2. Market environment refers to various internal and
external factors that affects a firm's activities such as
marketing plans, customers management, financial
planning, directly or indirectly.
3. Components of marketing environment
Micro environment or internal
factors
Functional areas of business
Suppliers
Marketing intermediaries
Customers
Competitors
Shareholders
Macro environment or external
factors
Political
Economic
Social cultural
Technological
Natural
Legal
Demographic
4. Micro environment
Micro environment signifies factors, time forces over which Marketing firm
has control these factors and forces can be modified
1) Functional areas of business:
Human resource
Finance
Research and development (R&D)
Production management
13. TARGET MARKETING
Whether target whole market or many segments or to
target individual customer.
Target marketing may be based on taste, preferences or
location of customer
Basic Strategies for target marketing
?
14. Selective marketing
HUL offers products in the family care,
home care and personal care
Mass market targeting
Coca-Cola
Single segment targeting
Kellogg's
Product specialization strategy
Timken
Market specialization strategy
SAP German based MNC
15. POSITIONING
Positioning is an act of creating a
distinctive identity in the minds of
target customers for marketer's
product, brand or organization.
16. Importance of positioning in marketing
Provides identity
Demonstrates the effect of the
products
Enhances brand value and goodwill
Influences consumer buying Decision
Process
Justifies marketer's claim
17. Steps in product Positioning
Identifying and analyze the
competitor
Differentiate yourself from
competitor
Finalize a marketing mix
Monitoring response and
modification
18. CONSUMER BEHAVIORUR
Consumer behaviour indicates
action of consumers with
reference to activities that take
place to satisfy their needs.