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Copyright
©
2005
Pearson
Education
Inc.
The Marketing
Environment
Copyright
©
2005
Pearson
Education
Inc. 5.2
Copyright
©
2005
Pearson
Education
Inc. 5.3
Learning Objectives
• After studying this chapter, you should be able to:
– Describe the environmental forces that affect the
company’s ability to serve its customers
– Explain how changes in the demographic and
economic environments affect marketing decisions
– Identify the major trends in the firm’s natural and
technological environments
– Explain the key changes in the political and cultural
environments
– Discuss how companies can react to the marketing
environment
Copyright
©
2005
Pearson
Education
Inc. 5.4
The Marketing Environment
• Marketing environment:
– Factors and forces outside of marketing’s direct control
– Affect management’s ability to develop and maintain
– Successful transactions with target customers
• Microenviroment:
– Forces close to the company
– That affect its ability to serve
customers
• Macroenvironment:
– Larger, societal forces that affect the
organization’s microenvironment
Copyright
©
2005
Pearson
Education
Inc. 5.5
The Company’s Microenvironment
• The company:
– Management, finance, research & development, purchasing,
manufacturing, accounting, and human resources
• Suppliers
• Marketing intermediaries:
– Resellers
– Physical distribution
firms
– Marketing service
agencies
– Financial
intermediaries
Figure 5.1
Copyright
©
2005
Pearson
Education
Inc. 5.6
The Company’s Microenvironment
• Customers:
– Consumer, business, reseller, government, and international
markets
• Competitors
• Publics:
– Financial
– Media
– Government
– Citizen-action groups
– Local
– General
– Internal
Figure 5.1
Copyright
©
2005
Pearson
Education
Inc. 5.7
The Company’s Macroenvironment
• Natural environment:
– Growing shortages of raw materials
– Increased pollution
– Increased government intervention
– Environmental
Protection Act
– Green movement
– Focus on
environmental
sustainability
strategies
Figure 5.2
Copyright
©
2005
Pearson
Education
Inc. 5.8
The Company’s Macroenvironment
• Technological environment:
– New technology creates new markets and opportunities
– Replaces existing products and services
– Research and development activity drives this sector
– Government programs
to encourage more
– Government agencies
to regulate new
product safety
Figure 5.2
Copyright
©
2005
Pearson
Education
Inc. 5.9
The Company’s Macroenvironment
• Political environment:
– Laws, government agencies, and pressure groups
– Influence and limit organizations and individuals within a society
– Increasing legislation
– Increased emphasis on
ethics and social
responsibility
– Cause-related
marketing
– Business legislation is
used to protect
consumers, businesses,
and the interests of
society
Figure 5.2
Copyright
©
2005
Pearson
Education
Inc. 5.10
In Conclusion…
• The learning objectives for this chapter were:
– Describe the environmental forces that affect the company’s
ability to serve its customers
– Explain how changes in the demographic and economic
environments affect marketing decisions
– Identify the major trends in the
firm’s natural and technological
environments
– Explain the key changes in the
political and cultural environments
– Discuss how companies can react to
the marketing environment

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Amit Raj Laguri ppt on pt management its good enough

  • 3. Copyright © 2005 Pearson Education Inc. 5.3 Learning Objectives • After studying this chapter, you should be able to: – Describe the environmental forces that affect the company’s ability to serve its customers – Explain how changes in the demographic and economic environments affect marketing decisions – Identify the major trends in the firm’s natural and technological environments – Explain the key changes in the political and cultural environments – Discuss how companies can react to the marketing environment
  • 4. Copyright © 2005 Pearson Education Inc. 5.4 The Marketing Environment • Marketing environment: – Factors and forces outside of marketing’s direct control – Affect management’s ability to develop and maintain – Successful transactions with target customers • Microenviroment: – Forces close to the company – That affect its ability to serve customers • Macroenvironment: – Larger, societal forces that affect the organization’s microenvironment
  • 5. Copyright © 2005 Pearson Education Inc. 5.5 The Company’s Microenvironment • The company: – Management, finance, research & development, purchasing, manufacturing, accounting, and human resources • Suppliers • Marketing intermediaries: – Resellers – Physical distribution firms – Marketing service agencies – Financial intermediaries Figure 5.1
  • 6. Copyright © 2005 Pearson Education Inc. 5.6 The Company’s Microenvironment • Customers: – Consumer, business, reseller, government, and international markets • Competitors • Publics: – Financial – Media – Government – Citizen-action groups – Local – General – Internal Figure 5.1
  • 7. Copyright © 2005 Pearson Education Inc. 5.7 The Company’s Macroenvironment • Natural environment: – Growing shortages of raw materials – Increased pollution – Increased government intervention – Environmental Protection Act – Green movement – Focus on environmental sustainability strategies Figure 5.2
  • 8. Copyright © 2005 Pearson Education Inc. 5.8 The Company’s Macroenvironment • Technological environment: – New technology creates new markets and opportunities – Replaces existing products and services – Research and development activity drives this sector – Government programs to encourage more – Government agencies to regulate new product safety Figure 5.2
  • 9. Copyright © 2005 Pearson Education Inc. 5.9 The Company’s Macroenvironment • Political environment: – Laws, government agencies, and pressure groups – Influence and limit organizations and individuals within a society – Increasing legislation – Increased emphasis on ethics and social responsibility – Cause-related marketing – Business legislation is used to protect consumers, businesses, and the interests of society Figure 5.2
  • 10. Copyright © 2005 Pearson Education Inc. 5.10 In Conclusion… • The learning objectives for this chapter were: – Describe the environmental forces that affect the company’s ability to serve its customers – Explain how changes in the demographic and economic environments affect marketing decisions – Identify the major trends in the firm’s natural and technological environments – Explain the key changes in the political and cultural environments – Discuss how companies can react to the marketing environment