1. CHAPTER 3-THE MARKETING ENVIRONMENT
MKT 202
CHAPTER 3-THE MARKETING ENVIRONMENT

2. Marketing Environment
The environment inside which the firm has to make marketing plans and decisions. The two broad categories are
Microenvironment
Macroenvironment

3. Microenvironment The Company itself Management structure-flat vs. tall
Management Policies-Fair vs. Unfair
Corporate philosophy-Open vs. Rigid

4. Microenvironment Suppliers Quality of Raw Materials
Timely delivery of raw materials
Good source of market information
Access to priority

5. Microenvironment Market Intermediaries Resellers
Banks/Financial Institutions
Market Research Firms
Ad agencies
Physical distributors

6. Microenvironment Competitors Direct Indirect Substitute product
Complementary product

7. Microenvironment Customers Individual Corporate/Organizational
Government
International

8. Microenvironment (Publics)
Financial Public
Local Public
Citizen Action Public
Government Public
Media Public
General Public
Internal Public

9. Macroenvironment Demographics (Population Factors)
Increased population
Increased middle class
Changing family systems
Joint to nuclear families
Large to small families
Working women
Increasing diversity

10. Macroenvironment Economic Environment Engel’s Law Industrial
Developing
Subsistence
Engel’s Law

11. Macroenvironment Natural Environment Shortage of raw materials
Increased pollution
Increased government intervention
Greater focus on Sustainability

12. Macroenvironment
Technological Factors: Summary of the Digital Age in Chapter 1
Cultural Factors:
Primary (Core) Beliefs-they will never change
Secondary Beliefs-they may change, so marketers try to influence them.