Chapter03.ppt-OhioUniversity.pptVIP

Principles of Marketing The Marketing Environment Learning Objectives After studying this chapter, you should be able to: Describe the environmental forces that affect the company’s ability to serve its customers Explain how changes in the demographic and economic environments affect marketing decisions Identify the major trends in the firm’s natural and technological environments Explain the key changes in the political and cultural environments Discuss how companies can react to the marketing environment Chapter Outline The Company’s Microenvironment The Company’s Macroenvironemnt Responding to the Marketing Environment 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 The Marketing Environment 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 The Company’s Microenvironment Marketing Environment Macroenvironment consists of the larger societal forces that affect the microenvironment Demographic Economic Natural Technological Political Cultural The Company’s Microenvironment The Company Suppliers Marketing intermediaries Customers Competitors Publics The Company’s Microenvironment The Company Internal environment includes: Top management Finance RD Purchasing Operations Accounting The Company’s Microenvironment Suppliers Provide the resources to produce goods and services Treated as partners to provide customer value The Company’s Microenvironment Help the company to promote, sell, and distribute its products to final buyers Include: Resellers Physical distribution firms Marketing services agencies Financial intermediaries The Company’s Microenvironment Marketing Intermediaries Resellers are the distribution channel firm