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Chapter 3: Analyzing The Marketing Environment - Slides

Slides for Marketing Environment - Chapter 3 from "Principles of Marketing" 17th edn - Philip Kotler, Gary ArmStrong (2018)

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24 views

Chapter 3: Analyzing The Marketing Environment - Slides

Slides for Marketing Environment - Chapter 3 from "Principles of Marketing" 17th edn - Philip Kotler, Gary ArmStrong (2018)

Uploaded by

P N
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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MARKETING

ENVIRONMENT

Ms. Phuong Doan


[email protected]
MARKETING ENVIRONMENT

The marketing environment includes the


actors and forces outside marketing that
affect marketing management’s ability to
build and maintain successful relationships
with target customers.
MARKETING ENVIRONMENT

A marketing-oriented firm look outwards to the


environment in which it operates, adapting to
take advantage of emerging opportunities ,
and minimize potential threats .
MARKETING ENVIRONMENT

Micro-
environment
Marketing
Environment Macro-
environment
MICRO-ENVIRONMENT
MICRO-ENVIRONMENT
THE COMPANY

Each department is a link in the company’s internal


value chain which carries out value-creating activities
to serve customers.

 Top management
 Finance
 R&D
 Purchasing
 Operations
 Accounting
WALMART
SAVE MONEY. LIVE BETTER.

Offer right products at


lowest possible prices

 Marketing: deliver value to customers:


▪ learn customer needs,
▪ prepare advertising & merchandising program,
▪ provide customer service
 Purchasing: obtain the lowest prices from suppliers
 Operation: provide effective & low-cost merchandise handling
 IT: provide fast & accurate information
SUPPLIERS

 Suppliers provide the resources needed by the


company to produce goods & services.

cost sales in the short run &


 Supplier problems
damage customer satisfaction in the long run.

Suppliers = Partners
MATTEL’S TOYS RECALLED IN 2007

A Chinese sub-contractor
MATTEL’S TOYS RECALLED IN 2007

 Didn’t follow the procedure


 Used unauthorized paint supplier in the toys making
→ Products contained
high lead levels
& small magnets
→ Seriously injured
at least 3 children
→ Recalled >18mil products
MATTEL’S TOYS RECALLED IN 2007

→ Created huge problems related to


legal,
health,
trust,
reputation, and
financial implications
not only for Mattel, but also for its distributors,
retailers, suppliers & the families who bought Mattel
toys.
MARKETING INTERMEDIARIES

Help the company promote , sell & distribute


its products to final buyers.
Re s e l l e rs , P hys ica l D i st ri b u t i on F i r m s , M a r ket i n g S e r v ic e s A ge n c i e s, F i n a n ci a l I n t e rm e d ia ri e s
COMPETITORS

Adapting to the target customers’ needs is not


enough !
greater customer value
→ Must provide
& satisfaction than competitors

→ Must gain strategic advantage


COMPETITORS

Identifying Assessing Selecting


competitors competitors competitors
COMPETITORS

Identifying Assessing Selecting


competitors competitors competitors

• INDUSTRY • Objectives • Attack


point of • Strategies • Avoid
view • Strengths &
• MARKET Weaknesses
point of • Reaction
view patterns
COMPETITORS
COMPETITORS
COMPETITORS
COMPETITORS
PUBLICS

Any group that has an actual or potential


interest in or impact on an organization’s
ability to achieve its objectives

▪ Financial publics ▪ Local publics


▪ Media publics ▪ General public
▪ Government publics ▪ Internal publics
▪ Citizen-action publics
DUTCH LADY
OMO – HAY UOC MO
CUSTOMERS

Consumer Business Reseller


markets markets markets

Government International
markets markets
MACRO-ENVIRONMENT
MACRO-ENVIRONMENT
MACRO-ENVIRONMENT

Shape Pose
Opportunities Threats
DEMOGRAPHIC FACTORS

Concerns changes in human populations


(size, density, location, age, gender, race,
occupation, etc.)

→ Helps to predict the size & growth rates


of markets, and the needs for products
DEMOGRAPHIC FACTORS

Source: CIA World Factbook 2020


DEMOGRAPHIC FACTORS
Demographic trends & developments

▪ The changing age structure of the population


▪ Family structure
▪ Geographic population shifts
▪ A better-educated, more white-collar, more
professional population
▪ Increasing diversity
DEMOGRAPHIC FACTORS

1 child each family


→ China’s ‘ME Generation’
→ Embrace Individuality
→ 40% of family income
spent on them
→ Have the means to make
indulgent purchases

Chinese Family Tree


VINACAFÉ (1)
VINACAFÉ (2)
CHINSU NAM NGƯ (1)
CHINSU NAM NGƯ (2)
ECONOMIC FACTORS

Changes in major economic variables have a large


impact on the marketplace
▪ Income
▪ Cost of living
▪ Interest rates
▪ Saving & borrowing pattern

→ Affect consumer purchasing power &


spending pattern
ECONOMIC FACTORS
The faltering & uncertain economy causes consumers to
rethink their spending priorities & to cut back on their
buying.
→ Frugality has made a comeback → Value marketing
PHARMACITY
NATURAL FACTORS
Marketers should be aware of several trends in natural
environment, such as

▪ Growing shortage of raw materials (air, water,


forests, oil, coal, minerals, etc.)
▪ Increased pollution (chemical wastes, dangerous
mercury levels in the ocean, chemical pollutants in
soil, littering with packaging materials, etc.)
▪ Increased government intervention in natural
resource management
NATURAL FACTORS

Healthy Ecology = Healthy Economy


→ Environmental actions can also be good business
→ Developing strategies & practices that support
environmental sustainability
→ Responding to consumer demands with more
environmentally responsible products
STARBUCKS – RECYCLING SOLUTIONS
TECHNOLOGICAL FACTORS

Marketing-oriented companies seek to use technology


to improve their marketing operation
 Monitor technological trends
 Pioneer technological breakthroughs
→ transform markets & shift competitive advantage
in their favor
▪ Sony vs. Samsung (flat-screen, liquid crystal display)
▪ Sony Walkman vs. iPod (high quality & music downloading
mobile listening)
VIRTUAL REALITY
MERRELL
VIRTUAL REALITY
MCDONALD’S
AUGMENTED REALITY
IKEA
SOCIAL SWIPE
MISEREOR
POLITICAL FACTORS

Well-conceived regulation can encourage competition


and ensure fair markets for goods and services.

Business legislation has been enacted for a number of


reasons:
▪ to protect companies from each other
▪ to protect consumers from unfair business practices
▪ to protect the interests of society against
unrestrained business behavior
POLITICAL FACTORS

Almost every marketing activity is subject to a


wide range of laws & regulations .
▪ Tobacco advertising is illegal in the UK
▪ Alcohol advertising is banned on TV in France
▪ Toys cannot be advertised in Greece
POLITICAL FACTORS

Each company must work out a philosophy of


socially responsible & ethical behaviors .
 look beyond what is legal & allowed
 develop standards based on ways to protect the long-
run interests of their consumers and the environment

→ Cause-related Marketing
▪ becoming a primary form of corporate giving
▪ letting companies ‘do well by doing good’
ALWAYS
DOVE – REAL BEAUTY
BERNAS MALAYSIA
CULTURAL FACTORS
Affect a society’s basic values, perceptions,
and behaviors
→ the most basic cause of a person’s wants
and behaviors
Core
Beliefs & Values
Cultural
Values Secondary
Beliefs & Values
BELIEFS & VALUES

Core Secondary Beliefs &


Beliefs & Values Values
• fairly persistent • more open to change
• passed on from parents to • include people’s views of
children themselves, others,
• reinforced by schools, organizations, society,
churches, businesses, and nature, and the universe
government

→ Marketing campaigns should reflect


target audiences’ beliefs & values
METLIFE – MY DAD’S STORY
MCCAFÉ - ACCEPTANCE
GENERALI
SWOT ANALYSIS
RESPONDING TO THE
MARKETING ENVIRONMENT
Course book
SUMMARY
Demographic

The Company
Cultural Economic

Competitors Suppliers
Marketing
Management

Publics Customers

Political Marketing Natural


Intermediaries

Technological

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