Topic 3

Analyzing the Marketing Environment

1
 Objective 1:
Describe the environmental forces that affect the company’s
ability to serve its customers.

Objective 2:
Explain how changes in the demographic and economic
environments affect marketing decisions.

Objectives Objective 3:

Outline Identify the major trends in the firm’s natural and

technological environments.

Objective 4:
Explain the key changes in the political and cultural
environments.

Objective 5:
Discuss how companies can react to the marketing
environment.
2
 Marketing environment
• A company’s 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.

Microenvironment Macroenvironment
- Consists of the actors close to the - Consists of the larger societal forces
co that affect its ability to engage & that affect the microenvironment
serve its customers - It is a general business environment,
- It has a direct impact on the which influences all business groups at
business activities large
- The company, suppliers, marketing - Demographic, economic, natural,
intermediaries, customer, technological, political, cultural
competitors, publics

3
 Microenvironment

Figure 3.1 Actors in the Microenvironment

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 The Company

In designing marketing plans, marketing management takes other company groups

into account.

• Top management
• Finance
• R&D
• Purchasing Internal
• Operations environment
• Accounting

Marketing managers must work closely with other departments by sharing responsibility for
understanding customer needs and creating customer value.

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 Suppliers

 Suppliers provide the resources to produce goods and services.

 Treat suppliers as partners to provide customer value.
 Suppliers form an important link in the company’s overall customer value delivery network. Supplier
problems can seriously affect marketing.
 Marketing managers must watch supply availability and costs.
 Example 1: Supply shortages or delays, labor strikes, natural disasters, and other events can cost
sales in the short run and damage customer satisfaction in the long run.
 Example 2: Rising supply costs may force price increases that can harm the company’s sales volume.

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 They are firms that help the company to promote,
Marketing Intermediaries sell, and distribute its goods to final buyers.

Resellers Physical distribution firms

• Distribution channel firms that help the • Help the company stock and move goods
company find customers or make sales from their points of origin to their
to them. destinations.
• Wholesalers and retailers who buy and • Example: logistic and transportation
resell merchandise. company
• Example: Tesco, Giant

Marketing services agencies Financial intermediaries

• Help the company target and promote its • Help finance transactions or insure
products to the right markets. against the risks associated with the
• Example: marketing research firms, buying and selling of goods.
advertising agencies, media firms, and • Example: banks, credit companies,
marketing consulting firms insurance companies, and other
businesses

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 Competitors

 A company must provide greater customer value and satisfaction than its competitors
do. To gain strategic advantage, the company must position its offerings strongly
against competitors’ offerings in the minds of consumers.
 When devising a competitive marketing strategy, firm should consider its own size
and industry position compared to their competitors. Large companies can use
strategies that smaller firms cannot afford. Small firms can develop strategies that
give them better rates of return than large firms enjoy.

When comes to economical

flights, u think of Air Asia!

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 Publics

Any group that has an actual or potential interest in or impact on an organization’s ability to achieve
its objectives:
1) Financial publics - This group influences the company’s ability to obtain funds.

2) Media publics - This group carries news, features, and editorial opinion. (They report on our
company and influence public opinion)

3) Government publics - Management must take government developments into account.

4) Citizen-action publics - A company’s marketing decisions may be questioned by consumer

organizations, environmental groups, minority groups, and others.

5) Local publics - This group includes neighborhood residents and community organizations.

6) General public - A company needs to be concerned about the general public’s attitude toward its
products and activities.

7) Internal publics - This group includes workers, managers, volunteers,

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 Customers

1) Consumer markets consist of individuals.

2) Business markets buy goods and services for further processing or use in their production
processes.

3) Reseller markets buy goods and services to resell at a profit.

4) Government markets consist of government agencies that buy goods and services to
produce public services or transfer the goods and services to others who need them.

5) International markets consist of various buyers in other countries, including consumers,

producers, resellers, and governments.

• Each market type has special characteristics that call for careful study by the seller.

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 Macroenvironment

Figure 3.2 Major Forces in the Company’s Macroenvironment

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 The Demographic Environment
• Demography is the study of human populations—size, density, location, age, gender, race,
occupation, and other statistics.
• Demographic environment involves people, and people make up markets.
• Demographic trends include changing age and family structures, geographic population shifts,
educational characteristics, and population diversity.

Changes in the family:

• More couples and Changes in the workforce: Geographic shifts in population:
divorcing or separating. • More educated workers • Changing migration
• More people choosing • More white-collar patterns
not to marry or workers • Change in where people
marrying later. • Ageing population work
• More people marrying
without intending to
have children.
• Increase the number of
working women.
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 The Demographic Environment
Baby Boomers (born 1946 to 1964)
• Most powerful forces shaping the marketing environment through every stage of life through which
they migrate.
• The youngest boomers are now in their fifties; the oldest are in their late sixties and well into
retirement.
• Boomers are spending more carefully and planning to work longer.
• They are the wealthiest generation in U.S. history

Generation X (born between 1965 and 1976)

• Considerably smaller than the boomer generation that precedes them and the Millennials who
follow, the Generation Xers are a sometimes-overlooked consumer group.
• From a marketing standpoint, the Gen Xers are a more skeptical bunch who tend to research
products before they consider a purchase and prefer quality to quantity.
• They are less receptive to overt marketing pitches and more likely to be receptive to irreverent ad
pitches that make fun of convention and tradition.
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 The Demographic Environment
Millennials (born between 1977 and 2000)
• First generation to grow up in a world filled with computers, mobile phones, satellite TV, iPods and
iPads, and online social networks.
• They engage with brands in an entirely new way, such as with mobile or social media.
• Millennials are the most financially strapped generation. Millennials make up a huge and attractive
market, both now and in the future.

Generation Z (born after 2000)

• The GenZers make up important kids, tweens, and teens markets who spend an estimated $43
billion annually of their own money and influence a total of almost $200 billion of their own and
parents’ spending.
• These young consumers also represent tomorrow’s markets—they are now forming brand
relationships that will affect their buying well into the future.

Generational marketing is important in segmenting people by lifestyle or life stage instead of age.
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 The Demographic Environment
Baby Boomers (born 1946 to 1964)
• Most powerful forces shaping the marketing environment through every stage of life through
which they migrate.
• The youngest boomers are now in their fifties; the oldest are in their late sixties and well into
retirement.
• Boomers are spending more carefully and planning to work longer.
• They are the wealthiest generation in U.S. history

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 The Demographic Environment
Generation X (born between 1965 and 1976)
• Considerably smaller than the boomer generation that precedes them and the Millennials who
follow, the Generation Xers are a sometimes-overlooked consumer group.
• From a marketing standpoint, the Gen Xers are a more skeptical bunch who tend to research
products before they consider a purchase and prefer quality to quantity.
• They are less receptive to overt marketing pitches and more likely to be receptive to irreverent
ad pitches that make fun of convention and tradition.

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 The Demographic Environment
Millennials (born between 1977 and 2000)
• First generation to grow up in a world filled with computers, mobile phones, satellite TV, iPods
and iPads, and online social networks.
• They engage with brands in an entirely new way, such as with mobile or social media.
• Millennials are the most financially strapped generation, but they make up a huge and attractive
market, both now and in the future.

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 The Demographic Environment
Generation Z (born after 2000)
• The GenZers make up important kids, tweens, and teens markets who spend an estimated $43
billion annually of their own money and influence a total of almost $200 billion of their own and
parents’ spending.
• These young consumers also represent tomorrow’s markets—they are now forming brand
relationships that will affect their buying well into the future.

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 The Economic Environment
• The economic environment consists of economic factors that affect consumer purchasing power and spending
patterns.
• Nowadays, consumers adopted a new back-to-basics sensibility in their lifestyles and spending patterns.
• Value marketing involves offering financially cautious buyers' greater value—the right combination of quality and
service at a fair price.
• Marketers should pay more attention to income distribution (rich, middle, poor).
• Over the past several decades, the rich have grown richer, the middle class has shrunk, and the poor have
remained poor.
• Changes in major economic variables, such as income, cost of living, interest rates, savings and borrowing
patterns have large impact on the marketplace.

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 The Natural Environment
The natural environment is the physical environment and the natural resources that are
needed as inputs by marketers or that are affected by marketing activities.
• Trends in Natural Environment
Increased
Growing shortages
Increased pollution- government
of raw materials-
intervention-
• Water shortage, • Dangerous • Started promote Marketer involves in
renewable mercury levels in clean environment developing
resources (forests ocean, polluted soil strategies and
and food) must use and food supply, practices that
wisely, improper dispose support
nonrenewable of chemical & environmental
resources (oil, nuclear wastes. sustainability.
mineral) pose a
serious problem.

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 The Natural Environment
Environmental sustainability involves developing strategies and practices that create a
world economy that the planet can support indefinitely.

The natural environment: Walmart has emerged

in recent years as the world’s super “eco-nanny”
through its own sustainability practices and its
impact on the actions of its huge network of
suppliers.

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 The Technological Environment
• Most dramatic force in changing the marketplace
• Create new products, new markets and opportunities; concern for the safety of new products.
• Marketers should watch the technological environment closely. Companies that do not keep up
will soon find their products outdated. If that happens, they will miss new products and market
opportunities.

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 The Political and Social Environment
• Includes laws, government agencies, and pressure groups that influence or limit various
organizations and individuals in a given society.
• To ensure fair market for goods and services.
• Laws covering issues such as competition, fair trade practices, environmental protection, product
safety, truth in advertising, consumer privacy, packaging, labeling and pricing.
• Legislation regulating business is intended:

To protect companies To protect consumers To protect the interests of

from each other: from unfair business society against
• To prevent unfair practices: unrestrained business
competition. • Prevent inferior behavior:
products, protect • Ensure firm take
consumer privacy, responsibility for the
mislead in social costs of their
advertising, productions and
packaging and products
pricing

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 The Political and Social Environment
 Increased emphasis on ethics:
Equal opportunity, employer, fairness and equality.
Cause-related marketing - linking company to
Socially responsible behavior:
worthwhile causes:
• Enlightened companies encourage their managers
• Linking purchases of the company’s products
to look beyond what the regulatory system
or services with benefiting worthwhile causes
allows and simply “do the right thing”.
or charitable organizations.

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Example of Cause-Related Marketing

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 The Cultural Environment
• The cultural environment consists of institutions and other forces that affect a society’s
basic values, perceptions, and behaviors.
• People grow up in a particular society shapes their basic values and beliefs.
• Example: Culture reveals preferences for colors, styles, religion, and family ties

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 The Cultural Environment
• Core beliefs and values are persistent and are passed on from parents to children and are
reinforced by schools, churches, businesses, and government. (Marriage is a core)
• Secondary beliefs and values are more open to change and include people’s views of
themselves, others, organizations, society, nature, and the universe. (Married early or late is a
secondary beliefs)
Shifts in Secondary Cultural Values

People’s views of themselves People’s views of others People’s views of organizations

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People’s views of society People’s views of nature People’s views of the universe
 Responding to the Marketing Environment
Views on Responding: How companies can react to the marketing environment.

Uncontrollable Proactive Reactive

• React and adapt to • Take aggressive • Watch and react to

forces in the actions to affect forces in the
environment forces in the environment
environment

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