Professional Documents
Culture Documents
Includes:
– Microenvironment: actors close to the
company that affect its ability to serve its
customers.
– Macroenvironment: larger societal forces
that affect the microenvironment.
• Considered to be beyond the control of
the organization.
Suppliers:
– Provide resources needed to produce
goods and services.
– Important link in the “value delivery
system.”
– Most marketers treat suppliers like
partners.
Marketing intermediaries:
– Help the company to promote, sell, and
distribute its goods to final buyers
• Resellers
• Physical distribution firms
• Marketing services agencies
• Financial intermediaries
Customers:
– Five types of markets that purchase a
company’s goods and services.
• Consumer
• Business
• Reseller
• Government
• International
Competitors:
– Those who serve a target market with
products and services that are viewed by
consumers as being reasonable
substitutes.
– Company must gain strategic advantage
against these organizations.
Demographics:
The study of human populations in
terms of size, density, location, age,
gender, race, occupation, and other
statistics.
– Marketers track changing age and family
structures, geographic population shifts,
educational characteristics, and
population diversity.
Copyright 2007, Prentice Hall, Inc. 3-15
Demographic Environment
Baby Boomers:
– 78 million born between 1946 and 1964.
– Equal 28% of population.
– Earn more than 50% of all personal
income.
– Almost 25% belong to racial or ethnic
minority.
– Spend a lot on anti-aging products and
services.
– Are likely to postpone retirement.
Copyright 2007, Prentice Hall, Inc. 3-17
Demographic Environment
Generation X:
– 45 million born between 1965 and 1976.
– Defined by shared experiences:
• Increasing divorce rates.
• More of their mothers employed.
• First generation of latchkey kids.
– Cynical of frivolous marketing pitches.
– Care about the environment.
– Prize experience, not acquisition.
Copyright 2007, Prentice Hall, Inc. 3-18
Demographic Environment
Generation Y:
– 72 million born between 1977 and 1994.
– Have large amount of disposable income.
– Comfortable with computer technology.
– Tend to be impatient and “Now-Oriented.”
– Many product lines targeted at those who
are part of Generation Y:
• Teen and young adult games
• Clothes, furniture, food
Increasing diversity:
– U.S. is a “salad bowl” mixing together
various groups, each of which retains its
ethnic and cultural differences.
• Ethnic segments are growing as a
percentage of the U.S. population and
growth is projected to continue.
– Increased marketing efforts towards:
• Gay and lesbian consumers
• People with disabilities
Copyright 2007, Prentice Hall, Inc. 3-24
Economic Environment
Consists of factors that affect consumer
purchasing power and spending patterns.
Environmental Management
Perspective
– Taking a proactive approach to managing
the environment by taking aggressive
(rather than reactive) actions to affect the
publics and forces in the marketing
environment.