1. The Global Marketing Environment
Chapter 3
The Global Marketing Environment

2. Marketing Environment
Marketing Environment- consists of the actors and forces outside marketing that affect marketing management’s ability to develop and maintain successful relationships with its target customers.
Includes:
Microenvironment - forces close to the company that affect its ability to serve its customers.
Macroenvironment - larger societal forces that affect the whole microenvironment.

3. The Marketing Environment
Demographic
Company
Economic
Cultural
Company
Publics
Suppliers
Competitors
Customers
Natural
Political
Intermediaries
Technological

4. The Microenvironment Company Publics Competitors Intermediaries
Suppliers
Forces Affecting a
Company’s Ability to
Serve Its
Customers
Competitors
Intermediaries
Customers

5. 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 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.

6. 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 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.

7. Types of Customer Markets
International
Markets
Consumer
Markets
Company
Government
Markets
Business
Markets
Reseller
Markets

8. Types of Publics Financial i.e. Banks Media i.e. Newspapers
Government i.e. Regulations
Citizen-Action i.e. Consumer Groups
Local i.e. Neighborhood Residents
General Public
Internal i.e. Employees

9. The Macroenvironment Demographic Cultural Economic Political Natural
Forces that Shape
Opportunities
and Pose Threats
to a Company
Political
Natural
Technological

10. The Company’s Macroenvironment
Demographic - studies populations in terms of age, gender, race, occupation, location and other statistics.
Economic - factors that affect consumer purchasing power and spending patterns.
Natural - natural resources needed as inputs by marketers or that are affected by marketing activities.

11. The Company’s Macroenvironment
Technological - forces that create new technologies, creating new product and market opportunities.
Political - laws, agencies and groups that influence and limit organizations and individuals in a given society.
Cultural - institutions and other forces that affect a society’s basic values, perceptions, preferences, and behaviors.

12. 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.
How? Hire lobbyists , run “advertorials”, file law suits and complaints, and form agreements.

13. Rest Stop: Reviewing the Concepts
Describe the environmental forces that affect the company’s ability to serve its customers.
Explain how changes in the demographic and economic environments affect marketing decisions.
Identify the major trends in the firm’s natural and technological environments.
Explain the key changes in the political and cultural environments.
Discuss how companies can react to the marketing environment.