This chapter describe the environmental forces that affect the company’s ability to serve its customers, describe the environmental forces that affect the company’s ability to serve its customers, identify the major trends in the firm’s natural and technological environments, explain the key changes in the political and cultural environments, discuss how companies can react to the marketing environment. | Chapter Three The Marketing Environment Describe the environmental forces that affect the company’s ability to serve its customers. Explain how changes in the demographic and economic environments affect marketing decisions. Identify the major trends in the firm’s natural and technological environments. Explain the key changes in the political and cultural environments. Discuss how companies can react to the marketing environment. 3- Copyright 2007, Prentice Hall, Inc. Challenges Faces shifting consumer lifestyles and preferences for healthier foods. Low ratings of food and service quality. Atmosphere not upscale. Image is perceived as being uncultured, uncool, and unclassy by younger target markets. McDONALD’S – Facing New Challenges Case Study Marketing Initiatives Focus on core competency of consistent products and reliable service. Offers upscale alternatives including McCafe and Bistro Gourmet. Eliminates “supersize,” offers healthier food options, and introduces Go Active! . | Chapter Three The Marketing Environment Describe the environmental forces that affect the company’s ability to serve its customers. Explain how changes in the demographic and economic environments affect marketing decisions. Identify the major trends in the firm’s natural and technological environments. Explain the key changes in the political and cultural environments. Discuss how companies can react to the marketing environment. 3- Copyright 2007, Prentice Hall, Inc. Challenges Faces shifting consumer lifestyles and preferences for healthier foods. Low ratings of food and service quality. Atmosphere not upscale. Image is perceived as being uncultured, uncool, and unclassy by younger target markets. McDONALD’S – Facing New Challenges Case Study Marketing Initiatives Focus on core competency of consistent products and reliable service. Offers upscale alternatives including McCafe and Bistro Gourmet. Eliminates “supersize,” offers healthier food options, and introduces Go Active! Adult Happy Meal. 3- Copyright 2007, Prentice Hall, Inc. Marketing Environment Consists of actors and forces outside the organization that affect management’s ability to build and maintain relationships with target customers. Studying the environment allows marketers to take advantage of opportunities as well as to combat threats. Marketing intelligence and research are used to collect information about the environment. 3- Copyright 2007, Prentice Hall, Inc. Marketing Environment Includes: Microenvironment: actors close to the company that affect its ability to serve its customers. Macroenvironment: larger societal forces that affect the microenvironment. Considered to be beyond the control of the organization. 3- Copyright 2007, Prentice Hall, Inc. Microenvironment includes: the company itself, supplies, marketing channel firms, customer markets, competitors, and publics. Macroenvironment includes: demographic, economic, natural, technological, political, and cultural .
