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Marketing Environment
Chapter 2
By Rafique Ahmed
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Principles of Marketing Chapter 2The Marketing Environment
Microenvironment
Macroenvironment
Everybody has some marketing experience
The marketing environment is a set of forces that affects the ability to build and maintain successful relationships with customers
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Environment
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All the actors and forces influencing the company’s ability to transact business effectively with it’s target market.
It Includes:Micro EnvironmentMacro Environment
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- Forces close to the company that affect its ability to serve its customers.
Microenvironment
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- larger societal forces that affect the whole microenvironment.
Macro Environment
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The Marketing Environment
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It consists of the actors and forces outside marketing that affect marketing management’s ability to develop and maintain successful relationships with its target customers.
Marketing Environment
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Company
Demographic
Economic
Natural
Technological
Political
Cultural Company
Customers
Intermediaries
Suppliers
Competitors
Publics
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The Microenvironment
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CompanyCompany
CustomersCustomers
PublicsPublics Suppliers Suppliers
CompetitorsCompetitorsIntermediariesIntermediaries
Forces Affecting a Company’s Ability to
ServeCustomers
Forces Affecting a Company’s Ability to
ServeCustomers
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The Company’s Microenvironment
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Suppliers –
They provide the resources needed to produce goods and services.
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Marketing Intermediaries –
They help the company to promote, sell, and distribute its goods to final buyers.
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Customers –
Five types of markets that purchase a company’s goods and services.
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CompanyCompany
ConsumerMarkets
InternationalMarkets
GovernmentMarkets
BusinessMarkets
ResellerMarkets
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Competitors – Those who serve a target market with similar products and services.
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Publics – Any group that perceives itself having an interest in a company’s ability to achieve its objectives.
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The functional areas inside a company that have an impact on the marketing department’s plans.
Company’s Internal Environment-
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Marketing
Production
Manufacturing
Acco
un
ting
R & D
Fina
nce
Top
Man
agem
ent
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Macro environment
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The MacroenvironmentThe Macroenvironment
DemographicDemographic
TechnologicalTechnological
CulturalCultural EconomicEconomic
PoliticalPolitical NaturalNatural
Forces that ShapeOpportunities
and Threatsto a Company
Forces that ShapeOpportunities
and Threatsto a Company
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Demographic
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Monitors population in terms of age, gender, race, occupation, location and other statistics.
Demographic -
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Economic Environment
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factors that affect consumer buying power and spending patterns.
Economic Environment -
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Changesin Consumer
SpendingPatterns
Changesin Consumer
SpendingPatterns
EconomicDevelopment
EconomicDevelopment
Changes in Income Changes in Income
KeyEconomic
Concerns forMarketers
KeyEconomic
Concerns forMarketers
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Rapid Changes
Interest Rates
Inflation
Business Life cycle
Business & Industry Growth
Global Economy
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Natural Environment
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Natural Environment-
Natural resources needed as inputs by marketers or that are affected by marketing activities.
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Shortage of raw materials
Increased pollution
Disasters
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Natural Environment
Factors Affecting
the Natural
Environment
More GovernmentIntervention
More GovernmentIntervention
Shortages of Raw Material
Shortages of Raw Material
Increased Costsof Energy
Increased Costsof Energy
Higher PollutionLevels
Higher PollutionLevels
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Technology Environment
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Technological Environment
Forces that create new technologies, creating new product and market opportunities.
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Communications capabilities
◦Cellular communications
◦The internet Virtual reality
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Main Problem:It can make your product
obsolete.
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Political Environment
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Laws, government agencies and pressure groups that influence marketing actions.
Political Environment
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GreaterConcern for
Ethics
GreaterConcern for
Ethics
IncreasedLegislation
IncreasedLegislation
Changing Enforcement
Changing Enforcement
KeyTrends in the
PoliticalEnvironment
KeyTrends in the
PoliticalEnvironment
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Cultural Environment
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Cultural Environment-
Forces that affect a society’s basic values, perceptions, preferences, and behaviors.
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Responding to the Marketing Environment
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Reactive:
Acceptance and Adaptation ◦Companies design strategies that avoid threats and capitalize upon opportunities.
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Proactive: Environmental Management◦ Use of PR, lawsuits, complaints, and contractual
agreements to influence environmental forces.