The Marketing Environment

The Marketing Environment

1. Microenviroment

   • Forces close to the company that affects its ability to serve its customers
     • The company's microenviroment
       • A company marketing enviroment consists of the actors and forces outside marketing that affect marketing management its ability to build and maintain successful relationships with target customers
         • The company
           • Functional areas such as top management, finance and manufacturing and so on
         • Marketing Intermadiaries
           • Marketing intermediaries help the company to promote, sell and distributre its products to final buyers
             • Types of marketing intermediaries
               • (Resellers). Distribution channel firms that help the company find customers or make sales to them
                 • (Physical distribution firms.) Help the company to stock and move goods from their points of origin to their destination
                   • (Marketing services agencies.) Marketing research firms, help the company target and promote its products to the right markets
                     • (Financial Intermediaries.) Bank,credit companies, insurance comapanies and other business that help finance transactions or insure against the risks associated with buying and selling of goods
         • Suppliers
           • Provide the resources needed by the company to produce its goods and services
         • Competitors
           • Those who serve a target market with similar product and services
         • Public
           • Any group that perceives itself having an interest in a company's ability to achieve its objectives
         • Customers
           • (Consumers markets.) Individual and household that by goods and services for personal consumption
             • (Business markets.) Buy goods and services for further processing or for use in their production process
               • (Reseller) Buy goods and services to resell at a profit
                 • (Government) Made up of government of agencies that buy goods and services to produce public services
                   • (International markets.) Buyer in other countries, including consumers, producers,reseller and government

2. Macroenviroment

   • Larger societal forces that affect the whole microenviroment
     • Types of macroenviroment
       • Demographic
         • Monitors populations in terms of age sex, race,occupation, location and other statistics.
           • Example: changing age structure of the population, changing household patterns, geographic shifts in population,better educated ,more white- collar,more professional population, increasing diversity
       • Economic enviroment
         • The factors affecting consumer purchasing power and spending patterns
           • Examples: economic devolpment, changes in income, changes in consumer spending patterns
       • Natural enviroment
         • Natural resources needed as inputs by marketers or that are affected by marketing activities
           • Example: more government intervention, shortages of raw material, increased costs of energy,higher pollution levels
       • Techonolgical
         • Forces that create new product and market oppurtunities
           • Example: rapid pace of change, high R&D budgets, focus on minar
       • Political
         • laws, agencies and groups that influence or limit marketing actions
           • Example: increased legislation, changing enforcement, greater concern for ethics
       • Cultural
         • Forces that affect a society's basic values, perceptions,prefernces, and behaviors
           • Example: people view of oneself, people view of others, people view of organizations, people view of society, people view of nature, people view of universe

3. All the actors and force influencing the company's ability to transact business effectiuely with it's target market

   • The company's microenviroment

4. Responding to the marketing enviroment

   • Enviroment management perspective. Taking a proactive approach to managing the microenvironment and the macroenvironment to affect changes that are favorable for the company. Hire lobbyists, run advertorials, file law suits and complaints, and form agreements