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Chapter 5: Scanning the Marketing Environment

Otterbein College Winter 2000


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Objectives
Tracking Trends & Identifying Opportunities in the Marketing Environments:
Macroenvironment -- BIG Picture Microenvironment -- Closer-In Internal environment -- you & me

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The Way We Usually Think of the World...

a blue-green orb, floating in space


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But, the Business World is like an Orange...

youve got to peel away a few layers to get to the good stuff!
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Peeling the Orange


Demographic Economic

Intermediaries
Logistics

Technological Natural

Product Place Target Price Consumers Promotion

Political Legal
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Competitors
Bruce C. Bailey 1998

Social Cultural
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Macroenvironment
The BIG Picture:
Demographic Economic Natural Technological Political Cultural

Demographic Environment
Worldwide Population Growth
Population Age Mix Ethnic Markets Educational Groups Household Patterns Geographical Shifts in Population Shift from Mass to Micromarkets
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Economic Environment
Income Distribution
Subsistence economies Raw-material-exporting economies Industrializing economies Industrial economies

Savings, Debt, & Credit Availability


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Natural Environmental Factors


Changing Role of Government

Higher Pollution Levels

Natural Environment

Shortage of Raw Materials

Increased Costs of Energy

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Technological Environment
Accelerating Pace of Change

Unlimited Opportunities for Innovation

Issues in the Technological Environment

Varying R & D Budgets

Increased Regulation

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Political-Legal Environment
Regional Groupings
European Union (EU) NAFTA

Consumerism & SIGs


MADD/SADD

Ethics & Social Responsibility Increased Legislation & Enforcement


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Social/Cultural Environment
Of Oneself
Of Of Others the Universe Views That Express Of Of Values Nature Organizations Of Society
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Social/Cultural Environment
High Persistence of Core Cultural Values
e.g. Classic Freedoms of USA

Existence of Sub-cultures
e.g. Hush Puppies, Coke

Shift of secondary cultural values over time


Marilyn Monroe ---> Twiggy ---> Tyra Banks

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Microenvironment
Closer-in Influences
Intermediaries
Publics Competitors Suppliers

The Internal Environment


The Internal Environment has to do with the other employees in your company. It includes not only your department, but all departments within the company. When all departments are pulling in the same direction, the company has a legitimate chance for success.
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Next...
Analyzing Consumer Markets & Consumer Buying Behavior...

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