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The Marketing Environment, Demographic forces, Technological Forces,…

- - - - natural resources that are needed as inputs by marketers or that are affected by marketing activities
      - trends
        
        increased pollution
        
        increased government intervention
        
        shortage of raw materials
        
        greater attention to environmentally sustainable strategies
      - example
        
        Walmart reduce plastic bags and donate food
        
        Singapore's Changi Airport have recycling points in airport
    - - political environment
        
        laws, government agencies and pressure groups that influence or limit various organizations and individuals
        
        more socially responsible
        
        more cause-related marketing
        
        changing government agency enforcement
        
        increasing legislation
        
        legislation regulating business
        
        purpose to protect
        
        from unfair competition
        
        the interests of society
        
        from unfair business practice
        
        counterfeit products
        
        especially in Asia (bags/ purses)
        
        socially responsible behaviour
        
        protect consumers' long run interest and the environment
    - - consists of institutions and other forces that affect a society's basic values, perceptions and behaviors
      - shapes
        
        belief
        
        values
      - cultural environment
        
        shifts in secondary cultural values
        
        views of themselves, organizations, society, nature and the universe
        
        persistence of cultural values
        
        core beliefs
        
        passed on and reinforced
        
        secondary beliefs
        
        more open to change
        
        major
        
        people's view of
        
        others
        
        more "cocooning"
        
        nature
        
        some feel ruled by it, in harmony and to master it
        
        themselves
        
        vary on serving themselves versus serving others
        
        universe
        
        renewed interest in spirituality
        
        developed more permenant value
        
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- - - - government markets
        
        made up of government agencies that buy goods and services to produce public services
        
        business markets
        
        buy goods and services for further processing or use in their production process
        
        international markets
        
        buyers in other countries
        
        producers
        
        resellers
        
        consumers
        
        governments
        
        consumer markets
        
        individuals and households that buy goods and services for personal consumption
        
        reseller markets
        
        buy goods and services to resell at a profit
    - - Marketers must position their offerings strongly against competitors' offerings
        
        no single competitive marketing strategy
    - - partners
        
        helps
        
        sell
        
        distribute
        
        promote
        
        work together towards a specific goal
      - physical distribution firms
        
        stock goods
        
        move goods
        
        marketing services agencies
        
        marketing consulting firms
        
        marketing research firms
        
        media firms
        
        to target and promote
        
        advertising agencies
        
        use social media to reach a wider market
        
        Types of Marketing Intermediaries
    - - citizen-action publics
        
        voluntarily or involuntarily formed public groups for the benefit of the general consumer
      - local publics
        
        neighborhood residents and community organizations
      - government publics
        
        management must take government developments into account
      - general public
        
        The general public's image of the company affects its buying
      - media publics
        
        carry
        
        news
        
        features
        
        editorial opinions
      - internal publics
        
        include workers, managers, volunteers and the board of directors
      - financial publics
        
        influence ability to obtain funds
      - groups that has interest/ impact on an organization's ability to achieve its objective
    - - provide resources
        
        goods
        
        services
      - supply availability
        
        supply shortage/ delay
        
        labor strikes
      - monitor price trend
      - Management needs to find the cheapest supplier to reduce cost of production and increase company's profit
    - - Internal Environment
        
        purchasing
        
        finance
        
        operations
        
        top management
        
        accounting
        
        provide
        
        superior customer value
        
        customer relationship
        
        so that the customers will keep on coming back and be loyal to the company
        
        R&D