Marketing
Environment
3-1
A Company’s 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 target customers.
3-2
A Company’s Marketing Environment
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.
3-3
A Company’s Marketing Environment
Macroenvironment consists of the larger societal
forces that affect the microenvironment—
demographic, economic, natural, technological,
political, and cultural forces.
3-4
The Microenvironment
Actors in the Microenvironment
3-5
The Microenvironment
Marketing Intermediaries
Physical
Resellers distribution
firms
Marketing
Financial
services
intermediaries
agencies
3-6
The Microenvironment
Publics
• Any group that has an actual or potential interest in or
impact on an organization’s ability to achieve its objectives:
• Financial publics
• Media publics
• Government publics
• Citizen-action publics
• Local publics
• General public
• Internal publics
3-7
The Microenvironment
Customers
•Consumer markets
•Business markets
•Reseller markets
•Government markets
•International markets
3-8
The Macroenvironment
3-9
The Macroenvironment
Demographic Environment
• Demography is the study of human populations-- size,
density, location, age, gender, race, occupation, and other
statistics.
• Demographic environment involves people, and people
make up markets.
• Demographic trends include changing age and family
structures, geographic population shifts, educational
characteristics, and population diversity.
3-10
The Company’s Macroenvironment
Cultural Environment
The Persistence of Cultural Values
Core beliefs and values are persistent and are passed on
from parents to children and are reinforced by schools,
churches, businesses, and government.
Secondary beliefs and values are more open to change and
include people’s views of themselves, others, organizations,
society, nature, and the universe.
3-11
The Company’s Macroenvironment
Political and Social Environment
Legislation regulating business is intended to protect
• companies from each other
• consumers from unfair business practices
• the interests of society against unrestrained business
behavior
3-12
The Macroenvironment
Cultural Environment
Shifts in Secondary Cultural Values of People’s Views
Themselves
Others
Organizations
Society
Nature
Universe
3-13
Responding to the Marketing Environment
Views on Responding
Uncontrollable Proactive Reactive
• React and • Take • Watch and
adapt to aggressive react to forces
forces in the actions to in the
environment affect forces environment
in the
environment
3-14
