本科营销学课件armstrong03_basic

• Demographic • Economic • Natural • Technological • Political • Cultural
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The Company’s Macroenvironment
• Demographic:
The study of human populations in terms of size, density, location, age, gender, race, occupation, and other statistics. Marketers track changing age and family structures, geographic population shifts, educational characteristics, and population diversity.
Considered to be beyond the control of the organization.
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The Company’s Microenvironment
• Company’s Internal Environment: Areas inside a company. Affects the marketing department’s planning strategies. All departments must “think consumer” and work together to provide superior customer value and satisfaction.
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The Company’s Microenvironment
• Suppliers:
Provide resources needed to produce goods and services. Important link in the “value delivery system.” Most marketers treat suppliers like partners.
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Better Educated Population
• 1980:
69% of people over age 25 completed high school 17% had completed college
• 2002:
84% of people over age 25 completed high school 27% had completed college
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Marketing Environment
• Consists of actors and forces outside the organization that affect management’s ability to build and maintain relationships with target customers. • Environment offers both opportunities and threats. • Marketing intelligence and research used to collect information about the environment.
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Marketing Environment
• Includes:
Microenvironment: actors close to the company that affect its ability to serve its customers. Macroenvironment: larger societal forces that affect the microenvironment.
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Technological Environment
• Changes rapidly. • Creates new markets and opportunities. • Challenge is to make practical, affordable products. • Safety regulations result in higher research costs & longer time between conceptualization and introduction of product.
1980’s – consumption frenzy 1990’s – “squeezed consumer” 2000’s – value marketing
• Income Distribution
Upper class Middle class Working class Underclass
• Increased marketing to:
Gay and lesbian consumers People with disabilities
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Economic Environment
Consists of factors that affect consumer purchasing power and spending patterns. • Changes in Income
• • • • Financial Media Government Citizen-action Citizen• Local • General • Internal
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The Macroenvironment
• The company and all of the other actors operate in a larger macroenvironment of forces that shape opportunities and pose threats to the company. • Forces Include:
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Political Environment
• Includes Laws, Government Agencies, and Pressure Groups that Influence or Limit Various Organizations and Individuals In a Given Society. • Areas of concern:
The Marketing Environment
Chapter 3
Road Map: Previewing the Concepts
• Describe the environmental forces that affect the company’s ability to serve its customers. • Explain how changes in the demographic and economic environments affect marketing decisions. • Identify the major trends in the firm’s natural and technological environments. • Explain the key changes in the political and cultural environments. • Discuss how companies can react to the marketing environment.
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More White-Collar Population
• 1950 – 1985:
Proportion of white-collar workers increased whitefrom 41% to 54% Proportion of blue-collar workers declined from blue47% to 33% Proportion of service workers increased from 12% to 14%
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Changing American Family
• Household makeup:
Married couples with children = 34%, and falling Married couples and people living with other relatives = 22% Single parents = 12% Single persons and adult “live-togethers” “live= 32%
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The Company’s Microenvironment
• Competitors:
Those who serve a target market with products and services that are viewed by consumers as being reasonable substitutes Company must gain strategic advantage against these organizations
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The Company’s Microenvironment
• Customers:
Five types of markets that purchase a company’s goods and services
• Markets Include:
Consumer Business Reseller Government International
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Natural Environment
• Factors Impacting the Natural Environment:
Shortages of raw materials Increased pollution Increased government intervention Environmentally sustainable strategies