Analyzing the Marketing Environment
Chapter Three
Analyzing the Marketing Environment
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall
Chapter 3- slide 1
Analyzing the Marketing Environment
Topic Outline
• The Company’s Microenvironment • The Company’s Macroenvironemnt • Responding to the Marketing Environment
Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall
Chapter 3- slide 2
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 target customers
Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall
Chapter 3- slide 3
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
Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall
Chapter 3- slide 4
The Company’s Microenvironment
The Company
• • • • • •
Top management Finance R&D Purchasing Operations Accounting
Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall
Chapter 3- slide 5
The Company’s Microenvironment
Suppliers
• Provide the resources to produce goods and services • Treated as partners to provide customer value
Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall
Chapter 3- slide 6
The Company’s Microenvironment
Marketing Intermediaries
• Help the company to promote, sell and distribute its products to final buyers
Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall
Chapter 3- slide 7
The Company’s Microenvironment
Types of Marketing Intermediaries
Resellers
Physical distribution firms Financial intermediaries
Chapter 3- slide 8
Marketing services agencies
Copyright © 2010 Pearson Education, Inc. Publishing as
Analyzing the Marketing Environment
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall
Chapter 3- slide 1
Analyzing the Marketing Environment
Topic Outline
• The Company’s Microenvironment • The Company’s Macroenvironemnt • Responding to the Marketing Environment
Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall
Chapter 3- slide 2
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 target customers
Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall
Chapter 3- slide 3
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
Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall
Chapter 3- slide 4
The Company’s Microenvironment
The Company
• • • • • •
Top management Finance R&D Purchasing Operations Accounting
Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall
Chapter 3- slide 5
The Company’s Microenvironment
Suppliers
• Provide the resources to produce goods and services • Treated as partners to provide customer value
Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall
Chapter 3- slide 6
The Company’s Microenvironment
Marketing Intermediaries
• Help the company to promote, sell and distribute its products to final buyers
Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall
Chapter 3- slide 7
The Company’s Microenvironment
Types of Marketing Intermediaries
Resellers
Physical distribution firms Financial intermediaries
Chapter 3- slide 8
Marketing services agencies
Copyright © 2010 Pearson Education, Inc. Publishing as