chapter 4

chapter 4

1. The marketing environmnet

   • factors that affect marketing management's ability
     • build and maintain
       • successful relationships with target customers

2. environmental forces

   • The microenvironment
     • Forces with direct impact to the company
     • internal and external
     • Actors in the Microenvirnoment
       • Marketing
         • The cpmpany
         • Marketing intermediares
           • Resellers
           • Physical distribution firms
           • Marketing services firms
         • Competitors
           • Pure competition
           • monopolistic competition
           • Oligopolies
           • monopolies
         • Publics
           • financial publics
           • Media publics
           • Government publics
           • General publics
           • Internal publics
           • Legal publics
           • Citizen-action publics
         • Customers
         • Suppliers
   • The macroenvironment
     • External forces with direct impact across industries
     • Major forces in the company macroenvirnoment
       • Company
         • Demographic forces
           • Study of human population
           • Strategic decisions often based upon shifts in demographics
           • The Demographic Environment changes
             • Canadian family/households are changing
               • Growing market of "non-traditional"
               • Growing "crowded nest" Syndrome
               • Fewer Families have childrean
               • More dual-income families
             • Better Educated, white-collar population
               • Increased demand for higher quality
               • Increased understanding of value
               • Creates demand in different products
             • Increasing Diversity
               • Lage and growing visible minority market
               • Growth in recognized disabilities
               • Acceptance of LGBT and gay marriages
             • Geographic shifts in Population
               • Growth rate across Canada are not uniform
               • Rural to urban migration continues
               • Buying habits differ by region
               • Growth in telecommuting market
         • Economic forces
           • Nations very greatly in their levels and distribution of income
             • Industrial economics
             • subsistence economics
             • Developing economics
           • Factors that affect spending
             • Changes in income
               • Consumption frenzy , record personal debt
               • Economic crises leading to consumer frugality
               • Value marketing is key to success
             • Changes in spending patterns
         • Natural forces
           • Natural resources to produce goods
             • Shortage of raw materials
             • Increased pollution
             • Increased government intervention
           • Strategic decisions around creating environmentally-sustainable products
         • Technological forces
           • Technolgical advances
             • Creating new markets and opportunities
             • Increasing obsolescence
             • Accelrating customers needs
             • Resulting in constantly evolving regulations
         • Political forces
           • Regulatory Trends- Evolving laws influence organizations
           • Business legislation:
             • Protect Companies from each other
             • Protects consumers from unfair business practices
             • Protects the interests of society
           • Increased emphasis on ethics and socially responsible behavior
         • Cultural forces
           • Standard acceptable belief system that affects a society's basic values
             • Core beliefs slow to change
             • Secondary beliefs are more open to change
           • Society's major cultural views are expressed in people's view of:
             • Themselves
             • Others
             • Organizations
             • Society
             • Nature
             • The Universe

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