Copyright © 2017 Pearson Education, Ltd.
3-1
Learning Objectves
3-1. Describe the environmental forces that
affect the company’ss ability’ to serve its
customers.
3-2. Explain how changes in the demographic
and economic environments affect
marketng decisions.
3-3. Identfy’ the major trends in the irmss
natural and technological environments.
Copyright © 2017 Pearson Education, Ltd. 3-2
Learning Objectves
3-4. Explain the key’ changes in the politcal and
cultural environments.
3-5. Discuss how companies can react to the
marketng environment.
Copyright © 2017 Pearson Education, Ltd. 3-3
First Stop: Philips
Analy’zing the Marketng Environment in the Middle East
Philips’s analysis of
market needs—such
as demands for energy-
efcient products like
LEDs—has driven its
contnuous growth in
this region.
Copyright © 2017 Pearson Education, Ltd. 3-4
Learning Objectve 3-1
Describe the environmental forces that affect
the company’ss ability’ to serve its customers.
Copyright © 2017 Pearson Education, Ltd. 3-5
Marketng Environment
• Outside forces that affect marketng
managementss ability’ to build and maintain
successful relatonships with target customers
• Microenvironment: Actors close to the
company’ that affect its ability’ to serve its
customers
• Macroenvironment: Larger societal forces
that affect the microenvironment
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Figure 3.1 - Actors in
the Microenvironment
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The Company’
• Interrelated groups in a company’ form the
internal environment
• Departments share the responsibility’ for
understanding customer needs and creatng
customer value.
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Suppliers
• Provide the resources needed by’ the company’
to produce its goods and services
• Supplier problems seriously’ affect marketng
• Supply’ shortages or delay’s
• Labor strikes
• Price trends of key’ inputs
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Suppliers
Honda has
developed
healthy’,
long-term
supplier
relatonships.
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Marketng Intermediaries
• Marketng intermediaries help the company’
to promote, sell, and distribute its products to
inal buy’ers.
• Resellers
• Phy’sical distributon irms
• Marketng services agencies
• Financial intermediaries
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Marketng Intermediaries
Coca-Cola provides
its retail partners
with much more
than just sof
drinks. It also
pledges powerful
marketng
support.
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Compettors
• Marketers must gain strategic advantage by’
positoning products strongly’ against
compettors.
• No single strategy’ is best for all companies.
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Publics
Publics: any’ group that has an actual or
potental interest in or impact on an
organizatonss ability’ to achieve its objectves
• Financial
• Media
• Government
• Citzen acton
• Local
• General
• Internal
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Customers
• Five types of customer markets
• Consumer markets
• Business markets
• Reseller markets
• Government markets
• Internatonal markets
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Figure 3.2 - Major Forces in
the Company’ss Macroenvironment
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Learning Objectve 3-1 Summary’
• Company’ss microenvironment
• Company’, suppliers, marketng intermediaries
• Compettors, publics, customers
• Forces in the company’ss macroenvironment
• Demographic
• Economic
• Natural
• Technological
• Politcal and cultural
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Learning Objectve 3-2
Explain how changes in the demographic
and economic environments affect
marketng decisions.
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Demographic Environment
• Demography is the study’ of human
populatons in terms of size, density’, locaton,
age, gender, race, occupaton, and other
statstcs.
• Marketers analy’ze:
• Changing age and family’ structures
• Geographic populaton shifs
• Educatonal characteristcs
• Populaton diversity’
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Demographic Environment
• The U.S. populaton contains several
generatonal groups:
• Baby’ Boomers
• Generaton X
• Millennials (or Generaton Y)
• Generaton Z
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Demographic Environment
GE’s Artstry
appliance
line is
designed to
target
Millennials.
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Economic Environment
• Economic factors affect consumer purchasing
power and spending
• Changes in consumer spending
• Differences in income distributon
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Learning Objectve 3-2 Summary’
• Demographic environment
• Age and family’ structures
• Geographic populaton shifs
• Educaton characteristcs
• Populaton diversity’
• Economic environment
• Changes in consumer spending and income
distributon
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Learning Objectve 3-3
Identfy’ the major trends in the irmss
natural and technological environments.
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Natural Environment
• Phy’sical environment and natural resources
needed as inputs by’ marketers or affected by’
marketng actvites
• Environmental sustainability concerns have
grown steadily’ over the past three decades.
• Trends:
• Shortages of raw materials
• Increased polluton
• Increased government interventon
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Technological Environment
• New technologies create new markets and
opportunites.
• Radio-frequency’ identicaton (RFID) is technology’
to track products through various points in the
distributon channel.
• Government agencies investgate and ban
potentally’ unsafe products.
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Technological Environment
Disney’ is taking
RFID technology’
to new levels
with its cool new
MagicBand RFID
wristband.
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Learning Objectve 3-3 Summary’
• Natural environment
• Shortage of raw materials and high polluton levels
• Government interventon
• Environmental sustainability’
• Technological environment
• Radio-frequency’ identicaton (RFID)
• Government regulaton
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Learning Objectve 3-4
Explain the key’ changes in the politcal and
cultural environments.
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Politcal Environment
• Forces that infuence or limit various
organizatons and individuals in a society’
• Laws, government agencies, and pressure groups
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Major U.S. Legislaton
Affectng Marketng
Legislaton regulatng business is intended to protect
• companies from each other
• consumers from unfair business practces
• the interests of society’ against unrestrained
business behavior
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Major U.S. Legislaton
Affectng Marketng: 1BB0 -20 10
Legislaton Purpose
Childrenss Television Act (1BB0 ) • Limits the number of commercials aired
during childrenss programs
Nutriton Labeling and Educaton Act • Requires that food product labels provide
(1BB0 ) detailed nutritonal informaton
Telephone Consumer Protecton Act • Establishes procedures to avoid unwanted
(1BB1) telephone solicitatons
Americans with Disabilites Act • Makes discriminaton against people with
(1BB1) disabilites illegal
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Major U.S. Legislaton
Affectng Marketng : 1BB0 -20 10
Legislaton Purpose
Childrenss Online Privacy’ Protecton • Prohibits online collecton of informaton
Act (20 0 0 ) from children without parental consent
• Allows parents to review informaton
collected from their children
Do-Not-Call Implementaton Act (20 0 3) • Collects fees from telemarketers for the
enforcement of a Do-Not-Call Registry’
CAN-SPAM Act (20 0 3) • Regulates the distributon and content of
unsolicited commercial e-mail
Financial Reform Law (20 10 • Created the Bureau of Consumer Financial
Protecton: Writes and enforces rules for
the marketng of inancial products to
consumers
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Socially’ Responsible Behavior
• Socially’ responsible companies actvely’ seek
out way’s to protect the long-run interests of
consumers and the environment.
• Companies develop policies, guidelines, and
other responses to complex social
responsibility’ issues.
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Cause-Related Marketng
• Companies use cause-related marketng to
• Exercise their social responsibility’
• Build more positve images
• Primary’ form of corporate giving
• Controversy’—strategy’ for selling more rather
than a strategy’ for giving
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Cause-Related Marketng
AT&T joined
forces with
compettors
Verizon,
Sprint, and
T-Mobile to
spearhead the
“It Can Wait”
campaign.
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Cultural Environment
• Insttutons and other forces that affect a
society’ss basic values, perceptons, and
behaviors
• Persistence of cultural values
• Core beliefs and values have a high degree of
persistence.
• Secondary beliefs and values are more open to
change.
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Cultural Environment
• Shifs in secondary’ cultural values of
peopless views about
• Themselves
• Others
• Organizatons
• Society’
• Nature
• Universe
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Cultural Environment
Yogi appeals to tea
drinkers with a more
spiritual view of
themselves, their
lives, and their teas.
Copyright © 2017 Pearson Education, Ltd. 3-39
Learning Objectve 3-4 Summary’
• Politcal environment
• Laws, government agencies, and pressure groups
• Legislaton affectng marketng
• Socially’ responsible behavior
• Cultural environment
• Core and secondary’ beliefs
• Shifs in secondary’ cultural values
Copyright © 2017 Pearson Education, Ltd. 3-40
Learning Objectve 3-5
Discuss how companies can react to the
marketng environment.
Copyright © 2017 Pearson Education, Ltd. 3-41
Responding to the
Marketng Environment
• Reactve irms passively’ accept the marketng
environment and do not try’ to change it.
• Proactve irms develop strategies to change
the environment.
• They’ take aggressive actons to affect the publics
and forces in their marketng environment.
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Learning Objectve 3-5 Summary’
• Responding to the marketng environment
• Reactve irms
• Proactve irms
Copyright © 2017 Pearson Education, Ltd. 3-43
Learning Objectves
3-1. Describe the environmental forces that
affect the company’ss ability’ to serve its
customers.
3-2. Explain how changes in the demographic
and economic environments affect
marketng decisions.
3-3. Identfy’ the major trends in the irmss
natural and technological environments.
Copyright © 2017 Pearson Education, Ltd. 3-44
Learning Objectves
3-4. Explain the key’ changes in the politcal and
cultural environments.
3-5. Discuss how companies can react to the
marketng environment.
Copyright © 2017 Pearson Education, Ltd. 3-45
