8/19/2019 Kotler Pom Cw Ppt Exp Ch05
1/13
C
o p y r i g h t © 2
0 0 5 P e a r s o n
E d u c a t i o n I n c .
The Marketing Environment
•Chapter 5•PowerPoint slides
•Express version
• Instructor name
•Course name
• School name
• Date
Principles of Marketing, Sith Canadian Edition
http://www.pearsoned.ca/kotler/
8/19/2019 Kotler Pom Cw Ppt Exp Ch05
2/13
Principles of Marketing, Sixth Canadian
5.2
C
o p y r i g h t © 2
0 0 5 P e a r s o n
E d u c a t i o n I n c .
!earning "#$ectives
• After std!ing this chapter, !o shold "e a"le to#
$ %escri"e the environ&ental forces that affect the co&pan!'s
a"ilit! to serve its csto&ers
$ Explain how changes in the de&ographic and econo&ic
environ&ents affect &arketing decisions
$ (dentif! the &a)or trends in thefir&'s natral and technological
environ&ents
$ Explain the ke! changes in the
political and cltral environ&ents
$ %iscss how co&panies can react tothe &arketing environ&ent
8/19/2019 Kotler Pom Cw Ppt Exp Ch05
3/13
Principles of Marketing, Sixth Canadian
5.*
C
o p y r i g h t © 2
0 0 5 P e a r s o n
E d u c a t i o n I n c .
The Marketing Environment
• Marketing environ&ent#
$ +actors and forces otside of &arketing's direct control
$ Affect &anage&ent's a"ilit! to develop and &aintain
$ Sccessfl transactions with target csto&ers
• Microenviro&ent#
$ +orces close to the co&pan!
$ hat affect its a"ilit! to serve
csto&ers
• Macroenviron&ent#
$ -arger, societal forces that affect theorganiation's &icroenviron&ent
8/19/2019 Kotler Pom Cw Ppt Exp Ch05
4/13
Principles of Marketing, Sixth Canadian
5./
C
o p y r i g h t © 2
0 0 5 P e a r s o n
E d u c a t i o n I n c .
The Company%s Microenvironment
• he co&pan!#
$ Manage&ent, finance, research 0 develop&ent, prchasing,
&anfactring, acconting, and h&an resorces
• Sppliers
• Marketing inter&ediaries#
$ 1esellers
$ Ph!sical distri"tion
fir&s
$ Marketing service
agencies $ +inancial
inter&ediaries
&igure 5.'
8/19/2019 Kotler Pom Cw Ppt Exp Ch05
5/13
Principles of Marketing, Sixth Canadian
5.5
C
o p y r i g h t © 2
0 0 5 P e a r s o n
E d u c a t i o n I n c .
The Company%s Microenvironment
• Csto&ers#
$ Cons&er, "siness, reseller, govern&ent, and international
&arkets
• Co&petitors
• P"lics#
$ +inancial
$ Media
$ overn&ent
$ Citien3action grops
$ -ocal $ eneral
$ (nternal
&igure 5.'
8/19/2019 Kotler Pom Cw Ppt Exp Ch05
6/13
Principles of Marketing, Sixth Canadian
5.4
C
o p y r i g h t © 2
0 0 5 P e a r s o n
E d u c a t i o n I n c .
The Company%s Macroenvironment
• %e&ographic environ&ent#
$ Std! of h&an poplation
$ Sie, densit!, location, age, race, sex, occpation, and edcation
• rends of interest#
$ orld poplation
growth $ (ncreased diversit!
$ Changing age
strctre within
Canada
$ Changing hoseholds
$ 6igher edcation
$ eographic shifts
&igure 5.2
8/19/2019 Kotler Pom Cw Ppt Exp Ch05
7/13
8/19/2019 Kotler Pom Cw Ppt Exp Ch05
8/13
Principles of Marketing, Sixth Canadian
5.8
C
o p y r i g h t © 2
0 0 5 P e a r s o n
E d u c a t i o n I n c .
The Company%s Macroenvironment
• 9atral environ&ent#
$ rowing shortages of raw &aterials
$ (ncreased polltion
$ (ncreased govern&ent intervention
$ Canadian federal law#
Environ&entalProtection Act :;
8/19/2019 Kotler Pom Cw Ppt Exp Ch05
9/13
Principles of Marketing, Sixth Canadian
5.<
C
o p y r i g h t © 2
0 0 5 P e a r s o n
E d u c a t i o n I n c .
The Company%s Macroenvironment
• echnological environ&ent#
$ 9ew technolog! creates new &arkets and opportnities
$ 1eplaces existing prodcts and services
$ 1esearch and develop&ent activit! drives this sector
$ Canadian spending on
10% is low, ranked;5th in the world
$ overn&ent progra&s
to encorage &ore
$ overn&ent agencies
to reglate new prodct safet!
&igure 5.2
8/19/2019 Kotler Pom Cw Ppt Exp Ch05
10/13
Principles of Marketing, Sixth Canadian
5.
;>
C
o p y r i g h t © 2
0 0 5 P e a r s o n E d u c a t i o n I n c .
The Company%s Macroenvironment
• Political environ&ent#
$ -aws, govern&ent agencies, and pressre grops
$ (nflence and li&it organiations and individals within a societ!
$ (ncreasing legislation
$ (ncreased e&phasis on
ethics and socialresponsi"ilit!
$ Case3related
&arketing
$ ?siness legislation is
sed to protectcons&ers, "sinesses,
and the interests of
societ!
&igure 5.2
8/19/2019 Kotler Pom Cw Ppt Exp Ch05
11/13
Principles of Marketing, Sixth Canadian
5.
;;
C
o p y r i g h t © 2
0 0 5 P e a r s o n E d u c a t i o n I n c .
The Company%s Macroenvironment
• Cltral environ&ent#
$ (nstittions and other forces that inflence
$ Societ!'s "asic vales, perceptions, preferences, and "ehaviors
$ Core "eliefs passed on throgh fa&il!, reinforced "! instittions
$ Secondar! "eliefs are
&ore open to change $ People's views of#
• he&selves
• @thers
• @rganiations
• Societ!
• 9atre
• he niverse
&igure 5.2
8/19/2019 Kotler Pom Cw Ppt Exp Ch05
12/13
Principles of Marketing, Sixth Canadian
5.
;2
C
o p y r i g h t © 2
0 0 5 P e a r s o n E d u c a t i o n I n c .
(esponding to the Marketing Environment
• Passive approach#
$ Co&panies react to ncontrolla"le factors within their
environ&ents
• Environ&ental &anage&ent
perspective#
$ Proactive approach to inflence andaffect forces within their environ&ent
$ se lo""!ists to inflence legislation
$ Media events, advertorials to shape
p"lic opinion
$ se contractal agree&ents and legal
action when necessar!
8/19/2019 Kotler Pom Cw Ppt Exp Ch05
13/13
Principles of Marketing, Sixth Canadian
5.
;*
C
o p y r i g h t © 2
0 0 5 P e a r s o n E d u c a t i o n I n c .
In Conc)usion*
• he learning o")ectives for this chapter were#
$ %escri"e the environ&ental forces that affect the co&pan!'s
a"ilit! to serve its csto&ers
$ Explain how changes in the de&ographic and econo&ic
environ&ents affect &arketing decisions
$ (dentif! the &a)or trends in thefir&'s natral and technological
environ&ents
$ Explain the ke! changes in the
political and cltral environ&ents
$ %iscss how co&panies can react tothe &arketing environ&ent