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Marketing Essay

1086 words - 5 pages

LOGO

PRINCIPLES OF MARKETING
BA003IU
Nguyen Thi Hong An

Nguyen Thi Hong An

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Chapter 3

Analyzing the Marketing Environment

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Nguyen Thi Hong An

Lecture outline
• Describe the environmental forces that affect the company’s ability to serve its customers • Explain how changes in demographic and economic environments affect marketing decisions • Identify the major trends in the firm’s natural and technological environment • Explain key changes in the political and cultural environments • Discuss how companies can react to the marketing environment.
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Nguyen Thi Hong An

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What is Marketing Environment
Marketing Environment The actors and ...view middle of the document...

3. Marketing Intermediaries
Marketing service agencies

Nguyen Thi Hong An

1.3. Marketing Intermediaries
Financial intermediaries

Nguyen Thi Hong An

1.4. Competitors

The value WE offer customers The value our COMPETITOR offers customers Firms must gain strategic advantage by positioning their offerings against competitors’ offerings
Nguyen Thi Hong An

1.5. Customers

Consumer

Business

Government

Nguyen Thi Hong An

1.6. Publics
Publics are any group that has an actual or potential interest in or impact on an organization’s ability to achieve its objective.
Financial publics Media publics Government publics CitizenCitizen-action publics Local publics General public Internal publics

Discussion question: Consider our International University (IU). What are the publics to which IU must pay attention?
Nguyen Thi Hong An

Discussion Question

How would each of the microenvironmental factors be involved in/affect their marketing efforts?

Nguyen Thi Hong An

2. Macroenvironment
DEMOGRAPHIC ENVIRONMENT NATURAL ENVIRONMENT

ECONOMIC ENVIRONMENT

Macro Environment

POLITICAL ENVIRONMENT

TECHNOLOGICAL ENVIRONMENT

CULTURAL ENVIRONMENT

Nguyen Thi Hong An

2.1. Demographic Environment
Demography is the study of human populations in terms of size, density, location, age, gender, race, occupation, and other statistics Demographic environment is important because it involves people, and people make up markets Demographic trends include age, family structure, geographic population shifts, educational characteristics, and population diversity

Nguyen Thi Hong An

2.1 Demographic Environment (cont.)
Changing Age Structure

Baby boomers include people born between 1946 and 1964

Generation X includes people born between 1965 and 1976

Millennials include those born between 1977 and 2000
Nguyen Thi Hong An

Homework: Discussion question
Homework 1: Discuss with your team: 1. List some of the demographic trends of interest to marketers in Vietnam; 2. Discuss whether these trends pose opportunities or threats for marketers.
Submit to your lecturer via email due to next week
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Nguyen Thi Hong An

2.1 Demographic Environment (cont.)

Demographic Environment Changes in the U.S.

The changing Geographic The family changing Shifts family
Nguyen Thi Hong An

Demographic Environment Changes in VN
Better educated Increased white-collar

2.2. Economic Environment
The economic environment consists of factors that affect consumer purchasing power and spending patterns

• Industrial economies are richer markets • Subsistence economies consume most of their own agriculture and industrial output
Nguyen Thi Hong An

Homework: Discussion question

Homework 2: Discuss current trends in the economic environment of which marketers...

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