3-1

3-1

PRINCIPLES OF MARKETING

Chapter
Chapter
33
The Global Marketing
Environment
 3-2
Marketing
Marketing Environment
Environment
3-2

• All the actors and forces influencing the

company’s ability to transact business
effectively with it’s target market.

• Includes:
–Microenvironment - forces close to the company
that affect its ability to serve its customers.
–Macroenvironment - larger societal forces that
affect the whole microenvironment.
The
The Marketing
Marketing
3-3
3-3

Environment
Environment
Demographic

Company
Cultural Economic

Publics Suppliers
Company
Customers
Competitors
Political Natural
Intermediaries

Technological
The
The Microenvironment
Microenvironment
3-4
3-4

Company
Company

Publics
Publics Forces
Forces Affecting
Affecting aa Suppliers
Suppliers
Company’s
Company’s Ability
Ability to
to
Serve
Serve
Customers
Customers
Competitors
Competitors Intermediaries
Intermediaries
Customers
Customers
The
The Company’s
3-5
Company’s
3-5

Microenvironment
Microenvironment
• Company’s Internal Environment-
Environment functional
areas such as top management, finance, and
manufacturing, etc.

• Suppliers - provide the resources needed to

produce goods and services.

• Marketing Intermediaries - help the company to

promote, sell, and distribute its goods to final
buyers.
The
The Company’s
3-6
Company’s
3-6

Microenvironment
Microenvironment
• Customers - five types of markets that
purchase a company’s goods and services.

• Competitors - those who serve a target

market with similar products and services.

• Publics - any group that perceives itself

having an interest in a company’s ability to
achieve its objectives.
Customer
Customer
3-7
3-7

Markets
Markets
International Consumer
Markets Markets

Company
Company
Government Business
Markets Markets

Reseller
Markets
The
The
3-8
3-8

Macroenvironment
Macroenvironment
Demographic
Demographic

Cultural
Cultural Forces
Forces that
that Shape
Shape Economic
Economic
Opportunities
Opportunities
and
and Pose
Pose Threats
Threats
to
to aa Company
Company
Political
Political Natural
Natural
Technological
Technological
The
The Company’s
Company’s
3-9
3-9

Macroenvironment
Macroenvironment
• Demographic - monitors population in
terms of age, sex, race, occupation,
location and other statistics.

• Economic - factors that affect consumer

buying power and patterns.

• Natural
Natura - natural resources needed as
inputs by marketers or that are affected
by marketing activities.
Key
Key U.S.
U.S. Demographic
Demographic Trends
Trends
3-10
3-10

Changing
ChangingAge
AgeStructure
Structure
Population
Populationis
isgetting
gettingolder
older

Changing
ChangingFamily
FamilyStructure
Structure
Marrying
Marryinglater,
later,fewer
fewerchildren,
children,
working
workingwomen,
women,and
andnonfamily
nonfamilyhouseholds
households

Geographic
GeographicShifts
Shifts
Moving
Movingto
tothe
theSunbelt
Sunbeltand
andsuburbs
suburbs(MSA’s)
(MSA’s)

Increased
IncreasedEducation
Education
Increased
Increasedcollege
collegeattendance
attendance
and
andwhite-collar
white-collarworkers
workers

Growing
GrowingEthnic
Ethnicand
andRacial
Racial Diversity
Diversity
73%
73%Caucasian,
Caucasian,12%
12%African-American,
African-American,
10%
10%Hispanic
Hispanic&&3.4%
3.4%Asian
Asian
Economic
Economic Environment
Environment
3-11
3-11

Economic
Economic Changes
Changes
Development
Development Key
Key in
in Income
Income
Economic
Economic
Concerns
Concerns for
for
Marketers
Marketers

Changes
Changes
in
in Consumer
Consumer
Spending
Spending
Patterns
Patterns
 Natural
Natural Environment
Environment
3-12
3-12

More
More Government
Government
Intervention
Intervention

Factors
Affecting
Higher
Higher Pollution
Pollution the Shortages
Shortages of
of
Levels
Levels Natural Raw
Raw Material
Material
Environment

Increased
Increased Costs
Costs
of
of Energy
Energy
The
The Company’s
Company’s
3-13
3-13

Macroenvironmen
Macroenvironmen
tt
• Technological - forces that create new
product and market opportunities.

• Political - laws, agencies and groups that

influence or limit marketing actions.

• Cultural - forces that affect a society’s

basic values, perceptions, preferences,
and behaviors.
Technological
Technological Environment
Environment
3-14
3-14

Rapid
Rapid Pace
Pace of
of High
High R
R&&DD
Change
Change Budgets
Budgets

Issues
Issues in
in the
the Technological
Technological
Environment
Environment

Focus
Focus on
on Minor
Minor Increased
Increased
Improvements
Improvements Regulation
Regulation
Political
Political Environment
Environment
3-15
3-15

Increased
Increased Changing
Changing
Legislation
Legislation Enforcement
Enforcement
Key
Key
Trends
Trends inin the
the
Political
Political
Environment
Environment

Greater
Greater
Concern
Concern for
for
Ethics
Ethics
Cultural
Cultural
3-16
3-16

Environment
Environment
Of
Oneself
Of Of
the Universe Others
Views
Views
That
That Express
Express
Of Values
Values Of
Nature Organizations
Of
Society
Responding
Responding to
to the
the
3-17
3-17

Marketing
Marketing
Environment
Environment
• Environmental Management Perspective
–Taking a proactive approach to
managing the microenvironment and
the macroenvironment to affect
changes that are favorable for the
company. How? Hire lobbyists , run
“advertorials”, file law suits and
complaints, and form agreements.