Chapter 3 Analyzing the Marketing Environment

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Chapter Three
Analyzing the Marketing Environment

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Analyzing the Marketing
Environment
Topic Outline

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The Company’s Microenvironment
The Company’s Macroenvironemnt
The Demographic Marketing Environment
The Economic Environment
The Natural Environment
The Technological Environment
The Political and Social Environment
The Cultural Environment
Responding to the Marketing Environment

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Publishing as Prentice Hall

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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

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Publishing as Prentice Hall

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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 © 2012Pearson Education, Inc.
Publishing as Prentice Hall

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The Company’s
Microenvironment
Actors in the Microenvironment

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Publishing as Prentice Hall

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The Company’s
Microenvironment
The Company

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Top management
Finance
R&D
Purchasing
Operations
Accounting

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Publishing as Prentice Hall

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The Company’s
Microenvironment
Suppliers

• Provide the resources to produce goods and services
• Treat as partners to provide customer value

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Publishing as Prentice Hall

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The Company’s
Microenvironment
Marketing Intermediaries

Help the company to promote, sell and distribute its products to final buyers Copyright © 2012Pearson Education, Inc.
Publishing as Prentice Hall

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The Company’s
Microenvironment
Types of Marketing