Part 3 - Marketing environment n Components of marketing environment n Analysis of microenvironment n Analysis of macroenvironment Marketing Environment n Includes: q Microenvironment: actors close to the company that affect its ability to serve its customers. n Controled of the organization q Macroenvironment: larger societal forces that affect the microenvironment. n Considered to be beyond the control of the organization (= bad & good news J ) Actors in the Microenvironment The Company’s Microenvironment n Suppliers: q Provide resources needed to produce goods and services. q Important link in the “value delivery system.” q Most marketers treat suppliers like partners. The Company’s Microenvironment n Marketing Intermediaries: q Help the company to promote, sell, and distribute its goods to final buyers n Resellers (incl. wholesalers and retailers,…) n Physical distribution /logistics firms (forwarding/shipping) n Marketing services agencies n Financial intermediaries Partnering With Intermediaries Five Types of Customers n Consumer markets n Business markets (B to B) n Reseller markets n Government markets n International markets Competitors n Must understand competitor’s strengths n Must differentiate firm’s products and offerings from those of competitors n Competitive strategies should emphasize firm’s distinctive competitive advantage in marketplace Types of Publics The Macroenvironment n The company and all of the other actors operate in a larger macroenvironment of forces that shape opportunities and pose threats to the company. Case study: McDonald´s in Moscow – good understanding of the environment n Opened in 1990 n Dealt with the situation in Russia n Training for all staff n Raw materials adjusted to Russia (wheat, milk) n No repatriation of profits (investment in R) n Menus tailored to customers tastes Major areas of the external market environment n Demographic environment n Economic environment n Technological environment n Political and legal environment n Cultural and social environment n Natural environment 1) Demographic environment n Birth/death rate/grow of population n Age structure n Minorities/ethnic markets n Rural/urban inhabitation/migration n Types of households n Education SNB sings about € Demographic development Demographic development II 2) Economic Factors n Inflation n Employment n Business cycles n Energy availability and cost n Disposable income/distribution of incomes n Savings/loans Real Income in CZ The Economic and Technological Environment 3) Political/legal n Monopolies legislation n Environmental protection laws n Taxation policy n Employment laws n Government policy n Legislation Legal Regulation Covers n Companies vs society n Companies vs companies n Companies vs customers - „Consumer protection policy 2006 - 2010" (including e-commerce trading, non-court settlements, personal data protection,… 4) Technological n New discoveries and innovations n Speed of technology transfer n Rates of obsolescence n Internet n Information technology The Impact of Technology n Technology is the application of science to convert and economy’s resources to output n Technology impacts marketing both through opportunities for new products and new ways (processes) for handling marketing functions n Example: consider the Internet q Products: software for computer users q Process: selling from a web site Technology development 5) The Economic vs Natural vs Technological Environment 6) Sociocultural factors n Perception of people (relation to others, relations to the society,…) n Culture values/subcultures n Religion n Social mobility n Lifestyle changes The Cultural and Social Environment The Cultural and Social Environment Cultural Environment: „time dimension“