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Chapter 3

PRINCIPLES OF MARKETING Eighth Edition Philip Kotler and Gary Armstrong. Chapter 3. The Global Marketing Environment. All the actors and forces influencing the company’s ability to transact business effectively with it’s target market. Includes:

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Chapter 3

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  1. PRINCIPLES OF MARKETING Eighth Edition Philip Kotler and Gary Armstrong Chapter 3 The Global Marketing Environment

  2. All the actors and forces influencing the company’s ability to transact business effectively with it’s target market. Includes: Microenvironment - forces close to the company that affect its ability to serve its customers. Macroenvironment - larger societal forces that affect the whole microenvironment. Marketing Environment

  3. The Marketing Environment Demographic Company Economic Cultural Company Publics Suppliers Competitors Customers Natural Political Intermediaries Technological

  4. The Microenvironment Company Publics Suppliers Forces Affecting a Company’s Ability to Serve Customers Competitors Intermediaries Customers

  5. Company’s Internal Environment- functional areas such as top management, finance, and manufacturing, etc. Suppliers- provide the resources needed to produce goods and services. Marketing Intermediaries- help the company to promote, sell, and distribute its goods to final buyers. The Company’s Microenvironment

  6. 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. Publics - any group that perceives itself having an interest in a company’s ability to achieve its objectives. The Company’s Microenvironment

  7. Customer Markets International Markets Consumer Markets Company Government Markets Business Markets Reseller Markets

  8. The Macroenvironment Demographic Cultural Economic Forces that Shape Opportunities and Pose Threats to a Company Political Natural Technological

  9. Demographic - monitors population in terms of age, sex, race, occupation, location and other statistics. Economic- factors that affect consumer buying power and patterns. Natural - natural resources needed as inputs by marketers or that are affected by marketing activities. The Company’s Macroenvironment

  10. Key U.S. Demographic Trends Changing Age Structure Population is getting older Changing Family Structure Marrying later, fewer children, working women, and nonfamily households Geographic Shifts Moving to the Sunbelt and suburbs (MSA’s) Increased Education Increased college attendance and white-collar workers Growing Ethnic and Racial Diversity 73% Caucasian, 12% African-American, 10% Hispanic & 3.4% Asian

  11. Economic Environment Economic Development Changes in Income Key Economic Concerns for Marketers Changes in Consumer Spending Patterns

  12. Natural Environment More Government Intervention Factors Affecting the Natural Environment Higher Pollution Levels Shortages of Raw Material Increased Costs of Energy

  13. Technological - forces that create new product and market opportunities. Political - laws, agencies and groups that influence or limit marketing actions. Cultural - forces that affect a society’s basic values, perceptions, preferences, and behaviors. The Company’sMacroenvironment

  14. Rapid Pace of Change High R & D Budgets Issues in the Technological Environment Technological Environment Focus on Minor Improvements Increased Regulation

  15. Political Environment Increased Legislation Changing Enforcement Key Trends in the Political Environment Greater Concern for Ethics

  16. Of Oneself Of Others Of the Universe Views That Express Values Of Nature Of Organizations Of Society Cultural Environment

  17. Environmental Management Perspective Taking aproactiveapproach to managing the microenvironment and the macroenvironment to affect changes that are favorable for the company. How? Hire lobbyists , run “advertorials”, file law suits and complaints, and form agreements. Responding to the Marketing Environment

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