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Analyzing the Marketing Environment Chapter: 3

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Page 1: Analyzing the Marketing Environment Chapter: 3. Environment Marketing Environment The actors and forces outside marketing that affect marketing management’s

Analyzing the Marketing Environment

Chapter: 3

Page 2: Analyzing the Marketing Environment Chapter: 3. Environment Marketing Environment The actors and forces outside marketing that affect marketing management’s

Environment

• Marketing Environment

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

- Important for marketers -Marketing Research - New market challenges

Page 3: Analyzing the Marketing Environment Chapter: 3. Environment Marketing Environment The actors and forces outside marketing that affect marketing management’s

Environment

• Micro Environment The actors close to the company that affect its

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

- Controllable factors

• Macro Environment The larger societal forces that affect the

microenvironment – demographics, economic, natural, technological, political, and cultural forces

- Uncontrollable factors

Page 4: Analyzing the Marketing Environment Chapter: 3. Environment Marketing Environment The actors and forces outside marketing that affect marketing management’s

The Company’s Micro Environment

• The Company

- Top management

- Finance

- Research

- Operations• Suppliers

- provide resources

- Availability and cost

- Shortages/ delays

e.g. Subway vegetables

Page 5: Analyzing the Marketing Environment Chapter: 3. Environment Marketing Environment The actors and forces outside marketing that affect marketing management’s

The Company’s Micro Environment

• Marketing Intermediaries

- Promote, sell, distribute

- Physical distribution firms

- Marketing services (DDB Blitz, Nielsen)

- Financial Intermediaries (Banks, Insurance)

e.g. Coke partners with Fast Foods

• Competitors - Positioning better than

competitors

Page 6: Analyzing the Marketing Environment Chapter: 3. Environment Marketing Environment The actors and forces outside marketing that affect marketing management’s

The Company’s Micro Environment

• Public

Any group that has an actual or potential interest in or impact on an organization’s ability to achieve its objectives

1. Financial Publics (Banks, Investment Houses)2. Media Publics (Newspapers, radio, magazine, TV)3. Government Publics (PTC, Mobilink)4. Citizen-action Publics (environmental, minority groups)5. Local Publics (neighborhood residents)6. General Public7. Internal Publics (Workers, Managers, Volunteers)

Page 7: Analyzing the Marketing Environment Chapter: 3. Environment Marketing Environment The actors and forces outside marketing that affect marketing management’s

The Company’s Micro Environment

• Customers

- Most Important Actors

-) Consumer Markets (Personal Consumption)

-) Business Markets (For further production)

-)Reseller Market ( To sell at a profit)

-) Government Markets (Public service or give to

others) -) International Markets

(Buyers in other countries)

Marketing Environment MARKETING ENVIRONMENT

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