Chapter 4 Scanning the Marketing Environment STEP Kotler

Kotler on Marketing Today you have to run faster to stay in place.

Companies often fail to recognise how changes in the environment may influence their ultimate

Managers must recognize the influence of environmental forces on marketing by anticipating, reacting and

Ø Tracking Trends & Identifying Opportunities in the Marketing Environments: l Macroenvironment -- BIG

ENVIRONMENTAL SCANNING The collection and interpretation of information about environmental forces that may affect

The Business World is like an Orange. . . … you’ve got to peel

Peeling the “Orange” Demographic Economic Logistics ng D ti e rk Product Price un

Marketing Environment n n Marketing Environment -- the actors and forces outside marketing that

Identifying and Responding to the Major Macroenvironment Forces § Economic Environment § Income Distribution

Identifying and Responding to the Major Macroenvironment Forces § Natural Environment § Shortage of

Identifying and Responding to the Major Macroenvironment Forces § Technological Environment § Accelerating Pace

Identifying and Responding to the Major Macroenvironment Forces § Varying R&D Budgets § Increased

Identifying and Responding to the Major Macroenvironment Forces § Social-Cultural Environment § Views of

Identifying and Responding to the Major Macroenvironment Forces § High Persistence of Core Cultural

The Company’s Microenvironment Suppliers - provide the resources needed to produce goods and services

n n Competitors - those who serve a target market with similar products and

The Internal Environment has to do with the other employees in your company. It

Responding to the Marketing Environment • Environmental Management Perspective Taking a proactive approach to

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Chapter 4 Scanning the Marketing Environment STEP? ?

Kotler on Marketing Today you have to run faster to stay in place.

Companies often fail to recognise how changes in the environment may influence their ultimate performance. GM, BMW

Managers must recognize the influence of environmental forces on marketing by anticipating, reacting and adapting to external forces ENVIRONMENTAL OPPORTUNITIES Marketing Decision Making ENVIRONMENTAL CONSTRAINTS

Ø Tracking Trends & Identifying Opportunities in the Marketing Environments: l Macroenvironment -- BIG Picture l Microenvironment -- Closer-In l Internal environment -- you & me

ENVIRONMENTAL SCANNING The collection and interpretation of information about environmental forces that may affect the future of an organization. Practice of tracking external changes that can affect markets, including demand for goods and services

The Business World is like an Orange. . . … you’ve got to peel away a few layers to get to the good stuff!

Peeling the “Orange” Demographic Economic Logistics ng D ti e rk Product Price un tin g Target Consumers Engi neeri ng Ac co Promotion Publics e Place tion duc Pro Suppliers a R& c an Fin M Political Legal Technological Natural Intermediaries g sin a h c Pur Competitors Social Cultural

Marketing Environment n n Marketing Environment -- the actors and forces outside marketing that affect marketing management’s ability to develop and maintain successful relationships with its target customers. Macroenvironment - larger societal forces that affect the microenvironment. Microenvironment - forces close to the company that affect its ability to serve its customers. Internal environment – other departments and non-marketing personnel within the organization.

Identifying and Responding to the Major Macroenvironment Forces § Economic Environment § Income Distribution § Savings, Debt, and Credit Availability

Identifying and Responding to the Major Macroenvironment Forces § Natural Environment § Shortage of Raw Materials § Increased Energy Cost § Anti-Pollution Pressures § Changing Role of Governments

Identifying and Responding to the Major Macroenvironment Forces § Technological Environment § Accelerating Pace of Change § Unlimited Opportunities for Innovation

Identifying and Responding to the Major Macroenvironment Forces § Varying R&D Budgets § Increased Regulation of Technological Change § Political-Legal Environment § Legislation Regulating Business § Growth of Special-Interest Groups § Consumerist movement

Identifying and Responding to the Major Macroenvironment Forces § Social-Cultural Environment § Views of themselves § Views of others § Views of organizations § Views of society § Views of nature § Views of universe

Identifying and Responding to the Major Macroenvironment Forces § High Persistence of Core Cultural Values § Existence of subcultures § Shifts of Secondary Cultural Values Through Time

The Company’s Microenvironment Suppliers - provide the resources needed to produce goods and services and are an important link in the “value delivery system”. Marketing Intermediaries - help the company to promote, sell, and distribute its goods to final buyers. i. e. resellers. Customers - types of markets that purchase a company’s goods and services.

n n Competitors - those who serve a target market with similar products and services against whom a company must gain strategic advantage. Publics - any group that perceives itself having an interest in a company’s ability to achieve its objectives.

The Internal Environment has to do with the other employees in your company. It includes not only your department, but all departments within the company. When all departments are pulling in the same direction, the company has a legitimate chance for success.

Responding to the Marketing Environment • Environmental Management Perspective Taking a proactive approach to managing the microenvironment and the macroenvironment by taking aggressive (rather than passive) actions to affect the publics and forces in the marketing environment.