Your SlideShare is downloading. ×
Marketingenvironment submission
Upcoming SlideShare
Loading in...5
×

Thanks for flagging this SlideShare!

Oops! An error has occurred.

×

Saving this for later?

Get the SlideShare app to save on your phone or tablet. Read anywhere, anytime - even offline.

Text the download link to your phone

Standard text messaging rates apply

Marketingenvironment submission

314
views

Published on


0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total Views
314
On Slideshare
0
From Embeds
0
Number of Embeds
0
Actions
Shares
0
Downloads
5
Comments
0
Likes
0
Embeds 0
No embeds

Report content
Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
No notes for slide

Transcript

  • 1. MARKETING ENVIRONMENT GRADE 10
  • 2. SOURCES OF PRESENTATION  http://www.slideshare.net/singhbhullar/marketing-environment- 29075375?qid=6d7ef020-b250-4781-8aed 29deb908b983&v=qf1&b=&from_search=11  http://www.slideshare.net/jayapradhavarma/marketing- environment-31750640?qid=6d7ef020-b250-4781-8aed- 29deb908b983&v=qf1&b=&from_search=3  http://www.slideshare.net/izzahnoah/the-marketing- environment-29446712?qid=6d7ef020-b250-4781-8aed- 29deb908b983&v=qf1&b=&from_search=8  
  • 3. THE MARKETING ENVIRONMENT • The Marketing Environment can be defined all the Internal and External Factors and Forces that affect a firm’s ability to develop and maintain successful transactions and relationships with the target customers. • Thus, Marketing Environment includes all forces that affect Marketing Policies, Decisions and Operations of a company
  • 4. COMPONENTS OF MARKETING ENVIRONMENT  Internal environment : Forces and actions inside the firm that affect the marketing operation composed of internal stake holders and the other functional areas within the business organization.  External environment • Micro environment • Macro environment
  • 5. In micro environment: a) Suppliers b) Market Intermediaries c) Customers d) Competitors e) Public
  • 6. A – Grab the ATTENTION I – Generate the INTEREST D – Arose DESIRE A – Lead to ACTION SWOT ANALYSIS: S – STRENGTH W – WEAKNESS O – OPPORTUNITIES T – THREATS
  • 7. MACRO ENVIRONMENT : [ EXTERNEL ENVIRONMENT] Factors of macro environment: a) Economic b) Political c) Legal d) Socio – culture e) Technical / Technological f) Physical / Natural environment g) Global h) Demo – graphic environment
  • 8. FACTORS AFFECTING MARKETING ENVIRONMENT 1. POLITICAL FORCES 2. ECONOMIC FORCES 3. SOCIAL AND CULTURAL FORCES 4. NATURAL FORCES 5. TECHNOLOGICAL FORCES 6. DEMOGRAPHIC FORCES
  • 9. II. POLITICAL: • Stable government. • Cyclical changes. • Role of private sector in the economy. • Government procedures & changes in government policy. • Type of government. • Role of small scale industries in the economy. • Role of service sector in the economy.
  • 10. I. Economic environment: a) General economic conditions: • Agriculture • Industrial output trends • Per – capita income [ income per head] • Income distribution • Savings & Expenditure • Price levels • Employment trends • Impact of government policies • Economic systems
  • 11. ECONOMIC ENVIRONMENT  The economic environment consists of factors that affect consumers purchasing and spending power.  Under economic environment manager generally studies 1. Trends of gross national product 2. Patterns of real growth in income 3. Variations in geographical income distribution. 4. Borrowing pattern ,trends and governmental and legal restrictions. 5. Major economic variables
  • 12. C) State of supply of resources for production: • Land • Labor • Capital • Machinery • Managers [ organization ]
  • 13. b) Industrial conditions: • Market growth of the industry • Demand patterns of the industry • It’s stage in PLC [ Product life cycle] INTRODUCTION GROWTH MATURITY DECLINE
  • 14. CULTURAL  Consist of institutions and other forces that affect a society’s basic values, perceptions, preferences and behaviors.  The major cultural values of a society are expressed in people view’s of:  Themselves : people vary in their emphasis on serving themselves versus serving other.  Others : people’s attitudes towards and interactions with others shift over time.  Organizations: people vary their attitudes towards coorperations, government agencies, trade unions, universities and other organization.
  • 15. VIII.DEMOGRAPHIC ENVIRONMENT:  Population or individual: • Age • Gender • Religion • Caste • Income level • Literacy • Marital status • Family size • Educational background • Life style • Nationality
  • 16. 1. CHANGE THE AGE STRUCTURE  Baby boomers (Born between 1946-1964)  Most powerful forces shaping the marketing environment.  Rethinking the purpose and value of their work, responsibilities and relationships.  Reach their peak earning and spending years.  Constitute a lucrative market for marketers
  • 17.  Generation X ( born between 1965 and 1976)  Less materialistic than the other group.  More sceptical bunch.  Most educated generation to date  Posses hefty annual purchasing power  Generation Y/ Millennial ( born between 1977 and 2000)  Most financially strapped generation  Facing higher unemployment  Saddled with more debt  Yuppies  Nearly bankrupt  Utter fluency and comfort with digital technology
  • 18. 2. FAMILY STRUCTURES  The traditional household consist of husband, wife and children (also grandparents)  The changes of family institution structures also consist of non- traditional household:  Married couples without children  Single living alone/ adults of one  Divorcing or separating  Not to marry  Marrying later  Marrying without attending to have children
  • 19. TECHNOLOGICAL ENVIRONMENT  Most dramatic force now shaping our destiny.  Changes rapidly.  Creates new markets and opportunities  Challenge is to make practical, affordable products.  Safety regulations result in higher research costs and longer time between conceptualization and introduction of product.
  • 20. NATURAL FORCES  Involves the natural resources that are needed as inputs by marketers or that are affected by marketing activities.
  • 21. INTERNATIONAL MARKETING Factors influencing international marketing environment: I. Social factors: a. National legal regime b. Political situation c. Financial system d. Marketing infra – structure e. Culture f. Language g. Climate
  • 22. II. Economic factors: a. Commercial policies variables b. Tariffs c. Quota’s d. Licensing, non- tariffs barriers e. Currency restrictions f. Internal demand management policies and instruments III. Competition: • Producers in the importing country • Exporters from the competing countries • Other exporters from one’s own country
  • 23. IV. Logistics: • Availability of required type of transport • Cost of transportation V. Risk: • Political & commercial risk • Acts of god / natural calamities • Acts of enemies, pirates • Thief's
  • 24. SCOPE OF INTERNATIONAL MARKETING: 1. Opening a branch / subsidiary abroad 2. Negotiating / licensing/ franchising / patent’s arrangements 3. Establishing joint ventures in foreign countries for manufacturing or marketing 4. Sub- contracting 5. Importing for export production
  • 25. RESPONDING TO THE MARKETING ENVIRONMENT  Those who make things happen:  Take aggressive actions to affect the publics and forces in their marketing environment  Develop strategies to change the environment  Those who watch things happen:  Passively accept the marketing environment.  Do not try to change it.  Those who wonder what’s happened:  Confused to do an actions and failed to identify the problem because of the environment changes
  • 26. REFERENCE  singhbhullar, Y, Dec 10, 2013, marketing-environment-  Varma, J, Feb 28, 2014, badruka college, marketing-environment  Noah, I, Dec 23, 2013, The-marketing-environment-
  • 27. THANK YOU