The changing family Geographic shifts in population better-educated and more white-collar
population Increasing ethic diversity
Demographic Environment
Demographic
Cultural Political
Key Forces in the
Macroenvironment
Economic Natural
Technological
Demographic environment
Changing age structure of the population
resource management
Natural Environment
Government Intervention
Shortage of Raw Materials
Key Areas of Concern in the Natural Environment
Increased Pollution
Company
Reseller Markets
Business Markets
Types of Publics
Internal
Financial
Media
General Local
Government
Citizen Action
The Company’s Macro-environment
Indirect (Macro-)Environments:
Energy Costs
Technological environment
Fast pace of technological change High R&D budget Concentration on minor improvements Increased regulation
Technological Environment
publics
Internal Environment
Top Management
Accounting
Finance
Marketing
Manufacturing
R&D
Purchasing
Customer Markets
International Markets
Consumer Markets
Government Markets
Concerns for
Marketers
Changes in Consumer Spending Patterns
Natural environment
Shortages of raw materials Increased cost of energy Increased pollution Government intervention in natural
Part One
Understanding marketing and the marketing process
Lecture Three
The marketing Environment
At a glance
Describe the environmental forces that affect the economy’s ability to serve its customers
upper-class middle-class under-class
Changing consumer spending patterns
Engel’s laws
Economic Environment
Economic
Changes
Development Key
in Income
Economic
Explain the key changes in the political and cultural environments
Discuss how companies can react to the marketing environments
The Company’s Microenvironment
Demographic environment Economic environment Natural environment Technological environment Political environment Cultural environment
The Macro-environment
Direct (nal structure suppliers competitors marketing intermediaries customers and general publics
The Microenvironment
Suppliers
Growing Ethnic Diversity
Age Structures
Education
Key Demographic
Trends
Changing Family
Structure
Geographic Shifts
Economic environment
Changes in income
income distribution
Explain how changes in the demographic and economic environments affect marketing decisions
Identify the major trends in the firm’s natural and technological environments
Publics
Key Forces
Company
in the
Microenvironment
Competitors
Intermediaries
Customer Markets
Competitors
The Company’s micro-
environment
Suppliers
Firm Intermediaries Customers