welcome to chapter 3 in this video series on the principles of marketing in this video we
will discuss analyzing the marketing environment let's get started example
of a company that has reacted successfully to a fast changing digital environment is microsoft
microsoft is making fresh moves to re-establish itself as a brand consumers can't live without
in a post-pc world here are the learning objectives for this video presentation
objective one describe the environmental forces that affect a company's ability to serve its
customers objective two explain how changes in the demographic and economic environments
affect marketing decisions objective three identify the major trends in the firm's natural
and technological environments objective four explain the key changes in the political and
cultural environments and objective 5 discuss how companies can react to the marketing environment
learning objective 1 describe the environmental forces that affect the company's ability
to serve its customers we'll talk about the micro environment and the macro environment
the marketing environment includes the actors and forces outside marketing that affect marketing
management's ability to build and maintain successful relationships with target customers
the micro environment consists of the actors close to the company that affect its ability
to serve its customers this includes the company suppliers marketing intermediaries
customer markets competitors and the public the macro environment consists of the larger
societal forces that affect the microenvironment this includes demographic economic natural
technological political and cultural forces this figure shows the actors within the micro
environment and their interactions customers are the most important actors within this environment
the company in the micro environment in designing marketing plans marketing management takes other
company groups into account this includes top management finance r d purchasing operations
and accounting the suppliers in the micro environment they provide the resources to
produce goods and services and they should be treated as partners to help provide customer value
marketing intermediaries in the micro environment they are firms that help the company to promote
sell and distribute its goods to final buyers marketing intermediaries include resellers
physical distribution firms marketing services agencies and financial intermediaries
competitors in the micro environment firms must gain strategic advantage by positioning their
offerings strongly against competitors offerings in the minds of consumers the public in the micro
environment this is any group that has an actual or potential interest in or impact on
an organization's ability to achieve its objectives including financial media government
citizen action local general and internal customers in the micro environment the customer
market includes consumers businesses resellers government agencies and international agencies
learning objective one summary we have described the environmental forces that
affect the company's ability to serve its customers these are the primary forces to review
learning objective 2 explain how changes in the demographic and economic environments
affect marketing decisions this figure displays the macro environment in addition to demographic
and economic environments it includes natural technological political and cultural environments
the demographic macro environment demography is the study of human populations size density
location age gender race occupation and other statistics the demographic environment involves
people and people make up markets demographic trends include changing age and family structures
geographic population shifts educational characteristics and population diversity
the demographic macro environment includes baby boomers born 1946 to 1964
generation x born 1965-1976
millennials born between 1977 and 2000 and generation z born after 2000.
generational marketing is important in segmenting people by lifestyle or life stage instead of age
the demographic macro environment reflects changes over time with the american family
and changes in the workforce in the demographic macro environment markets are becoming more
diverse at both an international and national level and this diversity includes ethnicity
changes gay and lesbian societal changes in how we embrace those that are disabled
the demographic macro environment encompasses geographic shifts in population in the united
states it reflects growth in the west and south and a decline in the midwest and northeast it also
reflects changes in where people work including telecommuting and what defines the home office
the economic macro environment consists of factors that affect consumer purchasing power
and spending patterns such as industrial economies that are richer markets
subsistence economies that consume most of their own agriculture and industrial
output and developing economies that also offer outstanding marketing opportunities an example
of the economic macro environment is jetblue this image shows david nealman jetblue's founder
to tap into brazil's growing middle class he started azul brazilian airlines
which provides a good quality but affordable alternative to long bus rides across the country
changes in consumer spending in the macro environment value marketing involves offering
financially cautious buyers greater value the right combination of quality and service at a fair
price income distribution in the macro environment over the past several decades the rich have grown
richer the middle class has shrunk and the poor have remained poor learning objective 2 summary
explain how changes in the demographic and economic environments affect marketing decisions
explain the impacts of the demographic and economic environments and the income distribution
learning objective 3 identify the major trends in a firm's natural and technological environments
the natural macro environment the natural environment is the physical environment and
the natural resources that are needed as inputs by marketers or that are affected by marketing
activities trends in the natural environment include growing shortages of raw materials
increased pollution increased government intervention and developing strategies that
support environmental sustainability the natural macro environment environmental sustainability
involves developing strategies and practices that create a world economy that the planet can support
indefinitely the technological environment is the most dramatic force in changing the marketplace
it involves new products and opportunities and it does entail concern for the safety of new products
learning objective 3 summary this objective identified the major trends
in the firm's natural and technological environments learning objective 4 this
objective will explain the key changes in the political social and cultural environments
the political macro environment in terms of political factors this deals with legislation
that regulates business it is intended to protect companies from each other consumers from
unfair business practices and the interests of society against unrestrained business behavior
social environment the social environment stresses an increased emphasis on ethics socially
responsible behavior and cause related marketing an example is warby parker and the buy a pair
give a pair promotion the cultural macro environment the cultural environment consists
of institutions and other forces that affect a society's basic values perceptions and behaviors
the cultural macro environment persistence of cultural values core beliefs and values are
persistent and are passed on from parents to children and are reinforced by schools
churches businesses and government secondary beliefs and values are more open to change and
includes people's views of themselves others organizations society nature and the universe
the cultural macro environment includes shifts and secondary cultural values of people's views
as this figure represents it includes cultural impacts on themselves
on others on organizations on society on nature and the universe learning objective for summary
this objective explained the key changes in the political social and cultural environments
learning objective five discuss how companies can react to the marketing environment in responding
to the marketing environment there are three views on responding uncontrollable which is
reacting and adapting to forces in the environment proactive which involves taking aggressive actions
to affect forces in the environment and reactive which includes watching and reacting to forces in
the environment learning objective 5 summary this objective discussed how companies can react to the
marketing environment this includes three views uncontrollable proactive and reactive hey thanks
for watching please check out the other chapters in this marketing series thank you very much