Banach Analyzing the Marketing Environment 1

The Immediate Environment

Macroenvironment

In the Immediate Environment Consumers are influenced directly through:

Company 

Firms match their core competencies with consumer needs, to enter new markets and develop new Products (ansoff Matrix)

Companys Competition 

Knowing companys position with respect to rivals by:

CI enables companies to forecast (proactive) market developments rather than just react to them (reactive), by: 

- Reviewing Publik Materials
- Interviewing customers, or former employees
- Analyzing a rival’s marketing tactics

Corporate Partners

- Firms are part of alliances

- Align with Competitors, suppliers, etc

- Just in Time Delivery System (JIT)

C ulture
D emographics
S ocial
T echnological
E conomic
P olitical

- Country Cultur

- Regional Culture

Ethnicity: diversity is growing (each group has different wants and needs).

Gender: Gender roles have been shifing

Income: Purchasing Power 

Generation: have similar purchase behaviors.
- Seniors
- Baby Boomers  
- Generation X
- Gereration Y
- Tweens

Education: higher levels of education lead to better jobs and higher incomes.

Various social trends are shaping consumer values.

- greener consumers (Bio Products)

- privacy concerns (identity Theft)

- time-poor society (most parents work)

- New products (Smartphones, Internet or HDTV), 
- New forms of communication (Facebook)
- New retail channels (EBay). 

- Inflation
- Foreign Currency 
- Interest Rates