chapter-3-The-marketing-environment

Chapter3ThemarketingenvironmentMARKETING2Marketingenvironment•Theactorsandforcesoutsidemarketingthataffectmarketingmanagement’sabilitytobuildandmaintainsuccessfulrelationshipswithtargetcustomersMicroenvironment•Theactorsclosetothecompanythataffectitsabilitytoserveitscustomers–thecompany,suppliers,marketingintermediaries,customermarkets,competitors,andpublicsMacroenvironment•Thelargersocietalforcesthataffectthemicroenvironment–demographic,economic,natural,technological,political,andculturalforcesThecompany’smicroenvironment•Internalmicroenvironment/Internalenvironment•Mission,objectivesandgoals,plansandstrategies,employees,policies,financialstatus,Research&Development,materialsandequipments,operation,accountsSuppliersCompanyMarketingIntermediariesCustomersCompetitorsPublics1.Suppliers•Importantlinkinvaluedeliverychain•Suppliersproblems:supplyavailability,cost&price,customersatisfaction,inventory,etc.SupplyintimeandconsistencyChangeofpriceQualitySocialreputation2014GlobalFortune5002.Marketingintermediaries•Firmsthathelpthecompanytopromote,sellanddistributeitsgoodstofinalbuyers.CompanyResellersMarketingserviceagenciesPhysicaldistributionfirmsFinancialintermediaries•DistributionchannelfirmsthathelptofindcustomersormakesalestothemResellers•HelpstostockandmovegoodsfromtheirpointsoforigintotheirdestinationsPhysicaldistributionfirms•HelpstotargetandpromotetheproductstotherightmarketMarketingserviceagencies•HelpstofinancetransactionsorinsureagainsttherisksassociatedwiththebuyingandsellingofgoodsFinancialintermediaries3.Competitors•Competitioncannotbeavoidedeventually•Thecompany’smarketingactionswillbeaffectedbycompetitors’actions•“competition-oriented”PorterFiveForcesAnalysisMichaelPorter•AUniversityProfessoratHarvardBusinessSchool.Themostinfluentialstrategistinmanagementinnowadays.IndustryrivalryBargainingpowerofbuyersBargainingpowerofsuppliersThreatofnewentrantsThreatofsubstitutes4.Publics•Anygroupthathasanactualorpotentialinterestinorimpactonanorganisation’sabilitytoachieveitsobjectivesFinancialpublicsMediapublicsGovernmentpublicCitizen-actionpublicsLocalpublicsGeneralpublicInternalpublics5.Customers•Consumermarket,businessmarket,resellermarket,governmentmarket,andinternationalmarketCustomersConsumermarketBusinessmarketResellermarketGovernmentmarketInternationalmarketThecompany’smacroenvironmentCompanyDemographicforcesEconomicforcesNaturalforcesTechnologicalforcesPoliticalforcesCulturalforces1.Demography（人口统计）•Thestudyofhumanpopulationsintermsofsize,density,location,age,gender,race,occupation,andotherstatistics①Changingagestructure(generationalmarketing)•Babyboomers,GenerationX,GenerationY•70s,80s,90s,00s②Changingfamily(notonlyinAmerica)•Singlekid;DINK;workingwomen;LGBT③Geographicshifts•RuralareasMetropolitanareas:urbanisation（城市化）④Better-educatedandmorewhit-collarpopulation⑤Increasingdiversity•Morecompanies,morebrands,moreinternational,moreadaptive2.Economicenvironment•Factorsthataffectconsumerbuyingpowerandspendingpatterns•SubsistenceeconomiesindustrialeconomiesIncomeSpendingSavingCreditCurrentconditionsChange（自给自足的经济）1）Incomeanalysis•DemandsandbuyingpowerareusuallyproportionatetotheincreaseofGDPGDP•DemandsandbuyingpowerareusuallyproportionatetotheincreaseofpercapitaincomePerCapitaIncome（人均收入）•TotalpersonalincomeminuspersonalcurrenttaxesPerCapitaDisposableIncome（人均可支配收入）•DisposableincomeminusallpaymentsthatarenecessarytomeetcurrentbillsPerCapitaDiscretionaryIncome（人均可任意支配收入）•DemandsandbuyingpowerareusuallyproportionatetotheincreaseofhouseholdincomeHouseholdIncome2)Spendinganalysis•Spendingpatternswillbeaffectedbythechangeofincome•Engel’sLaw（恩格尔法则）Engel’scoefficientLifequality2013Engel’scoefficientinChinaRuralareas:37.7%Urbanareas:35%3)Savinganalysis•Moresaving,lessconsumption4)Creditsanalysis•Creditconsume:usecredittopurchase3.Naturalenvironment•Naturalresourcesthatareneededasinputsbymarketersorthatareaffectedbymarketingactivities•Unfriendlynaturalactivitiesmaycausefataldamages3.11TsunamiHurricaneKatrina•Severaltrends:①Shortagesofrawmaterials②Increasedpollution③Increasedgovernmentinterventioninnaturalresourcemanagement•Environmentalsustainability•Developingstrategiesandpracticesthatcreateaworldeconomythattheplanetcansupportindefinitely4.Technologicalenvironment•Forcesthatcreatenewtechnologies,creatingnewproductandmarketopportunitiesChangeofeconomicalstructureChangeofbusinessstructureandconsumingpatternsChangeofmarketingmixChangeofmarketingmanagement5.Politicalenvironment•Laws,governmentagencies,andpressuregroupsthatinfluenceandlimitvariousorganisationsandindividualsinagivensociety1)politicalaspects•①Domesticpolitics:relationbetweenpoliticalparties,andgovernmentalpoliciessuchasfinancial,tariff,currencypolicies,etc.•②Internationalpolitics:relationsamongnations,polities,etc.2）Legalaspects:businesslegislation•Toprotectcompaniesfromeachother•Toprotectconsumersfromunfairbusinesspractices•Toprotecttheinterestsofsocietyagainstunrestrainedbusinessbehavior6.Culturalenvironment•Institutionsandotherforcesthataffectsoc