Final - Chapter 3

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ĐẠI HỌC FPT CẦN THƠ

Analyzing The Marketing Environment


Learning Objectives
After studying this chapter, you should be able to:
1. Describe the environmental forces that affect the company’s
ability to serve its customers
2. Explain how changes in the demographic and economic
environments affect marketing decisions
3. Identify the major trends in the firm’s natural and
technological environments
4. Explain the key changes in the political and cultural
environments
5. Discuss how companies can react to the marketing
environment

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Chapter Outline
1. The Company’s Microenvironment
2. The Company’s Macroenvironemnt
3. Responding to the Marketing Environment

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The company

Supplier

Marketing intermediaries

Micro Competitors

Publics

The marketing Customers


evironment
Demographic

Economic

Natural
Macro
Technological

Political

Cutural
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The Marketing
Environment

The marketing environment includes the actors


and forces outside marketing that affect marketing
management’s ability to build and maintain
successful relationships with customers.

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Microenvironment

The microenvironment consists of the actors close


to the company that affect its ability to serve its
customers, the company, suppliers, marketing
intermediaries, customer markets, competitors, and
publics.

<The marketing evironment><Tran Thi Kieu Oanh > 6


Microenvironment

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Microenvironment

The Company
Internal environment includes:
• Top management
• Finance
• R&D
• Purchasing
• Operations
• Accounting
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Microenvironment

Suppliers
• Provide the resources to produce goods and
services
• Treated as partners to provide customer value

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Microenvironment
Marketing Intermediaries
Help the company to promote, sell, and distribute
its products to final buyers
Include:
Resellers
Physical distribution firms
Marketing services agencies
Financial intermediaries

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Microenvironment

Marketing Intermediaries
Resellers are the distribution channel firms that
help the company find customers or make sales to
them. These include:
Wholesalers
Retailers
Physical distribution firms are the distribution
channel firms that help the company to stock and
move goods from their points of origin to their final
destination.
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Microenvironment
Marketing Intermediaries
Marketing service agencies are the marketing
research firms, advertising agencies, media firms,
and marketing consulting firms that help the
company target and promote its products to the
right markets.
Financial intermediaries include banks, credit
companies, insurance companies, and other
businesses that help finance transactions or insure
against the risks associated with the buying and
selling of goods.
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Microenvironment

Customers
Customer markets consist of individuals and
households that buy goods and services for
personal consumption.
Business markets buy goods and services for
further processing or for use in their production
process.

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Microenvironment

Customers
Reseller markets buy goods and services to resell at
a profit.
Government markets buy goods and services to
produce public services or transfer goods and
services to others who need them.
International markets consist of buyers in other
countries including consumers, producers, resellers,
and governments.

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Microenvironment
Competitors
Firms must gain strategic advantage by positioning
their offerings against competitors’ offerings.
Each firm should consider its own size and industry
position compared to those of its competitors.

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Microenvironment

Publics
Financial publics influence the company’s ability to
obtain funds—banks, investment houses, and
stockholders.
Media publics carry news, features, and editorial
opinion—newspapers, magazines, and radio and
television stations.
Government publics influence product safety and
truth in advertising.

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Microenvironment
Publics
• Any group that has an actual or potential interest
in or impact on an organization’s ability to achieve
its objectives:
• Financial publics • Local publics

• Media publics • General public

• Government publics • Internal publics

• Citizen-action publics

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Microenvironment

Publics
Citizen-action publics include consumer
organizations, environment groups, and minority
groups
Local publics include neighborhood residents and
community organizations
General publics influence the company’s public
image
Internal publics include workers, managers,
volunteers, and directors
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The company

Supplier

Marketing intermediaries

Micro Competitors

Publics

The marketing Customers


evironment
Demographic

Economic

Natural
Macro
Technological

Political

Cutural
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Macroenvironment
The macroenvironment consists of the larger
societal forces that affect the microenvironment.
Demographic
Economic
Natural
Technological
Political
Cultural

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Macroenvironment
Demographic Environment
Demography is the study of human populations
in terms of size, density, location, age, gender,
race, occupation, and other statistics.
Demographic environment is important because
it involves people, and people make up markets.
Demographic trends include age, family
structure, geographic population shifts,
educational characteristics, and population
diversity.

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Macroenvironment
Demographic Environment
Changing Age Structure of the Population
is important in
Generational marketing
segmenting people by lifestyle of life state
instead of age.

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Macroenvironment
Demographic Environment
Changing Age Structure of the Population
• Baby boomers include people born between
1946 and 1964
• Includes most affluent Asians

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Macroenvironment
Demographic Environment
Changing Age Structure of the Population
Generation X includes people born between
1965 and 1976. They tend to:
Have high divorce rates
Are concerned about the environment
Respond to socially responsible companies
Are less materialistic
Emphasize quality of life
Consumer organizations, environment groups,
and minority groups

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Macroenvironment
Demographic Environment
Changing Age Structure of the Population
• Generation Y includes people born between 1977
and 1994.
• The Internet generation

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Macroenvironment
Demographic Environment
The Changing Asian Family
More people are:
• Divorcing or separating
• Choosing not to marry
• Choosing to marry later
• Marrying without intending to
have children
• Higher divorce rates
• Increased number of working
women
• More stay-at-home dads
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Macroenvironment
Demographic Environment
Geographic Shifts in Population
• Trends include:
• Migratory movements between and
within countries
• Moving from rural to metropolitan areas
• Changes in where people work
• Telecommuting
• Home office
• Divorce or separation
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Macroenvironment

Demographic Environment
Changes in the Workforce
Trends include:
• More educated
• More white collar
• More professional

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Macroenvironment
Demographic Environment
Increasing Diversity
Markets are becoming more diverse
International
National
Trends include:
Ethnicity
Gay and lesbian
Disabled

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Macroenvironment
Economic Environment
Economic environment consists of factors
that affect consumer purchasing power and
spending patterns.
Subsistence economies consume most of their
own agriculture and industrial output.
Industrial economies are richer markets.

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Macroenvironment

Economic Environment
Changes in Income
Value marketing involves ways to offer financially cautious
buyers greater value—the right combination of quality and
service at a fair price.

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Macroenvironment
Economic Environment
Changes in Income
• Income distribution
• Upper-class consumers
• Middle-class consumers
• Working-class consumers
• Underclass consumers

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Macroenvironment
Economic Environment
Changes in Consumer Spending Patterns
Ernst Engel—Engel’s Law
As income rises:
Percentage spent on food declines
Percentage spent on housing remains
constant
Percentage spent on savings increases

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Macroenvironment

Natural Environment
Natural environment involves the natural resources that are
needed as inputs by marketers or that are affected by
marketing activities.
Trends
Shortages of raw materials
Increased pollution
Increased government intervention
Environmentally sustainable strategies
Green marketing

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Macroenvironment
Technological Environment
Most dramatic force in changing the marketplace with many
positive and negative effects
Rapid change
Provides new markets and new opportunities
Internet
Medicine
Miniaturization
Weapons
Credit cards
Communication
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Macroenvironment
Political Environment
Political environment consists of laws, government
agencies, and pressure groups that influence or limit
various organizations and individuals in a given society.

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Macroenvironment
Political Environment
Legislation regulating business
Public policy to guide commerce—sets of laws
and regulations that limit business for the good
of society at large
Increasing legislation to:
Protect companies
Protect consumers
Protect the interests of society

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Macroenvironment

Political Environment
Increased Emphasis on Ethics and Socially Responsible Actions
Socially responsible behavior occurs when firms actively
seek out ways to protect the long-term interests of their
consumers and the environment
Cause-related marketing
© Yukinobu Zengame

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Macroenvironment
Cultural Environment
• The cultural environment consists of institutions and
other forces that affect a society’s basic values,
perceptions, and behaviors.

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Macroenvironment
Cultural Environment
Persistence of Cultural Values
Core beliefs and values have a high degree of persistence,
are passed on from parents to children, and are reinforced
by schools, churches, businesses, and government.
Secondary beliefs and values are more open to change.

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Macroenvironment

Cultural Environment
Shifts in Secondary Cultural Values
Major cultural values of a society are expressed in people’s
view of:
Themselves
Others
Organization
Society
Nature and the universe

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Macroenvironment

Cultural Environment
Shifts in Secondary Cultural Values
People’s view of themselves
Yankelovich Monitor’s consumer segments:
Do-It-Yourselfers—recent movers
Adventurers
People’s view of others

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Macroenvironment

Cultural Environment
Shifts in Secondary Cultural Values
People’s view of organizations
People’s view of society
Patriots defend it
Reformers want to change it
Malcontents want to leave it

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Macroenvironment

Cultural Environment
Shifts in Secondary Cultural Values
• People’s view of nature
• Some feel ruled by it
• Some feel in harmony with it
• Some seek to master it
• People’s view of the universe
• Renewed interest in spirituality

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The company

Supplier

Marketing intermediaries

Micro Competitors

Publics

The marketing Customers


evironment
Demographic

Economic

Natural
Macro
Technological

Political

Cutural
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Responding to the
Marketing Environment
Views on Responding
Uncontrollable
Reacting and adapting to forces in the
environment
Proactive
Taking aggressive actions to affect forces in the
environment
Reactive
Watching and reacting to forces in the
environment
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ĐẠI HỌC FPT CẦN THƠ

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