Chapter 3 : The Marketing Environment
Consists of the actors and forces outside marketing that affect marketing managements ability to build and maintain successful relationship with customers.
The Company's Microenviroment
Consists of the actors close to the company that affects its ability to service its customers
The Company 
R&D
Purchasing
Finance
Operations
Accounting
Top management
Suppliers
Marketing managers must watch supply availability.
Marketing managers also mmonitor the price trends.
provide the resources needed by the company to produce.
Marketing Intermediaries
Help the company to promote, sell and distribute its products to final buyers.
Resellers
Marketing services agencies
Financial Intermediaries
Customers
Business markets
Buy goods/ services for further processing or for use in their production process
Resellers markets
Buy goods /services to resell at a profit
Government markets
Made up government agencies that buy goods / services to produce public services.
International
Buyers in other countries, including consumers,producers, resellers, and goverments.
Publics
Financial publics
Consumers markets
Individuals/households that buy goods and services for personal consumption
influence the companys ability to obtain funds.
Goverments
Managements must take goverments developments into accounts.
General
The general publics image of the company affects its buying
Media
Carry news , features and editorial opinions.
Local
Neighborhood residents and community organization
Internal
Workers, managers, volunteers and the board of directors.
The Comapany's Macroenvironment
Consists of larger societal forces that affects the microenvironments
Demographic
The study of human populations in terms of size density, location, age, gender, race.occupation and other statistics.
Changing age structure of populations
Increasing diversity
Better- educated,more white-collar, more professional population.
Geographic shifts in population
Changing household patterns
Economic Environment
Changes in income
Upper -class
whose spending patterns are not affected by current economic
Middle
somewhat careful about its spending but can still afford the good life some of the time
Working class
must stick close to the basics of food, clothing and shelter/ must try hard to save.
under class
must count their pennies when making even the most basic purchases.
Changing consumer spending patterns
The affordable bento lunch box proved to be a hit during the global recession
Natural Environments
involves the natural resources that are needed as inputs by marketers or that are affected by marketing activities.
shortages of raw materials
Increased governmental intervention
Increased pollution
Technological Environment
The most dramatic force in changing the marketplace.
new markets and opportunities
safely of new, complex products and technology
Higher research costs
Longer times between ideas and product introduction
Political
Law government agencies, and pressure groups that influence or limit various organisations and individuals in a given society
Legal
To protect companies from unfair competiton
To protect consumers from unfair business practices
To protect the interests of society from unbridled business behaviour
Cultural
Consists of institutions and othe forces that affect a society's basic values, perceptions and behaviours.
shifts in secondary cultural /values
views of themselves
views of organizations
views of society
views of nature
views of the unverse
Persistense of cultural values
Secondary
belief and values are more open to change.
Core
Beliefs and values persist because they are passed on from parents to children and are reinforced by school ,churches, business and governments.