3. CHAPTER 3 Marketing communication - University of Pretoria
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1Ch 3 - 0 Copyright © 2011 Pearson Education
2
CHAPTER THREEAnalyzing the Marketing Environment
Lecturer: Insert your name here
Ch 1 -2 Copyright © 2011 Pearson Education
Presentation prepared by Annelie Moukaddem Baalbaki
Principles of Marketing, Arab World Edition
Philip Kotler, Gary Armstrong, Anwar Habib, Ahmed Tolba
Copyright © 2011 Pearson EducationCh 3 - 1
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Chapter Learning OutcomesTopic Outline
3.1 The Company’s Microenvironment
3.2 The Company’s Macroenvironment
3.3 Demographic Environment
3.4 Economic Environment
3.5 Natural Environment
3.6 Technological Environment
3.7 Political and Social Environment
3.8 Cultural Environment
3.9 Responding to the Marketing Environment
Ch 3 - 2 Copyright © 2011 Pearson Education
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.
Ch 3 - 3 Copyright © 2011 Pearson Education
The Company’s Microenvironment
A 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.
Ch 3 - 4 Copyright © 2011 Pearson Education
The Company’s Microenvironment
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The Company’s Microenvironment
• Top management
• Finance
• R&D
• Purchasing
• Operations
• Accounting
The Company
Ch 3 - 6 Copyright © 2011 Pearson Education
The Company’s Microenvironment
• Provide the resources to produce goods and services
• Treated as partners to provide customer value
Suppliers
Ch 3 - 7 Copyright © 2011 Pearson Education
The Company’s Microenvironment
Marketing Intermediaries help the company to promote, sell and distribute its products.
Marketing Intermediaries
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The Company’s Microenvironment
Firms must gain strategic advantage by positioning their offerings against competitors’ offerings.
Competitors
Ch 3 - 9 Copyright © 2011 Pearson Education
The Company’s Microenvironment
Publics are any groups that have an actual or potential interest in or impact on an organization’s ability to achieve its objectives. They include:
• Financial publics
• Media publics
• Government publics
• Citizen-action publics
• Local publics
• The general public
• Internal publics
Ch 3 - 10 Copyright © 2011 Pearson Education
The Company’s Macroenvironment
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Demographic Environment
Demography is the study of human populations in terms of
size, density, location, age, gender, race, occupation, and
other statistics.
• The 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.
Demography
Ch 3 - 12 Copyright © 2011 Pearson Education
Demographic Environment
• Baby boomers include people born between 1946 and 1964
• This generation accounts for about 30% of the Arab population
• Baby boomers “think young” no matter how old they are
• Baby boomers are retiring later and working more after retirement
Changing Age Structure of the Population
Ch 3 - 13 Copyright © 2011 Pearson Education
Demographic Environment
Generation X includes people born between 1965 and 1976. This generation tends to display the following traits:
• Skepticism
• Cautious economic outlook
• Less materialistic
• Family comes first
• Research products before considering a purchase
Generation X
Ch 3 - 14 Copyright © 2011 Pearson Education
Demographic Environment
Millennials (Generation Y or Echo Boomers) include those born between 1977 and 2000:
• Comfortable with technology
• Includes– Tweens (ages 8–12)– Teens (13–19)– Young adults (20’s)
Millennials
Ch 3 - 15 Copyright © 2011 Pearson Education
Demographic Environment
Generational marketing is important in segmenting people by lifestyle, life stage and common values, rather than by age.
Generational marketing
Ch 3 - 16 Copyright © 2011 Pearson Education
Demographic Environment
• Gender and age are often the basis for defining roles and responsibilities.
• Women are working more outside the house.
• Inherited values and traditions are taught to the next generation.
• Mothers are more involved in family decision making.
The Changing Arab Family
Ch 3 - 17 Copyright © 2011 Pearson Education
Demographic Environment
• Expatriates are coming to the Arab world lured by high income and a high standard of living.
• The nationals of most Gulf countries are now a minority population within their own countries.
Geographic Shifts in Population
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Demographic Environment
• Since the global recession, unemployment rates have been rising across the Arab world
• Governments are reassessing their education policies and training programs
Education and Employment
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Demographic EnvironmentIncreased Diversity
Markets are becoming more diverse• International
• National
Includes:• Ethnicity
• Language
Ch 3 - 20 Copyright © 2011 Pearson Education
Economic Environment
The 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
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Economic Environment
• Value marketing involves ways to offer financially cautious buyers greater value—the right combination of quality and service at a fair price.
Changes in Income
Ch 3 - 22 Copyright © 2011 Pearson Education
Economic Environment
Ernst Engel—Engel’s Law
As income rises:
• the percentage spent on food declines
• the percentage spent on housing remains constant
• the percentage spent on savings increases.
Changes in Consumer Spending Patterns
Ch 3 - 23 Copyright © 2011 Pearson Education
Natural Environment
The 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
Ch 3 - 24 Copyright © 2011 Pearson Education
Technological Environment
The technological environment is the most dramatic force in changing the marketplace.
• It creates new products and opportunities.
• Safety of new product always a concern.
Ch 3 - 25 Copyright © 2011 Pearson Education
Political Environment
The political environment consists of laws, government agencies, and pressure groups that influence or limit various organizations and individuals in a given society.
Political Environment
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Political Environment
• Increased legislation
• Changing government agency enforcement
Legislation Regulating Business
Ch 3 - 27 Copyright © 2011 Pearson Education
Political Environment
• Socially responsible behavior
• Cause-related marketing
Increased Emphasis on Ethics and Socially Responsible Actions
Ch 3 - 28 Copyright © 2011 Pearson Education
Cultural Environment
The cultural environment consists of institutions and other forces that affect a society’s basic values, perceptions, and behaviors.
Cultural Environment
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Cultural Environment
Core beliefs and values are persistent and are passed on from parents to children and are reinforced by schools, mosques, businesses, and governments.
Secondary beliefs and values are more open to change and include people’s views of themselves, others, organizations, society, nature, and the universe.
Persistence of Cultural Values
Ch 3 - 30 Copyright © 2011 Pearson Education
Cultural Environment
• People’s view of themselves
• People’s view of others
• People’s view of organizations
• People’s view of society
• People’s view of nature
• People’s view of the universe
Shifts in Secondary Cultural Values
Ch 3 - 31 Copyright © 2011 Pearson Education
Responding to the Marketing Environment
Views on Responding
Ch 3 – 32 Copyright © 2011 Pearson Education
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Ch 3 - 33 Copyright © 2011 Pearson Education