Scanning the Marketing Environment

5-1

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

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5-2

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
5-5

Macroenvironment
The BIG Picture:
Demographic Economic Natural Technological Political Cultural

Demographic Environment
Worldwide Population Growth
Growing Middle Class Growth in rural Population Changing Family System Changing Role of Women Increased White Collared Population Increasing Diversity
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Economic Environment
Global Financial Crisis

Changing Income Distribution & Consumer Spending Patterns

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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5-9

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

Ethics & Social Responsibility Increased Legislation & Enforcement Cause related Marketing

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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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5-13

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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