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Analyzing the Marketing Environment

Analyzing the Marketing Environment. MKT 202, Taufique Hossain. The Marketing Environment. Marketing Environment: The actors and forces outside marketing that affect marketing management ’ s ability to build and maintain successful relationships with target customers Microenvironment

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Analyzing the Marketing Environment

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  1. Analyzing the Marketing Environment MKT 202, Taufique Hossain

  2. The Marketing Environment • Marketing Environment: The actors and forces outside marketing that affect marketing management’s ability to build and maintain successful relationships with target customers • Microenvironment Forces close to the company that affect its ability to serve its customers. • Macroenvironment Larger societal forces that affect the microenvironment.

  3. The Company’s Microenvironment Actors in the Microenvironment

  4. The Company’s Microenvironment Top management Finance R&D Purchasing Operations Accounting The Company

  5. The Company’s Microenvironment Provide the resources to produce goods and services Treated as partners to provide customer value Suppliers

  6. The Company’s Microenvironment Help the company to promote, sell and distribute its products to final buyers Marketing Intermediaries

  7. The Company’s Microenvironment Types of Marketing Intermediaries

  8. The Company’s Microenvironment Firms must gain strategic advantage by positioning their offerings against competitors’ offerings Competitors

  9. The Company’s Microenvironment Publics • Any group that has an actual or potential interest in or impact on an organization’s ability to achieve its objectives • Financial publics • Media publics • Government publics • Citizen-action publics • Local publics • General public • Internal publics

  10. The Company’s Macroenvironment

  11. The Company’s Macroenvironment 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 Demographic Environment

  12. The Company’s Macroenvironment Changing age structure of the population • Baby boomers include people born between 1946 and 1964 • Generation X includes people born between 1965 and 1976 • Millennials (gen Y or echo boomers) include those born between 1977 and 2000 Generational marketing is important in segmenting people by lifestyle of life state instead of age Demographic Environment

  13. The Company’s Macroenvironment More people are: Divorcing or separating Choosing not to marry Choosing to marry later Marrying without intending to have children Increased number of working women Stay-at-home dads Demographic Environment

  14. The Company’s Macroenvironment 163 million people (highest population density in the world, over 1000/sq. km) Rural 72%, Urban 21%, Semi-urban 7% About 57% of population is below 25 years of age High population growth rate-1.57% Mostly Muslim, with about 10% from other religions Literacy rate 47.9%, 15+ year old literacy rate increased 12% in 10 years. Trend of nuclear families in urban areas. Urban areas more internet savvy however internet penetration is quite low. Bangladesh Overview

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