January 12, 2009 January 12, 2009
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January 12, 2009January 12, 2009
The Dynamic Marketing
Environment
Levels of External ForcesLevels of External Forces
Macro LevelMacro Level
Influences that affect all firmsInfluences that affect all firms
Micro LevelMicro Level
Influences that affect a particular firmInfluences that affect a particular firm
External Macroenvironment ForcesExternal Macroenvironment Forces
DemographicsDemographics
People MakePeople MakeMarketsMarkets
People MakePeople MakeMarketsMarkets
DistributionDistributionDistributionDistribution GrowthGrowthGrowthGrowth
SizeSizeSizeSize
Characteristics of Characteristics of PopulationsPopulations
Characteristics of Characteristics of PopulationsPopulations
Megatrends Shaping the Megatrends Shaping the Consumer LandscapeConsumer Landscape
• Delayed retirement• Changing nature of
work• Greater educational
attainment• Skill Labor shortages
• Increased migration• Shifting birth trends• Widening geographic
differences• Changing age structure
Economic FactorsEconomic Factors
People withPeople withMoney to SpendMoney to Spend
and Willing toand Willing toSpend itSpend it
People withPeople withMoney to SpendMoney to Spend
and Willing toand Willing toSpend itSpend it
InflationInflationInflationInflationInterestInterest RatesRates
InterestInterest RatesRates
Stage of the Stage of the Business Business
CycleCycle
Stage of the Stage of the Business Business
CycleCycle
Types of Industrial StructuresTypes of Industrial Structures
Industrialeconomies
Subsistenceeconomies
Raw-material-exporting
economies
Industrializingeconomies
India – An Industrializing EconomyIndia – An Industrializing Economy
Saudi Arabia – Saudi Arabia – A Raw-Material Exporting EconomyA Raw-Material Exporting Economy
CompetitionCompetition
Rivals Rivals for Customers’for Customers’
Limited Limited Buying PowerBuying Power
Rivals Rivals for Customers’for Customers’
Limited Limited Buying PowerBuying Power Substitute Substitute
ProductsProductsSubstitute Substitute ProductsProducts
EveryEvery CompanyCompany
EveryEvery CompanyCompany
BrandBrandCompetitionCompetition
BrandBrandCompetitionCompetition
Differential AdvantageDifferential AdvantageDifferential AdvantageDifferential Advantage
Social and Cultural ForcesSocial and Cultural Forces
People MakePeople MakeMarketsMarkets
People MakePeople MakeMarketsMarkets
BeliefsBeliefsBeliefsBeliefs
Socio-culturalSocio-culturalPatternsPatterns
Changing QuicklyChanging Quickly
Socio-culturalSocio-culturalPatternsPatterns
Changing QuicklyChanging Quickly
ValuesValuesValuesValuesLifestylesLifestylesLifestylesLifestyles
Social and Cultural ChangesSocial and Cultural Changes
Concern forConcern for Natural EnvironmentNatural Environment
Concern forConcern for Natural EnvironmentNatural Environment
Quality notQuantity
Quality notQuantity
Changing Gender RolesChanging Gender RolesChanging Gender RolesChanging Gender Roles Two Incomesand Balance
Two Incomesand Balance
Physical Fitness andPhysical Fitness andHealthHealth
Physical Fitness andPhysical Fitness andHealthHealth Exercise and DietExercise and Diet
Premium on TimePremium on TimePremium on TimePremium on Time ConvenienceConvenience
Schwab’s Chinese-language Web siteSchwab’s Chinese-language Web site
Political and Legal ForcesPolitical and Legal Forces
Monetary Monetary and and
Fiscal PoliciesFiscal Policies
Monetary Monetary and and
Fiscal PoliciesFiscal Policies
GovernmentalGovernmentalRelationship Relationship
with with IndustriesIndustries
GovernmentalGovernmentalRelationship Relationship
with with IndustriesIndustries
Social LegislationSocial Legislationandand
RegulationRegulation
Social LegislationSocial Legislationandand
RegulationRegulation
LegislationLegislation RelatedRelated
totoMarketingMarketing
LegislationLegislation RelatedRelated
totoMarketingMarketing
Legislation Affecting MarketingLegislation Affecting Marketing
• Competition Act• Sales of Goods Act• Unfair Trade Practices
Acts
• Trademark and Merchandise Act
• Various deregulation laws pertaining to specific industries
Regulate CompetitionRegulate Competition
Legislation Affecting MarketingLegislation Affecting Marketing
• Food and Drug Act
• Packaging and Labeling Act
• Cigarette Labeling and Advertising Acts
• Consumer Protection Act
• Media related regulations
Protect ConsumersProtect Consumers
Natural EnvironmentNatural Environment
Shortage of raw materials
Increasedenergy costsAnti-pollution
pressuresGovernmental
protections
TechnologyTechnology
Affects HowAffects HowMarketing isMarketing isCarried OutCarried Out
Affects HowAffects HowMarketing isMarketing isCarried OutCarried Out
Altering Altering ExistingExisting
IndustriesIndustries
Altering Altering ExistingExisting
IndustriesIndustries
Impacts lifestyles, Impacts lifestyles, consumption patterns,consumption patterns,
economic well-beingeconomic well-being
Impacts lifestyles, Impacts lifestyles, consumption patterns,consumption patterns,
economic well-beingeconomic well-being
StartingStartingNewNew
IndustriesIndustries
StartingStartingNewNew
IndustriesIndustries
StimulatesStimulatesMarketsMarkets
and and Other IndustriesOther Industries
StimulatesStimulatesMarketsMarkets
and and Other IndustriesOther Industries
External MicroenvironmentExternal Microenvironment
Internal EnvironmentInternal Environment
Operating EnvironmentOperating Environment
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