MARKETING ENVIROMET

MARKETING ENVIROMET

1. Consists of the actors and forces outside marketing that affect marketing managements ability to build and maintain succesful relationships with target customers

2. MICROENVIROMENT

   • Are the actors close to the company that affect its ability to serve its customers
   • ACTORS
     • Company: Marketing management takes other company groups from the internal enviroment into account
     • Suppliers: Form an important link in the company's overall customer value delivery network. They provide the resources needed by the company to produce its goods and services
     • Marketing Intermediaries: Help the company promote, sell, and distribute its products to final buyers
     • Competitors: Company must provide greater customer value and satisfaction. They also must gain strategic advantage by positionaiting their offerings strongly against competitors offerings
     • Publics: Are groups that has an actual or potential interest in or impact on an organization's ability to achieve its objectives
     • Customers: Are the most important actors in the company's microenviroment. The aim ofd yhe entire value delivery network is to serve target consumers and create strong relationships with them

3. MACROENVIROMENT

   • The larger social forces that affect the microenviroment
   • ACTORS
     • Demographic Enviroment: Is a major interst to marketers because it involves people make up markets. Changes in the world demographic enviroment have major implications for business. Marketers analyze the diferent demographic trends.
       • Baby Boomers: Are the 78 million people born during years following WWII and lasting until 1964, they have been one of the most powerful forces shaping the mkt enviroment. They are still the wealthiest generation in the U.S.
       • Generation X: Are the 45 million people born between 1965 and 1976 in the birth dearth following the baby boom. They are defined as much by their shared experiences as by their age also they are less materialistic.
       • Millenials: Are the 83 million children of the baby boomers, born between 1977 and 2000, they are still a huge and atractive market. They all have in common is the utter fluency and comfort with digital tehcnology.
       • Generational Mkt: Marketers need to be careful about turning off one generation each time they craft a product or message that appeals effectively to another.
       • Changing American Family: In the passing years the traditional family has changed. Both wife and husband work but now more husband are staying in their houses with their chldren, managing the house.
       • Geographic Shifts in Population: A period of great migratory movements between and withi countries. Also people move from rural to metropolitan areas the majority of the time for better work.
       • Increasing Diversity: Countries Vary in their ethnic and racial makeup, like in some countries the people are all the same and in other countries people vary a lot, so now marketers face increasingly diverse markets both at home and abroad as their operations become more international in scope
     • Economic Enviroment: Consists of economic factorsthat affect consumer purchasing power and spending patterns. Marketers must pay attention to major trends and consumer spending patterns both across and within their world markets.
       • Changes in consumer Spending:economic factors can have a dramatic effect on cosumer spending and buying behavior. Like when cosumers spent freely fueled by economic good fortunes and then they were dashed by the great recession.
       • Income distribution: The distribution of income has created a tiered market, many companies aggressievly target the affluent an others target those with more modest means.
     • Natural Enviroment: Involves the natural resources that are neded as inouts by marketers or that are affected by marketing activities, enviromental concern have grown steadily over the past 3 decades so marketers have to adapt the company to the new enviromental concerns.
       • Enviromental Sustaintability: Are developing strategies and practices that create a world economy that the planet can support indefinitely. They are respponding t consumer demands with more enviromentally responsible products.
     • Technological Enviroment: Are the forces that create new technologies, creating new product and market opportunities is the most dramatic force now shaping our destiny. Tech has released many wonders but also many horrors. The new technologies can offer exciting opportunites for markreters, like with phones and computers marketers can do a better job.
     • Cultural Enviroment:Consists of institution and other forces that affect a societys culture. People hold beliefs and values, marketers need to adapt their strategies to these values
       • Peoples views of themseles: Marketers can target their products and services based on such self services.
       • Peoples view of others: People are going out less with others and staying at home, saving money
       • People view of organizations: People are willing to work for major orgs and expecting them to carry out societys work
       • People view of society: Patriots defend it, reformes wnt to change it and malcontents want to leave it
       • People view of nature: Some feel ruled by it, others feel in harmony whit it and others seek to master it
       • People view of universe: Some people believe in religion and others in other teories