Principles of Marketing

Principles of Marketing
3 Principles of Marketing The Marketing Environment

The Marketing Environment
The marketing environment includes the actors and forces outside marketing that affect marketing management’s ability to build and maintain successful relationships with customers 3-4

The Marketing Environment
Microenvironment consists of the actors close to the company that affect its ability to serve its customers, the company, suppliers, marketing intermediaries, customer markets, competitors, and publics 3-5

The Company’s Microenvironment
Marketing Environment Macroenvironment consists of the larger societal forces that affect the microenvironment Demographic Economic Natural Technological Political Cultural 3-6

Suppliers Marketing intermediaries Customers Competitors Publics 3-7

Internal environment includes: Top management Finance R&D Purchasing Operations Accounting 3-8

Suppliers Provide the resources to produce goods and services Treated as partners to provide customer value 3-9

Marketing Intermediaries Help the company to promote, sell, and distribute its products to final buyers Include: Resellers Physical distribution firms Marketing services agencies Financial intermediaries 3-10

Marketing Intermediaries Resellers are the distribution channel firms that help the company find customers or make sales to them Include: Wholesalers Retailers 3-11

Marketing Intermediaries Physical distribution firms are the distribution channel firms that help the company to stock and move goods from their points of origin to their final destination 3-12

Marketing Intermediaries Marketing service 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 3-13

Marketing Intermediaries 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 3-14

Customers Customer markets consist of individuals and households that buy goods and services for personal consumption Business markets buy goods and services for further processing or for use in their production process 3-15

Customers Reseller markets buy goods and services to resell at a profit Government markets buy goods and services to produce public services or transfer goods and services to others who need them International markets consist of buyers in other countries including consumers, producers, resellers, and governments 3-16

Competitors Firms must gain strategic advantage by positioning their offerings against competitors’ offerings 3-17

Publics Financial publics influence the company’s ability to obtain funds—banks, investment houses, and stockholders Media publics carry news, features, and editorial opinion—newspapers, magazines, and radio and television stations Government publics influence product safety and truth in advertising 3-19

Publics Citizen-action publics include consumer organizations, environment groups, and minority groups Local publics include neighborhood residents and community organizations General publics influence the company’s public image Internal publics include workers, managers, volunteers, and directors 3-20

The Company’s Macroenvironment
Demographic Environment Demography is the study of human populations in terms of size, density, location, age, gender, race, occupation, and other statistics Demographic environment is important because it involves people, and people make up markets Demographic trends include age, family structure, geographic population shifts, educational characteristics, and population diversity 3-22

Demographic Environment Changing Age Structure of the Population Generational marketing is important in segmenting people by lifestyle of life state instead of age 3-23

Demographic Environment Changing Age Structure of the Population Baby boomers include people born between 1946 and 1964 Most affluent Americans 3-24

Demographic Environment Changing Age Structure of the Population Generation X includes people born between 1965 and 1976 High divorce rates Concerned about the environment Respond to socially responsible companies Less materialistic Quality of life Consumer organizations, environment groups, and minority groups 3-25

Demographic Environment Changing Age Structure of the Population Generation Y includes people born between 1977 and 2000 Internet generation 3-26

Demographic Environment The Changing American Family More people are: Divorcing or separating Choosing not to marry Choosing to marrying later Marrying without intending to have children Higher divorce rates Increased number of working women Stay-at-home dads 3-27

Demographic Environment Geographic Shifts in Population Trends include: Migratory movements between and within countries Moving from rural to metropolitan areas Changes in where people work Telecommuting Home office Divorcing or separating 3-28

Demographic Environment Increasing Diversity Markets are becoming more diverse International National Trends Include: Ethnicity Gay and lesbian Disabled 3-30

Economic Environment Changes in Income Income distribution Upper-class consumers Middle-class consumers Working-class consumers Underclass consumers 3-33

Natural Environment Natural environment involves the natural resources that are needed as inputs by marketers or that are affected by marketing activities Trends Shortages of raw materials Increased pollution Increased government intervention Environmentally sustainable strategies Green marketing 3-35

Political Environment Political environment consists of laws, government agencies, and pressure groups that influence or limit various organizations and individuals in a given society 3-38

Political Environment Legislation regulating business Public policy to guide commerce—sets of laws and regulations that limit business for the good of society at large Increasing legislation Protect companies Protect consumers Protect the interests of society 3-39

Political Environment Increased Emphasis on Ethics and Socially Responsible Actions Socially responsible behavior occurs when firms actively seek out ways to protect the long-term interests of their consumers and the environment Cause-related marketing 3-41

Cultural Environment Cultural environment consists of institutions and other forces that affect a society’s basic values, perceptions, and behaviors 3-42

Cultural Environment Persistence of Cultural Values Core beliefs and values have a high degree of persistence, are passed on from parents to children, and are reinforced by schools, churches, businesses, and government Secondary beliefs and values are more open to change 3-43

Cultural Environment Shifts in Secondary Cultural Values Major cultural values of a society are expressed in people’s view of: Themselves Others Organization Society Nature and the universe 3-44

Cultural Environment Shifts in Secondary Cultural Values People’s view of themselves Yankelovich Monitor’s consumer segments: Do-It-Yourselfers—recent movers Adventurers People’s view of others 3-45

Cultural Environment Shifts in Secondary Cultural Values People’s view of organizations People’s view of society Patriots defend it Reformers want to change it Malcontents want to leave it 3-46

Cultural Environment Shifts in Secondary Cultural Values People’s view of nature Some feel ruled by it Some feel in harmony with it Some seek to master it People’s view of the universe Renewed interest in spirituality 3-47

Principles of Marketing

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