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03
1.
Chapter 3- slide
1 Chapter Three Analyzing the Marketing Environment
2.
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2Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall Analyzing the Marketing Environment • The Company’s Microenvironment • The Company’s Macroenvironment • Responding to the Marketing Environment Topic Outline
3.
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3Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall The Marketing Environment The marketing environment includes the actors and forces outside marketing that affect marketing management’s ability to build and maintain successful relationships with customers
4.
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4Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall The Marketing Environment Microenvironment consists of the actors close to the company that affect its ability to serve its customers, the company, suppliers, marketing intermediaries, customer markets, competitors, and publics
5.
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5Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall The Company’s Microenvironment Actors in the Microenvironment
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6Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall The Company’s Microenvironment • Top management • Finance • R&D • Purchasing • Operations • Accounting The Company
7.
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7Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall The Company’s Microenvironment • Provide the resources to produce goods and services • Treated as partners to provide customer value Suppliers
8.
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8Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall The Company’s Microenvironment Help the company to promote, sell and distribute its products to final buyers Marketing Intermediaries
9.
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9Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall The Company’s Microenvironment Resellers Physical distribution firms Marketing services agencies Financial intermediaries Types of Marketing Intermediaries
10.
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10Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall The Company’s Microenvironment Firms must gain strategic advantage by positioning their offerings against competitors’ offerings Competitors
11.
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11Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall The Company’s Microenvironment Publics Any group that has an actual or potential interest in or impact on an organization’s ability to achieve its objectives – Financial publics – Media publics – Government publics – Citizen-action publics – Local publics – General public – Internal publics
12.
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12Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall The Company’s Macro-environment
13.
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13Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall The Company’s Macro-environment Demography is the study of human populations in terms of size, density, location, age, gender, race, occupation, and other statistics Demographic Environment
14.
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14Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall The Company’s Macroenvironment Demographic Environment • Growth in the rural population • A changing family system • The changing role of women • Increasing diversity
15.
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15Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall The Company’s Macroenvironment 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 Economic Environment
16.
Chapter 3- slide
16Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall The Company’s Macroenvironment 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 Natural Environment
17.
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17Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall 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
18.
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18Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall The Company’s Macroenvironment Political environment consists of laws, government agencies, and pressure groups that influence or limit various organizations and individuals in a given society Political Environment
19.
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19Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall The Company’s Macroenvironment • Legislation regulating business – Increased legislation – Changing government agency enforcement – New forms of nontariff barriers in trade • Increased emphasis on ethics – Socially responsible behavior – Cause-related marketing Political Environment
20.
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20Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall The Company’s Macroenvironment Cultural environment consists of institutions and other forces that affect a society’s basic values, perceptions, and behaviors Cultural Environment
21.
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21Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall The Company’s Macroenvironment Core beliefs and values are persistent and are passed on from parents to children and are reinforced by schools, religious institutions, businesses, and government Secondary beliefs and values are more open to change and include people’s views of themselves, others, organization, society, nature, and the universe Cultural Environment Persistence of Cultural Values
22.
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22Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall The Company’s Macroenvironment • People’s view of organizations • People’s view of society – Patriots defend it – Reformers want to change it Cultural Environment Shifts in Secondary Cultural Values
23.
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23Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall 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
24.
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24Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall Responding to the Marketing Environment Uncontrollable • React and adapt to forces in the environment Proactive • Aggressive actions to affect forces in the environment Reactive • Watching and reacting to forces in the environment Views on Responding
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