Kotler_POM13e_Instructor_CRS_03-Marketing

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

Chapter 3- slide 2
Analyzing the Marketing
Environment
• The Company’s Microenvironment
• The Company’s Macroenvironemnt
• Responding to the Marketing Environment
Topic Outline

Chapter 3- slide 3
The 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 customers

Chapter 3- slide 4
The 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

Chapter 3- slide 5
The Company’s
Microenvironment
Actors in the Microenvironment

Chapter 3- slide 6
The Company’s
Microenvironment
• Top management
• Finance
• R&D
• Purchasing
• Operations
• Accounting
The Company

Chapter 3- slide 7
The Company’s
Microenvironment
• Provide the resources to produce goods
and services
• Treated as partners to provide customer
value
Suppliers

Chapter 3- slide 8
The Company’s
Microenvironment
Help the company to
promote, sell and
distribute its
products to final
buyers
Marketing Intermediaries

Chapter 3- slide 9
The Company’s
Microenvironment
Types of Marketing Intermediaries

Chapter 3- slide 10
________ include resellers, marketing service
agencies, and financial firms that help a
company to promote and sell its offerings to its
final customers.
1. Advertising agencies
2. Suppliers
3. Intelligence firms
4. Marketing intermediaries

Chapter 3- slide 11
________ include resellers, marketing service
agencies, and financial firms that help a
company to promote and sell its offerings to its
final customers.
1. Advertising agencies
2. Suppliers
3. Intelligence firms
4. Marketing intermediaries

Chapter 3- slide 12
Banks, insurance companies, and credit
companies that aid in financial transactions
are called ________.
1. financial intermediaries
2. marketing services agencies
3. physical distribution firms
4. positioning

Chapter 3- slide 13
Banks, insurance companies, and credit
companies that aid in financial transactions
are called _________.
1. financial intermediaries
2. marketing services agencies
3. physical distribution firms
4. positioning

Chapter 3- slide 14
The Company’s
Microenvironment
• Firms must gain strategic advantage by
positioning their offerings against
competitors’ offerings
Competitors

Chapter 3- slide 15
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

Chapter 3- slide 16
Financial, media, government, and citizen-action
are several types of ________.
1. taxing authorities
2. legal departments
3. publics
4. marketing mix elements

Chapter 3- slide 17
Financial, media, government, and citizen-action
are several types of ________.
1. taxing authorities
2. legal departments
3. publics
4. marketing mix elements

Chapter 3- slide 18
A company’s ________ consists of its suppliers,
marketing intermediaries, customers,
competitors, and publics.
1. macroenvironment
2. microenvironment
3. business environment
4. marketing environment

Chapter 3- slide 19
A company’s ________ consists of its suppliers,
marketing intermediaries, customers,
competitors, and publics.
1. macroenvironment
2. microenvironment
3. business environment
4. marketing environment

Chapter 3- slide 20
The Company’s
Macroenvironment

Chapter 3- slide 21
The Company’s
Macroenvironment
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
Demographic Environment

Chapter 3- slide 22
The Company’s
Macroenvironment
• Changing age structure of the population
– Baby boomers include people born between
1946 and 1964
– Most affluent Americans

Chapter 3- slide 23
The Company’s
Macroenvironment
• Generation X includes people born
between 1965 and 1976
– High parental divorce rates
– Cautious economic outlook
– Less materialistic
– Family comes first
– Lag behind on retirement savings

Chapter 3- slide 24
The Company’s
Macroenvironment
• Millennials (gen Y or echo boomers) include
those born between 1977 and 2000
– Comfortable with technology
– Includes
• Tweens (ages 8–12)
• Teens (13–19)
• Young adults (20’s)

Chapter 3- slide 25
The Company’s
Macroenvironment
Generational marketing is important in
segmenting people by lifestyle of life
state instead of age

Chapter 3- slide 26
The Company’s
Macroenvironment
More people are:
• Divorcing or separating
• Choosing not to marry
• Choosing to marry later
• Marrying without intending to have
children
• Increased number of working women
• Stay-at-home dads

Chapter 3- slide 27
The Company’s
Macroenvironment
• Growth in U.S. West and
South and decline in Midwest
and Northeast
• Moving from rural to
metropolitan areas
• Changes in where people work
– Telecommuting
– Home office
– Divorcing or separating

Chapter 3- slide 28
The Company’s
Macroenvironment
• Changes in the Workforce
– More educated
– More white collar

Chapter 3- slide 29
The Company’s
Macroenvironment
Increased Diversity
Markets are becoming more diverse
– International
– National
• Includes:
– Ethnicity
– Gay and lesbian
– Disabled

Chapter 3- slide 30
The baby boomer generation is made up of the
period ________.
1. 1960–1971
2. 1946–1964
3. 1980s
4. 1920–1929

Chapter 3- slide 31
The baby boomer generation is made up of the
period ________.
1. 1960–1971
2. 1946–1964
3. 1980s
4. 1920–1929

Chapter 3- slide 32
The Company’s
Macroenvironment
Economic environment consists of factors
that affect consumer purchasing power and
spending patterns
• Industrial economies are richer markets
• Subsistence economies consume most of
their own agriculture and industrial output
Economic Environment

Chapter 3- slide 33
The Company’s
Macroenvironment
• Changes in income
• Value marketing involves
ways to offer financially
cautious buyers greater
value—the right
combination of quality and
service at a fair price

Chapter 3- slide 34
The “shop until you drop” mentality of the 1990s
has been replaced with a more ________
approach.
1. “save all you can”
2. “value is key”
3. “don’t shop at all”
4. “splurge regularly”

Chapter 3- slide 35
The “shop until you drop” mentality of the 1990s
has been replaced with a more ________
approach.
1. “save all you can”
2. “value is key”
3. “don’t shop at all”
4. “splurge regularly”

Chapter 3- slide 36
The Company’s
Macroenvironment
• Ernst Engel—Engel’s Law
• As income rises:
– The percentage spent on food declines
– The percentage spent on housing remains
constant
– The percentage spent on savings increases
Changes in Consumer Spending Patterns

Chapter 3- slide 37
The Company’s
Macroenvironment
Natural environment involves the natural
resources that are needed as inputs by
marketers or that are affected by marketing
activities
• Trends
– Shortages of raw materials
– Increased pollution
– Increase government intervention
– Environmentally sustainable strategies
Natural Environment

Chapter 3- slide 38
There are three trends in the natural environment that marketers
are monitoring. These are ________, ________, and ________.
1. shortages of raw materials; increased legislation; increased
consumerism
2. the green movement; shortages of raw materials;
increased pollution
3. increased pollution; increased government intervention;
shortages of raw materials
4. increased consumerism; increased population; increased
ethical expectations

Chapter 3- slide 39
There are three trends in the natural environment that marketers
are monitoring. These are ________, ________, and ________.
1. shortages of raw materials; increased legislation; increased
consumerism
2. the green movement; shortages of raw materials;
increased pollution
3. increased pollution; increased government intervention;
shortages of raw materials
4. increased consumerism; increased population; increased
ethical expectations

Chapter 3- slide 40
The Company’s
Macroenvironment
Technological Environment
• Most dramatic force
in changing the
marketplace
• Creates new
products and
opportunities
• Safety of new
product always a
concern

Chapter 3- slide 41
The Company’s
Macroenvironment
Political environment consists of laws,
government agencies, and pressure groups
that influence or limit various organizations
and individuals in a given society
Political Environment

Chapter 3- slide 42
The Company’s
Macroenvironment
• Legislation regulating business
– Increased legislation
– Changing government agency
enforcement
• Increased emphasis on ethics
– Socially responsible behavior
– Cause-related marketing
Political Environment

Chapter 3- slide 43
Which of the following is not one of the reasons
business legislation is enacted?
1. To protect companies from each other
2. To protect companies from consumers
3. To protect consumers from unfair business
practices
4. To protect the interests of society

Chapter 3- slide 44
Which of the following is not one of the reasons
business legislation is enacted?
1. To protect companies from each other
2. To protect companies from consumers
3. To protect consumers from unfair business
practices
4. To protect the interests of society

Chapter 3- slide 45
In exercising their corporate social responsibility
and building a more positive image, companies
are now linking themselves to worthwhile
causes. This is referred to as ________.
1. marketing mix
2. marketing concept
3. cause-related marketing
4. Engel’s Law

Chapter 3- slide 46
In exercising their corporate social responsibility
and building a more positive image, companies
are now linking themselves to worthwhile
causes. This is referred to as
__________________.
1. marketing mix
2. marketing concept
3. cause-related marketing
4. Engel’s Law

Chapter 3- slide 47
The Company’s
Macroenvironment
Cultural environment consists of institutions
and other forces that affect a society’s
basic values, perceptions, and behaviors
Cultural Environment

Chapter 3- slide 48
The Company’s
Macroenvironment
Core beliefs and values are persistent and are
passed on from parents to children and are
reinforced by schools, churches, businesses,
and government
Secondary beliefs and values are more open to
change and include people’s views of
themselves, others, organization, society,
nature, and the universe
Persistence of Cultural Values

Chapter 3- slide 49
The Company’s
Macroenvironment
• People’s view of themselves
– Yankelovich Monitor’s consumer
segments:
• Do-it-yourselfers—recent movers
• Adventurers
• People’s view of others
– More “cocooning”
Shifts in Secondary Cultural Values

Chapter 3- slide 50
Yankelovich identifies consumer segments whose
purchases are motivated by self-views. Two
examples are _________ and __________.
1. Generation M; generation N
2. Refilled nests; do-it-yourselfers
3. Do-it-yourselfers; adventurers
4. marketing mix; positioning

Chapter 3- slide 51
Yankelovich identifies consumer segments whose
purchases are motivated by self-views. Two
examples are _________ and __________.
1. Generation M; generation N
2. Refilled nests; do-it-yourselfers
3. Do-it-yourselfers; adventurers
4. marketing mix; positioning

Chapter 3- slide 52
The Company’s
Macroenvironment
• People’s view of organizations
• People’s view of society
– Patriots defend it
– Reformers want to change it
– Malcontents want to leave it

Chapter 3- slide 53
The Company’s
Macroenvironment
• People’s view of nature
– Some feel ruled by it
– Some feel in harmony with it
– Some seek to master it
• People’s view of the universe
– Renewed interest in spirituality

Chapter 3- slide 54
A woman who drives a hybrid car, consistently
recycles, and buys “earth-friendly” products is
acting out her view of ________.
1. cost
2. non-profit organizations
3. others
4. nature

Chapter 3- slide 55
A woman who drives a hybrid car, consistently
recycles, and buys “earth-friendly” products is
acting out her view of ________.
1. cost
2. non-profit organizations
3. others
4. nature

Chapter 3- slide 56
Which of the following are included in the major
forces affecting a company’s
macroenvironment?
1. Marketing mix, positioning, price
2. cultural, political/legal, economic
3. Marketing concept, goal setting, cultural
4. Baby boomers, minimum wage rates,
product/service

Chapter 3- slide 57
Which of the following are included in the major
forces affecting a company’s
macroenvironment?
1. Marketing mix, positioning, price
2. Cultural, political/legal, economic
3. Marketing concept, goal setting, cultural
4. Baby boomers, minimum wage rates,
product/service

Chapter 3- slide 58
Responding to the Marketing
Environment
Views on Responding

Chapter 3- slide 59
A company has several options with regard to its
marketing environment. A strong company
takes a(n) ________ approach.
1. proactive
2. reactive
3. ingenuous
4. peaceful

Chapter 3- slide 60
A company has several options with regard to its
marketing environment. A strong company
takes a(n) ________ approach.
1. proactive
2. reactive
3. ingenuous
4. peaceful

Chapter 3- slide 61
A company’s macroenvironment consists of all of
the following except ________.
1. demographic forces
2. economic forces
3. competitive forces
4. technological forces

Chapter 3- slide 62
A company’s macroenvironment consists of all of
the following except ________.
1. demographic forces
2. economic forces
3. competitive forces
4. technological forces

Chapter 3- slide 63
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permission of the publisher. Printed in the United States of America.

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