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
Cultural
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
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
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
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
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
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
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