1. Course Name: Principles of Marketing Code: MRK 152 Chapter: Two Analyzing the marketing environment

2. Environment Marketing environment – The actors and forces outside marketing that affect marketing management’s ability to build and maintain successful relationships with target customers.

3. Types of Environment Micro Environment Macro Environment

4. Micro Environment Microenvironment – The actors close to the company that affect its ability to serve its customers For example–the company, suppliers, marketing intermediaries, customers markets, competitors, and publics.

5. Macro Environment The actors outside the company that affect the microenvironment – ◦ Demographic, ◦ Economic, ◦ Natural, ◦ Technological, ◦ Political, and ◦ Cultural forces.

6. Actors in Microenvironment

7. The Company Top Management Research and Development Finance Purchasing Operations Accounting

8. Supplier Suppliers: They supply goods and services to thecompany.

9. Marketing Intermediaries ( وسطاء التسويق ) Resellers – wholesalers & retailers ( تجار التجزئة ): Find and sell to customers Physical Distribution Firms ( شركات التوزيع المادي ): Stock and move goods Marketing services agencies ( وكالات خدمات التسويق ): Research, advertising, media ( وسائل الإعلام ), and consulting ( استشارات ) services Financial intermediaries – banks, insurance companies etc.:

10. Competitors The value WE offer customers The value our COMPETITOR offers customers

11. Publics Publics are any group that has an actual or potential interest ( الفائدة المحتملة ) in or impact on an organization’s ability ( القدرة ) to achieve its objective. Example: Publics include financial, media, government, citizen-action, and local publics.

12. Customers Consumer Business, and Government

13. The Company’s Macro- environment

14. Demographic Environment Demography is the study of human populations in terms of size, density, location, age, gender, race, occupation, and other statistics

15. Economic Environment The economic environment consists of factors that affect consumer purchasing power and spending patterns

16. Natural Environment ( البيئة الطبيعية ) A Need for Environmental Sustainability ) الاستدامة ( Increase government intervention Increased pollution ( التلوث ) Shortages of raw materials

17. Technological Environment The technological environment includes forces ( القوات ) that create new technologies creating new product and market opportunities.

18. Political and Social Environment Increased legislation ( زيادة التشريعات ) Social responsibility ( المسؤولية الاجتماعية ) and cause-related marketing ( تسبب التسويق ذات صلة )

19. Cultural Environment ( البيئة الثقافية ) The Cultural Environment is made up of institutions and other forces that affect ( تؤثر ) a society’s basic values, perceptions, preferences, and behaviors.

20. Thank You!