,Click to edit Master title style,Click to edit Master text styles,Second level,Third level,Fourth level,Fifth level,*,The,Marketing Environment,3,Principles of Marketing,The Marketing Environment,The marketing environment,includes the actors and forces outside marketing that affect marketing managements ability to build and maintain successful relationships with customers,3-4,The Marketing Environment,Marketing Environment,Microenvironment,consists of the actors close to the company that affect its ability to serve its customers,the company,suppliers,marketing intermediaries,customer markets,competitors,and publics,3-5,The Companys Microenvironment,Marketing Environment,Macroenvironment,consists of the larger societal forces that affect the microenvironment,Demographic,Economic,Natural,Technological,Political,Cultural,3-6,The Companys Microenvironment,The Company,Suppliers,Marketing intermediaries,Customers,Competitors,Publics,3-7,The Companys Microenvironment,The Company,Internal environment includes:,Top management,Finance,R&D,Purchasing,Operations,Accounting,3-8,The Companys Microenvironment,Suppliers,Provide the resources to produce goods and services,Treated as partners to provide customer value,3-9,The Companys Microenvironment,Help the company to promote,sell,and distribute its products to final buyers,Include:,Resellers,Physical distribution firms,Marketing services agencies,Financial intermediaries,3-10,Marketing Intermediaries,The Companys Microenvironment,Marketing Intermediaries,Resellers,are the distribution channel firms that help the company find customers or make sales to them,Include:,Wholesalers,Retailers,3-11,The Companys Microenvironment,Marketing Intermediaries,Physical distribution firms,are the distribution channel firms that help the company to stock and move goods from their points of origin to their final destination,3-12,The Companys Microenvironment,Marketing Intermediaries,Marketing service agencies,are 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,3-13,The Companys Microenvironment,Marketing Intermediaries,Financial intermediaries,include banks,credit companies,insurance companies,and other businesses that help finance transactions or insure against the risks associated with the buying and selling of goods,3-14,The Companys Microenvironment,Customers,Customer markets,consist of individuals and households that buy goods and services for personal consumption,Business markets,buy goods and services for further processing or for use in their production process,3-15,The Companys Microenvironment,Customers,Reseller markets,buy goods and services to resell at a profit,Government markets,buy goods and services to produce public services or transfer goods and services to others who need them,International markets,consist of buyers in other countries including consumers,producers,resellers,and governments,3-16,The Companys Microenvironment,Competitors,Firms must gain strategic advantage by positioning their offerings against competitors offerings,3-17,The Companys Microenvironment,Publics,Financial publics,influence the companys ability to obtain fundsbanks,investment houses,and stockholders,Media publics,carry news,features,and editorial opinionnewspapers,magazines,and radio and television stations,Government publics,influence product safety and truth in advertising,3-19,The Companys Microenvironment,Publics,Citizen-action publics,include consumer organizations,environment groups,and minority groups,Local publics,include neighborhood residents and community organizations,General publics,influence the companys public image,Internal publics,include workers,managers,volunteers,and directors,3-20,The Companys Macroenvironment,Demographic Environment,Demography,is the study of human populations in terms of size,density,location,age,gender,race,occupation,and other statistics,Demographic environment,is important because it involves people,and people make up markets,Demographic trends,include age,family structure,geographic population shifts,educational characteristics,and population diversity,3-22,The Companys Macroenvironment,Demographic Environment,Changing Age Structure of the Population,Generational marketing,is important in segmenting people by lifestyle of life state instead of age,3-23,The Companys Macroenvironment,Baby boomers,include people born between 1946 and 1964,Most affluent Americans,3-24,Demographic Environment,Changing Age Structure of the Population,The Companys Macroenvironment,Demographic Environment,Changing Age Structure of the Population,Generation X,includes people born between 1965 and 1976,High divorce rates,Concerned about the environment,Respond to socially responsible companies,Less materialistic,Quality of life,Consumer organizations,environment groups,and minority groups,3-25,The Companys Macroenvironment,Generation Y,includes people born b