2 Marketing Environment The actors and forces outside marketing that affect marketing managements' ability to develop and maintain successful transactions with its target customers
3 Type of EnvironmentsMicro environment: the forces close to the company that affect its ability to serve its customers.Macro environment: the large societal forces that affect the microenvironment
4 Microenvironment Company Suppliers Marketing intermediaries Customer CompetitorsPublics
5 Cont.. Company: Top management Finance R &D Purchasing Manufacturing Accounting
6 Cont.. Suppliers: (shortages or delays, labor strikes etc) Marketing intermediaries: firms that help the company to promote, sell and distribute its goods to final buyers:-ResellersPhysical distribution firmsMarketing service agenciesFinancial intermediaries
7 Cont.. Customers: Consumer market: Business market Reseller market Government marketInternational marketCompetitors:
8 Cont.. Public: Financial public Media public government Citizen action LocalGeneralinternal
9 Macroenvironment Demographic Economic Natural Technological Political Cultural
10 Cont.. Demographical: Study of human populations in terms of Size DensityLocationAgeGenderOccupation etc
11 Cont..Economic environment : factors that affect consumer buying power and spending pattern:Changes in incomeChanging consumer spending patternNatural environment: natural resources that are needed as inputs by marketers or that are affected by marketing activities
12 Cont..Technological environment: forces that create new technologies, creating new product and market opportunities.Political environment: laws, government agencies and pressure groups that influence and limit various organizations and individuals in a given society.
13 Cont..Cultural environment: institutions and other forces that affect society`s basic values, perceptions, preferences and behavior.