Marketing Environment

Marketing Environment

1. COMPANY"S MICRO-ENVIRONMENT [The actors close to the company that affects its ability to serve its customers]

   • THE COMPANY [Top management, finance, R&D, purchasing, operations and accounting]
   • SUPPLIERS [Marketing managers must watch supply availability as shortage or delays can cost sales and damage customer satisfaction in the LR]
   • MARKETING INTERMEDIARIES [They help the company to promote, sell, and distribute products to final buyers. Maketers recog them as partners]
   • CUSTOMERS [5 types of customer market : Consumer, Business, Reseller, Government, International]
   • COMPETITORS [Must gain strategic advantage by positioning their offerings strongly against other competitors. Each firm should consider its size and industry position.]
   • PUBLICS [Is any group that has an actual or potential interest in or impact on organisation's ability to achieve its objectives. 7 types: Financial, Media, Government, Citizen-action, Local, General, Internal]

2. COMPANY'S MACRO-ENVIRONMENT [The larger societal force that affects the microenvironment

   • DEMOGRAPHIC [Study of human population in terms of - size, density, location, age, gender, race, occupation, etc.]
     • Changing Structure of the population [Baby Boomers, Gen X, Millennials,Generational Marketing]
     • Geographic Shift in Population
     • Better educated, more professional population
     • Increasing Diversity
   • ECONOMIC Environment
     • Change in Income [Different income-classes, as a result of income distribution]
     • Changing consumer spending patterns [Different income levels, diff patterns]
   • NATURAL ENVIRONMENT [Nat resources that are needed as inputs by marketers or that are affected by marketing activities. Several trends: Growing shortage of raw materials, increased pollution, and increased government intervention]
   • TECHNOLOGICAL Environment
     • -New market and opportunities -Safety of new, complex products and technology -Higher research costs -Longer time between new ideas and products intro
   • POLITICAL Environment [Consist of laws, govt agencies, and pressure groups]
     • Legislation regulating businesses [To protect companies from unfair competition, protect consumers from unfair practices, and protect interest of society]
     • Increased emphasis on ethics and socially responsible actions
     • Socially responsible behaviour (eg. google protect consumers privacy. stop censoring results on china web)
     • Cause-related marketing (eg. pepsi grants to fund ideas that will refresh the world)
   • CULTURAL [Institutions and other forces that affects society's basic values, perceptions, preferences and behaviors]
     • Persistence of cultural values
     • Shifts in secondary cultural values (eg. getting married later)
     • People's views of themselves (eg. Levi jeans, view themselves as original and unique)
     • People's views of others. (eg. korean families and first baby bdays)
     • People's view of organisations
     • People's views of society
     • People's view of nature
     • People's views of universe