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Chap 3 - Market Understanding

The document analyzes the marketing environment by discussing the micro and macro environmental factors that affect marketing management's ability to build relationships with customers. The micro environment includes the company, suppliers, marketing intermediaries, competitors, and different customer markets. The macro environment covers demographic, economic, natural, technological, political/social, and cultural forces.

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41 views6 pages

Chap 3 - Market Understanding

The document analyzes the marketing environment by discussing the micro and macro environmental factors that affect marketing management's ability to build relationships with customers. The micro environment includes the company, suppliers, marketing intermediaries, competitors, and different customer markets. The macro environment covers demographic, economic, natural, technological, political/social, and cultural forces.

Uploaded by

Hải Hà Bạch Thị
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We take content rights seriously. If you suspect this is your content, claim it here.
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TA Ng Ngọc Anh Thư

CHAP 3: ANALYZING THE MARKETING ENVIRONMENT

Mkt environment: actors and forces outside of marketing that affect marketing
management’s ability to build and maintain successful relationships with target
customers
+ microen
+ macroen

I. Micro (6 factors)
1. The company
- Marketers take under groups into account and work in harmony with other company
departments to create customer value and relationships
- Groups: top management (missions, objects, broad strategies, policies), finance, R&D,
operations, purchasing, acccounting
2. Suppliers
- An important link in company’s overall customer value delivery system
- Mkters treat suppliers as partners in creating and delivering customer value
TA Ng Ngọc Anh Thư

-> In creating value for customers, marketers must partner with other firms in the
company’s value delivery network.
3. Mkt intermediaries (middle man)
- help the company promote, sell, and distribute its products to final buyers.
- include resellers, physical distribution firms, marketing services agencies, and
financial intermediaries.
• resellers: buy from manufacturers and sell to customers
Ex: Walmart, Bach Hoa Xanh, Coopmart,…
• physical distribution firms: move products from manufacturers to resellers or end
customers
Ex: giaohangtietkiem, viettel post,…
• marketing services agencies: biz provide marketing services to manufacturers or
resellers
Ex: Neilsen, Dentsu..
• financial intermediaries: companies/individuals finance the movement and
storage of products between manufacturers and resellers (banks, credit card
companies, and leasing companies)
Ex: PayPal allow cus to make payment when they buy from retailers or manufacturers,
BIDV,..
4. Competitors
- To be successful, company provide greater value than its competitors.
- Need to gain strategic advantage by positioning their offerings strongly against
competitors
5. Publics
- Any group that has an actual or potential interest in or impact on an organization’s
ability to achieve its objectives
- Include:
TA Ng Ngọc Anh Thư

Financial public: influences the company’s ability to


Media: carries news, features, editorial opinions, and other content (tuoitre,
theanh28..obtain funds (banks)
Action group: marketing decisions may be questioned by consumer organizations,
environmental groups, minority groups, and other (AIESEC)
Local public: includes neighborhood residents and community organizations (clubs)
Internal public: workers, managers, volunteers, and the board of directors
General public: general public’s attitude toward its products and activities
6. Customers
- company might target any or all of five types of customer markets

- Consumer markets: individuals and households that buy goods and services for
personal consumption
TA Ng Ngọc Anh Thư

- Business markets: buy goods and services for further processing or use in their
production processes (Apple)
- Reseller markets buy goods and services to resell at a profit. (TGDĐ)
- Government markets: government agencies that buy goods and services to produce
public services or transfer the goods and services to others who need them
- International markets: buyers in other countries, including consumers, producers,
resellers, and governments (Coke)

II. Macro (6 factors)


1. Demographic environment
- The study of human populations in terms of size, density, location, age, gender,
race, occupation, and other statistics
Age and family structures
- baby boomers (46-64) > Gen X (65-76) > Gen Y (77-2000) > Gen Z (after 2000)

- age stucture determine needs and wants of customers > signs for company to
know what types of products and services have great demand
TA Ng Ngọc Anh Thư

- each group have diff needs for products, services, media, preferences, lifestyles,..
> mkters try to segment age groups into smaller target market > know which
groups should focus
Generational mkt:
- segment precise age group for each product and mkt program
- instead of foscusing on age, focus on lifestyle, life stage, values customer seek
Geographic shifts: different regions buy differently
Educational characteristics: buying & consuming bahavior of customers depend on
educational level > earn more > consume more quality products, higher volume
2. Economic environment
- Changes in major economic variables (income, cost of living, inflation,
unemployment,…) have large impacts on marketplace
- Factors affect comsumers
• Purchasing power
• Spending patterns
3. Natural environment
- Natural environment – system of natural factors > affect input resources needed
for enterprises’ operation
- Key natural environment issues:
• shortage of raw materials
• increase pollution
• rise in goverment intervention
4. Tech
- The most dramatic force shaping our future that create new technologies, new
products and market opportunities
5. Political and social environment
- Political: consist of laws, gov agencies influencing various organization biz
- Law intervention:
• Intervenes by law and regulation
• Biz seek new solution to avoid violation of law on protection of natural
resources and environment
6. Culture
- System of values, conceptions, beliefs, traditions and behavioral norms preserved
by a group
TA Ng Ngọc Anh Thư

- Consumer behavior is deeply influenced by the culture of their people.


- The persistence of culture:
• Core beliefs & values: relatively resistant to change (ex: yêu nước, hiếu
thảo,…)
• Secondary beliefs & values: more open to change (ex: xăm hình là hổ báo,
trọng nam khinh nữ,..)

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