Please enable JavaScript.

Coggle requires JavaScript to display documents.

Chapter 3 Mind Map : The Marketing Environtment - Coggle Diagram

- - - - All the interrelated groups form the internal environment
      - Top management, Finance, R&D, Purchasing, Operation, Accounting
    - - Provide the resources needed by the company to produce its goods and services
      - Marketing managers
        
        Watch supply availability
        
        labor strikes
        
        monitor the price trends of their key inputs
    - - Help the company to promote, sell, and distribute its products to final buyers
      - Types
        
        Resellers
        
        Physical distribution firms
        
        Marketing services agencies
        
        Financial intermediaries
    - - Consumers markets, Business Markets, Reseller markets, Government markets, International Market
      - Business Market
      - Reseller markets
      - Government markets
      - International Market
    - - Marketers must gain strategic advantage by positioning their offerings strongly against competitors’ offerings in the minds of consumers
    - - any group that has an actual or potential interest in or impact on an organization’s ability to achieve its objectives
      - Types of Publics
        
        Media publics
        
        carry news, features, and editorial opinions
        
        Financial publics
        
        influence the company’s ability to obtain funds
        
        General public
        
        Internal publics
        
        include workers, managers, volunteers, and the board of directors
        
        Government publics
        
        Management must take government developments into account
        
        Citizen-action publics
        
        Local publics
        
        neighborhood residents and community organizations
- - - - Geographic Shifts in Population
        
        In Asia, there is a migration from rural to urban cities
        
        Changing Age Structure of the Population
        
        three largest age groups are the baby boomers, Generation X, and Millennials
        
        Increasing Diversity
        
        Countries vary in their ethnic and racial makeup
        
        Demography is the study of human populations in terms of size, density, location, age, gender, race, occupation, and other statistics
    - - Consists of factors that affect consumer purchasing power and spending patterns
        
        Changes in Income
        
        Types of Income Class
        
        Upper-class consumers whose spending patterns are not affected by current economic events and who are a major market for luxury goods
        
        middle class that is 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 and must try hard to save
        
        underclass (persons on welfare and many retirees) must count their pennies when making even the most basic purchases
        
        Marketers should pay attention to income distribution as well as average income
        
        Changing Consumer Spending Patterns
    - - Trends
        
        Shortages of raw materials
        
        Increased pollution
        
        Increased government intervention
        
        Greater attention to environmentally sustainable strategies
        
        Involves the natural resources that are needed as inputs by marketers or that are affected by marketing activities
    - - The most dramatic force in changing the marketplace. It creates new products and opportunities, and kills off older products.
        
        New markets and opportunities
        
        Safety of new, complex products and technology
        
        Higher research costs
        
        Longer times between ideas and product information
    - - consists of institutions and other forces that affect a society’s basic values, perceptions, and behaviors
      - Persistence of Cultural Values
        
        Core
        
        Secondary
      - Shifts in Secondary Core Values
        
        Views of themselves
        
        Views of organizations
        
        Views of society
        
        Views of nature
        
        Views of the nature
    - - Legal
        
        Socially Responsible Behaviour
        
        Legislation Regulating Businesses
        
        Counterfeit Products
        
        Main purposes are to
        
        companies from unfair competition, business practices and interests of society from unbridled business behaviour
      - Political
        
        More socially responsbile behavior & more cause-related marketing
        
        Increasing legislation & changing government agency enforcement
        
        Laws, government agencies, and pressure groups that influence or limit various organizations and individuals in a given society