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Marketing Environment
• All the actors and forces influencing the
company’s ability to transact business
effectively with it’s target market.
• Includes:
–Microenvironment - forces close to the
company that affect its ability to serve its
customers.
–Macroenvironment - larger societal forces
that affect the whole microenvironment.
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The Marketing Environment
Company
Demographic
Economic
Natural
Technological
Political
Cultural
Company
Customers
Intermediaries
Suppliers
Competitors
Publics
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The Microenvironment
Company
Customers
Publics Suppliers
Competitors Intermediaries
Forces Affecting a
Company’s Ability to
Serve
Customers
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The Company’s
Microenvironment
• Company’s Internal Environment- functional
areas such as top management, finance, and
manufacturing, etc.
• Suppliers - provide the resources needed to
produce goods and services.
• Marketing Intermediaries - help the company
to promote, sell, and distribute its goods to
final buyers.
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The Company’s
Microenvironment
• Customers - five types of markets that
purchase a company’s goods and
services.
• Competitors - those who serve a target
market with similar products and
services.
• Publics - any group that perceives itself
having an interest in a company’s ability
to achieve its objectives.
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The Macroenvironment
Demographic
Technological
Cultural Economic
Political Natural
Forces that Shape
Opportunities
and Pose Threats
to a Company
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The Company’s
Macroenvironment
• Demographic - monitors population in
terms of age, sex, race, occupation,
location and other statistics.
• Economic - factors that affect consumer
buying power and patterns.
• Natural - natural resources needed as
inputs by marketers or that are affected
by marketing activities.
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Demographic Environment
• AGE
• GENDER
• MARITAL STATUS
• BIRTH RATE
• RELIGION
• SOURCE OF LIVELIHOOD AND INCOME
• LIFESTYLE AND INTERESTS
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Economic Environment
Changes
in Consumer
Spending
Patterns
Economic
Development
Changes
in IncomeKey
Economic
Concerns for
Marketers
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Natural Environment
Factors
Affecting
the
Natural
Environment
More Government
Intervention
Shortages of
Raw Material
Increased Costs
of Energy
Higher Pollution
Levels
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The Company’s
Macroenvironment
• Technological - forces that create new
product and market opportunities.
• Political - laws, agencies and groups
that influence or limit marketing
actions.
• Cultural - forces that affect a society’s
basic values, perceptions, preferences,
and behaviors.
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Technological Environment
Rapid Pace of
Change
High R & D
Budgets
Focus on Minor
Improvements
Increased
Regulation
Issues in the Technological
Environment
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Political Environment
Greater
Concern for
Ethics
Increased
Legislation
Changing
EnforcementKey
Trends in the
Political
Environment
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Cultural Environment
Of
Organizations
Of
Nature
Of
Oneself
Of
Society
Of
the Universe
Of
Others
Views
That Express
Values
