1 / 10

The marketing environment Chapter 3

The marketing environment Chapter 3. The Marketing Setting. Marketing environment. Comprised of actors and forces affecting marketing management’s ability to develop and maintain successful relationships with its target customers. Marketing micro-environment. The micro-environment

eman
Download Presentation

The marketing environment Chapter 3

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. The marketing environmentChapter 3 The Marketing Setting

  2. Marketing environment • Comprised of actors and forces affecting marketing management’s ability to develop and maintain successful relationships with its target customers.

  3. Marketing micro-environment • The micro-environment • incorporates the forces close to the company that affect its ability to serve its customers- • the company, market channel firms, customer markets, competitors and publics, overall value delivery system.

  4. Marketing macro-environment • The macro-environment • includes the larger societal forces • demographic, economic, natural, technological, political and cultural forces.

  5. Demographics • The EU combined with the European Free Trade Area EFTA has a population of 379 million, with another 120 million from Eastern Europe and a further 280 million from the former USSR. • Today’s population of approx 6.3 billion is expected to increase to 8.9 billion by 2050. • Ageing population and increased life expectancy in first world countries. • Low birth rate in first world countries. • Changing family patterns, increased amount of working women and single women. • Rising number of educated people • Increasing diversity • Changing consumer spending patterns

  6. Economic • An increase in the value of the trading currencies increases the prices of products in overseas markets. • Income distribution and changes in purchasing power • Tax rates • Interest levels • GDP levels

  7. Environmental analysis • Shortages of raw materials such as oil and coal • Increased cost of energy • Increased pollution • Government intervention in natural resource management

  8. Technological environment • Fast pace of technological change • High research and development costs and equally high budgets to ensure advancement. • Increased regulation • The emergence of the Internet made it possible for consumers to compare prices of products more easily than was previously possible.

  9. Political and legal environment • New legislation requiring the company product to be modified for safety reasons. • Protecting companies • Protecting consumers • Protecting the interests of society • Growth of public interest groups • Increased emphasis on ethics and socially responsible actions

  10. Cultural and social • Institutions and other forces that affect society’s • Basic values • Perceptions • Preferences • Behaviours • Persistence of cultural values. • Shifts in secondary cultural values

More Related