Phân tích môi trường Marketing

A COMPANY’S marketing environment contains the actors and forces outside

marketing that affect marketing management’s ability to build and maintain
successful and profitable relationships with target customers
The marketing environment consists of a microenvironment and a
macroenvironment
The Microenvironment: Includes the actors with close relationships with the
company that impact the company’s ability to serve its customers: the company,
suppliers, Marketing intermerdiaries, competitors, publics, customers

 The Company
In designing marketing plans, marketing management takes other company groups
into account groups:
 Top management
 Finance
 Research and development (R&D)
 Information technology
 Human resources
 Purchasing
 Operations
 Accounting.
Suppliers
Provide the resources needed to produce its goods and services
Suppilers problems can affect marketing
 Marketing Intermediaries
Help the company promote, sell, and distribute its products to final buyers.
Include:
- Resellers: are distribution channel firms that help the company find
customers or make sales to them.
- Physical distribution firms help the company stock and move goods from
their points of origin to their destinations.
- Marketing services agencies are the marketing research firms, advertising
agencies, media firms, and marketing consulting firms that help the
company target and promote its products to the right markets
- Financial intermediaries include banks, credit companies, insurance
companies, and other businesses that help finance transactions or insure
against the risks associated with the buying and selling of goods
Competitors:
- A company must provide greater customer value and satisfaction than its
competitors do.
- Mearketers must gain strategic advantage by positioning their offerings
strongly against competitors’ offerings in the minds of consumers.

Publics
• Financial publics: this group influences the company’s ability to obtain funds.
Banks, investment analysts, and stockholders are the major financial publics.
• Media publics: this group carries news, features, editorial opinions, and other
content. It includes television stations, newspapers, magazines, and blogs and other
social media.
• Government publics: management must take government developments into
account. Marketers must often consult the company’s lawyers on issues of product
safety, truth in advertising, and other matters
Citizen-action publics
Internal publics: this group includes workers, managers, volunteers, and the board
of directors
• General public: a company needs to be concerned about the general public’s
attitude toward its products and activities. The marketplace’s image of the
company affects its buying behavior.
• Local publics: this group includes local community residents and organizations.
- Customers
Customers are the most important actors in the company’s microenvironmen
There are five type of customer markets:
- Consumer markets
- Business markets
- Reseller markets
- Government markets
- International markets
The Macroenvironment: are forces on a large social level that influence the
marketing decisions of the entire national economy.

- The Demographic Environment

- The Economic Environment
- The Natural and Technological Environments
- The Political–Social and Cultural Environments

The Demographic and Economic Environments

The Demographic Environment

Demography is the study of human population in terms of size, density, location,

age, gender, race, occupation and other statistics.

Demographic environment is crucial beacause it includes people and people make

up markets.

- The changing Age Structure of the Population

- The changing Family Structure.

- Geographic Shifts in Population.

- People are better educated, more white-Collar, more professional.

- Increasing Diversity.

The Economic Environment

The economic environment involves factors that affect consuming power and how
clients spend. These include:

- Target levels and income distribution by class.

-Economic growth rate of each country.

- Rate of inflation, deflation.

-Economic structure and policy of each country.

-Exchange rate of each country

The Natural and Technological Environments

Natural Environment

The natural environment consists of the physical environment and natural

resources that are needed as inputs for marketers or that are affected by marketing
activities. However, the natural environment is currently facing negative issues:
-COVID-19 epidemic.
- Shortages of raw materials
- Increased energy costs
- Increased environmental pollution.
- Environmentally sustainable strategies
The Technological Environment
Creating a new world for Marketing.
-Affects every aspect of the consumer.
- Initiating new technology industries, creating new products.
-Existing in the products we buy such as Smartphones, Apple watches....
- Rapid change creates new markets and new opportunities.
The Political–Social and Cultural Environments
The Political and Social Environment
 Marketing decisions are strongly affected by developments in the political
environment.
 The political environment consists of laws, government agencies, and
pressure groups that influence or limit various organizations and individuals
in a given society
Legislation Regulating Business
 Even the strongest free-market advocates agree that the system works best
with at least some regulation. Well-conceived regulation can encourage
competition and ensure fair markets. Thus, governments develop public
policy to guide commerce—sets of laws and regulations that influence and
limit business for the good of society.
 Almost every marketing activity is subject to multiple laws and regulations.
 protecting companies and maintaining competitive markets
 protecting and informing consumers
 protecting national and societal interests
 Moreover, regulations are constantly changing. Marketers must work hard to
keep up with changes in regulations and their interpretations.
Increased Emphasis on Ethics and Socially Responsible Actions
 business is also governed by social codes and rules of professional ethics.
 Socially Responsible Behavior. Enlightened companies encourage their
managers to look beyond what the regulatory system allows and simply “do
the right thing.” These socially responsible firms actively seek out ways to
protect the long-run interests of their consumers and the environment.
 Cause-Related Marketing. To exercise their social responsibility and build
more positive images, many companies link themselves to worthwhile
causes. These days, every product seems to be tied to some cause
The Cultural Environment
The cultural environment consists of institutions and other forces that affect a
society’s basic values, perceptions, preferences, and behaviors. People grow up in
a particular society that shapes their basic beliefs and values. They absorb a
worldview that defines their relationships with others. The following cultural
characteristics can affect marketing decision making.
The Persistence of Cultural Values
 People in a given society hold many beliefs and values. Their core beliefs
and values have a high degree of persistence. Secondary beliefs and values
are more open to change.
 Marketers have some chance of changing secondary values but little chance
of changing core values.
Shifts in Secondary Cultural Values
 Although core values are fairly persistent, cultural swings do take place.
 Marketers want to predict cultural shifts to spot new opportunities or threats.
 The major cultural values of a society are expressed in people’s views of
themselves and others as well as in their views of organizations, society, and
nature.
 People’s Views of Themselves.
 People’s Views of Others
 People’s Views of Organizations
 People’s Views of Society
 People’s Views of Nature

Responding to the Marketing Environment:

Passive Approach: Some companies view the marketing environment as
uncontrollable and focus on reacting and adapting to it. These firms analyze
external forces, design strategies to avoid threats, and seize opportunities
Proactive Approach: In contrast, other companies actively shape the environment
rather than just reacting to it. They create strategies to change the market dynamic.
Predicting: To anticipate future trends, companies use scenario analysis, predicting
multiple future scenarios and developing contingency plans for each. This
approach helps firms quickly adjust their strategies as the market evolves