The document discusses the dynamic marketing environment and the external forces that affect firms at both the macro and micro levels. At the macro level, key influences include demographics, megatrends, the economy, industrial structures, competition, social/cultural changes, and political/legal factors. Some examples given are the aging population, concern for the environment, deregulation laws, and technology impacts. The micro level refers to forces that affect individual firms like competitors, customers, and channels.
11. Competition Rivals for Customers’ Limited Buying Power Substitute Products Every Company Brand Competition Differential Advantage
12. Social and Cultural Forces People Make Markets Beliefs Socio-cultural Patterns Changing Quickly Values Lifestyles
13. Social and Cultural Changes Concern for Natural Environment Quality not Quantity Changing Gender Roles Two Incomes and Balance Physical Fitness and Health Exercise and Diet Premium on Time Convenience
15. Political and Legal Forces Monetary and Fiscal Policies Governmental Relationship with Industries Social Legislation and Regulation Legislation Related to Marketing
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18. Natural Environment Shortage of raw materials Increased energy costs Anti-pollution pressures Governmental protections
19. Technology Affects How Marketing is Carried Out Altering Existing Industries Impacts lifestyles, consumption patterns, economic well-being Starting New Industries Stimulates Markets and Other Industries