Marketing – Micro and Macro Environment: Ch 3

Marketing environment
The actors and forces outside marketing that affect marketing management’s ability to build and maintain successful relationships with targeted customers
Microenvironment
The actors close to the company that affect its ability to serve its customers –
– the company
– suppliers
– (stakeholders)
– marketing intermediaries
– customer (local) markets
– competitors and publics

– close to us: individuals can somewhat influence them

Macroenvironment
The larger societal forces that affect the microenvironment –
– demographic
– economic
– natural
– technological
– political
– cultural forces

– cannot influence (no power), but you must still be reactive/proactive

Trend
A general long term development or change in a situation or in the way that people are behaving –> change the environment forces
Marketing role
Identify up-coming trends in order to be proactive and ready when the trends are adopted by an important population
Company
Micro
Marketing Managers must work with all departments of a company to create marketing plans and actions
Competitors
Micro
The company must satisfy the needs and wants of consumers better than competitors

Consider the following
– market share
– market heart
– market mind

Suppliers
Micro
Provide the resources needed to operate (produce goods and services)
Marketing Intemediaries
Micro
Firms that help the company to promote ,sell, distribute its goods to final consumers
Public
Any group that has an actual or potential interest in or impact on an organisation’s ability to achieve its objectives
Demography
Macro
The study of human populations in terms of size, density, location, age, gender, race, occupation and other statistics
Baby boomers
78 million people born during the years following WW11 and lasting until 1964
Generation X
29 million people born between 1965 and 1976 in the “birth dearth” following the baby boom
Generation Y (Millennials)
83 million people born from the baby boomers between 1977 and 2000
Generation Z
People born after 2000: kids, tweens, and teens market
Economic env.
Macro
Factors that affect consumer purchasing power and spending behaviour
Natural env.
Macro
Natural resources needed or affected by marketing activities
– sustainability
Technological env.
Macro
Forces that create new technologies, creating new product and market opportunities
Political env.
Macro
Laws, regulations, government agencies and pressure groups that influence and limit the activities of various organisations and individuals in society
Environmental Sustainability
Macro
Developing strategies and practices that create a world economy that the planet can support indefinitely
Cultural env.
Macro
Institutions and other forces that affect society’s basic values, perceptions, preferences and behaviours
– core beliefs
– secondary beliefs (more open to change – people’s attitudes and interactions towards others shift over time)