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Principles of Marketing – Chapter 3: Marketing Environment | Philip Kotler - YouTube
Channel: The Marketing Strategist
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welcome to chapter 3 in this video series on
the principles of marketing in this video we
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will discuss analyzing the marketing
environment let's get started example
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of a company that has reacted successfully to a
fast changing digital environment is microsoft
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microsoft is making fresh moves to re-establish
itself as a brand consumers can't live without
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in a post-pc world here are the learning
objectives for this video presentation
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objective one describe the environmental forces
that affect a company's ability to serve its
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customers objective two explain how changes
in the demographic and economic environments
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affect marketing decisions objective three
identify the major trends in the firm's natural
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and technological environments objective four
explain the key changes in the political and
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cultural environments and objective 5 discuss how
companies can react to the marketing environment
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learning objective 1 describe the environmental
forces that affect the company's ability
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to serve its customers we'll talk about the
micro environment and the macro environment
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the marketing environment includes the actors and
forces outside marketing that affect marketing
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management's ability to build and maintain
successful relationships with target customers
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the micro environment consists of the actors
close to the company that affect its ability
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to serve its customers this includes the
company suppliers marketing intermediaries
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customer markets competitors and the public
the macro environment consists of the larger
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societal forces that affect the microenvironment
this includes demographic economic natural
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technological political and cultural forces
this figure shows the actors within the micro
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environment and their interactions customers are
the most important actors within this environment
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the company in the micro environment in designing
marketing plans marketing management takes other
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company groups into account this includes top
management finance r d purchasing operations
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and accounting the suppliers in the micro
environment they provide the resources to
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produce goods and services and they should be
treated as partners to help provide customer value
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marketing intermediaries in the micro environment
they are firms that help the company to promote
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sell and distribute its goods to final buyers
marketing intermediaries include resellers
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physical distribution firms marketing
services agencies and financial intermediaries
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competitors in the micro environment firms must
gain strategic advantage by positioning their
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offerings strongly against competitors offerings
in the minds of consumers the public in the micro
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environment this is any group that has an
actual or potential interest in or impact on
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an organization's ability to achieve its
objectives including financial media government
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citizen action local general and internal
customers in the micro environment the customer
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market includes consumers businesses resellers
government agencies and international agencies
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learning objective one summary we have
described the environmental forces that
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affect the company's ability to serve its
customers these are the primary forces to review
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learning objective 2 explain how changes in
the demographic and economic environments
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affect marketing decisions this figure displays
the macro environment in addition to demographic
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and economic environments it includes natural
technological political and cultural environments
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the demographic macro environment demography
is the study of human populations size density
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location age gender race occupation and other
statistics the demographic environment involves
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people and people make up markets demographic
trends include changing age and family structures
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geographic population shifts educational
characteristics and population diversity
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the demographic macro environment
includes baby boomers born 1946 to 1964
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generation x born 1965-1976
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millennials born between 1977 and
2000 and generation z born after 2000.
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generational marketing is important in segmenting
people by lifestyle or life stage instead of age
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the demographic macro environment reflects
changes over time with the american family
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and changes in the workforce in the demographic
macro environment markets are becoming more
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diverse at both an international and national
level and this diversity includes ethnicity
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changes gay and lesbian societal changes
in how we embrace those that are disabled
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the demographic macro environment encompasses
geographic shifts in population in the united
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states it reflects growth in the west and south
and a decline in the midwest and northeast it also
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reflects changes in where people work including
telecommuting and what defines the home office
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the economic macro environment consists of
factors that affect consumer purchasing power
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and spending patterns such as industrial
economies that are richer markets
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subsistence economies that consume most
of their own agriculture and industrial
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output and developing economies that also offer
outstanding marketing opportunities an example
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of the economic macro environment is jetblue
this image shows david nealman jetblue's founder
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to tap into brazil's growing middle
class he started azul brazilian airlines
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which provides a good quality but affordable
alternative to long bus rides across the country
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changes in consumer spending in the macro
environment value marketing involves offering
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financially cautious buyers greater value the
right combination of quality and service at a fair
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price income distribution in the macro environment
over the past several decades the rich have grown
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richer the middle class has shrunk and the poor
have remained poor learning objective 2 summary
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explain how changes in the demographic and
economic environments affect marketing decisions
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explain the impacts of the demographic and
economic environments and the income distribution
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learning objective 3 identify the major trends in
a firm's natural and technological environments
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the natural macro environment the natural
environment is the physical environment and
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the natural resources that are needed as inputs
by marketers or that are affected by marketing
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activities trends in the natural environment
include growing shortages of raw materials
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increased pollution increased government
intervention and developing strategies that
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support environmental sustainability the natural
macro environment environmental sustainability
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involves developing strategies and practices that
create a world economy that the planet can support
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indefinitely the technological environment is the
most dramatic force in changing the marketplace
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it involves new products and opportunities and it
does entail concern for the safety of new products
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learning objective 3 summary this
objective identified the major trends
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in the firm's natural and technological
environments learning objective 4 this
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objective will explain the key changes in the
political social and cultural environments
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the political macro environment in terms of
political factors this deals with legislation
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that regulates business it is intended to
protect companies from each other consumers from
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unfair business practices and the interests of
society against unrestrained business behavior
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social environment the social environment
stresses an increased emphasis on ethics socially
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responsible behavior and cause related marketing
an example is warby parker and the buy a pair
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give a pair promotion the cultural macro
environment the cultural environment consists
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of institutions and other forces that affect a
society's basic values perceptions and behaviors
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the cultural macro environment persistence of
cultural values core beliefs and values are
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persistent and are passed on from parents
to children and are reinforced by schools
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churches businesses and government secondary
beliefs and values are more open to change and
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includes people's views of themselves others
organizations society nature and the universe
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the cultural macro environment includes shifts
and secondary cultural values of people's views
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as this figure represents it includes
cultural impacts on themselves
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on others on organizations on society on nature
and the universe learning objective for summary
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this objective explained the key changes in
the political social and cultural environments
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learning objective five discuss how companies can
react to the marketing environment in responding
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to the marketing environment there are three
views on responding uncontrollable which is
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reacting and adapting to forces in the environment
proactive which involves taking aggressive actions
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to affect forces in the environment and reactive
which includes watching and reacting to forces in
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the environment learning objective 5 summary this
objective discussed how companies can react to the
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marketing environment this includes three views
uncontrollable proactive and reactive hey thanks
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for watching please check out the other chapters
in this marketing series thank you very much
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