Escolar Documentos
Profissional Documentos
Cultura Documentos
Learning Objectives
1. List and discuss the importance of the elements of the
companys microenvironment, including the company,
suppliers, marketing intermediaries, customers, and
public.
2. Describe the macroenvironmental forces that affect
the companys ability to serve its customers.
3. Explain how changes in the demographic and
economic environments affect marketing, and
describe the levels of competition.
Microenvironment
Pu
bli
c
Management
Intermediaries
Orientations
Analyzing Competitors
Share of
Market
Share of
Heart
Share of
Mind
Levels of Competitors
Companies that
offer similar
services to the
same customers
at a similar price
Companies that
make the same
product or class
of products
Companies that
supply the same
service
Companies that
compete for the
same consumer
dollars
Intermediaries
Marketing
Services
Agencies
Intermediar
ies
Financial
Intermediari
es
Types of Publics
Financial Publics
Media Publics
Government Publics
Citizen-Action Publics
Local Publics
General Public
Internal Publics
Marketing for Hospitality and Tourism, 6e
Kotler, Bowen and Makens
al
Macroenvironments
Cul
tur
Management
Technological
Orientations
Geographic
Geographic
Shifts
Shifts in
in
Population
Population
Increasing
Increasing
Diversity
Diversity
The
The Changing
Changing
American
American
Family
Family
A
A Better
Better
Educated,
Educated,
More
More
Professional
Professional
Population
Population
Generations in the US
Baby Boomers
MIllenials
Generation
X
Changes
In Income
Economic
Trends
The Global
Economy
Natural Environment
Growing Shortages
of Raw Materials
Increased
Government
Intervention
Increased
Pollution
Cultural Environment
Cultural
Values
Cultural
Environmen
t
Subcultures
Environmental Scanning
Determine
Determine
Environmental
Environmental
Areas
Areas to
to be
be
Monitored
Monitored
Implement
Implement Data
Data
Collection
Collection Plan
Plan
Determine
Determine How
How
Information
Information will
will
be
be Collected
Collected
Analyze
Analyze Data
Data and
and
Use
Use in
in Planning
Planning
Process
Process
Key Terms
Baby boomers The 78 million
Environmental management
perspective A management
perspective in which a firm takes
aggressive actions to affect the public
and forces in its marketing environment
rather than simply watching and
reacting to it
Generation X A generation of 45
million people born between 1965 and
1976; named Generation X because
they lie in the shadow of the boomers
and lack obvious distinguishing
characteristics; other names include
baby busters, shadow generation, or
yiffiesyoung, individualistic,
freedom-minded few.