Analyzing the Marketing Environment 3 MARKETING AN INTRODUCTION Armstrong/Kotler 3 Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 1 Actors in the Microenvironment 3- ‹#› Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall Notes to Accompany Slide: Members of the microenvironment help marketers build relationships with customers. 2 Actors in the Macroenvironment 3- ‹#› Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall Notes to Accompany Slide: Members of the microenvironment help marketers build relationships with customers. 3 Demographic Environment The 5 most significant demographic trends 3- ‹#› Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 4 Demographic Environment Changing Age Structure 3- ‹#› Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall Notes to Accompany Slide: Generational marketing is often used when designing separate product and marketing programs for each market. The next slide prompts discussion about the difficulty of this 5 Baby Boomers Generation X Millenials Demographic Environment Changes in the U.S. 3- ‹#› Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall Notes to Accompany Slide: More women are working then ever before creating opportunities for marketers. 6 The changing family Demographic Environment Changes in the U.S. 3- ‹#› Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall Notes to Accompany Slide: About 33 percent of U.S. residents move each year. There is a move from rural to urban. 7 Geographic Shifts Demographic Environment Changes in the U.S. 3- ‹#› Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 8 Better educated Increased white-collar Demographic Environment Changes in the U.S. 3- ‹#› Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 9 Increasing Diversity Economic Environment The economic environment consists of factors that affect consumer purchasing power and spending patterns 3- ‹#› Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall Notes to Accompany Slide: This is an interesting topic to talk about international populations and the changes in their economy. In the U.S. we see changes in income and spending and spending patterns 10 Natural Environment 3- ‹#› Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall Notes to Accompany Slide: Environmental sustainability are strategies that create an economy that the planet can support indefinitely 11 Shortages of raw materials Increased pollution Increase government intervention A Need for Environmental Sustainability Technological Environment The technological environment includes forces that create new technologies creating new product and market opportunities 3- ‹#› Copyright © 2011 Pearson Educat.