Professional Documents
Culture Documents
Marketing
Environment
Environment
All the actors and forces influencing
the company’s ability to transact
business effectively with it’s target
market.
Includes….
Microenvironment - forces
close to the company that
affect its ability to serve its
customers.
Macroenvironment - larger
societal forces that affect the
whole microenvironment.
The Marketing
Environment
Marketing Environment- consists of
the actors and forces outside
marketing that affect marketing
management’s ability to develop and
maintain successful relationships with
its target customers.
Demographic
Company
Cultural Economic
Publics Suppliers
Company
Technological
The
Microenvironment
Company
Company
Publics
Publics Suppliers
Suppliers
Forces
Forces Affecting
Affecting aa
Company’s
Company’s Ability
Ability to
to
Serve
Serve
Customers
Customers
Competitors
Competitors Intermediaries
Intermediaries
Customers
Customers
The Company’s
Microenvironment
Company’s Internal
Environment
Company’s Internal Environment-
functional areas inside a company that
have an impact on the marketing
department’s plans.
Production
& D M
R an
uf
ac
ce
t ur
n
in
na
g
ment Fi
Acc
oun
Top
Manage
ting
Marketing
Suppliers - provide the
resources needed to produce
goods and services.
Marketing Intermediaries -
help the company to promote,
sell, and distribute its goods to
final buyers.
Customers - five types of
markets that purchase a
company’s goods and
services.
International Consumer
Markets Markets
Company
Company
Government Business
Markets Markets
Reseller
Markets
Competitors - those who
serve a target market with
similar products and services.
Publics - any group that
perceives itself having an
interest in a company’s ability
to achieve its objectives.
Types of Publics
Citizen
nt Action Lo
m e
rn s Publics Pu ca
v e i c bl l
o
G Pub l ic
s
Ge b
u b d ia
s
ne lic
Pu
lic
Me
ra
l
Publics P
al
Inte lics
Pub
Financi
rna
Company
l
The Macro
environment
Demographic
Demographic
Cultural
Cultural Economic
Economic
Forces
Forces that
that Shape
Shape
Opportunities
Opportunities
and
and Pose
Pose Threats
Threats
to
to aa Company
Company
Political
Political Natural
Natural
Technological
Technological
Demographic
Changes
Changes
in
in Consumer
Consumer
Spending
Spending
Patterns
Rapid Change
Interest Rates
Inflation
Global Economy
Natural Environment
Issues
Issues in
in the
the Technological
Technological
Environment
Environment
Focus
Focus on
on Minor
Minor Increased
Increased
Improvements
Improvements Regulation
Regulation
Main Problem:
It can make your product
obsolete.
Political Environment
Key
Key
Trends
Trends inin the
the
Political
Political
Environment
Environment
Greater
Greater
Concern
Concern for
for
Ethics
Ethics
Cultural Environment
Cultural environment- forces that affect a society’s basic values,
perceptions, preferences, and behaviors.
Of Of Of
the Universe Oneself Others
Views
Views
That
That Express
Express
Values
Values
Of Of Of
Nature Society Organizations
Responding to the Marketing Environment
Proactive: Environmental Management
Use of lobbyists, PR, advertorials, lawsuits, complaints, and
contractual agreements to influence environmental forces.
Identifying Potential Markets
Money
Relative buying power
Growth
Rate of growth
Concentration
Population density
Literacy
Communication concerns