1、Chapter Three,Analyzing the Marketing Environment,Analyzing the Marketing Environment,The Companys Microenvironment The Companys Macroenvironemnt Responding to the Marketing Environment,Topic Outline,The Marketing Environment,The marketing environment includes the actors and forces outside marketing

2、 that affect marketing managements ability to build and maintain successful relationships with customers,The Marketing Environment,Microenvironment consists of the actors close to the company that affect its ability to serve its customers, the company, suppliers, marketing intermediaries, customer m

3、arkets, competitors, and publics,The Companys Microenvironment,Actors in the Microenvironment,The Companys Microenvironment,Provide the resources to produce goods and services Treated as partners to provide customer value,Suppliers,The Companys Microenvironment,Help the company to promote, sell and

4、distribute its products to final buyers,Marketing Intermediaries,The Companys Microenvironment,Types of Marketing Intermediaries,The Companys Microenvironment,Firms must gain strategic advantage by positioning their offerings against competitors offerings,Competitors,The Companys Macroenvironment,Th

5、e Companys Macroenvironment,Demography is the study of human populations in terms of size, density, location, age, gender, race, occupation, and other statistics Demographic environment is important because it involves people, and people make up markets Demographic trends include age, family structu

6、re, geographic population shifts, educational characteristics, and population diversity,Demographic Environment,The Companys Macroenvironment,Economic environment consists of factors that affect consumer purchasing power and spending patterns Industrial economies are richer markets Subsistence econo

7、mies consume most of their own agriculture and industrial output,Economic Environment,The Companys Macroenvironment,Changes in income Value marketing involves ways to offer financially cautious buyers greater valuethe right combination of quality and service at a fair price,Economic Environment,The

8、Companys Macroenvironment,Ernst EngelEngels Law As income rises: The percentage spent on food declines The percentage spent on housing remains constant The percentage spent on savings increases,Economic Environment Changes in Consumer Spending Patterns,The Companys Macroenvironment,Natural environme

9、nt involves the natural resources that are needed as inputs by marketers or that are affected by marketing activities Trends Shortages of raw materials Increased pollution Increase government intervention Environmentally sustainable strategies,Natural Environment,The Companys Macroenvironment,Techno

10、logical Environment,Most dramatic force in changing the marketplace Creates new products and opportunities Safety of new product always a concern,The Companys Macroenvironment,Cultural environment consists of institutions and other forces that affect a societys basic values, perceptions, and behaviors,Cultural Environment,The Companys Macroenvironment,Cultural Environment Shifts in Secondary Cultural Values,Peoples view of nature Some feel ruled by it Some fee