Chapter 3 : Marketing Environment

Chapter 3 : Marketing Environment

1. Micro

   • Company
     • Top management
     • Finance
     • R&D
     • Purchasing
     • Operation
     • HR
     • Accounting
   • Suppliers
   • Marketing intermediaries
     • Resellers
     • Physical distribution firms
     • Marketing service agencies
     • Financial intermediaries
   • Customer markets
     • Consumer markets
     • Business markets
     • Reseller markets
     • Government markets
     • International markets
   • Publics
     • Financial
     • Media
     • Government
     • Citizen-action
       • consumer organizations
       • environmental groups
     • General publics
     • Local publics / community

2. Macro

   • Demographic (size, density, location, age, gender, race, occupation, education)
     • Age & Family structures
       • Baby boomers
         • wealthiest
         • youthful thinking
         • feeling good
         • 1946 - 1964
       • Gen X
         • 1965 - 1976
         • seek success > materialistic
         • experience > acquisition
         • quality > quantity
       • Millenials / Gen Y
         • 1977 - 2000
         • embrace technology
           • mobile
           • social media
         • frugal, practical, connected, mobile & impatient
         • seek authentic & opportunities
       • Gen Z
         • after 2000
         • 100% digital technologies
         • 100% blend offline & online
         • do product research before buying / have parents buy
         • prefer shopping online
         • love sensory overload
           • bright colors
           • music videos
           • various merchandise
     • Geography
       • "telecommute"
         • work at home / remote office
         • conduct business by phone / internet
     • Education
     • Diversity
   • Economic
     • purchasing power
       • consumer spending
     • spending patterns
       • buying behavior
     • income distribution & level
   • Natural
     • Physical environment
       • weather
       • natural disasters
     • Natural resources
     • Environmental Sustainability
       • raw materials shortage
       • increased pollution
       • increased government intervention
   • Technology
   • Political-Social
     • Business Regulation (public policy)
       • protect companies among each other
       • protect consumer from unfair business practice
       • protect society interest
     • Social Responsible Behavior
       • "do the right thing"
     • Cause-related marketing
       • "value-led" business
       • caring capitalism
   • Cultural
     • values
     • perceptions
     • preferences
     • behaviors
     • beliefs
     • Core beliefs & values
       • passed from parents to children
       • reinforced by schools, business, religion & government
     • Secondary beliefs & values
       • people's view of themselves
         • personal pleasure
         • fun
         • change
         • escape
         • self-realization
           • religion
           • recreation
           • career
         • sharers & joiners
         • individuals
       • people's view of others
         • "mass mingling"
         • "alone together
       • people's view of organization
       • people's view of society
       • people's view of nature
       • people's view of the universe
         • family
         • community
         • earth
         • faith
         • right or wrong

3. Market Environment Respond

   • Proactive > Reactive

Imágenes y archivos del mapa