Basics of Marketing - Kotler Philip

Summary

The marketing environment consists of areas in which the firm should look for new opportunities for itself and monitor the occurrence of potential threats. It includes all the forces that affect the ability of the firm to establish and maintain contacts with the target market. The marketing environment of the firm is composed of micro- and macroenvironments.

The first force acting in the micros environment is the company itself? Its departments and management echelons, which influence the decision-making by the management of the marketing department. Second force? Firms and individuals producing goods and services needed by companies, and primarily its suppliers. The third power? Marketing intermediaries (trade intermediaries, firms-specialists in the organization of commodity circulation, agencies for the provision of marketing services and credit and financial institutions). The fourth force? Five types of client markets: the consumer market, the producer market, the intermediary market, the government market, the international market. Fifth power? A variety of competitors that the firm faces: desire-competitors, commodity-clan competitors, commodity-species competitors, brand-competitors. The sixth power? Any contact audience that has real or potential interest in the organization or has an impact on its ability to achieve its goals: financial circles, contact media audiences, contact audiences of government agencies, civic action groups, local contact audiences, the general public, internal contact audiences.

Macromedia includes the main forces coming into collision with the interests of the firm: demographic, economic, natural, scientific and technical, political factors and factors of the cultural environment.

The demographic environment is characterized by: a world population explosion, a decrease in the birth rate in the US, an aging US population, changes in the American family, population migration, an increase in the educational level, and an increase in the number of employees. For the economic environment? In connection with such phenomena as a recession, high unemployment and high interest rates,? The more cautious approach of Americans to making purchases is typical. For the natural environment are characterized by: the deficit of some types of raw materials, the increase in energy, the growth of environmental pollution and increased state intervention in the process of rational use and reproduction of natural resources. The scientific and technological environment is characterized by: acceleration of scientific and technological progress, the emergence of unlimited opportunities, increased allocations for research and development, increased attention to the introduction of small improvements in existing products and tightening of state control over the quality and safety of goods. The political environment is characterized by: legislative regulation of entrepreneurial activity, increasing demands on the part of state institutions that monitor compliance with laws, and the growing number of groups to protect the public interest. For the cultural environment are characterized by: long-term trends to ensure self-satisfaction immediate satisfaction of desires, easy life, informal relationships and secular orientation.