Lesson 4, Chapter 4: Analyzing the Marketing Environment LO1: Describe the environmental forces that affect the company’s ability to serve its customers The Microenvironment: The company Suppliers o Supply shortages or delays, labour strikes, natural disasters, and other events can cost sales in the short run and damage customer satisfaction in the long run Marketing intermediaries o Help the company promote, sell, and distribute its products to final buyers Resellers: help the company find customers and make sales to them Include wholesalers and retailers that buy and resell merchandise Physical distribution firms: help the company stock and move goods from their points of origin to their destinations Marketing services agencies: the marketing research firms, advertising agencies, media firms, and marketing consulting firms that help the company target and promote its products to the right markets Financial intermediaries: include banks, credit companies, insurance companies, and other businesses that help finance transactions or insure against the risks associated with buying ands selling of goods Competitors Publics o Financial publics: influences company’s ability to obtain funds o Media publics: carries news, features, editorial opinions, and other content o Government publics o Citizen-action publics: consumer organizations, environmental groups, minority groups and others o Local publics: neighborhood residents and community organizations o General public o Internal publics: workers, managers, volunteers, board of directors Customers LO2: Explain how changes in the demographic and economic environments affect marketing decisions The Macroenvironment Demographic o The changing age structure of the population o The changing Canadian household Crowded nest syndrome Responsibility for household tasks Women in the workforce o Geographic shifts in population
Interprovincial migration is driven by differences in unemployment rates and wages, and the oil boom in Alberta has lured many Canadians westward o A better-educated, more white-collar more professional population o Increasing diversity Economic o Changes in consumer spending Consumers have now adopted a back-to-basics sensibility in their lifestyles and spending patterns that will likely persist for years to come o Income distribution In Canada the rich and getting richer, and the poor are getting poorer, and the earnings of the middle class are stagnating The distribution of income has created a tiered market Natural Technological Political Cultural LO3: Identify the major trends in the firm’s natural and technological environments The Natural Environment Involves the physical environment and natural resources that are needed as inputs by marketers or that are affected by marketing activities Marketers should be aware of several trends in the natural environment: 1. Growing shortages of raw materials 2. Increased pollution 3.
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- Spring '15
- Marketing, A. Companies, Stags, Gain Customer Insights, o Services