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Chapter 3
Analyzing the Marketing
Environment
PEARSON
Objective Outline
The Microenvironment
The Macroenvironment
1 Describe the environmental forces that affect the
companys ability to serve its customers.
Top
Top
manage
manage
ment
ment
accounti
accounti
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finance
finance
Marketi
Marketi
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ng
manage
manage
ment
ment
Research
Research
operatio
operatio and
and
ns
ns develop
develop
ment
ment
purchasi
purchasi
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Suppliers
Suppliers provide the resources needed by the co
mpany to produce its goods and services.
Most marketers today treat their suppliers as part
ners in creating and delivering customer value.
V.S
Publics
A public is any group that has an actual or potential inter
est in or impact on an organizations ability to achieve its
objectives.
We can identify seven types of publics:
Baby Generation
boomers X
Generation
Y
The Changing Age Structure of the Populat
ion Discuss case pg. 3.1
Generational Marketing
Marketers often split the baby boomers into three smaller groups
leading-edge boomers, core boomers, and trailing-edge boomers
each with its own beliefs and behaviors. Similarly, they split the
Millennials into teens and young adults.