Chapter 3 MARKETING 16

Part 2Environmental forces and social & ethical responsibilities Chapter 3 The Marketing Environment... THE MARKET ENVIRONMENT +Actors/ forces best opportunities to help the companie

Part 2

Environmental forces and social &

ethical responsibilities

Chapter 3

The Marketing Environment

THE MARKET ENVIRONMENT

 Warm-up

 Do you think the

commercial world has

become more

past twenty years? If so

why ?

 What typical type of

competitors does an

organization face?

 Suggestive ideas for

discussion:

 + Emergence of the first truly international market place ‘ globalization’

 + struggles between

leading trading nations and blocs.

 + More new developed

countries + countries

developing similar products.

THE MARKET ENVIRONMENT

+Actors/

forces

best opportunities to

help the companies

develop and

position

their products

in the market.

departments

marketing

intermediaries

• Macr o: competitive,

demographic,

economic, natural,

technological,

political, and cultural

MARKET ENVIRONMENT

ACTORS/FORCES

NON-CONTROLLABLE

MACRO

 SOCIO-CULTURE

 POLITICS & LAW

 ECONOMY& POPPULATION

 TECHNOLOGY &NATURE

MICRO

 CO ITSELF + All depts Impact Marketing

Departs

 Supplier s + pricing & materials available

for Marketing operations

 M intermediaries + powerful impact on

Manufacturer

 Customer behavior

 Competitors

CONTROLLABLE +4Ps:

PRODUCT,

PRICE,

PLACE,

 PROMOTION

Micro Marketing Environment +

Controllable forces/actors

PRODUCT

PRICE

PLACE PROMOTION

Major Forces in the Company’s Macroenvironment

Key U.S Demographic Trends

Changing Age Structure

Population is getting older

Changing Family Structure

Marrying later, fewer children, working women, and nonfamily households

Geographic Shifts

Moving to the Sunbelt and suburbs (MSA’s)

Increased Education

Increased college attendance and white-collar workers

Growing Ethnic and Racial Diversity

72% Caucasian, 13% African-American,

Age Distribution of the U.S

Population

(78 million people born 1946-1964)

One of the most powerful forces shaping the

marketing environment, 30% of population

(45 million people born 1965-1976)

More skeptical, cynical of frivolous marketing pitches promising easy success

(72 million people born 1977-1994)

Fluent and comfortable with computer, digital, and Internet technology (Net-Gens)

Global Economic

Development

Changes in Income

Changing Consumer

Spending Patterns

Key Economic Concerns for Marketers

Economic Environment

Natural Environment

Conservation

Of Resources

Ecotourism

Recycle and Reduce Waste

Factors Affecting

the Natural Environment

Technological Environment

• Robots and machines

• Computerized video checkout services

• Electronic guest room locking systems

• Locking fax machines receive orders at restaurants

• The development of the Internet

Increasing

Legislation

Changing

Government Agency Enforcement

Includes Laws, Government Agencies, Etc that Influence

& Limit Organizations/ Individuals in a Given Society

Increased Emphasis on

Ethics &

Socially Responsible Actions

Political Environment

Cultural Environment

• Persistence of Cultural Values

• Subcultures

Responding to the Marketing

Environment

• Environmental management

perspective

marketing environment

Environmental Scanning

Determine Environmental Areas That Need

to Be Monitored

Determine How the Information Will Be Collected Implement the Data Collection Plan

Anaylize and Use the Data in Planning