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MKT ENVIRONMENT ( chương 3) - Coggle Diagram
MKT ENVIRONMENT ( chương 3)
definition
macroenvironment: larger societal forces
Natural
Technological
Economic
Political
Legislation regulating business
Increasing legislation to
Increased Emphasis on Ethics and
Socially Responsible Actions
Socially responsible behavior
Demographic
Demography
Demographic environment
The Changing Asian Family
Geographic Shifts in Population
Changing Age Structure of the Population
Baby boomers
Generation X
Generational marketing
Generation Y
Changes in the Workforce
Increasing Diversity
Economic Environment
Subsistence economies
Industrial economies
Changes in Income
Income distribution
Value marketing
Changes in Consumer Spending Patterns
Ernst Engel—Engel’s Law
Demographic trends
Cultural
Persistence of Cultural Values
Core beliefs and values
Secondary beliefs and values
Shifts in Secondary Cultural Values
People’s view of organizations
People’s view of society
People’s view of others
People’s view of nature
People’s view of themselves
People’s view of the universe
microenvironment: the actors close
Marketing intermediaries
:promote, sell, and distribute
Physical distribution firms
Resellers
Retailers
Wholesalers
Financial intermediaries
credit companies
insurance companies
banks
other businesses
Marketing services agencies
advertising agencies
media firms
marketing research firms
marketing consulting firms
Customers
Business markets
further processing &use in their production process
Customer markets
individuals and households => personal consumption
Reseller markets
resell at a profit.
Government markets
produce public services or transfer to others who need them
International markets
buyers in other countries
producers
resellers
consumers
governments
Suppliers
provide customer value
Provide the resources
Competitors
strategic advantage
its own size and industry position
The company: Internal environment
R&D
Purchasing
Finance
Operations
Top management
Accounting
Publics
Government publics influence
product safety
truth in advertising.
Local publics
neighborhood residents
community organizations
Financial publics: influence
obtain funds—banks
investment houses
stockholders
General public influence
company’s public image
Media publics
, features
editorial opinion—newspapers, magazines, and radio and television stations
news
Internal publics
managers
volunteers
workers
directors
Citizen-action publics
environment groups
minority groups
consumer organizations
Responding to the Marketing Environment
Reactive
Proactive
Uncontrollable