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THE MARKETING ENVIRONMENT

Kotler , P. & Armstrong, G., 2006, Principles of Marketing , New Jersey: Pearson Education, Inc., Ch.3. THE MARKETING ENVIRONMENT. After attending the session, students should be Able to : Describe the environmental forces that affect the company’s ability to serve its customers.

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THE MARKETING ENVIRONMENT

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  1. MARKETING ENVIRONMENT Kotler, P. & Armstrong, G., 2006, Principles of Marketing, New Jersey: Pearson Education, Inc., Ch.3 THE MARKETING ENVIRONMENT

  2. After attending the session, students should be Able to: Describe the environmental forces that affect the company’s ability to serve its customers. Explain how changes in the micro- as well as macro-environmental forces affects marketing decisions. MARKETING ENVIRONMENT OBJECTIVES OF THE SESSION

  3. MARKETING ENVIRONMENT Marketing Environment • Marketing Environment-consists of the actors and forces outside marketing that affect marketing management’s ability to develop and maintain successful relationships with its target customers. • Includes: • Microenvironment - forces close to the company that affect its ability to serve its customers. • Macroenvironment - larger societal forces that affect the microenvironment.

  4. MARKETING ENVIRONMENT The Company’s Micro-environment • Company’s Internal Environment- functional areas inside a company that have an impact on the marketing department’s plans. • Suppliers- provide the resources needed to produce goods and services and are an important link in the “value delivery system”. • Marketing Intermediaries - help the company to promote, sell, and distribute its goods to final buyers. i.e. resellers.

  5. MARKETING ENVIRONMENT Company’s Internal Environment

  6. MARKETING ENVIRONMENT The Company’s Micro-environment • 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 against whom a company must gain strategic advantage. • Publics- any group that perceives itself having an interest in a company’s ability to achieve its objectives.

  7. MARKETING ENVIRONMENT Types of Customer Markets Reseller Markets Business Markets Government Markets Consumer Markets International Markets Company

  8. MARKETING ENVIRONMENT Types of Publics Citizen Action Publics Government Publics Local Publics Media Publics General Public Financial Publics Internal Publics Company

  9. MARKETING ENVIRONMENT Major Forces in the Company’s Macro-environment

  10. MARKETING ENVIRONMENT The Company’s Macro-environment • Demographic - studies populations in terms of size, density, location, age, gender, race, occupation 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.

  11. MARKETING ENVIRONMENT The Company’s Macro-environment • Technological -forces that create new technologies, creating new product and market opportunities. • Political -laws, agencies and pressure groups that influence and limit organizations and individuals in a given society. • Cultural -institutions and other forces that affect a society’s basic values, perceptions, preferences, and behaviors.

  12. MARKETING ENVIRONMENT Responding to the Marketing Environment • Environmental Management Perspective • Taking a proactive approach to managing the microenvironment and the macro-environment by taking aggressive (rather than passive) actions to affect the publics and forces in the marketing environment. • How? Hire lobbyists , run “advertorials”, press law suits, file complaints, and form agreements.

  13. MARKETING ENVIRONMENT Marketing INTELLIGENCE SYSTEM • Marketing Intelligence System is a set of procedures and sources managers use to obtain everyday information about developments in the marketing environment. • How to improve the quality of marketing intelligence: • Train & motivate sales force to spot & report new developments. • Motivate distributors, retailers, & other intermediaries to pass along important intelligence. • Network externally • Set up a customer advisory panel • Take advantage of government data resources • Purchase information from outside suppliers • Use online customer feedback systems to collect competitive intelligence

  14. MARKETING ENVIRONMENT Marketing INTELLIGENCE SYSTEM • Internal Recods • The Order-to-Payment Cycle • Sales Information Systems • Databases, Data Warehouse, and Data Mining

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