Presentation on theme: "Chapter 3 The Marketing Environment"— Presentation transcript:
1Chapter 3 The Marketing Environment Professor MarshallQueens College
2Marketing Environment Consists of actors and forces outside the organization that affect management’s ability to build and maintain relationships with target customers.Environment offers both opportunities and threats to the company.Marketing intelligence and research used to collect information about the environment.
3Marketing Environment Includes:Microenvironment: actors close to the company that affect its ability to serve its customers. (suppliers, marketing intermediaries, competitors)Macroenvironment: larger societal forces that affect the microenvironment. (demographic, economic, political)Beyond the control of the organization.
4The Company’s Microenvironment Company’s Internal Environment:Areas inside a company.Affects the marketing department’s planning strategies.All departments must “think consumer” and work together to provide superior customer value and satisfaction.
5The Company’s Microenvironment Suppliers:Provide resources needed to produce goods and services.Important link in the “value delivery system.”Most marketers treat suppliers like partners.
6The Company’s Microenvironment Customers:Five types of markets that purchase a company’s goods and servicesMarkets Include:ConsumerBusinessResellerGovernmentInternational
7The Company’s Microenvironment Competitors:Those who serve a target market with products and services that are viewed by consumers as being reasonable substitutesCompany must gain strategic advantage against these organizations
8The Company’s Microenvironment Publics:Group that has an interest in or impact on an organization's ability to achieve its objectivesPublics Include:FinancialMediaGovernmentCitizen-actionLocalGeneralInternal
9The MacroenvironmentThe company and all of the other actors operate in a larger macroenvironment of forces that shape opportunities and pose threats to the company.Forces Include:DemographicEconomicNaturalTechnologicalPoliticalCultural
10The Company’s Macroenvironment Demographic:The study of human populations in terms of size, density, location, age, gender, race, occupation, and other statistics.Marketers track changing age and family structures, geographic population shifts, educational characteristics, and population diversity.
11The Company’s Macroenvironment The Seven U.S. Generations:GI Generation = born in or before 1930Depression =War Babies =Baby Boomers =Generation X =Generation Y =Millennials = 1996 or after
13Changing American Family Household makeup:Married couples with children = 34%, and fallingMarried couples and people living with other relatives = 22%Single parents = 12%Single persons and adult “live-togethers” = 32%
14Geographic Shifts in Population 16% of U.S. residents move each yearGeneral shift toward the Sunbelt statesCity to suburb migration continuesMore people moving to “micropolitan” areasMore people telecommuteMicropolitan area: small cities located beyond congested metropolitan areas.
15Better Educated Population 1980:69% of people over age 25 completed high school17% had completed college2002:84% of people over age 25 completed high school27% had completed college
16More White-Collar Population 1950 – 1985:Proportion of white-collar workers increased from 41% to 54%Proportion of blue-collar workers declined from 47% to 33%Proportion of service workers increased from 12% to 14%1983 – 1999:Proportion of managers and professionals increased from 23% to >30%
17Increasing Diversity U.S. is a “salad bowl” Increased marketing to: Various groups mixed together, each retaining its ethnic and cultural differencesIncreased marketing to:Gay and lesbian consumersPeople with disabilities
18Economic EnvironmentConsists of factors that affect consumer purchasing power and spending patterns.Changes in Income1980’s – consumption frenzy1990’s – “squeezed consumer”2000’s – value marketingIncome DistributionUpper classMiddle classWorking classUnderclass
21Natural Environment Factors Impacting the Natural Environment: Shortages of raw materialsIncreased pollutionIncreased government interventionEnvironmentally sustainable strategies
22Technological Environment Changes rapidly.Creates new markets and opportunities.Challenge is to make practical, affordable products.Safety regulations result in higher research costs & longer time between conceptualization and introduction of product.
23Political Environment Includes Laws, Government Agencies, and Pressure Groups that Influence or Limit Various Organizations and Individuals In a Given Society.Areas of concern:Increasing legislationChanging government agency enforcementIncreased emphasis on ethics and socially responsible behavior
24Cultural EnvironmentThe institutions and other forces that affect a society’s basic values, perceptions, preference, and behaviors.Core beliefs and values are passed on from parents to children and are reinforced by schools, churches, business, and government.Secondary beliefs and values are more open to change.
25Cultural EnvironmentSociety’s major cultural views are expressed in people’s views of:ThemselvesOthersOrganizationsSocietyNatureThe universe
26Responding to the Marketing Environment Environmental Management PerspectiveTaking a proactive approach to managing the environment by taking aggressive (rather than reactive) actions to affect the publics and forces in the marketing environment.This can be done by:Hiring lobbyistsRunning “advertorials” (ads that express an editorial point of view)Pressing law suitsFiling complaintsForming agreements to control channels