Principles of Marketing

Eighteenth Edition, Global Edition

Chapter 3
Analyzing the Marketing
Environment

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MICROSOFT: Adapting to the Fast-
Changing Marketing Environment
“Microsoft has undergone a
dramatic transformation to better
align itself with the new digital
world. More than just making the
software that makes PCs run,
Microsoft now wants to empower
every person and every
organization on the planet to
achieve more, regardless of what
device or operating system they
use.”

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Nokia vs. iPhone • 27 Temmuz 2009 01:00

• Nokia N97, Apple iPhone 3GS ile

ringe çıkıyor. Karşılaştırmamızda
pazar devinin amiral gemisinin kült
cep telefonuyla aynı seviyede olup
olmadığını öğreneceksiniz.

• Geldi, gördü ve kazandı: Nokia

N97'nin cep telefonu piyasasına girişi
bu şekilde tanımlanabilir. Nokia N97,
test notu "çok iyi" olan ilk iş odaklı cep
telefonu. Buna şaşırmamalı: QWERTY
klavyesi, dokunmatik ekranı ve
modern bir multimedya cepte olması
düşünülen her türlü özelliği var.

• Fakat savaş bitmiş değil. Gerçi iPhone

3GS cep telefonu tahtına oturmayı
başaramadı; ama yine de birçok
kullanıcı için hala en iyi alternatif
olmayı başarıyor.

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Digital Marketing Landscape in year 2022

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 Devices and the ProductLifecycle
wrist computers
(smartwatches)
face computers hand computers desk computers
(AR/VR voice computers (smartphones, tablets) (desktops, laptops)
glasses, HMDs) (smart speakers)

Growth Market Mature Market Declining

Emergent Market

Many Players, still Double digit growth, Slow Migration,

working out biz models Ends with consolidation Brand Allegiance

Model: Tom Chi, 2008 113

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A Company’s Marketing 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.
• Marketers must be environmental trend trackers and
opportunity seekers.
• By carefully studying the environment, marketers can adapt
their strategies to meet new marketplace challenges and
opportunities.
• By using marketing research and marketing intelligence,
companies constantly watch and adapt to the changing
environment—or like Microsoft, in many cases, lead those
changes.
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The Microenvironment and
Macroenvironment (1 of 2)
Microenvironment consists of the actors close to the
company that affect its ability to serve its customers—the
company, suppliers, marketing intermediaries, customer
markets, competitors, and publics.

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The Microenvironment and
Macroenvironment (2 of 2)
Macroenvironment consists of the larger societal forces
that affect the microenvironment—demographic, economic,
natural, technological, political, and cultural forces.

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The Microenvironment (1 of 8)
Figure 3.1 Actors in the Microenvironment

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The Microenvironment (2 of 8)
The Company

In designing marketing plans, marketing management takes

other company groups into account.
• Top management
• Finance
• Research and development (R&D)
• Information technology
• Purchasing
• Operations
• Human resources
• Accounting

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The Microenvironment (3 of 8)
Suppliers

• Provide the resources to produce goods and services

• Treat as partners to provide customer value
Suppliers: Giant furniture retailer
IKEA doesn’t just buy from its
suppliers. It involves them deeply in
the process of delivering the trendy
but simple and affordable home
furnishings to create a better
everyday life for its customers.
More than 1000 suppliers in 51
countries

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The Microenvironment (4 of 8)
Marketing Intermediaries Partnering with
intermediaries: Apple
Marketing intermediaries provides its retail partners
are firms that help the with much more than phones
company to promote, sell, and smartwatches. It also
and distribute its goods to pledges technical support.
final buyers.

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The Microenvironment (5 of 8)
Marketing Intermediaries
• Resellers
• Physical distribution firms
• Marketing services agencies
– (MR’g research & Media Firms, Agencies etc.)
• Financial intermediaries

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The Microenvironment (6 of 8)
Competitors

Firms must gain strategic advantage by positioning their

offerings strongly against competitors’ offerings in the minds
of consumers.
Competitors are just 1 click away to consumers
Marketers must make sure their offerings provice greater
customer value which results in customer satisfaction and
preference

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The Microenvironment (7 of 8)
Publics Publics: NatWest shows its
commitment to its local community by
Any group that has an actual or
potential interest in or impact on an giving generously to local charities,
community groups, and social
organization’s ability to achieve its
objectives enterprises.

• Financial publics
• Media publics
• Government publics
• Citizen-action publics
• Local publics
• General public
• Internal publics

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The Microenvironment (8 of 8)
Customers

• Consumer markets
• Business markets
• Reseller markets
• Government markets
• International markets

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The Macroenvironment
Figure 3.2 Major Forces in the Company’s
Macroenvironment

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The Demographic and Economic
Environments (1 of 6)
The Demographic Environment
• Demography is the study of human populations—size,
density, location, age, gender, race, occupation, and other
statistics.
• 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.

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The Demographic and Economic
Environments (2 of 6)
The Demographic Environment

• Baby Boomers – born 1946 to 1964

• Generation X – born between 1965 and 1980
• Millennials – born between 1981 and 1996
• Generation Z – born between 1997 and 2012
• Generation Alpha – born after 2012

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The Demographic and Economic
Environments (3 of 6)
The Demographic Environment
Generational marketing is important in segmenting people
by lifestyle or life stage instead of age.
Generational marketing:
Baby boomers and
millennials are now
moving over to make room
for younger Generation
Alpha.

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The Demographic and Economic
Environments (4 of 6)
The Demographic Environment

• The changing American family Working remotely: Apps like Slack let
• Geographic shifts in population people working remotely collaborate
anywhere and everywhere through the
• A better-educated, more white-collar, internet and mobile devices.
more professional population
• Increasing diversity

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The Demographic and Economic
Environments (5 of 6)
The Demographic Environment
Targeting consumers with
disabilities: Toyota’s “Start
Your Impossible” campaign
included ads highlighting
inspirational real-life stories of
athletes who overcame
mobility challenges, such
Paralympic gold medalist
alpine skier Lauren
Woolstencroft.

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The Demographic and Economic
Environments (6 of 6)
The Economic Environment
Economic environment: Consumers adopted a new back-to-
basics sensibility in their lifestyles and spending patterns. To
serve the tastes of these more financially frugal buyers,
companies like Target are emphasizing the “pay less” side of
their value propositions.

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The Natural and Technological
Environments (1 of 4)
The Natural 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.

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The Natural and Technological
Environments (2 of 4)
The Natural Environment
Trends in the Natural Environment
• Growing shortages of raw materials
• Increased pollution
• Increased government intervention
• Developing strategies that support environmental
sustainability

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The Natural and Technological
Environments (3 of 4)
The Natural Environment The natural environment:
Environmental sustainability Walmart has emerged in recent
involves developing strategies years as the world’s super “eco-
and practices that create a world nanny” through its own
economy that the planet can sustainability practices and its
support indefinitely. impact on the actions of its
huge network of suppliers.

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The Natural and Technological
Environments (4 of 4)
The Technological Marketing technology: Disney
Environment takes full advantage of digital
technology in creating magical
• Most dramatic force in
customer experiences at its
changing the marketplace
Walt Disney World Resort.
• New products, opportunities
• Concern for the safety of new
products

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Technological Environment

• Changes in the sector structure provide great

opportunities for innovation.

• Examples include the convergence of ICT, the

telecom industry and the entertainment sector, ICT
(Information and Communications Technologies).

• Deregulation is also a change of market structure

that brings with it major changes.

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The Political-Social and Cultural
Environments (1 of 5)
The Political and Social Environment
Legislation regulating business is intended to protect
• companies from each other
• consumers from unfair business practices
• the interests of society against unrestrained business
behavior

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The Political-Social and Cultural
Environments (2 of 5)
The Political and Social Environment
• Increased emphasis on ethics Cause-related marketing: Ben &
and socially responsible Jerry’s three-part “linked
actions prosperity” mission drives it to
• Cause-related marketing make fantastic ice cream
(product mission), manage the
company for sustainable
financial growth (economic
mission), and use the company
“in innovative ways to make the
world a better place” (social
mission). Both Ben & Jerry’s
and its products are “Made of
Something Better.”
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The Political-Social and Cultural
Environments (3 of 5)
The Cultural Environment
The cultural environment consists of institutions and other
forces that affect a society’s basic values, perceptions, and
behaviors.

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Cause-Related Marketing: Linking
Brands, Consumers, and Causes
Aerie’s #AerieREAL campaign
pledges that it will use only
unretouched images and
videos of real women in its ads
and other marketing content.
The cause of body positivity
and inclusivity is an integral
part of the brand’s identity.

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The Political-Social and Cultural
Environments (4 of 5)
The Cultural Environment
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
include people’s views of themselves, others, organizations,
society, nature, and the universe.

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The Political-Social and Cultural
Environments (5 of 5)
The Cultural Environment Catering to the natural, organic, and
Shifts in Secondary Cultural Values ethical products trend: Unilever’s
Love Beauty and Planet brand has
• People’s views of themselves one goal: “To make you more
beautiful and give a little love to our
• People’s views of others
planet.”
• People’s views of organizations
• People’s views of society
• People’s views of nature
• People’s views of the universe

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 Cultural Environment Cont’d.
• New changes in society,
• New generation consumers' opinions of changing life
• The values they own can be an innovation trigger.

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ANALYSING THE
EXTERNAL ENVIRONMENT

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Responding to the Marketing
Environment
Views on Responding
• Uncontrollable
– React and adapt to forces in the environment
• Proactive
– Take aggressive actions to affect forces in the
environment
• Reactive
– Watch and react to forces in the environment

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Real Marketing 3.2: In the Social Media
Age: When the Dialogue Gets Nasty
Today’s empowered consumers: Whole Foods Market’s
decision to put single pre-peeled oranges in individual plastic
containers caused a viral storm of #OrangeGate tweets.
However, the retailer averted the potential PR disaster by
responding within hours with its own humorous, self-critical
social media posts admitting its mistake.

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