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ANALYZING THE MARKETING
ENVIRONMENT
Introduction
A company’s marketer must identify, analyze, and
monitor external forces and assess their potential
impact on their organization’s goods and services.
Taken together with the variables of the
organization’s marketing mix in developing
marketing plans and strategies.
Understanding the business environment, and the
marketing system within it, is crucial to the
success of the company.
7/16/2014Marketing
2
Definition of Environmental Management
Environmental management is known attainment of
organisational objectives by predicting and
influencing the various environmental factors.
This influence can result from a number of activities
by the firm’s management.
7/16/2014Marketing
3
Purpose……………
Marketers need to look at the factors surrounding
their business activities in order to :-
 Effectively plan the activities for the future.
 To develop and maintain successful transactions with its target
group.
 Key purpose:- lead to new opportunities for marketing.
7/16/2014Marketing
4
Example:- Nokia Communicator
Computer manufacturers had been competing with
each other to produce the smallest, lightest, most
portable laptops.
BUT
Nokia Communicator that incorporates a hand
phone with a keyboard and internet connectivity,
made computer manufacturers cautious of
telecommunications device manufacturers.
7/16/2014Marketing
5
Product features update due to changes in
technology
7/16/2014Marketing
6
Micro-Environment
The micro environment consists of the forces close to
the company that affects its ability to serve its
customers.
Marketing management’s job is to attract and build
relationships with customers by creating customer
value and satisfaction.
7/16/2014Marketing
7
Types of Microenvironment
Company
Suppliers
Marketing intermediaries
Customers
Competitors
Publics.
7/16/2014Marketing
8
Micro-Environment
1) Company.
 Top management sets the company’s mission, objectives
and broad strategies.
 Marketing managers have to work with all other
departments as they have an impact on the marketing
plans and actions.
7/16/2014Marketing
9
Suppliers of Old Town White Coffee
7/16/2014Marketing
1
0
NUTRIPLUS
EGG
Micro-Environment
2) Marketing intermediaries
 form an important component of the company’s overall
value delivery system.
 Eg: resellers, physical distribution firm, marketing service
agencies, financial intermediaries.
7/16/2014Marketing
1
1
Distributors of Tag Heuer Watch in Malaysia (Selective)
Armaan (Malaysia) Sdn Bhd
TAG Heuer Boutique
Jalan Bukit Bintang
TAG Heuer MidValley
Lot038, Ground Floor, MidValley
Megamall
TAG Heuer Gardens
The Gardens Mid Valley City
Watchshoppe
Mid Valley Megamall
Swiss Union Fine Watch Sdn.
Bhd Berjaya TIMESQUARE
7/16/2014Marketing
1
2
Micro-Environment
3) Customers.
Each market type has their own characteristics that has to be
met by the seller.
Consumer Markets
 individuals and household that buy goods and services for
personal consumption
Business Markets
 buy goods and services for further processing/for use in
their production process.
7/16/2014Marketing
1
3
Types of Consumers
Reseller Markets
 buy goods and services to resell at a profit.
 wholesalers, retailers, and distributors.
 may restrict their purchases to one product or brand or offer a
variety of products and brands.
Government Markets
 are made up of government agencies that buy goods and
services to produce public services/transfer the goods and
services to others who need them.
International Markets:
 consist of these buyers in other countries, including consumers,
producers, resellers and government.
7/16/2014Marketing
1
4
Micro-Environment
4) Competitors.
 Marketers must gain competitive advantage over the
competition by studying their strategies and positioning and
countering it.
 Each firm must consider its own size and industry position as
compared to its competitors.
5) Publics.
 Companies have to consider the views of different interest
groups in the general public in its marketing plan.
 7 types
7/16/2014Marketing
1
5
Types of Publics
Financial Publics
influence the company’s ability to obtain funds. Example:
Banks, Investment houses and stockholders are the major
financial publics.
Media Publics
carry news, features and editorial opinion.
Example: newspaper, magazines and radio and television
stations
Government Publics
Government publics can affect the company by passing
legislation and laws that put restrictions on the company’s
actions
Example: marketers must often consult the company’s lawyers
on issues of product safety, truth in advertising and other
matters.
7/16/2014Marketing
1
6
Types of Publics
Citizen action publics.
A Company’s marketing decisions may be questioned
by consumer organizations, environmental groups,
minority groups, and others.
Example its public relations departments can help it
stay in touch with consumer and citizen groups.
Local Publics
include neighborhood residents and community
relations.
Example: Large companies usually appoint a
community relations officer to deal with the
community, attend meetings, answer questions and
contribute to worthwhile causes.
7/16/2014Marketing
1
7
Types of Publics
General Public
a company needs to be concerned about the general
public’s attitude toward its products and activities.
Customer’s base
Example: the public’s image of the company affects its
buying.
Internal Publics
include workers, managers, volunteers and the board of
directors. Large companies use newsletters and other
means to inform and motivate their internal publics.
Example: When employees feel good about their
company, this positive attitude spills over to external
publics.
7/16/2014Marketing
1
8
7/16/2014Marketing
1
9
7/16/2014Marketing
2
0
Macro-Environment
1) Political-Legal Factors.
every aspect of marketing mix is subject to laws and
regulations.
Consists of laws, regulations and government agencies that
influence and limit various organization in a given society.
Such laws touch on all aspects of the marketing decision
making – designing, labeling, packaging, distribution and
advertising.
7/16/2014Marketing
2
1
Macro-Environment
2) Economic Environment.
The economic environment consists of factors that affect
consumer purchasing power and spending patterns.
Economic factors like inflation rates, economic growth,
taxation and wages affect the demand and sales of
goods/services.
Subsistence economy, industrialized economy
People are doing things to save more money: DIY products,
opt for lower price brand, eating at home.
7/16/2014Marketing
2
2
7/16/2014Marketing
2
3
Macro-Environment
3) Socio-Cultural Environment.
People in different social environments have particular
beliefs and attitudes.
Trends and changes in population structure and social
cultural values impact greatly on marketing decisions.
Core beliefs: passed from parents, children, and reinforced
by schools, churches, business, government.
Secondary belief: more open to change.
Eg: belief in marriage: core belief ; believing that people
should get marry early/late is secondary belief.
7/16/2014Marketing
2
4
Macro-Environment
4) Technological Environment.
New technology results in new products/service for
consumers.
Antibiotic, robot surgery, laptop computers and internet.
Release horrors like nuclear missiles, chemical weapons,
Automibiles, tv and credit cards (mix blessings)
7/16/2014Marketing
2
5
Macro-Environment
5) Natural Environment.
Some concerns facing marketers are :
 the shortage of certain raw materials
- air pollutions
- renewable resources: forest
- non renewable resources: oil, minerals, coal.
 increased cost of energy and increased pollution.
- dangerous mercury in the ocean, chemical waste
 increased government intervention
 Different policies among government.
7/16/2014Marketing
2
6
Macro-Environment
6) Demographic
- The study of human populations in term of size, density,
location, age, gender, race, occupation , etc.
- Changing age structure of the populations :
 baby boomers
 Generation X (Gen X)
 Generation Y (Gen Y)/echo boomers/millenials
 Teens
 Tweens
7/16/2014Marketing
2
7
Macro-Environment
Baby boomers (1946 – 1964: 77 millions)
- Largest population: oldest turned 60 and the youngest
turned 40.
- Heavy rely on words of mouth promotion
- Lucrative market for: house re-modelling, financial
services, health and fitness products, travel and
entertainment , etc.
7/16/2014Marketing
2
8
7/16/2014Marketing
2
9
Macro-Environment
Generation X (1965-1976: 40 millions)
- now in their 30s-40s
- progress in their careers, start families home-ownership.
- highly value of education: sending kids to college/
elementary school.
- Opportunities to banking industry.
7/16/2014Marketing
3
0
Macro-Environment
 Generation Y (1977-1994: 77 millions)
- Eldest of gen Y have now graduated and moving up in
their careers
- IT savvy - own at least one networked device.
- Attractive target: video games, movies, clothes and even
beverages
- Impatience – computers access
- Opinionated – encourage but their parents, teachers, to
share their opinions.
7/16/2014Marketing
3
1
Macro-Environment
 Teens (13-19yrs old : 25 millions)
- 2/3 go to a mall once a week
- more than 72 hours (90%) tuned in electronically : tv,
internet, music video, cell phone, text message, facebook.
 Tweens ( pre- and early adolecents aged 9-14 )
- Heavy buying influence on parents
- biggest cell phone usage, clothes.
- Viral sensation that has been buzz about at school.
- Style that doesn’t reflect their parents- want to have their
own look.
7/16/2014Marketing
3
2
Consumerism
Defined as a social force within the environment
designed to aid and protect the buyers.
In recent years marketers have been beset by
increasing consumer activitism.
The consumer movement led to consumer rights
to;
 Choose freely.
 Be informed.
 Be heard.
 Be safe.
7/16/2014Marketing
3
3
Consumerism
The implications for marketers means recognizing
consumer rights such as:
Safe and quality products with proper labeling.
Fair pricing.
Truthful and accurate advertising.
7/16/2014Marketing
3
4
Environmentalism.
Environmentalist are individuals or organized
groups who seek to maximize the quality of life by
means of a better living environment. They want
environmental cost to be included in producer and
consumer decision making.
7/16/2014Marketing
3
5
Societal Marketing Concept.
This is the response to criticisms that marketing
practice have been socially and environmentally
unresponsive and ignore public interest, in the midst
of satisfying customers.
Marketing activities should be socially and
environmentally responsible.
7/16/2014Marketing
3
6
Societal Marketing Concept.
7/16/2014Marketing
3
7
Society
(Human welfare)
Consumers
(Satisfaction)
Company
(Profits)

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Unit 2

  • 2. Introduction A company’s marketer must identify, analyze, and monitor external forces and assess their potential impact on their organization’s goods and services. Taken together with the variables of the organization’s marketing mix in developing marketing plans and strategies. Understanding the business environment, and the marketing system within it, is crucial to the success of the company. 7/16/2014Marketing 2
  • 3. Definition of Environmental Management Environmental management is known attainment of organisational objectives by predicting and influencing the various environmental factors. This influence can result from a number of activities by the firm’s management. 7/16/2014Marketing 3
  • 4. Purpose…………… Marketers need to look at the factors surrounding their business activities in order to :-  Effectively plan the activities for the future.  To develop and maintain successful transactions with its target group.  Key purpose:- lead to new opportunities for marketing. 7/16/2014Marketing 4
  • 5. Example:- Nokia Communicator Computer manufacturers had been competing with each other to produce the smallest, lightest, most portable laptops. BUT Nokia Communicator that incorporates a hand phone with a keyboard and internet connectivity, made computer manufacturers cautious of telecommunications device manufacturers. 7/16/2014Marketing 5
  • 6. Product features update due to changes in technology 7/16/2014Marketing 6
  • 7. Micro-Environment The micro environment consists of the forces close to the company that affects its ability to serve its customers. Marketing management’s job is to attract and build relationships with customers by creating customer value and satisfaction. 7/16/2014Marketing 7
  • 8. Types of Microenvironment Company Suppliers Marketing intermediaries Customers Competitors Publics. 7/16/2014Marketing 8
  • 9. Micro-Environment 1) Company.  Top management sets the company’s mission, objectives and broad strategies.  Marketing managers have to work with all other departments as they have an impact on the marketing plans and actions. 7/16/2014Marketing 9
  • 10. Suppliers of Old Town White Coffee 7/16/2014Marketing 1 0 NUTRIPLUS EGG
  • 11. Micro-Environment 2) Marketing intermediaries  form an important component of the company’s overall value delivery system.  Eg: resellers, physical distribution firm, marketing service agencies, financial intermediaries. 7/16/2014Marketing 1 1
  • 12. Distributors of Tag Heuer Watch in Malaysia (Selective) Armaan (Malaysia) Sdn Bhd TAG Heuer Boutique Jalan Bukit Bintang TAG Heuer MidValley Lot038, Ground Floor, MidValley Megamall TAG Heuer Gardens The Gardens Mid Valley City Watchshoppe Mid Valley Megamall Swiss Union Fine Watch Sdn. Bhd Berjaya TIMESQUARE 7/16/2014Marketing 1 2
  • 13. Micro-Environment 3) Customers. Each market type has their own characteristics that has to be met by the seller. Consumer Markets  individuals and household that buy goods and services for personal consumption Business Markets  buy goods and services for further processing/for use in their production process. 7/16/2014Marketing 1 3
  • 14. Types of Consumers Reseller Markets  buy goods and services to resell at a profit.  wholesalers, retailers, and distributors.  may restrict their purchases to one product or brand or offer a variety of products and brands. Government Markets  are made up of government agencies that buy goods and services to produce public services/transfer the goods and services to others who need them. International Markets:  consist of these buyers in other countries, including consumers, producers, resellers and government. 7/16/2014Marketing 1 4
  • 15. Micro-Environment 4) Competitors.  Marketers must gain competitive advantage over the competition by studying their strategies and positioning and countering it.  Each firm must consider its own size and industry position as compared to its competitors. 5) Publics.  Companies have to consider the views of different interest groups in the general public in its marketing plan.  7 types 7/16/2014Marketing 1 5
  • 16. Types of Publics Financial Publics influence the company’s ability to obtain funds. Example: Banks, Investment houses and stockholders are the major financial publics. Media Publics carry news, features and editorial opinion. Example: newspaper, magazines and radio and television stations Government Publics Government publics can affect the company by passing legislation and laws that put restrictions on the company’s actions Example: marketers must often consult the company’s lawyers on issues of product safety, truth in advertising and other matters. 7/16/2014Marketing 1 6
  • 17. Types of Publics Citizen action publics. A Company’s marketing decisions may be questioned by consumer organizations, environmental groups, minority groups, and others. Example its public relations departments can help it stay in touch with consumer and citizen groups. Local Publics include neighborhood residents and community relations. Example: Large companies usually appoint a community relations officer to deal with the community, attend meetings, answer questions and contribute to worthwhile causes. 7/16/2014Marketing 1 7
  • 18. Types of Publics General Public a company needs to be concerned about the general public’s attitude toward its products and activities. Customer’s base Example: the public’s image of the company affects its buying. Internal Publics include workers, managers, volunteers and the board of directors. Large companies use newsletters and other means to inform and motivate their internal publics. Example: When employees feel good about their company, this positive attitude spills over to external publics. 7/16/2014Marketing 1 8
  • 21. Macro-Environment 1) Political-Legal Factors. every aspect of marketing mix is subject to laws and regulations. Consists of laws, regulations and government agencies that influence and limit various organization in a given society. Such laws touch on all aspects of the marketing decision making – designing, labeling, packaging, distribution and advertising. 7/16/2014Marketing 2 1
  • 22. Macro-Environment 2) Economic Environment. The economic environment consists of factors that affect consumer purchasing power and spending patterns. Economic factors like inflation rates, economic growth, taxation and wages affect the demand and sales of goods/services. Subsistence economy, industrialized economy People are doing things to save more money: DIY products, opt for lower price brand, eating at home. 7/16/2014Marketing 2 2
  • 24. Macro-Environment 3) Socio-Cultural Environment. People in different social environments have particular beliefs and attitudes. Trends and changes in population structure and social cultural values impact greatly on marketing decisions. Core beliefs: passed from parents, children, and reinforced by schools, churches, business, government. Secondary belief: more open to change. Eg: belief in marriage: core belief ; believing that people should get marry early/late is secondary belief. 7/16/2014Marketing 2 4
  • 25. Macro-Environment 4) Technological Environment. New technology results in new products/service for consumers. Antibiotic, robot surgery, laptop computers and internet. Release horrors like nuclear missiles, chemical weapons, Automibiles, tv and credit cards (mix blessings) 7/16/2014Marketing 2 5
  • 26. Macro-Environment 5) Natural Environment. Some concerns facing marketers are :  the shortage of certain raw materials - air pollutions - renewable resources: forest - non renewable resources: oil, minerals, coal.  increased cost of energy and increased pollution. - dangerous mercury in the ocean, chemical waste  increased government intervention  Different policies among government. 7/16/2014Marketing 2 6
  • 27. Macro-Environment 6) Demographic - The study of human populations in term of size, density, location, age, gender, race, occupation , etc. - Changing age structure of the populations :  baby boomers  Generation X (Gen X)  Generation Y (Gen Y)/echo boomers/millenials  Teens  Tweens 7/16/2014Marketing 2 7
  • 28. Macro-Environment Baby boomers (1946 – 1964: 77 millions) - Largest population: oldest turned 60 and the youngest turned 40. - Heavy rely on words of mouth promotion - Lucrative market for: house re-modelling, financial services, health and fitness products, travel and entertainment , etc. 7/16/2014Marketing 2 8
  • 30. Macro-Environment Generation X (1965-1976: 40 millions) - now in their 30s-40s - progress in their careers, start families home-ownership. - highly value of education: sending kids to college/ elementary school. - Opportunities to banking industry. 7/16/2014Marketing 3 0
  • 31. Macro-Environment  Generation Y (1977-1994: 77 millions) - Eldest of gen Y have now graduated and moving up in their careers - IT savvy - own at least one networked device. - Attractive target: video games, movies, clothes and even beverages - Impatience – computers access - Opinionated – encourage but their parents, teachers, to share their opinions. 7/16/2014Marketing 3 1
  • 32. Macro-Environment  Teens (13-19yrs old : 25 millions) - 2/3 go to a mall once a week - more than 72 hours (90%) tuned in electronically : tv, internet, music video, cell phone, text message, facebook.  Tweens ( pre- and early adolecents aged 9-14 ) - Heavy buying influence on parents - biggest cell phone usage, clothes. - Viral sensation that has been buzz about at school. - Style that doesn’t reflect their parents- want to have their own look. 7/16/2014Marketing 3 2
  • 33. Consumerism Defined as a social force within the environment designed to aid and protect the buyers. In recent years marketers have been beset by increasing consumer activitism. The consumer movement led to consumer rights to;  Choose freely.  Be informed.  Be heard.  Be safe. 7/16/2014Marketing 3 3
  • 34. Consumerism The implications for marketers means recognizing consumer rights such as: Safe and quality products with proper labeling. Fair pricing. Truthful and accurate advertising. 7/16/2014Marketing 3 4
  • 35. Environmentalism. Environmentalist are individuals or organized groups who seek to maximize the quality of life by means of a better living environment. They want environmental cost to be included in producer and consumer decision making. 7/16/2014Marketing 3 5
  • 36. Societal Marketing Concept. This is the response to criticisms that marketing practice have been socially and environmentally unresponsive and ignore public interest, in the midst of satisfying customers. Marketing activities should be socially and environmentally responsible. 7/16/2014Marketing 3 6
  • 37. Societal Marketing Concept. 7/16/2014Marketing 3 7 Society (Human welfare) Consumers (Satisfaction) Company (Profits)