Marketing Environment

2. Prabodhan Shikshan Prasarak Sanstha’s
RAJENDRA MANE COLLEGE OF ENGINEERING &
TECHNOLOGY
(AMBAV - DEVRUKH )
Under The Department Of Master Of Management Studies
Subject
Marketing Management
Presented By,
Miss. Pratiksha A Samant
Subject In-charge
Mrs. Rashmi Ghate Pode
Class-MMS 1
Year- 2019-2020

3. Presentation on Different Types of
Marketing Environment

4. Marketing Environment
According to Philip Kotler, “Marketing
environment refers to the external factors or
forces that affect the company’s ability to
develop and maintain successful relationship
with its target customers”.

5. MARKETING ENVIRONMENT
Marketing term refers to factors and forces that affect a firm’s ability to build and maintain successful
relationships with customers
Components
Micro Environment
Macro Environment

6. Micro Environment
• Affects the organization directly.
• Not under the full control of business.
• The business is influence by this environment.
Components
Supplier
Intermediari
es
Competitor
Public
Customer
Company

7. Company
• consists of Board of Directors and functional
managers.
• Decisions like new products, expansion.
• Including finance, R&D, purchasing, operations and
accounting
• “Think Consumer”

8. • Actual buyer of goods and services.
• Purchase requirements vary from customer to
customer
• influenced by cultural, social and psychological
factors
• They are large in number

9. Supplier
• Provide resources needed to produce goods and services.
• Important link in the “value delivery system.”
• Most marketers treat suppliers like partners.
• Marketers must watch supply availability and pricing
Timely Price Quality
Right
Product

10. Competitor
A company must satisfy needs and wants of consumers better than
competitors
Company should monitor three variables when analyzing each of
its competitors
1. Share of Market
2. Share of Mind
3. Share of Heart

11. Competitor Analysis
Infra
structure
Likely
Plans
Marketing
Mix
Reputation
Strength
Weakness

12. Marketing Intermediaries
Firms that help the company to promote, sell, and distribute its goods to final buyers.
Reseller
• They are those who hold and sell company’s product.
• Wholesaler and retailer.
Physical Distribution Firm
• They help the company to stock and move goods from their points of origin to their
destinations.
• Transportation and warehousing.
Marketing Service Agencies
• They help the company target and promote its products.
• Advertising agencies. Media agency, marketing research firms..
Financial Intermediaries
• They help finance transactions and insure against risks.
• Banks, credit companies, insurance company.

13. Public
Any group that has an actual or potential
interest in or impact on an
organization’s ability to achieve its objectives.
A company should prepare a marketing plan
for all of their major publics.
Public
Group
Financial
Goverment
General
Citizen
Media
Local
Internal

14. Macro Environment
External and uncontrollable factors that influence an
organization's decision making, and affect its
performance and strategies.
Company
Demographic
forces
Economic
forces
Natural
forces
Technological
forces
Political
forces
Cultural
forces

15. DEMOGRPAHIC
Study of human population in terms of size, age,
location, gender,
occupation and other statistics.
Demographics change over time and companies must
keep up with them
• Baby Boomers (1946 to 1964)
• Generation X (1965 and 1976)
• Millennials (1977 and 2000)
• Generation Z (>2000)

16. ECONOMIC
factors affecting consumers purchasing power and spending patterns
both across and with in their world markets.
INVOLVE
• Inflation
• Employment
• Disposable income
• Business cycles
• Energy availability and cost

17. NATURAL
Involves the natural resources that are needed as inputs by marketers or that
are affected by marketing activities.
Trends Involve
• Shortage of raw material
• Increased population
• Shortage of water
• Natural climates

18. Technological
 Forces that create new technologies, create new product and market
opportunities.
INVOLVE
 New discoveries and innovations
 Speed of technology transfer
 Rates of obsolescence
 Internet
 Information technology

19. POLITICAL
 consist of laws, government agencies, and pressure groups that influence
and limit various organizations and individuals in the given society.
 close relationship with the economic system and
economic policy.
INVOLVE
 Environmental protection laws
 Taxation policy
 Employment laws
 Government policy

20. Environment is made up of institutions and other forces that affect a society’s
basic values, perceptions, preferences, and behaviors.
ELEMENTS
• Religion & caste
• Language
• Festivals
• Customs
• Food habits
CULTURAL

22. In this whole topic we have come to know
how marketing environment factors of
MICRO and MICRO ENVIRONMENT
effect an organization in doing marketing
for their good and services.