The Marketing Environment
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Principles of Marketing
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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The Marketing Environment
Marketing Environment
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
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The Company’s Microenvironment
Marketing Environment
Macroenvironment consists of the larger societal forces that affect the microenvironment
• Demographic• Economic• Natural• Technological• Political• Cultural
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The Company’s Microenvironment
• The Company• Suppliers• Marketing intermediaries• Customers• Competitors• Publics
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The Company’s Microenvironment
The Company
Internal environment includes:• Top management• Finance• R&D• Purchasing• Operations• Accounting
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The Company’s Microenvironment
Suppliers
• Provide the resources to produce goods and services
• Treated as partners to provide customer value
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The Company’s Microenvironment
• 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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Marketing Intermediaries
The Company’s Microenvironment
Marketing Intermediaries
Resellers are the distribution channel firms that help the company find customers or make sales to them
• Include:• Wholesalers• Retailers
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The Company’s Microenvironment
Marketing Intermediaries
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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The Company’s 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
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The Company’s Microenvironment
Marketing Intermediaries
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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The Company’s 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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The Company’s 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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The Company’s Microenvironment
Competitors
Firms must gain strategic advantage by positioning their offerings against competitors’ offerings
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The Company’s 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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The Company’s 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’s 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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The Company’s Macroenvironment
Demographic EnvironmentChanging Age Structure of the Population
Generational marketing is important in segmenting people by lifestyle of life state instead of age
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The Company’s Macroenvironment
Baby boomers include people born between 1946 and 1964
• Most affluent Americans
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Demographic EnvironmentChanging Age Structure of the Population
The Company’s Macroenvironment
Demographic EnvironmentChanging Age Structure of the Population
Generation X includes people born between 1965 and 1976
• High divorce rates• Concerned about the environment• Respond to socially responsible companies• Less materialistic• Quality of life• Consumer organizations, environment groups, and
minority groups
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The Company’s Macroenvironment
• Generation Y includes people born between 1977 and 2000
• Internet generation
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Demographic EnvironmentChanging Age Structure of the Population
The Company’s Macroenvironment
Demographic EnvironmentThe Changing American Family
More people are:• Divorcing or separating• Choosing not to marry• Choosing to marrying later• Marrying without intending to have children• Higher divorce rates• Increased number of working women• Stay-at-home dads
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The Company’s Macroenvironment
• Trends include:• Migratory movements between and
within countries• Moving from rural to metropolitan
areas• Changes in where people work
• Telecommuting• Home office• Divorcing or separating
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Demographic EnvironmentGeographic Shifts in Population
The Company’s Macroenvironment
Demographic EnvironmentIncreasing Diversity
• Markets are becoming more diverse• International• National
• Trends Include:• Ethnicity• Gay and lesbian• Disabled
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The Company’s Macroenvironment
Economic EnvironmentChanges in Income
• Income distribution• Upper-class consumers• Middle-class consumers• Working-class consumers• Underclass consumers
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The Company’s 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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The Company’s 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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The Company’s 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• Protect companies• Protect consumers• Protect the interests of society
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The Company’s Macroenvironment
Political EnvironmentIncreased 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
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The Company’s Macroenvironment
Cultural Environment
Cultural environment consists of institutions and other forces that affect a society’s basic values, perceptions, and behaviors
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The Company’s Macroenvironment
Cultural EnvironmentPersistence 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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The Company’s Macroenvironment
Cultural EnvironmentShifts 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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The Company’s Microenvironment
Cultural EnvironmentShifts 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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The Company’s Macroenvironment
Cultural EnvironmentShifts 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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The Company’s Macroenvironment
Cultural EnvironmentShifts 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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