Marketing

Environment

03 Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall

 COMPANY

SUPPLIERS COMPETITORS
Micro
Environment
MARKETING PUBLICS
INTERMEDIARIES

CUSTOMERS
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The Company
Top management

Finance

R&D

Purchasing

Operations

Accounting
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Suppliers

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Intermediaries
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Intermediaries
Resellers

Physical distribution
firms

Marketing services
agencies

Financial
intermediaries
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Competitors

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Publics
Financial publics

Media publics

Government publics

Citizen-action publics

Local publics

General public

Internal publics
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Customers
Consumer markets

Business markets

Reseller markets

Government markets

International markets

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 DEMOGRAPHIC NATURAL
ENVIRONMENT ENVIRONMENT

ECONOMIC POLITICAL/LEGAL
ENVIRONMENT ENVIRONMENT

Macro
Environment
TECHNOLOGICAL CULTURAL
ENVIRONMENT ENVIRONMENT

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Demographics

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Age structure

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Changing Family

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Geographic shifts

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Occupation shifts

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More diversity

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Economic
Environment

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Natural environment

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 Technological
Environment

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Political/Legal
Environment

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Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall
Cultural
Environment Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall
Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall
 Responding to the
marketing environment

UNCONTROLLABLE PROACTIVE REACTIVE

React and adapt to Aggressive actions Watching and

forces in the to affect forces in reacting to forces
environment the environment in the environment
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mechanical, photocopying, recording, or otherwise, without the prior written
permission of the publisher. Printed in the United States of America.

Copyright © 2012 Pearson Education, Inc.

Publishing as Prentice Hall