Topic Three: Analyzing the marketing environment
Objectives Tracking & Identifying Opportunities in the Macro-environment and micro-environment – Demographic, Economic, Natural, Technological, Political, & Cultural Developments – Company, suppliers, intermediaries, competitors, publics and customers Responding to marketing environment
Macro-environmental Forces World trade enablers Asian economic power Rise of trade blocs International monetary crises Use of barter & countertrade Move towards market economies “Global” lifestyles
Macro-environmental Forces Opening of “new” markets Emerging transnational firms Cross-border strategic alliances Regional ethnic & religious conflict Global branding
Demographic Environment Worldwide Population Growth Population Age Mix Ethnic Markets Household Patterns Educational Groups Geographical Shifts in Population Shift from Mass Market to Micromarkets
Economic Environment Income Distribution Subsistence economies Raw-material-exporting economies Industrializing economies Industrial economies Savings, Debt, & Credit Availability Savings, Debt, & Credit Availability
Natural Environment Higher Pollution Levels Higher Pollution Levels Increased Costs of Energy Increased Costs of Energy Shortage of Raw Materials Shortage of Raw Materials Changing Role of Government Changing Role of Government
Accelerating Pace of Change Accelerating Pace of Change Unlimited Opportunities for Innovation Unlimited Opportunities for Innovation Increased Regulation Increased Regulation Issues in the Technological Environment Issues in the Technological Environment Varying R & D Budgets Varying R & D Budgets
Increased Legislation Increased Legislation Special- Interest Groups Special- Interest Groups Political-Legal Environment
Social/Cultural Environment OfOrganizationsOfNature OfOneself OfSociety Of the Universe OfOthers Views That Express Values
Social/Cultural Environment
micro-environment: marketing system Company Suppliers Marketing intermediaries Competitors Publics Customers
Responding to marketing environments Successful companies realize that the marketing environments presents opportunities and threats. The major responsibility of marketers is identifying significant changes in the environments and tracking and seeking the opportunities