Chapter 3- slide 1
Chapter 3- slide 2
Chapter 3- slide 3
Chapter 3- slide 4
The Companys
Microenvironment
The Company
Top management
Finance
R&D
Purchasing
Operations
Accounting
Chapter 3- slide 5
The Companys
Microenvironment
Suppliers
Chapter 3- slide 6
The Companys
Microenvironment
Marketing Intermediaries
Chapter 3- slide 7
The Companys
Microenvironment
Types of Marketing Intermediaries
Resellers
Physical
distribution
firms
Marketing
services
agencies
Financial
intermediaries
Chapter 3- slide 8
The Companys
Microenvironment
Competitors
Chapter 3- slide 9
The Companys
Microenvironment
Publics
Any group that has an actual or potential
interest in or impact on an organizations
ability to achieve its objectives
Financial publics
Media publics
Government publics
Citizen-action publics
Local publics
General public
Internal publics
Chapter 3- slide 10
The Companys
Macroenvironment
Demographic Environment
Demography is the study of human populations
in terms of size, density, location, age, gender,
race, occupation, and other statistics
Demographic environment is important
because it involves people, and people make
up markets
Demographic trends include age, family
structure, geographic population shifts,
educational characteristics, and population
diversity
Copyright 2010 Pearson Education, Inc.
Publishing as Prentice Hall
Chapter 3- slide 11
The Companys
Macroenvironment
Demographic Environment
Changing age
structure of the
population
Baby boomers
include people
born between
1946 and 1964
Most affluent
Americans
Copyright 2010 Pearson Education, Inc.
Publishing as Prentice Hall
Chapter 3- slide 12
The Companys
Macroenvironment
Demographic Environment
Chapter 3- slide 13
The Companys
Macroenvironment
Demographic Environment
Chapter 3- slide 14
The Companys
Macroenvironment
Demographic Environment
Chapter 3- slide 15
The Companys
Macroenvironment
Demographic Environment
AC Hotel -Marriot
Copyright 2010 Pearson Education, Inc.
Publishing as Prentice Hall
Facebook ads
Chapter 3- slide 16
The Companys
Macroenvironment
Demographic Environment
Generational marketing is important in
segmenting people by lifestyle of life state
instead of age
Chapter 3- slide 17
The Companys
Macroenvironment
Demographic Environment
Chapter 3- slide 18
The Companys
Macroenvironment
Demographic Environment
Chapter 3- slide 19
The Companys
Macroenvironment
Demographic Environment
Chapter 3- slide 20
The Companys
Macroenvironment
Demographic Environment
Increased Diversity
Markets are becoming more diverse
International
National
Includes:
Ethnicity
Gay and lesbian
Disabled
Mattel Ads for Hispanic
Copyright 2010 Pearson Education, Inc.
Publishing as Prentice Hall
Chapter 3- slide 21
The Companys
Macroenvironment
Demographic Environment
Increased Diversity
Markets are becoming more diverse
International
National
Includes:
Ethnicity
Gay and lesbian
Virgin Atlantic Gay Ads
Disabled
https://www.youtube.com/w
atch?v=ALXyM8lcdfU
Copyright 2010 Pearson Education, Inc.
Publishing as Prentice Hall
Chapter 3- slide 22
The Companys
Macroenvironment
Demographic Environment
Vietnam Family
Chapter 3- slide 23
The Companys
Macroenvironment
Economic Environment
Chapter 3- slide 24
The Companys
Macroenvironment
Economic Environment
Changes in income
Value marketing involves ways to offer
financially cautious buyers greater
valuethe right combination of quality
and service at a fair price
Chapter 3- slide 25
The Companys
Macroenvironment
Economic Environment
Changes in Consumer Spending Patterns
Ernst EngelEngels Law
As income rises:
The percentage spent on food declines
The percentage spent on housing remains constant
The percentage spent on savings increases
Chapter 3- slide 26
The Companys
Macroenvironment
Natural Environment
Chapter 3- slide 27
The Companys
Macroenvironment
Technological Environment
Chapter 3- slide 28
The Companys
Macroenvironment
Political Environment
Chapter 3- slide 29
The Companys
Macroenvironment
Political Environment
Legislation regulating
business
Increased legislation
Changing government agency
enforcement
Increased emphasis on
ethics
Socially responsible behavior
Cause-related marketing
Copyright 2010 Pearson Education, Inc.
Publishing as Prentice Hall
Chapter 3- slide 30
The Companys
Macroenvironment
Cultural Environment
Chapter 3- slide 31
The Companys
Macroenvironment
Cultural Environment
Persistence of Cultural Values
The Companys
Macroenvironment
Cultural Environment
Shifts in Secondary Cultural Values
Chapter 3- slide 33
The Companys
Macroenvironment
Cultural Environment
Shifts in Secondary Cultural Values
Chapter 3- slide 34
The Companys
Macroenvironment
Cultural Environment
Shifts in Secondary Cultural Values
Chapter 3- slide 35
Uncontrollable
Proactive
Reactive
React and
adapt to
forces in the
environment
Aggressive
actions to
affect forces
in the
environment
Watching
and reacting
to forces in
the
environment
Chapter 3- slide 36
Chapter 3- slide 37