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Analyzing the Marketing

Environment Key Environments

Marketing Environment
The actors and forces that affect a
firms ability to build and
maintain successful relationships
with customers.

03 3-1

COMPANY
Key Environments
SUPPLIERS COMPETITORS
Aspects of the marketing Micro
environment: Environment
Microenvironment:
Actors close to the company
MARKETING PUBLICS
Macroenvironment INTERMEDIARIES
Larger societal forces

CUSTOMERS
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Microenvironment Microenvironment
Actors Marketing must Actors Marketers must
consider other parts watch supply
of the organization availability and
1. The company including finance,
1. The company pricing
2. Suppliers R&D, purchasing, 2. Suppliers Effective partnership
3. Marketing operations and 3. Marketing relationship
intermediaries accounting intermediaries management with
Marketing decisions suppliers is essential
4. Customers must relate to 4. Customers
5. Competitors broader company 5. Competitors
goals and strategies
6. Publics 6. Publics
3-4 3-5

Microenvironment Microenvironment
Actors Help to promote, sell Actors The five types of
and distribute goods to customer markets
final buyers Consumer
1. The company 1. The company
Include resellers, Business
2. Suppliers physical distribution 2. Suppliers Reseller
3. Marketing firms, marketing 3. Marketing Government
intermediaries services agencies and intermediaries International
financial intermediaries
4. Customers Effective partner
4. Customers
5. Competitors relationship 5. Competitors
6. Publics management is 6. Publics
essential 3-6 3-7

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Microenvironment Microenvironment
Actors Conducting Actors A group that has an
competitor analysis actual or potential
is critical for success interest in or impact
1. The company of the firm
1. The company on an organization
2. Suppliers 2. Suppliers Seven publics
A marketer must include:
3. Marketing monitor its 3. Marketing Financial
intermediaries competitors intermediaries Media
offerings to create Government
4. Customers strategic advantage 4. Customers
Citizen-action
5. Competitors 5. Competitors Local
6. Publics 6. Publics General
3-8 Internal 3-9

DEMOGRAPHIC NATURAL
Demographic
ENVIRONMENT ENVIRONMENT Environment
ECONOMIC POLITICAL/LEGAL Demographic Environment:
ENVIRONMENT ENVIRONMENT The study of human populations in
Macro terms of size, density, location, age,
Environment gender, race, occupation and other
statistics
TECHNOLOGICAL CULTURAL
ENVIRONMENT ENVIRONMENT

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Technological
Natural Environment
Environment
Natural Environment: The most dramatic force shaping our
Involves the natural resources that destiny
are needed as inputs by marketers or Rapidly changing force which creates
that are affected by marketing many new marketing opportunities
activities but also turns many existing
Trends products extinct
Shortages of raw materials
Increased pollution
Increased government intervention
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Political Environment Cultural Environment

Consists of laws, government agencies Made up of institutions and other
and pressure groups that influence or
limit various organizations and
forces that affect a societys basic
individuals in a given society values, perceptions, preferences
Legislation affecting businesses worldwide and behaviors.
has increased
Laws protect companies, consumers and
the interests of society
Increased emphasis on socially responsible
actions

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Responding to the
marketing environment

UNCONTROLLABLE PROACTIVE REACTIVE

React and adapt to Aggressive actions Watching and

forces in the to affect forces in reacting to forces
environment the environment in the environment