marketing environment - nust.na environment.pdf · 6. customers ©2012 pearson education . consumer...
TRANSCRIPT
Marketing Environment
03 ©2012 Pearson Education
Micro
Environment
3. MARKETING INTERMEDIARIES
©2012 Pearson Education
1. COMPANY
4. COMPETITORS
5. PUBLICS
2. SUPPLIERS
6. CUSTOMERS
Actors are easy to control
1.The Company (Coca Cola)
©2012 Pearson Education
Top management
Finance
R&D
Purchasing
Operations
Accounting
2. Suppliers
©2012 Pearson Education
Pupkewitz Megabuild and Metro Wholesale
3. Intermediaries ©2012 Pearson Education
Pick n Pay and its competitors
Resellers
Physical distribution firms
Marketing services agencies
Financial intermediaries
©2012 Pearson Education
Intermediaries
4. Competitors
©2012 Pearson Education
Pick n Pay and Shoprite
5. Publics
©2012 Pearson Education
Financial publics
Media publics
Government publics
Citizen-action publics
Local publics
General public
Internal publics
6. Customers
©2012 Pearson Education
Consumer markets, e.g., a wife buying groceries from Spar for consumption.
Business markets, e.g. Pupkewitz buying from its suppliers.
Reseller markets, e.g. Street vendor buying a box of sweets from Pick n Pay.
Government markets, e.g, Polytechnic of Namibia buying computers for their computer labs, e.g , all of the above mentioned groups buy
Macro
Environment
2. ECONOMIC ENVIRONMENT
©2012 Pearson Education
1. DEMOGRAPHIC ENVIRONMENT
TECHNOLOGICAL ENVIRONMENT
POLITICAL/LEGAL ENVIRONMENT
CULTURAL ENVIRONMENT
3. NATURAL ENVIRONMENT
These forces are not controllable
1. Demographics
©2012 Pearson Education
Age structure
©2012 Pearson Education
Old , young and youth
Changing Family
©2012 Pearson Education
Geographic shifts
©2012 Pearson Education
From various regions to the City
Occupation shifts
©2012 Pearson Education
From Clerical to Manager
More diversity
©2012 Pearson Education
2.Economic Environment
©2012 Pearson Education
Unemployment,Inflation and currencies
3. Natural environment
©2012 Pearson Education
What I think of natural environment is that it would be like animals, fresh air, trees, eating at a park.
Anything that occurred naturally and is not man made is the natural environment. trees, soil, the sun, wind, animals, water - they are all a part of the natural environment
4. Technological
Environment
©2012 Pearson Education
A vendor machine to be changed in order to accept currenc
5. Political/Legal
Environment
©2012 Pearson Education
Rules and regulations
©2012 Pearson Education
©2012 Pearson Education
UNCONTROLLABLE PROACTIVE REACTIVE
Responding to the marketing environment
React and adapt to forces in the environment
Aggressive actions to affect forces in the environment
Watching and reacting to forces in the environment
©2012 Pearson Education
Cultural Environment
If you sell Western clothing to himbas men and women in Opuwo. Or selling himba clothing Metropolitan towns, there will also no demand.
All rights reserved. No part of this publication may be reproduced, stored in a retrieval system, or transmitted, in any form or by any means, electronic,
mechanical, photocopying, recording, or otherwise, without the prior written permission of the publisher. Printed in the United States of America.
Copyright © 2012 Pearson Education