Marketing Environment

1
Marketing Environment
actors and forces outside of marketing that
affect managements ability to develop and
maintain successful transactions with its target
customers.
2
Marketing Environment Types

• Microenvironment - forces close to the company.
• Macroenvironment - larger societal forces that
  affect the whole micro-environment.

---------- Changes represent either threats or
opportunities depending upon firms strengths and
weaknesses. Marketers have significant
responsibility to detect significant
environmental changes. 2 tools to do so a)
disciplined methods, and b) market exposure.
3
Key Methods for Tracing Identifying
Opportunities
Trends - direction or sequence of events that
have some momentum and durability. Fads -
unpredictable, short-lived, and without social
economic, and political significance.
4
In today already walks tomorrow. Friedrich von
Schiller

• Trends - more predictable, durable than fads.
• More identifying features
• Observable across several market areas and
  consumer activities,
• Consistent with other significant indicators
  occurring or emerging at the same time.

5
Faith Popcorns Economic Trends
1. Cashing out 2. 99 Lives 3. Small
Indulgences 4. Staying Alive
- - - - - - - - Services Renewal, Brain-Jam,
FutureFocus, and TrendBank
6
Megatrends
large social, economic, political and
technological changes that are slow to form and
once in place, they influence us for some
time-between seven and ten years, or
longer. John Naisbitt
7
Megatrends

• Booming global economy,
• Decade of women in leadership, and
• Religious revival of the new millennium.

- - - - - - - - More societal (rather than
emotional or psychological) in scope.
8
Macroenvironment
1. Demographic 2. Economic 3. Natural 4.
Technological 5. Political/legal 6.
Social/cultural
------- Described separately, must pay attention
to causal interactions.
9
Environmental shifts Marketing Management
Environment Change Marketing
Mix
10
Managing the Marketing Environment
Marketing Strategies 1. Independent
Strategies 2. Cooperative Strategies a.
Coalition b. Co-optation 3. Strategic
Maneuvering
11
Marketing Film (chapter 03)
Deere Company Adapting to a changing World
Environment