CHAPTER 2 MARKETING ENVIRONMENT Definition Marketing Environment Defined

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CHAPTER 2 MARKETING ENVIRONMENT

CHAPTER 2 MARKETING ENVIRONMENT

Definition. . � Marketing Environment: Defined as the actors and forces outside marketing that

Definition. . � Marketing Environment: Defined as the actors and forces outside marketing that effect marketing management’s ability to develop and maintain successful transactions with its target customers. � Divided into: � 1) The company’s microenvironment �- forces close to the company � 2) The company’s macroenvironments �- larger societal forces �- uncontrollable

The company’s microenvironment 1. 2. 3. 4. 5. 6. The Company Suppliers Marketing Intermediaries

The company’s microenvironment 1. 2. 3. 4. 5. 6. The Company Suppliers Marketing Intermediaries Customers Competitors Publics

Microenvironment � The company - Marketing must consider others part of organization. - Marketing

Microenvironment � The company - Marketing must consider others part of organization. - Marketing decision must relate with broader company goals and strategies. � Suppliers - Marketers must watch supply availability and pricing. -Essential to have good relationship with supplier.

Cont. . � Marketing Intermediaries - Help to promote, sell and distribute goods to

Cont. . � Marketing Intermediaries - Help to promote, sell and distribute goods to final buyers. - Includes: ……………………………. � Customers - 5 types of customers: ……………………………

Cont. . � Competitors - marketers must monitor its competitors offering to create strategic

Cont. . � Competitors - marketers must monitor its competitors offering to create strategic advantage. � Publics - A group that has an actual or potential interest or impact on a organization’s ability to achieve its objectives. - 7 types of publics: ………………………………………………………

The company’s Macroenvironments 1. 2. 3. 4. 5. 6. Demographic Economic Natural Technological Political

The company’s Macroenvironments 1. 2. 3. 4. 5. 6. Demographic Economic Natural Technological Political Cultural

Macroenvironment � Demographic - The study of human population and its distribution characteristics. -

Macroenvironment � Demographic - The study of human population and its distribution characteristics. - Includes: ……………………………. � Economic - A country’s economy determines the size and strength of demand for various kinds of goods and services. - 3 economic areas: …………………………….

Cont. . � Natural - Natural resources are required as inputs to produce goods

Cont. . � Natural - Natural resources are required as inputs to produce goods demanded by customers. - Its give several impact to marketers overall decision. � Technological - Rapidly changing force which create many new marketing opportunities but also turns to effecting existing product.

Cont. . � Political - includes the laws, regulations, and social pressure affecting the

Cont. . � Political - includes the laws, regulations, and social pressure affecting the marketers. - effect domestic as well as the international market. � Cultural - Institutions and other forces that effect society’s basic values, perceptions, preferences and behaviors.

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