The document discusses analyzing a company's marketing environment. It describes the microenvironment as consisting of actors close to the company like suppliers, marketing intermediaries, customers and competitors. The macroenvironment includes larger societal forces like demographic, economic, natural, technological, political and cultural forces. The company must understand how these internal and external factors influence marketing management and customers to build successful relationships.

1. Copyright © 2009 Pearson Education, Inc. Chapter 3- slide 1
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Chapter Three
Analyzing the Marketing
Environment

2. Analyzing the Marketing
Environment
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Chapter 3- slide 2
TopicOutline
• TheCompany’s Microenvironment
• TheCompany’s Macroenvironemnt
• Responding to the MarketingEnvironment

3. The Marketing Environment
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Themarketing environment includes the
actors and forces outside marketing that
affect marketing management’s ability to
build and maintain successfulrelationships
with customers

4. The Marketing Environment
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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
Actorsin the Microenvironment
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Chapter 3- slide 5

6. The Company’s
Microenvironment
TheCompany
• Top management
• Finance
• R&D
• Purchasing
• Operations
• Accounting
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7. The Company’s
Microenvironment
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Suppliers
• Provide the resources to producegoods
and services
• Treated aspartners to providecustomer
value

8. The Company’s
Microenvironment
Marketing Intermediaries
Help the companyto
promote, sell and
distribute its
products to finalbuyers
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9. The Company’s
Microenvironment
Typesof Marketing Intermediaries
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10. The Company’s
Microenvironment
Competitors
• Firms must gain strategic advantageby
positioning their offerings against
competitors’ offerings
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11. The Company’s
Microenvironment
Publics
• Any group that hasan actual or
potential interest in or impact on
an organization’s ability to
achieve its objectives
–
–
–
–
–
–
–
Financial publics
Media publics
Government publics
Citizen-actionpublics
Local publics
General public
Internal publics
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12. The Company’s
Microenvironment
Customers
 Consumer markets (individuals and
households)
 Business markets (further processing or
production)
 Reseller markets
 Government markets (public services)
 International markets (above buyers in
other countries)

13. Macro-environment
The larger societal forces that affect the
microenvironment-demographic,
economic, natural, technological, political
and cultural forces.

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

16. The Company’s
Macroenvironment
Demographic Environment
• Changingagestructure of the population
– Babyboomers include people born between
1946 and 1964
– Most affluentAmericans
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17. The Company’s
Macroenvironment
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Demographic Environment
• Generation Xincludes people born
between 1965 and1976
– High parental divorce rates
– Cautious economic outlook
– Lessmaterialistic
– Family comes first
– Lagbehind on retirement savings

18. The Company’s
Macroenvironment
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Demographic Environment
• Millennials (gen Yor echo boomers)include
those born between 1977 and2000
– Comfortable with technology
– Includes
• Tweens(ages 8–12)
• Teens (13–19)
• Youngadults (20’s)

19. The Company’s
Macroenvironment
Demographic Environment
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Generational marketingis important in
segmenting people by lifestyle, life
stage or the common values instead
of age

20. The Company’s
Macroenvironment
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Demographic Environment
More peopleare:
• Divorcing or separating
• Choosingnot to marry
• Choosingto marrylater
• Marrying without intending tohave
children
• Increased number of workingwomen
• Stay-at-home dads

21. The Company’s
Macroenvironment
•
•
•
–
–
T
elecommuting
Home office
Demographic Environment
Growth in U.S.West and
South and decline in Midwest
and Northeast
Moving from ruralto
metropolitan areas
Changesin where people work
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22. The Company’s
Macroenvironment
Demographic Environment
• Changesin the Workforce
–More educated
–More white collar
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23. The Company’s
Macroenvironment
DemographicEnvironment
IncreasedDiversity
Markets are becoming morediverse
–
–
International
National
• Includes:
–
–
–
Ethnicity
Gayand lesbian
Disabled
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24. The Company’s Macro environment
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EconomicEnvironment
Economicenvironment consists of factors that
affect consumer purchasing powerand spending
patterns
• Industrial economies are richermarkets
• Subsistenceeconomies consume most of their own
agricultural and industrialoutput and offer few
market opportunities
• In between are developing economies that can
offer outstanding marketing opportunities for
right kinds of products.

25. The Company’s
Macroenvironment
EconomicEnvironment
• Changesin income
• Value marketing involves
ways to offer financially
cautious buyers greater
value—the right
combination of qualityand
service at afair price
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26. The Company’s
Macroenvironment
Natural Environment
Natural environment involves the natural
resources that are needed asinputs by
marketers or thatare affected by marketing
activities
• Trends
– Shortages of raw materials
– Increased pollution
– Increase government intervention
– Environmentally sustainable strategies
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27. The Company’s
Macroenvironment
TechnologicalEnvironment
• Most dramatic force
in changing the
marketplace
• Createsnew
products and
opportunities
• Safety of new
product alwaysa
concern
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28. The Company’s
Macroenvironment
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PoliticalEnvironment
Political environmentconsists of laws,
government agencies, and pressure groups
that influence or limitvarious organizations
and individuals in agivensociety

29. The Company’s
Macroenvironment
PoliticalEnvironment
• Legislation regulating business
– Increased legislation
– Changing government agency
enforcement
• Increased emphasis on ethics
– Socially responsible behavior
– Cause-related marketing
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30. The Company’s
Macroenvironment
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Cultural Environment
Cultural environmentconsists of institutions
and other forces that affect asociety’s
basic values, perceptions, and behaviors

31. Basic things
Belief- An acceptance that something exists or is true, especially
one without proof. For example-
We believe in God.
Values- They are also beliefs and are defined as: Beliefs about what is
desirable or good and what is undesirable or bad. For example-
In Japan, a black cat crossing ones path is considered to bring good
luck.
Perceptions- A process by which we give meaning to our environment
by organizing and interpreting sensory impressions. Example- One
manager can interpret that her assistant regularly takes several days
to make important decisions as evidence that the assistant is slow,
disorganized and afraid to take decisions

32. The Company’s
Macroenvironment
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Cultural Environment
Persistenceof Cultural Values
Core beliefs and values are persistent and are
passed on from parents to children and are
reinforced by schools, churches, businesses,
and government
Secondarybeliefsandvaluesare more open to
changeand include people’s views of
themselves, others, organization, society,
nature, and the universe

33. The Company’s
Macroenvironment
Cultural Environment
Shiftsin SecondaryCultural Values
• People’s view of themselves
 Vary in their emphasis on serving themselves
versus serving others.
• People’s view of others
 People’s attitudes toward and interactions with
others shift over time.
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34. The Company’s
Macroenvironment
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Cultural Environment
Shiftsin SecondaryCultural Values
• People’s view of organizations
• People’s view of society
– Patriots defend it
– Reformers want to change it
– Malcontents want to leave it

35. The Company’s
Macroenvironment
Cultural Environment
Shiftsin SecondaryCultural Values
• People’s view of nature
–
–
–
Somefeel ruled byit
Somefeel in harmony with it
Someseekto master it
• People’s view of theuniverse
– Renewed interest in spirituality
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36. Responding to the Marketing
Environment
ViewsonResponding
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