marketing management

1. PRESENTED BY:ABINASH DASH
SASWAT PARIDA
MARKETING
ENVIRONMENT

2. MARKETING ENVIRONMENT
MARKETING ENVIRONMENT
MEETING THE
NEEDS OF
CUSTOMERS
AT A PROFIT.
SORROUNDIN
G FACTORS
WHICH HAVE
SOME
EFFECTS.

3. MARKETING
ENVIRONMENT
• Marketing activities influenced by several
factors inside or outside the business firm.
• These factors or forces influence marketing
decision making are collectively called
marketing environment.
• It comprises all those forces which have an
impact on market and marketing efforts of the
enterprise.

4. Definition of Marketing environment :
According to PHILIP KOTLER, Marketing environment refers
to , “external factors and forces that affects the company’s
ability to develop and maintain successful transactions and
relationships with it’s target customers. ”
From the meaning and definition its clear that –
1.Marketing environment offers both opportunities and
threats.
2.Change is the only constant in the world.
Hence, every marketing manager must be aware about the
changes occuring in the mkt. environment and take
necessary precautions to achieve the predetermined goal.

5. Classification of mkt. environment
• Internal environment – the internal factors
affecting the marketing environment.
• External environment – the outside factors
affecting the marketing environment.
Again the marketing environment is
classified into 2 groups . Such as—
1. Controllable environment
2. Uncontrollable environment.

6. Controllable Environment : which can be easily
controllable by the marketing manager.
It includes 4p’s.
1.Product- how to produce , what to produce.
2.Price- what price should be suits to buyers and
profitable to enterprise.
3.Place- set target markets for selling the products.
4.promotion- how to promote sells , how to
advertise the product or services etc.

7. Uncontrollable environment– the
environment which can’t easily
controllable by the marketing manager.
It is again classified into 2 groups .
1. Micro environment
2. Macro environment

8. MICRO
COMPANY
INTERMEDI
ARIES
SUPPLIERS
COMPETITOR
S
CUSTOMERS
PUBLIC

9. MICRO ENVIRONMENT
The factors included in micro environment are as follows---
1.The company—
while making plans and policies the marketing manager
takes other group into account. Such as—finance,
research and development , purchasing and manufacturing etc.
The R&D department focuses on designing the product,
manufacturing is responsible for production and purchasing department is
all about purchase of raw materials.
2.Suppliers—suppliers provide resources which the company needs. So
marketing manager must watch supply availabilities, shortages and delays etc.
which will help them in satisfying the customer needs.

10. 3. Intermediaries :- intermediaries provide a valuable
link between organization and it’s customers. Large scale
manufacturing firms can’t meet all of their customers. So
they use the intermediaries to perform this action.
It includes resellers , marketing agencies , financial
intermediaries who help the company to promote sell
and distribute the goods.
4.Customers :- customers has an important role in
marketing, who buy goods to satisfy their needs and
requirements . The manager has to study the customer
needs and supply quality goods at a reasonable price to
the market.

11. 5. Competitors :- The company’s marketing system is
surrounded by a host of competitors. The competitors has
to be identified , monitored by the managers and make
plans how to cross them in terms of maintaining customer
loyalty. The manager has to examine the strength and
weakness of the competitors and always try to be ready
for future occurrences.
6.Public :- general public do take interest in business
undertakings. The company has to satisfy the people at
large along with customers and competitors. Public
relation must be maintained by the company which will
be helpful for the organization.

12. THE END
THANK YOU ,
HAVE A NICE
DAY…