nature </li></ul><ul><ul><li>“ lifestyles of health and sustainability” (LOHAS) consumer segment </li></ul></ul><ul><li>Universe </li></ul><ul><ul><li>Includes religion and spirituality </li></ul></ul>Cultural Environment Includes people’s views of… Goal 4: Explore political and cultural environments
  23. 23. Responding to the Marketing Environment <ul><li>“There are three kinds of companies: those who make things happen, those who watch things happen, and those who wonder what’s happened.” </li></ul>Goal 5: Realize how companies react to the marketing environment

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