Presentation Transcript

1. The Marketing Environment

   Functions of a Marketing Department
2. Marketing Environment The Marketing Environment consists of the actors & forces outside marketing that affect marketing managements ability to develop & maintain successful transactions with its customers
3. Marketing Environment The Microenvironment The Macro environment The Internal Environment
4. The Marketing Environment
5. Micro-environment The forces close to the company that affect its ability to serve its customers Consumers Suppliers Market intermediaries/ Stakeholders
6. Suppliers Firms & individuals that provide the resources needed by the company & its competitors to produce goods & services Marketing managers must monitor supply availability, shortages or delays, labour strikes & other events that can cost sales in the short run & damage customer satisfaction in the long run
7. Marketing Intermediaries Firms that can help the company to promote, sell & distribute its goods to final buyers This includes physical distribution firms, marketing service agencies & financial intermediaries Resellers: The individuals & organisations that buy goods & services to resell at a profit
8. Marketing Intermediaries Physical distribution firms: Warehouse, transportation & other firms that help a company to stock & move goods from points of origin to destinations Marketing service agencies: Market research & consultancy firms, ad agencies & media firms that help a company target & promote to the right market
9. Financial intermediaries Banks, credit companies, insurance companies and other businesses that help finance transactions or insure against buying & selling risks
10. Consumers Customers Competitors Publics
11. Customers Customer Market Business Market Reseller Market Institutional Markets Government Markets International Markets
12. Competitors To be successful a company must provide greater customer value & satisfaction than competitors Marketers must do more than adapt to the needs of target customers They must gain strategic advantage by positioning their offerings strongly against competitors
13. Publics Any group that has an actual or potential interest in or on an organisations ability to achieve its objectives Financial Media Governments Citizen Action groups Local, general & internal publics
14. The Macro-environment Political Economic Social Technological
15. Political Laws, government agencies & pressure groups that influence & limit various organisations & individuals in a given society Legislation regulating business Growth of public interest groups Increased emphasis on Ethics & socially responsible actions
16. Economic Factors that effect consumer buying power & spending patterns Marketers need to be aware of predominant economic trends E.G. Recession:- decrease in disposable income Example???
17. Social & cultural Values that a society holds regarding age, demographic, attitudes & core beliefs Shifts in cultural values ( in the last decade) Institutes & other forces that affect society’s basic values, perceptions preferences & behaviours
18. Technological The technological environment includes forces that create new technologies, new product & market opportunities
19. Business to Business Marketing B2B Business that sells products or provides services to other businesses The most common business-to-business markets are manufacturers, resellers, the government and non-profit institutions. Most businesses that fall into these categories do make some money off of a consumer base; however, the majority of their capital is made off of other businesses.
20. B2B Business-to-business marketers promote goods and services that will help other companies run. Some of the things businesses produce for other businesses include equipment, components, raw materials, processing services and supplies. Example: a direct mail marketing service
21. Business to Consumer Marketing B2C A B2C business is one that provides products or services direct to the consumer Example a window cleaning service