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Chapter 3 - Analyzing the Marketing Environment

Marketing Environment

What is?

Buil and maintain succesful relationships with target customers

Microenvironment

Macroenvironment

What is?

What is?

Ability to serve its customers

The larger societal forces that affect the microenvironment

* Company

* Suppliers

* Marketing intermediaries

* Customer markets

* Competitors

* Publics

* Demographic

* Economic

* Natural

* Technological

* Political

* Cultural forces

Demography

Study of human populations

*Size

*Density

*Locations

*Age

*Gender

*Race

*Occupations

Economic Environment

Consists of economic factors that affect consumer.

Natural Environment

Involves the natural resources that are needed as inputs.

Environmental Sustainability

Developing strategies and practices that

create a world economy that the planet

can support indefinitely.

Technological Environment

Create new technologies, new product and market opportunities.

Political and Social Environment

Cultural Environment

*Laws

*Goverment agencies​​​​​​

*Values

*Perceptions

*Behaviors

Institutions and other forces that affect society`s

Name : Morales Márquez Diana

Group: 3RV3