TA Ng Ngọc Anh Thư
CHAP 3: ANALYZING THE MARKETING ENVIRONMENT
Mkt environment: actors and forces outside of marketing that affect marketing
management’s ability to build and maintain successful relationships with target
customers
+ microen
+ macroen
I. Micro (6 factors)
1. The company
- Marketers take under groups into account and work in harmony with other company
departments to create customer value and relationships
- Groups: top management (missions, objects, broad strategies, policies), finance, R&D,
operations, purchasing, acccounting
2. Suppliers
- An important link in company’s overall customer value delivery system
- Mkters treat suppliers as partners in creating and delivering customer value
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-> In creating value for customers, marketers must partner with other firms in the
company’s value delivery network.
3. Mkt intermediaries (middle man)
- help the company promote, sell, and distribute its products to final buyers.
- include resellers, physical distribution firms, marketing services agencies, and
financial intermediaries.
• resellers: buy from manufacturers and sell to customers
Ex: Walmart, Bach Hoa Xanh, Coopmart,…
• physical distribution firms: move products from manufacturers to resellers or end
customers
Ex: giaohangtietkiem, viettel post,…
• marketing services agencies: biz provide marketing services to manufacturers or
resellers
Ex: Neilsen, Dentsu..
• financial intermediaries: companies/individuals finance the movement and
storage of products between manufacturers and resellers (banks, credit card
companies, and leasing companies)
Ex: PayPal allow cus to make payment when they buy from retailers or manufacturers,
BIDV,..
4. Competitors
- To be successful, company provide greater value than its competitors.
- Need to gain strategic advantage by positioning their offerings strongly against
competitors
5. Publics
- Any group that has an actual or potential interest in or impact on an organization’s
ability to achieve its objectives
- Include:
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Financial public: influences the company’s ability to
Media: carries news, features, editorial opinions, and other content (tuoitre,
theanh28..obtain funds (banks)
Action group: marketing decisions may be questioned by consumer organizations,
environmental groups, minority groups, and other (AIESEC)
Local public: includes neighborhood residents and community organizations (clubs)
Internal public: workers, managers, volunteers, and the board of directors
General public: general public’s attitude toward its products and activities
6. Customers
- company might target any or all of five types of customer markets
- Consumer markets: individuals and households that buy goods and services for
personal consumption
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- Business markets: buy goods and services for further processing or use in their
production processes (Apple)
- Reseller markets buy goods and services to resell at a profit. (TGDĐ)
- Government markets: government agencies that buy goods and services to produce
public services or transfer the goods and services to others who need them
- International markets: buyers in other countries, including consumers, producers,
resellers, and governments (Coke)
II. Macro (6 factors)
1. Demographic environment
- The study of human populations in terms of size, density, location, age, gender,
race, occupation, and other statistics
Age and family structures
- baby boomers (46-64) > Gen X (65-76) > Gen Y (77-2000) > Gen Z (after 2000)
- age stucture determine needs and wants of customers > signs for company to
know what types of products and services have great demand
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- each group have diff needs for products, services, media, preferences, lifestyles,..
> mkters try to segment age groups into smaller target market > know which
groups should focus
Generational mkt:
- segment precise age group for each product and mkt program
- instead of foscusing on age, focus on lifestyle, life stage, values customer seek
Geographic shifts: different regions buy differently
Educational characteristics: buying & consuming bahavior of customers depend on
educational level > earn more > consume more quality products, higher volume
2. Economic environment
- Changes in major economic variables (income, cost of living, inflation,
unemployment,…) have large impacts on marketplace
- Factors affect comsumers
• Purchasing power
• Spending patterns
3. Natural environment
- Natural environment – system of natural factors > affect input resources needed
for enterprises’ operation
- Key natural environment issues:
• shortage of raw materials
• increase pollution
• rise in goverment intervention
4. Tech
- The most dramatic force shaping our future that create new technologies, new
products and market opportunities
5. Political and social environment
- Political: consist of laws, gov agencies influencing various organization biz
- Law intervention:
• Intervenes by law and regulation
• Biz seek new solution to avoid violation of law on protection of natural
resources and environment
6. Culture
- System of values, conceptions, beliefs, traditions and behavioral norms preserved
by a group
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- Consumer behavior is deeply influenced by the culture of their people.
- The persistence of culture:
• Core beliefs & values: relatively resistant to change (ex: yêu nước, hiếu
thảo,…)
• Secondary beliefs & values: more open to change (ex: xăm hình là hổ báo,
trọng nam khinh nữ,..)
