Chapter 3 Mind Map :
The Marketing Environtment

The Company's Microenvironment

The Company's Macroenvironment

consists of the actors close to the​
company that affect its ability to service its customers. Actors in Microenvirontment

Actors in Microenvirontment

The company

Suppliers

Marketing intermediaries

Customers

Competitors

Publics

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

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

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​

Financial publics​

General public​

Internal publics​

Government publics​

Citizen-action publics​

Local publics​

influence the company’s ability to obtain funds

carry news, features, and editorial opinions

Management must take government developments into account

neighborhood residents and community organizations

include workers, managers, volunteers, and the board of directors

Major Forces in Company's Macroenvironment

Demographic

Economic

Natural

Technological image

Cultural

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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

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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

Changing Consumer Spending Patterns​

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Trends

Shortages of raw materials

Increased pollution

Increased government intervention

Greater attention to environmentally sustainable strategies

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

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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

consists of larger societal forces that affect the microenvironment

Political/ Legal

Legal image

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 image

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

Involves the natural resources that are needed as inputs by marketers or​ that are affected by marketing activities

Marketers should pay attention to income distribution as well as​ average income

Demography is the study of human populations in terms of size,​ density, location, age, gender, race, occupation, and other statistics

consists of institutions and other forces that affect a society’s basic values, perceptions, and behaviors​

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Marketing managers

Watch supply availability

labor strikes

monitor the price trends of their key inputs

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