The Marketing Environment

Marketing
Marketing Environment
Environment

All the actors and forces influencing the

company’s ability to transact business
effectively with it’s target market.

Includes:
Micro environment - forces close to the company
that affect its ability to serve its customers.
Macro environment - larger societal forces that
affect the whole microenvironment.
The
The Marketing
Marketing
Environment
Environment
Demographic

Company
Cultural Economic

Public Suppliers
Company
Customers
Competitors
Political Natural
Intermediaries

Technological
The
The Microenvironment
Microenvironment

Company
Company

Publics
Publics Forces
Forces Affecting
Affecting aa Suppliers
Suppliers
Company’s
Company’s Ability
Ability to
to
Serve
Serve
Customers
Customers
Competitors
Competitors Intermediaries
Intermediaries
Customers
Customers
The
The Company’s
Company’s
Microenvironment
Microenvironment
Company’s Internal Environment-
Environment functional areas
such as top management, finance, and
manufacturing, etc.

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.
The
The Company’s
Company’s
Microenvironment
Microenvironment
Customers - five types of markets that purchase
a company’s goods and services.

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.
 Customer
Customer
Markets
Markets

International Consumer
Markets Markets

Government Company
Company Business
Markets Markets

Reseller
Markets
The
The Macro
Macro environment
environment

Demographic
Demographic

Cultural
Cultural Forces
Forces that
that Shape
Shape Economic
Economic
Opportunities
Opportunities
and
and Pose
Pose threats
threats
to
to aa Company
Company
Political
Political Natural
Natural
Technological
Technological
The
The Company’s
Company’s
Macroenvironment
Macroenvironment
Demographic - monitors population in terms of
age, sex, race, occupation, location and other
statistics.

Economic - factors that affect consumer buying

power and patterns.

Natural
Natura - natural resources needed as inputs by
marketers or that are affected by marketing
activities.
Economic
Economic
Environment
Environment

Economic
Economic Changes
Changes
Development
Development in
inIncome
Income
Key
Key
Economic
Economic
Concerns
Concernsfor
for
Marketers
Marketers

Changes
Changes
in
inConsumer
Consumer
Spending
Spending
Patterns
Patterns
 Natural
EnvironmentMore Government
More Government
Intervention
Intervention

Factors
Affecting
Higher
Higher Pollution
Pollution the Shortages
Shortages of
of
Levels
Levels Natural Raw
Raw Material
Material
Environment

Increased
Increased Costs
Costs
of
of Energy
Energy
The
The Company’s
Company’s
Macroenvironme
Macroenvironme
nt
nt
Technological - forces that create new
product and market opportunities.

Political - laws, agencies and groups that

influence or limit marketing actions.

Cultural - forces that affect a society’s basic

values, perceptions, preferences, and
behaviors.
Technological
Technological Environment
Environment
Rapid
Rapid Pace
Pace of
of High
High R
R&&DD
Change
Change Budgets
Budgets

Issues
Issues in
in the
the Technological
Technological
Environment
Environment

Focus
Focus on
on Minor
Minor Increased
Increased
Improvements
Improvements Regulation
Regulation
Political
Political
Environment
Environment

Increased
Increased Changing
Changing
Legislation
Legislation Enforcement
Enforcement
Key
Key
Trends
Trendsin inthe
the
Political
Political
Environment
Environment

Greater
Greater
Concern
Concern for
for
Ethics
Ethics
Cultural
Cultural
Environment
Environment

Of
Oneself
Of
Of the Universe
Others
Views
Views
That
That Express
Express
Of Values
Values Of
Nature Organizations
Of
Society
Responding
Responding to
to the
the
Marketing
Marketing
Environment
Environment
Environmental Management Perspective
–Taking a proactive approach to managing the
microenvironment and the macro
environment to affect changes that are
favorable for the company. How? Hire
lobbyists , run “advertorials”, file law suits
and complaints, and form agreements.