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PartOneUnderstandingmarketingandthemarketingprocess
LectureThreeThemarketingEnvironment
AtaglanceDescribetheenvironmentalforcesthataffecttheeconomy’sabilitytoserveitscustomersExplainhowchangesinthedemographicandeconomicenvironmentsaffectmarketingdecisionsIdentifythemajortrendsinthefirm’snaturalandtechnologicalenvironmentsExplainthekeychangesinthepoliticalandculturalenvironmentsDiscusshowcompaniescanreacttothemarketingenvironments
TheCompany’sMicro-environmentDirect(Micro-)Environments:internalstructuresupplierscompetitorsmarketingintermediariescustomersandgeneralpublics
TheMicroenvironmentSuppliersCustomerMarketsPublicsCompanyCompetitorsIntermediariesKeyForcesintheMicroenvironment
SuppliersIntermediariesFirmpublicsCompetitorsCustomersTheCompany’smicro-environment
InternalEnvironmentTopManagementManufacturingFinanceR&DAccountingPurchasingMarketing
CustomerMarketsCompanyConsumerMarketsInternationalMarketsGovernmentMarketsBusinessMarketsResellerMarkets
TypesofPublicsGovernmentInternalFinancialMediaCitizenActionLocalGeneral
TheCompany’sMacro-environmentIndirect(Macro-)Environments:DemographicenvironmentEconomicenvironmentNaturalenvironmentTechnologicalenvironmentPoliticalenvironmentCulturalenvironment
TheMacro-environmentDemographicTechnologicalCulturalEconomicPoliticalNaturalKeyForcesintheMacroenvironment
DemographicenvironmentChangingagestructureofthepopulationThechangingfamilyGeographicshiftsinpopulationbetter-educatedandmorewhite-collarpopulationIncreasingethicdiversity
DemographicEnvironmentGeographicShiftsEducationGrowingEthnicDiversityChangingFamilyStructureAgeStructuresKeyDemographicTrends
EconomicenvironmentChangesinincomeincomedistributionupper-classmiddle-classunder-classChangingconsumerspendingpatternsEngel’slaws
EconomicEnvironmentChangesinConsumerSpendingPatternsEconomicDevelopmentChangesinIncomeKeyEconomicConcernsforMarketers
NaturalenvironmentShortagesofrawmaterialsIncreasedcostofenergyIncreasedpollutionGovernmentinterventioninnaturalresourcemanagement
NaturalEnvironmentKeyAreasofConcernintheNaturalEnvironmentShortageofRawMaterialsIncreasedPollutionGovernmentInterventionEnergyCosts
TechnologicalenvironmentFastpaceoftechnologicalchangeHighR&DbudgetConcentrationonminorimprovementsIncreasedregulation
TechnologicalEnvironmentFastPaceofChangeHighR&DBudgetsFocusonMinorImprovementsIncreasedRegulationIssuesintheTechnologicalEnvironment
PoliticalenvironmentLegislationregulatingbusinessprotectorganizationproductconsumersprotecttheinterestsofsocietyChanginggovernmentagencyenforcementIncreasedemphasisonethicsandsociallyresponsibleactions
PoliticalEnvironmentGreaterConcernforEthicsLegislationEnforcementKeyTrendsinthePoliticalEnvironment
CulturalenvironmentPersistenceofculturalvaluesCoreculturalSecondaryculturalSubculturesShiftsinsecondaryculturalvaluespeople’sviewofthemselves,others,organizations,society,nature,universe.
CulturalEnvironmentOfOrganizationsOfNatureOfOneselfOfSocietyOftheUniverseOfOthersViewsThatShowValues
Macro-environmentMicro-environmentFirm’sinternalenvironmentThemarketingenvironments
NextweekMarketingresearchandinformationsystemsAssignment:Reviewingthelecture3Textbook(chapter3)/P85-117OrgnizingthediscussionofthecompanycasePage122-124gettinginformationandwritingtheoutletonthemarketingresearchandinformationsystemTextbook(chapter4andappendix1)
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