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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 Education, Inc. Publishing as
Prentice Hall
12
Political and Social Environment
3-
‹#›
Copyright © 2011 Pearson Education, Inc. Publishing as
Prentice Hall
Notes to Accompany Slide:
Table 3.3 in the text covers many legal issues concerning
marketing. In general there is a trend toward increasing
legislation and changing government agency enforcement.
13
Increased legislation
Social responsibility and cause-related marketing
Cultural Environment
The Cultural Environment is made up of
institutions and
other forces that
affect a society’s
basic values,
perceptions,
preferences, and
behaviors.
3-
‹#›
Copyright © 2011 Pearson Education, Inc. Publishing as
Prentice Hall
14

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Analyzing the MarketingEnvironment3MARKETING AN INTR.docx

  • 1. 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
  • 2. 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. 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.
  • 4. 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
  • 5. 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.
  • 6. 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
  • 7. 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
  • 8. Technological Environment The technological environment includes forces that create new technologies creating new product and market opportunities 3- ‹#› Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 12 Political and Social Environment 3- ‹#› Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall Notes to Accompany Slide: Table 3.3 in the text covers many legal issues concerning
  • 9. marketing. In general there is a trend toward increasing legislation and changing government agency enforcement. 13 Increased legislation Social responsibility and cause-related marketing Cultural Environment The Cultural Environment is made up of institutions and other forces that affect a society’s basic values, perceptions, preferences, and behaviors. 3- ‹#› Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall
  • 10. 14