Chapter 4 The Marketing Environment

1
Chapter 4The Marketing Environment
2
Microenvironment

• The company
• Suppliers
• Marketing intermediaries
• Transportation system
• Marketing services agencies
• Financial intermediaries

3
The company

• Marketing managers work closely with top
  management and the various departments
• think consumer
• Superior customer value and satisfaction

4
Suppliers

• Provide the resources needed to produce goods and
  services
• Example

5
Marketing Intermediaries

• Help the company promote, sell and distribute its
  goods to the final buyers
• Help hospitality companies find customers or make
  sales
• Include travel agents, wholesale tour operators
  and hotel representatives
• Example

6
Transportation system

• Moves product from the factory to the customer
• In hospitality supplies and customers are moved
  to individual businesses
• Example

7
Marketing services agencies

• Suppliers who help the firm formulate and carry
  out marketing strategy and tactics
• PR agencies, advertising agencies
• Example

8
Financial Intermediaries

• Banks, credit companies, insurance companies
• Help hosp. companies finance their transactions
• Insure the risks associated with doing business
  in this industry
• Example

9
Macroenvironment

• Competitive Environment
• Demographic Environment
• Economic Environment
• Natural Environment
• Technological Environment
• Political Environment
• Cultural Environment

10
Competitive

• Size and position relative to competitors
• To satisfy needs and wants better than
  competitors

11
Demographic

• Study of human population
• Size, density, location, age, sex, race,
  occupation, and other statistics

12
Economic

• Consumer purchasing power
• Spending patterns
• Markets require both power as well as people
• Purchasing power depends on current income,
  price, saving, and credit

13
Natural

• Natural resources required by marketers
• Example

14
Technological

• Rapidly changing
• Single most important force today

15
Political

• Laws
• Government agencies
• Pressure groups that influence and limit various
  organizations or individuals in society

16
Cultural

• Institutions that affect societys basic values,
  perceptions, preferences and behaviors.

17
Responding to the Marketing Environment

• Proactive vs. reactive philosophies
• Some companies see the marketing environment as
  uncontrollable
• Environmental scanning
• Some examples