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Chapter 4

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The actors close to the company that affects

its ability to serve its customers---the

company, suppliers, marketingintermediaries, customer markets,

competitors and publics

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The actors and forces outside that effect

marketing managements ability to build

and maintain successful relationships withtarget customers

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Marketing

Company

Suppliers

MarketingIntermediaries

Customers

Competitors

Publics

Among departments Marketing

Finance

R & D

Customer Value delivery system Supply Availability, shortage,

delays, labor strikes

Reseller

Physical distribution firm Marketing services

agencies

Financial intermediaries

Consumer market

Business Market

Govt. market

International Market

Greater customer value

and satisfaction Competitive advantage

by proper positioning

Financial publics

Media publics

Govt. publics

Citizen-action

publics

Local publics

General publics

Internal publics

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The larger social forces that affect the

microenvironment----demographic,

economic, natural, technological, politicaland cultural forces

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Company

DemographicFactors

Economic

Forces

NaturalForces

TechnologicalForces

PoliticalForces

Cultural

Forces

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The study of human populations in terms of

size, density, location, age, gender, race,

occupation, and other statistics

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Worldwide Population Growth

Population Age Mix

Increasing Diversity (J apan or America)

Household Patterns

Educational Groups-More white collar jobs

Geographical Shifts in Population

Shift from Mass Market to Micromarkets

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Factors that affect consumer buying power

and spending patterns

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Income DistributionSubsistence economies

Raw-material-exporting economies

Industrializing economies

Industrial economies

Savings, Debt, &Credit Availability

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Natural resources that are needed as inputs

by marketers or that are affected by

marketing activities

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NaturalEnvironment

Higher PollutionLevels

Increased Costs

of Energy

Shortage ofRaw Materials(Air or water)

Increased GovernmentIntervention

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Forces that create new technologies,

creating new products and market

opportunities

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Accelerating Pace

of Change

Unlimited Opportunities

for Innovation

Increased

Regulation

Issues in the Technological

Environment

Varying

R & D Budgets

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Laws, Government agencies, and pressure

groups that influence and limit various

organizations and individuals in a given

society

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Political-Legal

Environment

Increased

Legislation

Special-

Interest

Groups

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Institutions and other forces that affect societys basic

values, perceptions, preferences, and behaviors.

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Of

Organizations

Of

Nature

Of

Oneself

Of

Society

Of

the Universe

Of

OthersViews

That Express

Values

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