ADMN 2100H Lecture Notes - Lecture 2: Natural Environment, Consumer Confidence
20 Jun 2018
School
Department
Course
Professor
ADMN2100H: Introduction to Marketing
Thursday, January 18th, 2017 – Lecture Two
Marketing Environment – Controllable and Uncontrollable Variables
I deas
C onnections
E xtensions
Microenvironment: stuff that affects you on the inside, directly
Macroenvironment: other forces, outside
** important in the management report at the end of the semester **
Microenvironment
The company
oCompany culture
oOther departments
oManagement
Suppliers – what products they make, how long they have been making them for, their availability,
costs, reliability, how long it takes them to ship, how flexible they are
oQuality of inputs
oConsistency of quality
oReliability of supply
oLead times
oFlexibility
Marketing intermediaries
oAdvertising and promotional agencies
oDesign agencies
oMarketing research firms
oFinancial intermediaries
oDistribution network
Competitors – some companies get very aggressive when they see that you are a significant threat, will
try to copy you
oWhat is their value proposition?
oWhat are they doing
oWhat are they planning
oHow will they react to your marketing initiatives?
Publics
oFinancial
oMedia
oCitizen-action
oLocal
oGeneral
oInternal
Macroenvironment
Demographic forces
oChanging age structure – cohorts
oChanging household composition
oGeographic shifts
find more resources at oneclass.com
find more resources at oneclass.com
Document Summary
Microenvironment: stuff that affects you on the inside, directly. ** important in the management report at the end of the semester ** The company: company culture, other departments, management. Marketing intermediaries: advertising and promotional agencies, design agencies, marketing research firms, financial intermediaries, distribution network. Publics: financial, media, citizen-action, local, general, internal. Demographic forces: changing age structure cohorts, changing household composition, geographic shifts, changing education levels, changing ethnic composition, changing income distribution, changing gender distribution. Economic forces: gdp growth, interest rates, financial markets, consumer confidence, consumer spending patterns. Natural environment: climate, weather, natural disasters, trends in sustainability and conversation. Technological environment: distribution, selling methods, communication methods, consumer knowledge. Political forces: political structure, political stability, labour mood, legislative framework, international politics. Cultural environment: societal beliefs, cultural sensitivity and acceptance, views of other people, views of institutions, views of other nations, importance or religion. First three cost you money, have to create value to capture value.
