This document discusses the natural and technological environment and their impact on marketing. It outlines three trends in the natural environment: growing shortages of raw materials, increased pollution, and increased government intervention in natural resource management. It also discusses environmental sustainability and developing strategies that support indefinite economic growth within planetary limits. Additionally, it covers how new technologies create opportunities for new products and markets for marketers, though every new technology replaces an older one. Radio frequency identification is provided as an example and how it can be embedded in products to track them and reduce staffing needs for manual inventory checks.

1. Natural and Technological
Environment
Chapter 3: objective 3

2. Natural Environment
Natural resources that are
needed as inputs by
marketers or that are
affected by marketing
activities.

3. 3 trends of Natural Environment:
1st trend - growing shortages of raw materials
2nd trend - increased pollution
3rd trend - increased government intervention
in natural resource management

4. Environmental
sustainability
Developing
strategies and
practices that
create a world
economy that the
planet can support
indefinitely.

5. Technological
Environment
Forces that create new
technologies creating new
product and market
opportunities
New technologies can offer
exciting opportunities for
marketers
Every new technology
replaces an older
technology

6. RFID (Radio Frequency Identification)
• Is a transmitter that can
be embedded in the
products you buy
• A technology to track
products through various
points in the distribution
channel
• the chain’s RFID stores require 20–30 percent
fewer staff because employees don’t have to
spend five or more hours a day doing manual
inventory checks