Scribd
Upload
67 views

Analyzing The Marketing Environment

The document discusses the marketing environment, which consists of internal and external forces that affect marketing strategies. The microenvironment includes competitors, customers, suppliers, and other stakeholders close to the company. The macroenvironment encompasses broader societal and environmental factors like demographics, economic conditions, natural resources, and technology. Both the microenvironment and macroenvironment can influence marketing approaches.

Uploaded by

Akirah McEwen
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PDF, TXT or read online on Scribd
67 views

Analyzing The Marketing Environment

The document discusses the marketing environment, which consists of internal and external forces that affect marketing strategies. The microenvironment includes competitors, customers, suppliers, and other stakeholders close to the company. The macroenvironment encompasses broader societal and environmental factors like demographics, economic conditions, natural resources, and technology. Both the microenvironment and macroenvironment can influence marketing approaches.

Uploaded by

Akirah McEwen
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PDF, TXT or read online on Scribd
You are on page 1/ 17

Chapter 3

ANALYZING THE MARKETING ENVIRONMENT


Marketing Environment

 Consists of the actors and forces outside marketing that


affect marketing management’s ability to build and
maintain successful relationships with target customers

 What are some examples of forces or actors OUTSIDE of


marketing?
Marketing Environment

 Microenvironment
 Actors close to the company that affect its ability to
serve its customers

 Macroenvironment
 Larger societal forces that affect the
microenvironment.
Microenvironment
Company

Competitors Publics

Microenvironment

Marketing
Customers
Intermediaries

Suppliers
Microenvironment
Company

How could they


play a role in
Competitors Publics
marketing
strategies?
Microenvironment
• Finance
• Board of
Marketing
Customers
Directors
• Sales
Intermediaries

• Operations
Suppliers
• Legal
Microenvironment
Company

How could they


play a role in
Competitors Publics
marketing
strategies?
Microenvironment
• Financial
• Media
Marketing
Customers
• Government
Citizen-action
Intermediaries
•
• Local
Suppliers
Microenvironment
Company

Easily the most


important
Competitors Publics
element in the
microenvironment
Microenvironment

Marketing
Customers
Intermediaries

Suppliers
Microenvironment
Company

How could they


play a role in
Competitors Publics
marketing
strategies?
Microenvironment
• Cost
• Product quality
Marketing
Customers
• Logistics
Intermediaries

Suppliers
Microenvironment
Company

How could they


play a role in
Competitors Publics
marketing
strategies?
Microenvironment
• Resellers
• Distribution firms
Marketing
Customers
• Service
agencies
Intermediaries

Suppliers
Microenvironment
Company

How could they


play a role in
Competitors Publics
marketing
strategies?
Microenvironment
• Pricing
• Product
Marketing
Customers
improvements
• Aggressive
Intermediaries

marketing
Suppliers
Macroenvironment
Demographic

Cultural Economic

Macroenvironment

Political Natural

Technological
Macroenvironment
How could they play
Demographic a role in marketing
strategies?

Cultural Economic • Age


• Changes in Family
structure
Microenvironment
• Geographical
shifts in population
• Better educated
Political Natural
population
• Increasing Diversity
Technological
Macroenvironment
Demographic

How could they play


a role in marketing
Cultural Economic
strategies?
• Consumer
Spending changes
Microenvironment
• Income Distribution

Political Natural

Technological
Macroenvironment
Demographic

How could they play


a role in marketing
Cultural Economic
strategies?

• Shortages in Raw
Microenvironment
Materials
• Renewable
Political Natural
resource usage
• Non-renewable
resource scarcities
Technological
• Pollution
Macroenvironment
Demographic

How could they


play a role in
Cultural Economic
marketing
strategies?
Microenvironment
• Smartphones
• Social Media
Political Natural
Sites
• RFID

Technological
Macroenvironment
Demographic

How could they play


a role in marketing
Cultural Economic
strategies?

• Legislation
Microenvironment
• Emphasis on social
responsibility
Socio-Political Natural

Technological
Macroenvironment
Demographic
How could they
play a role in
marketing
Cultural Economic strategies?

• Consumer views
Microenvironment on:
• Themselves
• Others
Political Natural • Organizations
• Society
• Nature
• Universe
Technological

You might also like