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Chapter | 2
Marketing Environment
Lecture 4 – February 23, 2012
Rajeev Shrestha




                                MARKETING
                                ENVIRONMENT
OVERVIEW


•The Company’s Microenvironment
•The Company’s Macroenvironment
•Responding to the Marketing Environment




                         Marketing comes in a wide variety
                         of flavors based on audience, media
                         platform and business in today’s
                         evolving and dynamic marketplace.
The Company’s Macroenvironment

Economic Environment
•Economic environment consists of factors that affect
consumer purchasing power and spending patterns
•Industrial economies are richer markets
•Subsistence economies consume most of their own
agriculture and industrial output
The Company’s Macroenvironment

 Economic Environment

• Changes in income
• Value marketing involves ways to offer financially cautious
  buyers greater value—the right combination of quality and
  service at a fair price
The Company’s Macroenvironment

 Economic Environment
 Changes in Consumer Spending Patterns

• Ernst Engel—Engel’s Law
• As income rises:
   – The percentage spent on food declines
   – The percentage spent on housing remains constant
   – The percentage spent on savings increases
The Company’s Macroenvironment

Natural Environment
Natural environment involves the natural resources that are
  needed as inputs by marketers or that are affected by
  marketing activities
• Trends
   – Shortages of raw materials
   – Increased pollution
   – Increase government intervention
   – Environmentally sustainable strategies
The Company’s Macroenvironment


Technological Environment

• Most dramatic force in changing the marketplace
• Creates new products and opportunities
• Safety of new product always a concern
The Company’s Macroenvironment

Political Environment
Political environment consists of laws, government agencies,
and pressure groups that influence or limit various
organizations and individuals in a given society
The Company’s Macroenvironment

  Political Environment
• Legislation regulating business
   – Increased legislation
   – Changing government agency enforcement
• Increased emphasis on ethics
   – Socially responsible behavior
   – Cause-related marketing
The Company’s Macroenvironment

Cultural Environment

Cultural environment consists of institutions and other forces
that affect a society’s basic values, perceptions, and
behaviors
The Company’s Macroenvironment

Cultural Environment
Persistence of Cultural Values
Core beliefs and values are persistent and are passed on
from parents to children and are reinforced by schools,
churches, businesses, and government


Secondary beliefs and values are more open to change and
include people’s views of themselves, others, organizations,
society, nature, and the universe
The Company’s Macroenvironment
Cultural Environment
Shifts in Secondary Cultural Values

• People’s view of themselves
   – Yankelovich Monitor’s consumer segments:
      • Do-It-Yourselfers—recent movers
      • Adventurers
• People’s view of others
   – More ―cocooning‖
The Company’s Macroenvironment

Cultural Environment
Shifts in Secondary Cultural Values

• People’s view of organizations
• People’s view of society
   – Patriots defend it
   – Reformers want to change it
   – Malcontents want to leave it
The Company’s Macroenvironment

    Cultural Environment
    Shifts in Secondary Cultural Values

•     People’s view of nature
      – Some feel ruled by it
      – Some feel in harmony with it
      – Some seek to master it
•     People’s view of the universe
      – Renewed interest in spirituality
Responding to the Marketing
  Environment
                  Views on Responding

Uncontrollable        Proactive            Reactive

• React and        • Aggressive         • Watching and
  adapt to           actions to           reacting to
  forces in the      affect forces        forces in the
  environment        in the               environment
                     environment

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04. marketing environments

  • 1. Chapter | 2 Marketing Environment Lecture 4 – February 23, 2012 Rajeev Shrestha MARKETING ENVIRONMENT
  • 2. OVERVIEW •The Company’s Microenvironment •The Company’s Macroenvironment •Responding to the Marketing Environment Marketing comes in a wide variety of flavors based on audience, media platform and business in today’s evolving and dynamic marketplace.
  • 3. The Company’s Macroenvironment Economic Environment •Economic environment consists of factors that affect consumer purchasing power and spending patterns •Industrial economies are richer markets •Subsistence economies consume most of their own agriculture and industrial output
  • 4. The Company’s Macroenvironment Economic Environment • Changes in income • Value marketing involves ways to offer financially cautious buyers greater value—the right combination of quality and service at a fair price
  • 5. The Company’s Macroenvironment Economic Environment Changes in Consumer Spending Patterns • Ernst Engel—Engel’s Law • As income rises: – The percentage spent on food declines – The percentage spent on housing remains constant – The percentage spent on savings increases
  • 6. The Company’s Macroenvironment Natural Environment Natural environment involves the natural resources that are needed as inputs by marketers or that are affected by marketing activities • Trends – Shortages of raw materials – Increased pollution – Increase government intervention – Environmentally sustainable strategies
  • 7. The Company’s Macroenvironment Technological Environment • Most dramatic force in changing the marketplace • Creates new products and opportunities • Safety of new product always a concern
  • 8. The Company’s Macroenvironment Political Environment Political environment consists of laws, government agencies, and pressure groups that influence or limit various organizations and individuals in a given society
  • 9. The Company’s Macroenvironment Political Environment • Legislation regulating business – Increased legislation – Changing government agency enforcement • Increased emphasis on ethics – Socially responsible behavior – Cause-related marketing
  • 10. The Company’s Macroenvironment Cultural Environment Cultural environment consists of institutions and other forces that affect a society’s basic values, perceptions, and behaviors
  • 11. The Company’s Macroenvironment Cultural Environment Persistence of Cultural Values Core beliefs and values are persistent and are passed on from parents to children and are reinforced by schools, churches, businesses, and government Secondary beliefs and values are more open to change and include people’s views of themselves, others, organizations, society, nature, and the universe
  • 12. The Company’s Macroenvironment Cultural Environment Shifts in Secondary Cultural Values • People’s view of themselves – Yankelovich Monitor’s consumer segments: • Do-It-Yourselfers—recent movers • Adventurers • People’s view of others – More ―cocooning‖
  • 13. The Company’s Macroenvironment Cultural Environment Shifts in Secondary Cultural Values • People’s view of organizations • People’s view of society – Patriots defend it – Reformers want to change it – Malcontents want to leave it
  • 14. The Company’s Macroenvironment Cultural Environment Shifts in Secondary Cultural Values • People’s view of nature – Some feel ruled by it – Some feel in harmony with it – Some seek to master it • People’s view of the universe – Renewed interest in spirituality
  • 15. Responding to the Marketing Environment Views on Responding Uncontrollable Proactive Reactive • React and • Aggressive • Watching and adapt to actions to reacting to forces in the affect forces forces in the environment in the environment environment

Hinweis der Redaktion

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