Professional Documents
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Chapter Three
AnalyzingtheMarketing
Environment
Chapter 3- slide 2
Copyright 2010 Pearson Education, Inc.
Publishing as Prentice Hall
Analyzing the Marketing
Environment
TheCompanysMicroenvironment
TheCompanysMacroenvironment
RespondingtotheMarketingEnvironment
TopicOutline
Chapter 3- slide 3
Copyright 2010 Pearson Education, Inc.
Publishing as Prentice Hall
The Marketing Environment
Themarketingenvironmentincludesthe
actorsandforcesoutsidemarketingthat
affectmarketingmanagementsabilityto
buildandmaintainsuccessfulrelationships
withcustomers
Chapter 3- slide 4
Copyright 2010 Pearson Education, Inc.
Publishing as Prentice Hall
The Marketing Environment
Microenvironmentconsistsoftheactors
closetothecompanythataffectitsability
toserveitscustomers,thecompany,
suppliers,marketingintermediaries,
customermarkets,competitors,and
publics
Chapter 3- slide 5
Copyright 2010 Pearson Education, Inc.
Publishing as Prentice Hall
The Companys
Microenvironment
ActorsintheMicroenvironment
Chapter 3- slide 6
Copyright 2010 Pearson Education, Inc.
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The Companys
Microenvironment
Topmanagement
Finance
R&D
Purchasing
Operations
Accounting
TheCompany
Chapter 3- slide 7
Copyright 2010 Pearson Education, Inc.
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The Companys
Microenvironment
Providetheresourcestoproducegoods
andservices
Treatedaspartnerstoprovidecustomer
value
Suppliers
Chapter 3- slide 8
Copyright 2010 Pearson Education, Inc.
Publishing as Prentice Hall
The Companys
Microenvironment
Helpthecompany
topromote,selland
distributeits
productstofinal
buyers
MarketingIntermediaries
Chapter 3- slide 9
Copyright 2010 Pearson Education, Inc.
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The Companys
Microenvironment
TypesofMarketingIntermediaries
Chapter 3- slide 10
Copyright 2010 Pearson Education, Inc.
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The Companys
Microenvironment
Firmsmustgainstrategicadvantageby
positioningtheirofferingsagainst
competitors
offerings
Competitors
Chapter 3- slide 11
Copyright 2010 Pearson Education, Inc.
Publishing as Prentice Hall
The Companys
Microenvironment
Publics
Anygroupthathasanactualor
potentialinterestinorimpacton
anorganizationsabilityto
achieveitsobjectives
Financialpublics
Mediapublics
Governmentpublics
Citizenactionpublics
Localpublics
Generalpublic
Internalpublics
Chapter 3- slide 12
Copyright 2010 Pearson Education, Inc.
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The Companys
Macroenvironment
Chapter 3- slide 13
Copyright 2010 Pearson Education, Inc.
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The Companys
Macroenvironment
Demographyisthestudyofhumanpopulations
intermsofsize,density,location,age,gender,
race,occupation,andotherstatistics
Demographicenvironmentisimportant
becauseitinvolvespeople,andpeoplemake
upmarkets
Demographictrendsincludeage,family
structure,geographicpopulationshifts,
educationalcharacteristics,andpopulation
diversity
DemographicEnvironment
Chapter 3- slide 14
Copyright 2010 Pearson Education, Inc.
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The Companys
Macroenvironment
Increasingpopulation
RapidgrowthinurbanpopulationinAsia
InIndia,urbanpopulationtoriseto523million
by2025
DemographicEnvironment
Chapter 3- slide 15
Copyright 2010 Pearson Education, Inc.
Publishing as Prentice Hall
The Companys
Macroenvironment
Agrowingmiddleclass
MGIhasdividedtheIndianpopulationinto5
economicclasses
Divisionbasedonrealannualdisposable
income
DemographicEnvironment
Chapter 3- slide 16
Copyright 2010 Pearson Education, Inc.
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The Companys
Macroenvironment
Deprivedhouseholds
haveanannual
disposableincomeoflessthanRs
90,000
Thepooresteconomicclass
Mostlyunskilledorsemiskilledworkerson
dailywages
DemographicEnvironment
Chapter 3- slide 17
Copyright 2010 Pearson Education, Inc.
Publishing as Prentice Hall
The Companys
Macroenvironment
Aspirershaveanannualdisposable
incomeintherangeofRs
90,000toRs
200,000
Spendmostoftheirincomeonbasic
necessities
Smalltimeretailers,smallfarmers,etc.
DemographicEnvironment
Chapter 3- slide 18
Copyright 2010 Pearson Education, Inc.
Publishing as Prentice Hall
The Companys
Macroenvironment
Seekershaveanannualdisposableincome
betweenRs
200,000andRs
500,000.
Mostlywhitecollaremployees,midlevel
governmentofficials,newlyemployed
postgraduates,mediumscaletraders
DemographicEnvironment
Chapter 3- slide 19
Copyright 2010 Pearson Education, Inc.
Publishing as Prentice Hall
The Companys
Macroenvironment
Strivers
haveanannualincomeranging
fromRs
500,000toRs
1,000,000
Haveastableincomesourceandaccessto
amenities
Mostlyprofessionalssuchaslawyers,CAs,
seniorgovernmentofficials,richfarmers
DemographicEnvironment
Chapter 3- slide 20
Copyright 2010 Pearson Education, Inc.
Publishing as Prentice Hall
The Companys
Macroenvironment
GlobalIndianshaveanannual
disposableincomeinexcessofRs
1,000,000
Creamylayerinsociety
Globetrotterswithahighstandardofliving
DemographicEnvironment
Chapter 3- slide 21
Copyright 2010 Pearson Education, Inc.
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The Companys
Macroenvironment
DemographicEnvironment
Growthintheruralpopulation
Achangingfamilysystem
Thechangingroleofwomen
Increasingdiversity
Chapter 3- slide 22
Copyright 2010 Pearson Education, Inc.
Publishing as Prentice Hall
The Companys
Macroenvironment
Economicenvironmentconsistsoffactors
thataffectconsumerpurchasingpowerand
spendingpatterns
Industrialeconomiesarerichermarkets
Subsistenceeconomiesconsumemostof
theirownagricultureandindustrialoutput
EconomicEnvironment
Chapter 3- slide 23
Copyright 2010 Pearson Education, Inc.
Publishing as Prentice Hall
The Companys
Macroenvironment
Theglobalfinancialcrisisof
20072009hasaffectedthe
consumptionandproduction
ofmanyproducts
Valuemarketinginvolves
waystoofferfinancially
cautiousbuyersgreater
valuetherightcombination
ofqualityandserviceatafair
price
EconomicEnvironment
Chapter 3- slide 24
Copyright 2010 Pearson Education, Inc.
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The Companys
Macroenvironment
ErnstEngelEngelsLaw
Asincomerises:
Thepercentagespentonfooddeclines
Thepercentagespentonhousingremains
constant
Thepercentagespentonsavingsincreases
EconomicEnvironment
ChangesinConsumerSpendingPatterns
Chapter 3- slide 25
Copyright 2010 Pearson Education, Inc.
Publishing as Prentice Hall
The Companys
Macroenvironment
Naturalenvironmentinvolvesthenatural
resourcesthatareneededasinputsby
marketersorthatareaffectedbymarketing
activities
Trends
Shortagesofrawmaterials
Increasedpollution
Increasegovernmentintervention
Environmentallysustainablestrategies
NaturalEnvironment
Chapter 3- slide 26
Copyright 2010 Pearson Education, Inc.
Publishing as Prentice Hall
The Companys
Macroenvironment
TechnologicalEnvironment
Mostdramaticforce
inchangingthe
marketplace
Createsnew
productsand
opportunities
Safetyofnew
productalwaysa
concern
Chapter 3- slide 27
Copyright 2010 Pearson Education, Inc.
Publishing as Prentice Hall
The Companys
Macroenvironment
Politicalenvironmentconsistsoflaws,
governmentagencies,andpressuregroups
thatinfluenceorlimitvariousorganizations
andindividualsinagivensociety
PoliticalEnvironment
Chapter 3- slide 28
Copyright 2010 Pearson Education, Inc.
Publishing as Prentice Hall
The Companys
Macroenvironment
Legislationregulatingbusiness
Increasedlegislation
Changinggovernmentagency
enforcement
Newformsofnontariff
barriersin
trade
Increasedemphasisonethics
Sociallyresponsiblebehavior
Causerelatedmarketing
PoliticalEnvironment
Chapter 3- slide 29
Copyright 2010 Pearson Education, Inc.
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The Companys
Macroenvironment
Culturalenvironmentconsistsof
institutionsandotherforcesthataffecta
societysbasicvalues,perceptions,and
behaviors
CulturalEnvironment
Chapter 3- slide 30
Copyright 2010 Pearson Education, Inc.
Publishing as Prentice Hall
The Companys
Macroenvironment
Corebeliefsandvaluesarepersistentandare
passedonfromparentstochildrenandare
reinforcedbyschools,religiousinstitutions,
businesses,andgovernment
Secondarybeliefsandvaluesaremoreopento
changeandincludepeoplesviewsof
themselves,others,organization,society,
nature,andtheuniverse
CulturalEnvironment
PersistenceofCulturalValues
Chapter 3- slide 31
Copyright 2010 Pearson Education, Inc.
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The Companys
Macroenvironment
Peoplesviewofthemselves
Yankelovich
Monitorsconsumer
segments:
Doityourselfersrecentmovers
Adventurers
Peoplesviewofothers
Morecocooning
CulturalEnvironment
ShiftsinSecondaryCulturalValues
Chapter 3- slide 32
Copyright 2010 Pearson Education, Inc.
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The Companys
Macroenvironment
Peoplesviewoforganizations
Peoplesviewofsociety
Patriotsdefendit
Reformerswanttochangeit
Malcontentswanttoleaveit
CulturalEnvironment
ShiftsinSecondaryCulturalValues
Chapter 3- slide 33
Copyright 2010 Pearson Education, Inc.
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The Companys
Macroenvironment
CulturalEnvironment
ShiftsinSecondaryCulturalValues
Peoplesviewofnature
Somefeelruledbyit
Somefeelinharmonywithit
Someseektomasterit
Peoplesviewoftheuniverse
Renewedinterestinspirituality
Chapter 3- slide 34
Copyright 2010 Pearson Education, Inc.
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Responding to the Marketing
Environment
ViewsonResponding
Chapter 3- slide 35
Copyright 2010 Pearson Education, Inc.
Publishing as Prentice Hall
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permission of the publisher. Printed in the United States of America.
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