This document provides an overview of a company's marketing environment, which consists of microenvironment and macroenvironment factors. The microenvironment includes internal departments as well as key external groups that are close to the company like suppliers, marketing intermediaries, customers, and publics. It also covers competitors that the company must position itself against. The macroenvironment encompasses larger societal forces like demographic and economic conditions that companies can't control but must respond to. It discusses how demographic trends in areas like population, education levels, and diversity impact markets.

1. Chapter | 2
Marketing Environment
Lecture 3 – February 22, 2012
Rajeev Shrestha
MARKETING
ENVIRONMENT

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. Marketing Environment
The marketing environment includes the actors and forces
outside marketing that affect marketing management’s ability
to build and maintain successful relationships with target
customers.

4. 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. The Company’s Microenvironment
The Company
•Top management
•Finance
•R&D
•Purchasing
•Operations
•Accounting

6. The Company’s Microenvironment
Suppliers
•Provide the resources to produce goods and services
•Treated as partners to provide customer value

7. The Company’s Microenvironment
Marketing Intermediaries
Help the company to promote, sell and distribute its products
to final buyers

8. The Company’s Microenvironment
Types of Marketing Intermediaries
Physical
Resellers distribution
firms
Marketing
Financial
services
intermediaries
agencies

9. The Company’s Microenvironment
Competitors
Firms must gain strategic advantage by positioning their
offerings against competitors’ offerings

10. The Company’s Microenvironment
Publics
•Any group that has an actual or potential interest in or
impact on an organization’s ability to achieve its objectives
•Financial publics
•Media publics
•Government publics
•Citizen-action publics
•Local publics
•General public
•Internal publics

11. The Company’s Microenvironment
Customers

12. The Company’s Macroenvironment
Demographic Environment
Demography is the study of human populations in terms of
size, density, location, age, gender, race, occupation, and
other statistics
•Demographic environment is important because it involves
people, and people make up markets
•Demographic trends include age, family structure,
geographic population shifts, educational characteristics, and
population diversity

13. The Company’s Macroenvironment
Demographic Environment
•Increasing population
•A growing middle class
•Changing Family System
•Changing gender roles
•A better-educated, more white-collared, professional
population
•Increasing Diversity

14. Next Lecture
The Macroenvironment of the company …contd.
Responding to the marketing environment