1. Session 5

2.  Actors and forces affect a firm’s ability to
build and maintain a successful relationships
with customers
 Aspects of Marketing Environments
- Microenvironment:
Actors close to the company
- Macroenvironment:
Larger Societal Forces

3.  Microenvironment
Departments Within the Company
Suppliers
Marketing intermediaries
Customers
Competitors
Puplics

4.  Macroenvironment
Demographic Forces
•World Population
•Changing age structures

5.  Macroenvironment
Demographic Forces
•World Population
•Changing age structures
Baby boomers Generation X
•Born Between 1946 and 64 •Born Between 1965 and 76
•28% of Population •14.6% of Population
•50% of income •125 billion $ Purchasing Power
•Lucrative market for Entertainment, •Primary Buyers
travel, and housing •Working to Live

6.  Macroenvironment
Demographic Forces
•World Population
•Changing age structures
Generation Y
•Born Between 1977 and 94
•25.8% of Population
•New Products, Services and media
•Computer, Internet and Digital saavy

7.  Macroenvironment
Demographic Forces
•World Population
•Changing age structures
•Changing household
•Geographic Population Shifts
•Increasing Diversity
•Better-educated workforce
•Working Women

8.  Macroenvironment
Demographic Forces
Key Economic Trends
•Income Distribution
•Changing in Consumer spending
Ernst Engel’s law

9.  Macroenvironment
Demographic Forces
Key Economic Trends
Natural Environment
•Shortage of raw Material
•Increased Pollution

10.  Macroenvironment
Demographic Forces
Key Economic Trends
Natural Environment
Technological Trends
•Rapid Change
•New Technologies create new Opportunities

11.  Macroenvironment
Demographic Forces
Key Economic Trends
Natural Environment
Technological Trends
Political Environment
•Laws
•Pressure Groups
•Ethical behavior and Social responsibility

12.  Macroenvironment
Demographic Forces
Key Economic Trends
Natural Environment
Technological Trends
Political Environment
Cultural Environment
•Core Beliefs and secondary beliefs

13.  PEST Analysis

14.  Responding to Marketing Environment
Reactive
•Design Strategies that avoid Threats and Capitalize upon
Opportunities
Proactive
•Use PR, Advertising and Lawsuits To Influence
Environmental Forces

15. Session 5

16.  Most Companies Do research on What
customers buy, Why, when and from where
he buy.
 95% of customer ( emotion, Feelings and
Thoughts ) which make Buying Decisions
Happen in Customer unconscious Mind.

17.  How Consumer Respond To market offers ?!

18.  Buyer Characteristics
Cultural Factors
•Culture
•Subculture
•Social Class

19.  Buyer Characteristics
Cultural Factors
Social Factors
•Reference Groups
•Family
•Roles and States

20.  Buyer Characteristics
Cultural Factors
Social Factors
Personal Factors
•Life-cycle Stages

22.  Buyer Characteristics
Cultural Factors
Social Factors
Personal Factors
•Life-cycle Stages
•Economic Situation

23.  Buyer Characteristics
Cultural Factors
Social Factors
Personal Factors
Psychological Factors
•Motivation
•Perception

24.  Buyer Characteristics
Psychological Factors
•Motivation
Freud’s Theory : Subconscious Motivations

25.  Buyer Characteristics
Psychological Factors
•Motivation
Freud’s Theory
Abraham Maslow Theory

26.  Buyer decision Process

27.  Buyer decision Process For new Product
Consumers go through five stages in the process of adopting a new
product:
1. Awareness: The consumer becomes aware of the new product, but lacks
information about it.
2. Interest: The consumer seeks information about the new product.
3. Evaluation: The consumer considers whether trying the new product makes
sense.
4. Trial: The consumer tries the new product on a small scale.
5. Adoption: The consumer decides to make full and regular use of the new
product.

28.  Time of Adoption Of Innovations

29.  Product Life Cycle