Download Marketing environment

MARKETING
ENVIRONME
NT
Dony Eko Prasetyo, S.IP.
Marketing Environment
Marketing environment includes the
actors and forces outside marketing
that affect marketing management’s
ability to build and maintain
successful relationships with target
customers
Marketing Environment
Customers
Micro environment (direct)
Macro environment (external)
Demographic
Company
Economic
Cultural
Publics
Suppliers
Company
Competitors
Customers
Natural
Political
Intermediaries
Technological
Microenvironment
Microenvironmentconsists of the
actors close to the company that
affect its ability to serve its customers
-- the company, suppliers, marketing
intermediaries, customer markets,
competitors, and publics
Actor in Microenvironment
• Company’s Internal Environmentfunctional 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.
Types of Marketing
Intermediaries
Resellers
Physical
distribution
firms
Marketing
services
agencies
Financial
intermediaries
• 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.
Customer Market
International
Markets
Consumer
Markets
Company
Government
Markets
Business
Markets
Reseller
Markets
Types of Public
Macroenvironment
Demographic
Cultural
Forces that Shape
Opportunities
and Pose Threats
to a Company
Political
Economic
Natural
Technological
The Company’s Macroenvironment
• Demographic:
– The study of human populations in terms of size,
density, location, age, gender, race, occupation, and
other statistics.
– Marketers track changing age (aging population,
family life cycle) and family structures (singles...),
educational characteristics (better educated people,
more white-collar people), and population diversity
(gay and lesbian consumers, people with disabilities).
Diversity-Based Advertising
Based on careful study of cultural differences, Bank of America has
developed targeted advertising messages for different cultural
subgroups, here Asians and Hispanics.
Age Distribution in U.S.
Generational Cohorts*
Baby Boomers
(82 million people born 1946-1964)
Generation X
(45 million people
born 1965-1976)
Generation Y (Echo Boomers)
(72 million people born 1977-1994
Woodstock, Kennedy
Assassination, Vietnam
Fighting aging: skin care,
adventure vacations, health
foods
Divorce, AIDS
The MTV generation; more
cynical; honesty and irreverence
in advertising
The Internet, 9/11
Relate well to causes; teen
markets
* Events occurring when people first became economic adults (usually ages 17 – 21) and its affect on their
lifelong attitudes and values.
Changing Age Structure of the Population
Baby boomers include people born between
1946 and 1964
•
Most affluent Americans
3-24
Generation X includes people born between 1965 and 1976
•
•
•
•
•
•
High divorce rates
Concerned about the environment
Respond to socially responsible companies
Less materialistic
Quality of life
Consumer organizations, environment groups, and minority groups
•
Generation Y includes people born
between 1977 and 2000
•
Internet generation
3-25
Economic Environment
Consists of factors that affect consumer
purchasing power and spending patterns.
Changes in income and income distribution (vs. social class)
–
–
–
–
Upper class
Middle class
Working class
Underclass
Income Distribution
Walt Disney markets two distinct Pooh bears to match its twotiered market.
Natural Environment
• Involves the natural
resources that are
needed as inputs by
marketers or that are
affected by marketing
activities.
Factors Impacting the Natural
Environment
Shortages of Raw Materials
Increased Pollution
Increased Government Intervention
Environmentally Sustainable Strategies
Environmental Responsibility
McDonald’s has made a substantial commitment to the so-called
“green movement.”
Technological Environment
• Most dramatic force now
shaping our destiny.
• Changes rapidly.
• Creates new markets and
opportunities.
• Challenge is to make practical,
affordable products.
• Safety regulations result in
higher research costs and
longer time between
conceptualization and
introduction of product.
Political Environment
Includes Laws,
Government
Agencies, and
Pressure Groups
that Influence or
Limit Various
Organizations and
Individuals In a
Given Society.
Increasing Legislation
Changing Government
Agency Enforcement
Increased Emphasis on Ethics
& Socially Responsible Actions
Cultural Environment
• The institutions and other
forces that affect a society’s
basic values, perceptions,
preference, and behaviors.
• Core beliefs and values are
passed on from parents to
children and are reinforced by
schools, churches, business,
and government.
• Secondary beliefs and values
are more open to change.
Cultural Environment
Themselves
Society’s Major
Cultural Views Are
Expressed in
People’s Views of:
Others
Organizations
Society
Nature
The Universe
Respond to Marketing
Environment
• Reactive: Passive Acceptance and
Adaptation
– Companies design strategies that avoid
threats and capitalize upon
opportunities.
• Proactive: Environmental
Management
– Use of lobbyists, PR, advertorials,
lawsuits, complaints, and contractual
agreements to influence environmental
forces.