Topic Two: The Marketing Environment 1

2 Learning Outcomes Understand why the external environment profoundly influences marketing. Explain the main components of the Marketing environment (as per Armstrong et. al) Political factors Economic factors Social/cultural factors Technological factors Suppliers Distributors Competition Show how environmental factors create Marketing Threats and Opportunities. Be able to distinguish between the different types or levels of environment: Micro-environment Macro-environment Internal environment of the enterprise Develop informed inferences by referring to illustrative examples of how New Zealand customer/consumer behaviour

 All the actors and forces influencing the company’s ability to transact business effectively with it’s target market.  Includes: ◦ The Internal Business Environment ◦ Microenvironment ◦ Microenvironment - forces close to the company that affect its ability to serve its customers. ◦ Macroenvironment ◦ Macroenvironment - larger societal forces that affect the whole microenvironment. 3

4 Company Demographic Economic Natural Technological Political Cultural Company Customers Intermediaries Suppliers Competitors Publics

The Microenvironment Company Customers Publics Suppliers Competitors Intermediaries Forces Affecting a Company’s Ability to Serve Customers Forces Affecting a Company’s Ability to Serve Customers 5

 Company’s Internal Environment  Company’s Internal Environment- THE INTERNAL REALITIES OF THE BUSINESS ITSELF. The functional areas such as top management, finance, and manufacturing, etc. 6

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MCKINSEY’S 7S FRAMEWORK 8

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 Suppliers  Suppliers - provide the resources needed to produce goods and services.  Marketing Intermediaries  Marketing Intermediaries - help the company to promote, sell, and distribute its goods to final buyers. 10

 Customers  Customers - five types of markets that purchase a company’s goods and services.  Competitors  Competitors - those who serve a target market with similar products and services.  Publics  Publics - any group that perceives itself having an interest in a company’s ability to achieve its objectives. 11

12 Company Consumer Markets International Markets Government Markets Business Markets Reseller Markets

13 Demographic Technological Cultural Economic Political Natural Forces that Shape Opportunities and Pose Threats to a Company Forces that Shape Opportunities and Pose Threats to a Company

 Demographic  Demographic - monitors population in terms of age, sex, race, occupation, location and other statistics.  Economic  Economic - factors that affect consumer buying power and patterns.  Natura  Natural - natural resources needed as inputs by marketers or that are affected by marketing activities. 14

15 Changing Age Structure Population is getting older Changing Age Structure Population is getting older Changing Family Structure Marrying later, fewer children, working women, and nonfamily households Changing Family Structure Marrying later, fewer children, working women, and nonfamily households Geographic Shifts Moving to the Cities and suburbs Geographic Shifts Moving to the Cities and suburbs Increased Education Increased college attendance and white-collar workers Increased Education Increased college attendance and white-collar workers Growing Ethnic and Racial Diversity Caucasian, Maori, Pacific Island, Asian & Indian Growing Ethnic and Racial Diversity Caucasian, Maori, Pacific Island, Asian & Indian

16 Changes in Consumer Spending Patterns Changes in Consumer Spending Patterns Economic Development Economic Development Changes in Income Changes in Income Key Economic Concerns for Marketers Key Economic Concerns for Marketers

17 Factors Affecting the Natural Environment More Government Intervention More Government Intervention Shortages of Raw Material Shortages of Raw Material Increased Costs of Energy Increased Costs of Energy Higher Pollution Levels Higher Pollution Levels

 Technological  Technological - forces that create new product and market opportunities.  Political  Political - laws, agencies and groups that influence or limit marketing actions.  Cultural  Cultural - forces that affect a society’s basic values, perceptions, preferences, and behaviors. 18

19 Rapid Pace of Change Rapid Pace of Change High R & D Budgets High R & D Budgets Focus on Minor Improvements Focus on Minor Improvements Increased Regulation Increased Regulation Issues in the Technological Environment Issues in the Technological Environment

20 Greater Concern for Ethics Greater Concern for Ethics Increased Legislation Increased Legislation Changing Enforcement Changing Enforcement Key Trends in the Political Environment Key Trends in the Political Environment

21 Of Organizations Of Nature Of Oneself Of Society Of the Universe Of Others Views That Express Values Views That Express Values

 Environmental Management Perspective –Taking a proactive approach to managing the microenvironment and the macroenvironment to affect changes that are favorable for the company. How? Hire lobbyists, run “advertorials”, file law suits and complaints, and form agreements. 22

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