The Marketing Environment

Marketing Environment
Consists of the actors and forces outside marketing that affect marketing managements ability to develop and maintain successful relationships with its target customers.

Micro Environment

Demographic

Cultural Publics

Company Suppliers Company Customers

Economic

Political

Competitors

Natural

Intermediaries Technological
Macro Environment

The Microenvironment

Company Publics
Forces Affecting a Companys Ability to Serve Customers

Suppliers

Competitors

Intermediaries

Customers

Suppliers
Provide the resources needed to produce goods and services.

Marketing Intermediaries
Help the company to distribute, promote, and sell its goods to final buyers.

Customers
Five types of markets that purchase a companys goods and services.

International Markets

Consumer Markets

Company
Government Markets Business Markets

Reseller Markets

Competitors
Those who serve a target market with similar products and services.

Publics
Any group that perceives itself having an interest in a companys ability to achieve its objectives.

Types of Publics
nt me ern lics ov ub G P

Citizen Action Publics

Lo Pu ca bl l ic s

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Financi al Publics P Med u b ia lic s

l rna Inte lics Pub

Company

The Macroenvironment
Demographic Social/Cultural

Forces that Shape Opportunities and Pose Threats to a Company

Economic

Political Technological

Natural

The Companys Macroenvironment

Demographic - studies populations in terms of age, gender, race, occupation, location and other statistics.

Economic - factors that affect consumer purchasing power and spending patterns.
Natural - natural resources needed as inputs by marketers or that are affected by marketing activities.

Social/Cultural Environment

Economic Environment
Economic Development Changes in Income

Key Economic Concerns for Marketers

Changing Consumer Spending Patterns

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M w a R i r e t a s l a

Natural Environment

The Companys Macroenvironment

Technological - forces that create new technologies, creating new product and market opportunities.

Political - laws, agencies and groups that influence and limit organizations and individuals in a given society.

Cultural - institutions and other forces that affect a societys basic values, perceptions, preferences, and behaviors.

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Technological Environment

Political Environment
Some Trends in the Political Environment Include:

Increasing Legislation Designed to Protect Groups

Changing Government Agency Enforcement

Increasing Emphasis on Ethics and Socially Responsible Actions

Thank You!