The Macro environment The company and all of the other actors operate in a larger macro environment of forces that shape opportunities and pose threats.

Slides:



Advertisements
Similar presentations
Analyzing Marketing Environment
Advertisements

The Marketing Environment Chapter Objectives Know the environmental forces that affect the company’s ability to serve its customers. Know the.
Objectives Know the environmental forces that affect the company’s ability to serve its customers. Realize how changes in the demographic and economic.
The Marketing Environment
The Marketing Environment
1 Chapter 3 The Marketing Environment “Marketing does not take place in a vacuum.“
The Marketing Environment Chapter The Marketing Environment Marketing Environment: The actors and forces outside marketing that affect marketing.
      The Marketing Environment Chapter
Chapter 3 The Marketing Environment
© September Marketing Environment The actors and forces outside marketing that affect marketing management’s ability to build and maintain successful.
Copyright © 2007 Pearson Education Canada4-1 Chapter Four The Marketing Environment with Duane Weaver.
The Marketing Environment
Chapter Three The Marketing Environment. Roadmap: Previewing the Concepts Copyright 2007, Prentice Hall, Inc Describe the environmental forces that.
The Global Marketing Environment
Marketing : An Introduction The Marketing Environment
The Marketing Environment
©2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th edition Upper Saddle River, NJ Kotler, Bowen, and Makens Chapter Objectives.
The Global Marketing Environment
Copyright © 2005 Pearson Education Inc. The Marketing Environment Chapter 5 Principles of Marketing, Sixth Canadian Edition.
3- 1 A presentation on Chap 3 for Mkt 202 By EHFAZ i t ’s good and good for you Chapter Three Analyzing the Marketing Environment.
MARKETING ENVIRONMENT. THE MARKETING ENVIRONMENT The forces that directly and indirectly influence an organization’s capability to undertake its business.
© September Market segmentation is the process that companies use to divide large heterogeneous markets into small markets that can be reached more.
Copyright © 2005 Pearson Education Inc. The Marketing Environment Chapter 5 PowerPoint slides Express version Instructor name Course name School name Date.
Key Environments Marketing Environment
Marketing environment
Marketing : An Introduction The Marketing Environment
Analyzing the Marketing Environment Module 4 Dr. Mohamed Zamil AL-Akhtaby.
The Marketing Environment 3 Principles of Marketing.
3- 1 Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall i t ’s good and good for you Chapter Three Analyzing the Marketing Environment.
Marketing environment
Chapter 3- slide 1 Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall Chapter Three Analyzing the Marketing Environment.
Chapter 3- slide 1 Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall Chapter Three Analyzing the Marketing Environment.
The Marketing Environment Marketing Environment Environment offers both opportunities and threats. Environment offers both opportunities and threats.
Analyzing the Marketing Environment
1 The Marketing Environment. Challenges Shifting consumer lifestyles Low ratings of food and service quality Atmosphere not upscale Image of being unclassy,
Marketing Environments Professor Chip Besio Cox School of Business Southern Methodist University.
Analyzing the Marketing Environment MKT 202, Taufique Hossain.
3- 1 Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall i t ’s good and good for you Chapter Three Analyzing the Marketing Environment.
The Environments of Markets 9/2/09.  At the end of the lesson students should be able to: 1. Distinguish between the micro- and macro- environments in.
Copyright 2007, Prentice Hall, Inc. 1 1 Principles of Marketing Fall MKTG 220 Fall MKTG 220 Dr. Abdullah Sultan Dr. Abdullah Sultan.
Chapter Three The Marketing Environment. 3-2 Marketing Environment  Consists of actors and forces outside the organization that affect management’s ability.
Entering a Market: Scanning The Market Environment Chapter Ten.
The Marketing Environment Chapter 3. 2 Learning Goals 1. Understand environmental forces 2. Learn how demographic and economic factors affect marketing.
MARKETING ENVIRONMENT. THE MARKETING ENVIRONMENT The Marketing Environment can be defined all the Internal and External Factors and Forces that affect.
Marketing Environment
The Marketing Environment
Week 9 UNIT 4 OVERVIEW OF MARKETING Notes By : Farihan Elyana Bt Zahari.
3- 1 Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall i t ’s good and good for you Chapter 2 Analyzing the Marketing Environment.
3- 1 Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall i t ’s good and good for you Chapter Three Analyzing the Marketing Environment.
1 Chapter 3 The Marketing Environment. Jian Hong SHAO USTB Concept Connections Describe the environmental forces that affect the company’s ability to.
The Marketing Environment
Global Edition Chapter 1 Analyzing the Marketing Environment.
Topic Two: The Marketing Environment 1. 2 Learning Outcomes Understand why the external environment profoundly influences marketing. Explain the main.
Marketing II Chapter 3: Analyzing the Marketing Environment.
Chapter 3 Marketing Environment
Analyzing the Marketing Environment
Principles of Marketing
Global Edition Chapter 3
Analyzing Marketing Environments
Principles of Marketing
The Marketing Environment
THE MARKETING ENVIRONMENT
University of Sri Jayewardenepura
The Marketing Environment
THE MARKETING ENVIRONMENT
MARKETING ENVIRONMENT
The Marketing Environment
The Marketing Environment
Chapter 3 – Analyzing the Marketing Environment
Presentation transcript:

The Macro environment The company and all of the other actors operate in a larger macro environment of forces that shape opportunities and pose threats to the company.

The Company’s Macro environment

Economic Environment Changes in Income – 1980’s – consumption frenzy – 1990’s – “squeezed consumer” – 2000’s – value marketing Income Distribution – Upper class – Middle class – Working class – Underclass Consists of factors that affect consumer purchasing power and spending patterns.

Natural Environment Involves the natural resources that are needed as inputs by marketers or that are affected by marketing activities.

Technological Environment Most dramatic force now shaping our destiny.

Cultural Environment The institutions and other forces that affect a society’s basic values, perceptions, preference, and behaviors.

Political Environment Includes Laws, Government Agencies, and Pressure Groups that Influence or Limit Various Organizations and Individuals In a Given Society. Increasing Legislation Changing Government Agency Enforcement Increased Emphasis on Ethics & Socially Responsible Actions

Responding to the Marketing Environment Environmental Management Perspective Taking 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 lobbyists – Running “advertorials” – Pressing lawsuits – Filing complaints – Forming agreements to control channels