Please enable JavaScript.
Coggle requires JavaScript to display documents.
CHAPTER 3 Analyzing The Marketing Environment (The Microenvironment…
CHAPTER 3
Analyzing The Marketing Environment
constant vigilance is needed to prepare for changes in the environment
marketers need to consider -change in environment leads to new customer opportunities+threats for the business
The Marketing Environment
actors+forces outside marketing- affect ability - build strong relationships with customers
marketers must be environmental trend trackers+opportunity seekers
marketing research+intelligence
spend more time in customer+competitor environments
Microenvironment
actors CLOSE to company-affect ability to serve its customers - suppliers/competitors/marketing intermediaries
Macroenvironment
larger societal forces-affect the microenvironment - demographic/economic/technological/political forces
The Microenvironment
marketing success -building strong relationships with suppliers/other company departments etc
The company
take other departments into account -designing marketing plans
other departments impact plans
suppliers
important link in customer value delivery network
treated as partners
Marketing Intermediaries
eg- resellers/distribution firms /financial intermediariesetc tesco/walmart/Carrefour
help companies move goods/stock and sell goods/help finance transactions
partner effectively to optimize performance
competitors
companies must provide greater satisfaction/performance than competitors to be successful
gain strategic advantage
publics
actual/potential impact on the organisations ability to achieve its goals
financial public- influence ability to obtain funds
media public- carries news/features+editorial opinion
government public-government developments/regulatory bodies
citizen action- consumer organisations,environmental/minority groups
local- neighborhood residents+community organisations
general public-general public's attitude
internal public-workers/managers/volunteers
customers
most important
reseller markets
buy to resell at a profit
government markets
buy to produce public services/give to those who need them
business markets
buy goods+services for further processing/use in production process
international markets
other market in other countries
consumer markets
buy goods +services for personal consumption
The Macroenvironment
Demographic Environment
people are driving forces for markets
Population Growth
improved nutrition/standard of living-longer life expediencies
overcrowding+homelessness
longer working times+later retirement
high birth rate+low death rate
Generational Differences
baby boomers-lucrative market
millennial
most financially burdened generation-high debt+high unemployment
fluent +comfortable with technology
generation x
overlooked consumer group- less materialistic
generation z
kids/tweens/teens market
more fluent+comfortable with technology
blend online+offline seamlessly
Generational Marketing
segmenting people based off of lifestyle not age
more specific age segments in groups
Changing Family Structures
new household formats-grandparents/divorced/single parents/working parents
increased popularity- more attention from marketers
working women
people living alone
children living at home longer
working beyond retirement age
Geographic shifts in population
migration- due to recession/war/unemployment
Ethnic diversity in markets+ other minority groups-LGBTQ+/religion/disibilities/
urbanization-move from rural to cities
The Economic Environment
industrial Economies
-rich markets
subsistence economies
-consume most of their agricultural+industrial outputs
developing economies
-can offer outstanding market opportunities for the right kinds of products
changes in consumer spending
economic downturn - spending less freely-back to basics lifestyle
buying less+looking for greater value
income distribution
high level of income inequality-
tiered market
luxury targeted at small level of population
The Natural Environment