Analyzing the Analyzing the Marketing Marketing EnvironmentEnvironment

Chapter 3Chapter 3

Global Edition

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Rest Stop: Previewing the Concepts• Describe the environmental forces that

affect the company’s ability to serve its customers

• Explain how changes in the demographic and economic environments affect marketing decisions

• Identify the major trends in the firm’s natural and technological environments

• Explain the key changes in the political and cultural environments

• Discuss how companies can react to the marketing environment

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Marketing Environment Marketing Environment (p.94)(p.94)

• Consists of actors and forces outside marketing that affect marketing management’s ability to build and maintain successful relationships with target customers. – Studying the environment allows marketers Studying the environment allows marketers

to take advantage of opportunities as well as to take advantage of opportunities as well as to combat threats.to combat threats.

– Marketing intelligenceMarketing intelligence and and research research are used are used to collect information about the environment.to collect information about the environment.

– 氣象專家與氣象報告氣象專家與氣象報告

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Marketing Environment Marketing Environment (p.94)(p.94)•Microenvironment - forces close to the

company that affect its ability to serve its customers…. 它只影響某特定企業 The company, suppliers, marketing

intermediaries, customers, competitors, and publics.

•Macroenvironment - larger societal forces that affect the microenvironment…. 它影響所有企業 Demographic, economic, natural, technological,

political, and cultural forces.

•麵粉價格上漲 / 歐債危機 / 蝴蝶效應3-4

環境分析的架構環境分析的架構 (( 林建煌林建煌 ))

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個體環境

總體環境

超環境

對組織的經營有直接與立即影響的環境因素對組織的經營有間接影響的環境因素外界一些冥冥不可知的力量

供應商

顧客

特殊利益團體

行銷中間機構

財務機構

競爭者

社區

工會股東

自然社會文化

科技

人口統計

法律經濟

神 鬼

Figure 3.1 - Actors in the Microenvironment (p.95)

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The Microenvironment – The Company (p.95)

• Other company groups must be considered when designing marketing plans 跨部門合作

• Marketing decisions are made within the broader strategies made by top management 策略規劃引導行銷策略

• All departments share responsibility for understanding customer needs and creating value 所有部門與行銷相關

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台灣流通業教父 7-Eleven總經理徐重仁時常親力親為站上前線主持行銷活動，既有媒體效果又能激勵員工士氣。

• Nike 侵略性行銷 (Jordan “It gotta be the shose) vs. ADDIDAS 保守行銷

• 7-Eleven重視顧客需求與顧客互動，總經理每年 7 月 11日親自至門市服務

The Company: 企業對行銷的重視

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The Microenvironment: Suppliers (p.95)

• Provide resources needed to produce Provide resources needed to produce goods and services.goods and services.

• Important link in the “Important link in the “value delivery value delivery systemsystem.”.”

• Most marketers treat suppliers like Most marketers treat suppliers like partners – partners – relationship management relationship management of suppliers is critical.of suppliers is critical. (eg) (eg) 肥前屋饅魚肥前屋饅魚飯飯

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The Microenvironment: Suppliers

• Nike 的供應網分成三個階層– 第一層生產伙伴進行完成品組裝 ( 已開發、開發中、大量生產 )

– 第二層生產元件供應商 ( 獨立供應商、制約供應商 )– 第三層特定元件製造商 ( 特殊且技術性高之元件 )

• 供應商可能發生的問題– 缺貨– 延遲– 品質差– 提高價格或價格不穏– 供應商罷工

生產專利氣墊元的Tetra 被 Nike 併購

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蘋果的 iPad 和 iPhone 誰分到最多價值？

• 蘋果從不設廠生產，卻不代表蘋果不懂製造。事實上，蘋果對整個生產過程介入之深，對供應鏈掌握之透徹，可說遠勝之前的戴爾、摩托羅拉。

• 蘋果在 iPhone4 、 iPad 分別到 58.5% 與 30% 的利潤，分享到最多利益

• 以鴻海為主的台商，該是蘋果家族之所以成功的背後推手，因此分到的利益應該極為可觀吧？錯了，一支iPhone ，台灣僅僅分到 0.5% 的利潤； iPad 稍多一點， 2%

• 南韓靠著三星、ＬＧ供應的記憶體、處理器等關鍵零組件，則分別在 iPhone 、 iPad 輕鬆賺 4.7 ％、 7％的利潤，分別是台灣的 9 倍、 3.5 倍。

• 2011-10-12 作者：陳良榕 出處：財訊 383 期

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The Microenvironment: Marketing Intermediaries (p.96)Marketing Intermediaries (p.96)

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•Help the company to promote, sell, and distribute its goods to final buyers– Resellers 大潤發– Physical distribution firms FedEx– Marketing services agencies 廣告代

理商– Financial intermediaries 銀行

The Microenvironment: Marketing Intermediaries (p.96)Marketing Intermediaries (p.96)

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Partnering with Partnering with IntermediariesIntermediaries Coca-ColaCoca-Cola’’s partnership s partnership

efforts help intermediaries efforts help intermediaries to market more to market more effectively. effectively.

Coca-Cola shares research Coca-Cola shares research results results related to the related to the beverage market, such as beverage market, such as consumer preference and consumer preference and demographic data. demographic data. TheyThey’’ve even analyzed ve even analyzed creative aspects of drive-creative aspects of drive-through menu board through menu board design that could be design that could be improved.improved.

Marketing in Action

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• Those who serve a target market with products and services that are viewed by consumers as being reasonable substitutes (替代性商品 ).

• Marketers must do more than simply adapt to the needs of target consumer. They also must gain strategic advantage by positioning their offerings strongly against competitors’ offerings in the minds of consumer.

• No single competitive marketing strategy is best for all companies.– Apple and Amazon 、 Apple and Samsung

The Microenvironment: Competitors

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The Microenvironment: Publics (p.97)

Publics are any group that has an actual or

potential interest in or impact on an

organization’s ability to achieve its objective

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The Microenvironment: Publics

•Types of Publics:– Financial– Media– Government– Citizen-action– Local– General– Internal

Social Network

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The Microenvironment: Customers (pp.97-98)

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The MacroenvironmentThe Macroenvironment (p.98)(p.98)

Consists of the broader forces that affect the actors in the microenvironment.

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Figure 3.2 - Actors in the Macroenvironment (p.98)

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The Demographic Environment (p.98)

•Demographics: – Changes in

demographics mean changes in markets.

– The study of human populations in terms of size, density, location, age, gender, race, occupation, and other statistics.

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•The changing age structure of the population 年齡結構的改變

•The changing American family 家庭結構的改變

•A better-educated, more white-collar, more professional population 教育水準提高與更多的白領專業

• Increasing diversity 多元化

The Demographic Environment (pp.98-104)

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• The changing age structure of the U.S. The changing age structure of the U.S. population is a significant demographic population is a significant demographic trendtrend

The Demographic Environment (p.98)

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Baby Boomers

• 78 million people born between 1946 and 1964

• Wealthiest generation in history• Account for 50% of consumer spending • Hold ¾ of the nation’s financial assets

• Recession hit baby boomers hard, eating into savings and retirement prospects

• Represent strong targets for financial services

• 2050 年，預計台灣老年人口 (65 歲以上 ) 將高達30 ％，僅次於日本成為世界第 2 ， 45 歲以上則高達 52 ％ ( 行政院主計處 )

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Marketing in Action

As baby boomers age, their desire for vitality and continued good health will become increasingly important.

Many marketers are already attempting to satisfy these needs by developing new goods, drugs, and services.

Targeting Boomers’ Needs

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Generation X

• 49 million, born from 1965 to 1976

• Most educated generation to date

• Less materialistic than other groups

• Skeptical of marketing

• Careful spendersVirginia tourism now aims its well-known “Virginia is for Lovers” campaign at Gen Xer families, who want new experiences close to home

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Millennials

• 83 million, born between 1977 and 2000

• $733 billion in purchasing power

• Ethnically diverse• Fluent with digital

technology• Personalization and

product customization are key to marketing success

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The Changing American Family

• Traditional households in declineTraditional households in decline• Married couples with children = 23%Married couples with children = 23%

• Non-traditional households are Non-traditional households are growinggrowing• Married without children = 29%Married without children = 29%• Single parents = 17%Single parents = 17%• Non-family households = 32%Non-family households = 32%

• More working women and stay-at-More working women and stay-at-home dadshome dads

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Geographic Shifts in Population

• About 15 percent of U.S. residents move About 15 percent of U.S. residents move each yeareach year

• Population shift toward the Sunbelt Population shift toward the Sunbelt statesstates

• Midwest and Northeast losing Midwest and Northeast losing populationpopulation

• People moving to suburbs and People moving to suburbs and metropolitanmetropolitan areasareas• Increasing numbers of telecommutersIncreasing numbers of telecommuters• Booming SOHO marketBooming SOHO market

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A More White-Collar Population

• U.S. population becoming better U.S. population becoming better educatededucated

• Workforce becoming more white-Workforce becoming more white-collarcollar

• Job growth strongest for professional Job growth strongest for professional workers and weakest for workers and weakest for manufacturing workersmanufacturing workers

• Number of professional workers Number of professional workers expected to increaseexpected to increase

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Increasing Diversity

• Ethnic groups have mixed together but maintained diversity by retaining cultural differences

• An attractive diversity segment for marketers is the 54 million U.S. adults with disabilities

• Many major companies also explicitly target gay and lesbian consumers

• Marketers design products, ads, and promotions for different groups

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The Economic Environment Economic Environment (p.104)(p.104)• Economic factors that affect Economic factors that affect

consumer consumer purchasing power and purchasing power and spending patternsspending patterns

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恩格爾法則：家庭所得增加，食物支出比率減少，醫療、運輸、娛樂等比率增加。

_

+

_

+

_

+

+

_

恩格爾曲線恩格爾曲線

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The Natural Environment (p.105)

• Involves natural resources that are needed as inputs by marketers or that are affected by marketing activities

• Key trends include:• Shortages of raw materialsShortages of raw materials 自然資源短缺自然資源短缺• Increased pollutionIncreased pollution 污染增加污染增加• Increased government interventionIncreased government intervention 政府干政府干

預預• Firms focus on creating environmentally

sustainable strategies3-34

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The Natural EnvironmentThe Natural Environment

• PepsiCo reduces PepsiCo reduces its footprintits footprint• A solar-panel field A solar-panel field

generates heat generates heat used in Frito-Lay’s used in Frito-Lay’s SunChips plantSunChips plant

• SunChips come in SunChips come in the world’s first the world’s first 100% 100% compostable compostable packagepackage

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The Technological Environment The Technological Environment (p.107)(p.107)

• Forces that create Forces that create new technologies, new technologies, creating new creating new product and product and market market opportunitiesopportunities

• Most dramatic Most dramatic force now shaping force now shaping our destiny.our destiny.

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The Technological The Technological EnvironmentEnvironment

• Changes rapidly.• Creates new markets

and opportunities, while making other products obsolete.

• Challenge to make practical, affordable products.

• Safety regulations result in higher research costs and a longer time period between conceptualization and introduction of a product.

每一種新科技都是創造性的破壞

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The Technological The Technological EnvironmentEnvironment• Companies that do not

keep up with technological changes will soon find their products outdated

• Marketers should be aware of government regulations when applying new technologies and developing new products

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The Political and Social The Political and Social Environment (pp.108-110)Environment (pp.108-110)

• Includes laws, government agencies, and pressure groups that influence or limit various organizations and individuals in a given society• Legislation regulating business 透過立法規

範企業行為• Increased emphasis on ethics and socially

responsible actions 強調企業道與社會責任

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The Political and Social Environment (p.108)

• Business legislation is enacted:• To protect companies from each otherTo protect companies from each other• To protect consumers from unfair To protect consumers from unfair

business practicesbusiness practices• To protect the interests of society To protect the interests of society

against unrestrained business against unrestrained business behaviorbehavior

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Cause-Related Marketing Cause-Related Marketing (p.110)(p.110)• To exercise their To exercise their

social social responsibility and responsibility and build more build more positive images, positive images, many companies many companies are now linking are now linking themselves to themselves to worthwhile causesworthwhile causes

• 善因行銷創造三贏善因行銷創造三贏

TOMS Shoes pledges: “No complicated formulas, it’s simple . . . you buy a pair of TOMS and we give a pair to a child on your behalf.”

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The Cultural Environment The Cultural Environment (p.111)(p.111)

• The institutions The institutions and other and other forces that forces that affect a affect a society’s basic society’s basic values, values, perceptions, perceptions, preference, preference, and behaviors.and behaviors.

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The Cultural EnvironmentThe Cultural Environment

• Core beliefs and values 核心信念與價值• Passed on from parents to children Passed on from parents to children • Reinforced by schools, churches, business, Reinforced by schools, churches, business,

and governmentand government• 萬般皆下品，唯有讀書高萬般皆下品，唯有讀書高

• Secondary beliefs and values 次級信念與價值• More open to change than core beliefsMore open to change than core beliefs• 不孝有三，無後為大不孝有三，無後為大• Marketers may be able to change secondary

beliefs, but NOT core beliefs.

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The Cultural EnvironmentThe Cultural Environment (pp.113-115)(pp.113-115)• Society’s major cultural views are Society’s major cultural views are

expressed in people’s views of:expressed in people’s views of:• ThemselvesThemselves 對自我的看法對自我的看法 (( 自信、自戀、自信、自戀、

自悲自悲 )) 反應在擁有物上 反應在擁有物上 (( 法拉利小公主法拉利小公主 ))• OthersOthers mass mingling mass mingling 互動更為頻繁互動更為頻繁• OrganizationsOrganizations 對政府與企業的忠誠度降低對政府與企業的忠誠度降低• SocietySociety 影響互動互信與消費影響互動互信與消費• NatureNature 破壞破壞 // 征服征服親近親近 // 維護維護• The universe The universe 16%16% 自認無神論自認無神論

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Responding to theMarketing Environment (p.116)

• Reactive firms (Reactive firms ( 被動式企業被動式企業 )) – – Passive, simply react to changes in Passive, simply react to changes in the marketing environmentthe marketing environment

• Proactive firmsProactive firms (( 主動式企業主動式企業 ) ) - - Manage the marketing environment Manage the marketing environment via actions designed to affect the via actions designed to affect the publics and forces in the marketing publics and forces in the marketing environmentenvironment

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Responding to theMarketing Environment (p.116)• Examples of proactive responses• Hiring lobbyists 僱用說客影響法案制定• Running advertorials 應用社論 / 專文• Pressing lawsuits 應用法律訴訟• Filing complaints with regulators 應用人

民訴願• Forming agreements to control

distribution channels 利用契約控制配銷通路

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