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PartOneUnderstandingmarketingandthemarketingprocessLectureThreeThemarketingEnvironmentAtaglance◼Describethe

environmentalforcesthataffecttheeconomy’sabilitytoserveitscustomers◼Explainhowchangesinthedemographicandeconomicenvironmen

tsaffectmarketingdecisions◼Identifythemajortrendsinthefirm’snaturalandtechnologicalenvironments◼Explainthekeychangesinthepoliticalandculturalenv

ironments◼DiscusshowcompaniescanreacttothemarketingenvironmentsTheCompany’sMicro-environmentDirect(Micro-)Environments:◼internalstruc

ture◼suppliers◼competitors◼marketingintermediaries◼customersandgeneralpublicsTheMicroenvironmentSuppliers

CustomerMarketsPublicsCompanyCompetitorsIntermediariesKeyForcesintheMicroenvironmentSuppliersIntermediariesFirmpublicsCompetit

orsCustomersTheCompany’smicro-environmentInternalEnvironmentTopManagementManufacturingFinanceR&DAccountingPurchasingMark

etingCustomerMarketsCompanyConsumerMarketsInternationalMarketsGovernmentMarketsBusinessMarketsResellerMarketsTypesofPublicsGovernment

InternalFinancialMediaCitizenActionLocalGeneralTheCompany’sMacro-environmentIndirect(Macro-)Environments:◼Dem

ographicenvironment◼Economicenvironment◼Naturalenvironment◼Technologicalenvironment◼Politicalenvironme

nt◼CulturalenvironmentTheMacro-environmentDemographicTechnologicalCulturalEconomicPoliticalNaturalKeyForcesintheMacroenv

ironmentDemographicenvironment◼Changingagestructureofthepopulation◼Thechangingfamily◼Geographicshiftsinpopulation◼better-educatedandmorewhite-col

larpopulation◼IncreasingethicdiversityDemographicEnvironmentGeographicShiftsEducationGrowingEthnicDiversityChangingFamilyStructureAgeStructuresK

eyDemographicTrendsEconomicenvironment◼Changesinincome◼incomedistribution◼upper-class◼middle-class◼under-class◼Changingconsumer

spendingpatterns◼Engel’slawsEconomicEnvironmentChangesinConsumerSpendingPatternsEconomicDevelopmentChangesinIncomeKeyEconomicConcernsfo

rMarketersNaturalenvironment◼Shortagesofrawmaterials◼Increasedcostofenergy◼Increasedpollution◼Governm

entinterventioninnaturalresourcemanagementNaturalEnvironmentKeyAreasofConcernintheNaturalEnvironmentShortageofRawMaterialsIncreasedPollution

GovernmentInterventionEnergyCostsTechnologicalenvironment◼Fastpaceoftechnologicalchange◼HighR&Dbudget◼Concentrationonminorimprovements◼

IncreasedregulationTechnologicalEnvironmentFastPaceofChangeHighR&DBudgetsFocusonMinorImprovementsIncreasedRegulationIssuesintheTechnologi

calEnvironmentPoliticalenvironment◼Legislationregulatingbusiness◼protectorganization◼productconsumers◼

protecttheinterestsofsociety◼Changinggovernmentagencyenforcement◼IncreasedemphasisonethicsandsociallyresponsibleactionsPoliticalEnvironment

GreaterConcernforEthicsLegislationEnforcementKeyTrendsinthePoliticalEnvironmentCulturalenvironment◼Persistenceofculturalvalues◼Corecultural◼Secon

darycultural◼Subcultures◼Shiftsinsecondaryculturalvalues◼people’sviewofthemselves,others,organizations,society,nature,u

niverse.CulturalEnvironmentOfOrganizationsOfNatureOfOneselfOfSocietyOftheUniverseOfOthersViewsThatShowValuesMacro-environmentMicro-e

nvironmentFirm’sinternalenvironmentThemarketingenvironmentsNextweek◼Marketingresearchandinformationsystems◼Assignment:

◼Reviewingthelecture3◼Textbook(chapter3)/P85-117◼OrgnizingthediscussionofthecompanycasePage122-124◼gettinginformationandwritingth

eoutletonthemarketingresearchandinformationsystem◼Textbook(chapter4andappendix1)