Kotler Pom Cw Ppt Exp Ch05

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E d u c a t i o n I n c .

The Marketing Environment

•Chapter 5•PowerPoint slides

•Express version

• Instructor name

•Course name

• School name

• Date

Principles of Marketing, Sith Canadian Edition

http://www.pearsoned.ca/kotler/


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Principles of Marketing, Sixth Canadian

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!earning "#$ectives

• After std!ing this chapter, !o shold "e a"le to#

$ %escri"e the environ&ental forces that affect the co&pan!'s

a"ilit! to serve its csto&ers

$ Explain how changes in the de&ographic and econo&ic

environ&ents affect &arketing decisions

$ (dentif! the &a)or trends in thefir&'s natral and technological

environ&ents

$ Explain the ke! changes in the

political and cltral environ&ents

$ %iscss how co&panies can react tothe &arketing environ&ent


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The Marketing Environment

• Marketing environ&ent#

$ +actors and forces otside of &arketing's direct control

$ Affect &anage&ent's a"ilit! to develop and &aintain

$ Sccessfl transactions with target csto&ers

• Microenviro&ent#

$ +orces close to the co&pan!

$ hat affect its a"ilit! to serve

csto&ers

• Macroenviron&ent#

$ -arger, societal forces that affect theorganiation's &icroenviron&ent


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The Company%s Microenvironment

• he co&pan!#

$ Manage&ent, finance, research 0 develop&ent, prchasing,

&anfactring, acconting, and h&an resorces

• Sppliers

• Marketing inter&ediaries#

$ 1esellers

$ Ph!sical distri"tion

fir&s

$ Marketing service

agencies $ +inancial

inter&ediaries

&igure 5.'


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The Company%s Microenvironment

• Csto&ers#

$ Cons&er, "siness, reseller, govern&ent, and international

&arkets

• Co&petitors

• P"lics#

$ +inancial

$ Media

$ overn&ent

$ Citien3action grops

$ -ocal $ eneral

$ (nternal

&igure 5.'


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The Company%s Macroenvironment

• %e&ographic environ&ent#

$ Std! of h&an poplation

$ Sie, densit!, location, age, race, sex, occpation, and edcation

• rends of interest#

$ orld poplation

growth $ (ncreased diversit!

$ Changing age

strctre within

Canada

$ Changing hoseholds

$ 6igher edcation

$ eographic shifts

&igure 5.2


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• 9atral environ&ent#

$ rowing shortages of raw &aterials

$ (ncreased polltion

$ (ncreased govern&ent intervention

$ Canadian federal law#

Environ&entalProtection Act :;


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• echnological environ&ent#

$ 9ew technolog! creates new &arkets and opportnities

$ 1eplaces existing prodcts and services

$ 1esearch and develop&ent activit! drives this sector

$ Canadian spending on

10% is low, ranked;5th in the world

$ overn&ent progra&s

to encorage &ore

$ overn&ent agencies

to reglate new prodct safet!

&igure 5.2


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• Political environ&ent#

$ -aws, govern&ent agencies, and pressre grops

$ (nflence and li&it organiations and individals within a societ!

$ (ncreasing legislation

$ (ncreased e&phasis on

ethics and socialresponsi"ilit!

$ Case3related

&arketing

$ ?siness legislation is

sed to protectcons&ers, "sinesses,

and the interests of

societ!

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• Cltral environ&ent#

$ (nstittions and other forces that inflence

$ Societ!'s "asic vales, perceptions, preferences, and "ehaviors

$ Core "eliefs passed on throgh fa&il!, reinforced "! instittions

$ Secondar! "eliefs are

&ore open to change $ People's views of#

• he&selves

• @thers

• @rganiations

• Societ!

• 9atre

• he niverse

&igure 5.2


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(esponding to the Marketing Environment

• Passive approach#

$ Co&panies react to ncontrolla"le factors within their

environ&ents

• Environ&ental &anage&ent

perspective#

$ Proactive approach to inflence andaffect forces within their environ&ent

$ se lo""!ists to inflence legislation

$ Media events, advertorials to shape

p"lic opinion

$ se contractal agree&ents and legal

action when necessar!


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In Conc)usion*

• he learning o")ectives for this chapter were#

$ %escri"e the environ&ental forces that affect the co&pan!'s

a"ilit! to serve its csto&ers

$ Explain how changes in the de&ographic and econo&ic

environ&ents affect &arketing decisions

$ (dentif! the &a)or trends in thefir&'s natral and technological

environ&ents

$ Explain the ke! changes in the

political and cltral environ&ents

$ %iscss how co&panies can react tothe &arketing environ&ent

Kotler Pom Cw Ppt Exp Ch05

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