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Principles of Marketing Philippine Marketing Environment
1. Presented by: Dr. John V. Padua
College of Business Administration
Lyceum of the Philippines University, Manila
The Philippine Marketing
Environment
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2. At the end of the chapter, you should be able to:
Learn and understand about the Philippine Market
and define the Market;
Know and understand the Filipino Consumer and
its The Filipino Personality Traits;
Describe the environmental forces that affect the
company’s ability to serve its customers.
CHAPTER OBJECTIVES
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3. The Philippine market is an attractive and
dynamic one
geographic,
communications,
transportation,
education business,
tourism,
banking,
marketing,
exports,
manufacturing,
infrastructure, agriculture,
and
in the tastes and lifestyles of
Filipino consumer.
It is fast growing and changing in all areas:
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4. The Philippine market is an
attractive and dynamic one
In order to correctly identify
opportunities and monitor threats, the
company must begin with a thorough
understanding of the marketing
environment in which the firm operates.
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5. Marketing Environment
Consists of actors and forces outside the organization that
affect management’s ability to build and maintain
relationships with target customers.
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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6. Marketing Environment
Actors in the microenvironment include:
The Company Itself
Suppliers
Marketing intermediaries
Customers
Competitors
Publics
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7. 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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9. Microenvironment
Marketing intermediaries:
Help the company to promote, sell, and
distribute its goods to final buyers
Resellers
Physical distribution firms
Marketing services agencies
Financial intermediaries
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10. Customers:
Five types of markets that purchase a
company’s goods and services.
Consumer
Business
Reseller
Government
International
Microenvironment
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11. 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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12. Publics:
Any group that has an interest in or impact on an
organization's ability to achieve its objectives.
Financial public
Media public
Government public
Citizen-action public
Local public
General public
Internal public
Microenvironment
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13. 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.
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14. Macroenvironment
Forces in the macroevironment can be
categorized as:
Demographic
Economic
Natural
Technological
Political
Cultural
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15. Demographic Environment
Demographics:
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.
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16. Demographic Environment
The changing age structure of the U.S.
population is the single most important
demographic trend.
Baby boomers, Generation X, Generation
Y, and Generation Z are the key groups.
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18. Employed persons fall into any of these categories:
wage and salary workers, own account workers and
unpaid family workers.
Wage and salary workers are those who work for
private households, private establishments,
government or government corporations and those
who work with pay in own-family operated farm or
business.
Employed persons are classified as either full-time
workers or part-time workers
Those working for the government or government
corporations accounted for 8.0 percent of the total
employed and 4.7 percent were workers in private
households.
Economic Environment
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19. Natural Environment
Involves natural resources that are needed as inputs
by marketers or that are affected by marketing
activities.
Factors include:
Shortages of raw materials.
Increased pollution.
Increased government intervention.
Environmentally sustainable strategies.
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20. Technological Environment
Changes rapidly
Creates new markets and
opportunities
Challenge to make
practical, affordable
products
Safety regulations result
in higher research costs
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22. Cultural Environment
The institutions and other forces that affect a
society’s basic values, perceptions,
preference, and behaviors.
Core beliefs and values are passed on from
parents to children and are reinforced by schools,
churches, business, and government.
Secondary beliefs and values are more open to
change.
Marketers may be able to change secondary beliefs, but
NOT core beliefs.
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23. Cultural Environment
Society’s major cultural views are expressed
in people’s views of:
Themselves
Others
Organizations
Society
Nature
The universe
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24. Cultural Environment
The Filipino Personality Traits
The Filipino has a unique personality trait that
distinguishes him from other people.
Knowing the Filipino personality traits will help
marketers prepare and fit their marketing program to
its Filipino target market
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25. Cultural Environment
Hiya. Involves the ego, “it is a kind of anxiety, a fear of being left
exposed, unprotected and unaccepted” (Bulatao: Marketing
Horizon, 1965).
It is hiya that makes the Filipino not to approach the store sales
clerk; not to enter a store or restaurant without any customer
inside; or not to verbally order over-the-counter some
pharmaceutical products.
Amor propio. It is self-esteem, when he cannot afford the
merchandise. For the Filipino is an insult to his amor propio.
Because of this, he feels embarrassed (napahiya) and slighted.
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26. Cultural Environment
Utang na loob. The debt of gratitude or debt of honor. A Filipino
returns his gratitude to anyone who has given him the financial
or moral support.
Pakikisama. The cooperation or camaraderie among peers or
colleagues.
Bahala na. For a Filipino, he “allows destiny to take its course”
or “leave its fate to God” in situations installment buying or
purchasing a new brand.
Filipino “Yes”. Jocano listed seven occasions in the Filipino
Social Structure and Value System when a Filipino says “yes”
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Hinweis der Redaktion
Microenvironment includes: the company itself, supplies, marketing channel firms, customer markets, competitors, and publics.
Macroenvironment includes: demographic, economic, natural, technological, political, and cultural forces.
Microenvironment includes: the company itself, supplies, marketing channel firms, customer markets, competitors, and publics.
Macroenvironment includes: demographic, economic, natural, technological, political, and cultural forces.
Resellers are distribution channel firms that help the company find customers or make sales to them. These include wholesalers and retailers who buy and resell merchandise. Resellers often perform important functions more cheaply than the company can perform itself. However, seeking and working with resellers is not easy because of the power that some demand and use.
Physical distribution firms help the company to stock and move goods from their points of origin to their destinations. Examples would be warehouses (that store and protect goods before they move to the next destination).
Marketing services agencies (such as marketing research firms, advertising agencies, media firms, etc.) help the company target and promote its products to the right markets.
Financial intermediaries (such as banks, credit companies, insurance companies, etc.) help finance transactions and insure against risks associated with buying and selling goods.