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Chapter 5
Analyzing the Marketing Environment
Tools For Instructors
Brief Chapter Outline
Learning Objectives
Extended Chapter Outline with Teaching Tips
PowerPoint Slides with Teaching Notes
Additional Teaching Tips
Brief Chapter Outline
A Marketing Environment Analysis Framework
The Immediate Environment
Learning Objectives
LO 5-1 Outline how customers, the company, competitors, and corporate partners affect
marketing strategy.
Everything a firm does should revolve around the customer; without the customer, nothing gets
sold. Firms must discover their customers’ wants and needs and then be able to provide a
where they want it. Each of these activities—discovering customer needs, studying competitors’
actions, and working with corporate partners—helps add value to firms’ products and services.
LO 5-2 Explain why marketers must consider their macroenvironment when they make
decisions.
What are the chances that a fast-food hamburger restaurant would be successful in a
predominantly Hindu neighborhood? Not good. Marketers must be sensitive to such cultural
marketers help identify and develop technologies for practical, everyday uses, but also
technological advances help marketers provide consumers with more products and services more
quickly and efficiently. The general state of the economy influences how people spend their
dangerous products.
LO 5-3 Describe the differences among the various generational cohorts
Generational cohorts are groups of consumers of the same generation. They are likely to have
efforts.
LO 5-4 Identify various social trends that impact marketing.
Social trends have a tremendous impact on what consumers purchase and consume.
Extended Chapter Outline With Teaching Tips
I. A Marketing Environment Analysis Framework (PPT slide 5-4)
II. The Immediate Environment (PPT slide 5-5)
A. Successfully Leveraging Company Capabilities (PPT slide 5-6)
Check Yourself: Several questions are offered for students to check their understanding of core
concepts.
1. What are the components of the immediate environment? (PPT slide 5-10)
III. Macroenvironmental Factors (PPT slide 5-11)
A. Culture (PPT slide 5-12)
1. Country Culture
B. Demographics (PPT slide 5-13)
3. Generational Cohorts (PPT slide 5-14)
7. Ethnicity (PPT slide 5-18)
C. Social Trends (PPT slide 5-19)
8. Price Sensitivity (PPT slide 5-20)
12. The Time-Poor Society (PPT slide 5-24)
D. Technological Advances (PPT slide 5-26)
13. Economic Situation (PPT slide 5-27)
Check Yourself: Several questions are offered for students to check their understanding of core
concepts. (PPT slide 5-29)
1. What are the six key macroenvironmental factors?
Answer: The six key macroenvironmental factors are culture, demographics, social
2. Differentiate between country culture and regional culture.
Answer: Country culture includes artifacts, behavior, dress, physical settings, ceremonies,
that transcend regional boundaries.
3. What are some important social trends shaping consumer values and shopping behavior?
Answer: The green movement, privacy concerns, time-poor lifestyles, and responsible
