Marketing Environment
Microenvironment
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Company itself
Suppliers
Marketing intermediaries
Customers
Competitors
Publics
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Financial public
Media public
Government public
Citizen-action public
Local public
General public
Internal public
 Demographic
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Macroenvironment
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Baby Boomers
 78 million born between 1946 and 1964
 Nearly 30% of population
 Spend $2.3 trillion annually and hold ¾ of the nations
financial assets
 Spend $30 billion annually on anti-aging products and
services; strong market for financial services, new
housing, travel, etc.
 Are likely to postpone retirement
Generation X
 49 million born between 1965 and 1976
 Defined by shared experiences
 Increased parental divorce rates and more employed
mothers made generation x the first of the latchkey kids
 Gen x developed a more cautious economic outlook due
to recessions and downsizing that were common when
they grew up
 Cares about the environment
 Prizes experience
 Family comes first
 Skeptical of marketing messages; researches purchases
carefully,
 uses communities to share information
 Represents close to $1.4 trillion in annual purchasing
power
Millennials
 83 million born between 1977 and 2000- larger than baby
boomer segment
 Includes tweens, teens, and young adult
 Ethnically diverse
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Fluent with computer and digital technology
Personalization and product customization are key to
marketing success
The American family and household makeup is
changing:
 Traditional households are in decline
 Married couples with children = 23%
 Geographic shifts in
population:
o 14% of U.S. residents move each year
toward the sun belt
U.S becoming more educated
 Economic
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1990 spending was high
2000 technology got screwed over
Rich keep getting richer
Middle class is shrinking
Poor stay poor
 Natural
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Weather is getting more and more intense
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Technological
What is hot now won’t be hot next year
 Political
 Cultural
Responding to the marketing
environment
Reactive
responses
 Many forms simply react to changes in the marketing
environment
Proactive
responses
 Some firms attempt to manage the marketing
environment via aggressive actions designed to affect
the global economy