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Chapter 2 Marketing Environment ( BBA 1st Semester ) By Rafique Ahmed


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For Kardan University 1st Semester Students

Prepared by

rafique Ahmed Khattak

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Chapter 2 Marketing Environment ( BBA 1st Semester ) By Rafique Ahmed

  1. 1. Marketing Environment Chapter 2 By Rafique Ahmed
  2. 2. Principles of Marketing Chapter 2The Marketing Environment Microenvironment Macroenvironment Everybody has some marketing experience The marketing environment is a set of forces that affects the ability to build and maintain successful relationships with customers
  3. 3. All the actors and forces influencing the company’s ability to transact business effectively with it’s target market. It Includes: Micro Environment Macro Environment
  4. 4. - Forces close to the company that affect its ability to serve its customers.
  5. 5. - larger societal forces that affect the whole microenvironment.
  6. 6. It consists of the actors and forces outside marketing that affect marketing management’s ability to develop and maintain successful relationships with its target customers.
  7. 7. Company Demographic Economic Natural Technological Political Cultural Company Customers Intermediaries Suppliers Competitors Publics
  8. 8. Company Customers Publics Suppliers Competitors Intermediaries Forces Affecting a Company’s Ability to Serve Customers
  9. 9. Suppliers – They provide the resources needed to produce goods and services.
  10. 10. Marketing Intermediaries – They help the company to promote, sell, and distribute its goods to final buyers.
  11. 11. Customers – Five types of markets that purchase a company’s goods and services.
  12. 12. Company Consumer Markets International Markets Government Markets Business Markets Reseller Markets
  13. 13. Competitors – Those who serve a target market with similar products and services.
  14. 14. Publics – Any group that perceives itself having an interest in a company’s ability to achieve its objectives.
  15. 15. The functional areas inside a company that have an impact on the marketing department’s plans.
  16. 16. Marketing Production
  17. 17. Demographic Technological Cultural Economic Political Natural Forces that Shape Opportunities and Threats to a Company
  18. 18.  Monitors population in terms of age, gender, race, occupation, location and other statistics.
  19. 19. factors that affect consumer buying power and spending patterns.
  20. 20. Changes in Consumer Spending Economic Development Changes in Income Key Economic Concerns for Marketers
  21. 21. Rapid Changes Interest Rates Inflation Business Life cycle Business & Industry Growth Global Economy
  22. 22. Natural Environment- Natural resources needed as inputs by marketers or that are affected by marketing activities.
  23. 23. Shortage of raw materials Increased pollution Disasters
  24. 24. Factors Affecting the Natural Environment More Government Intervention Shortages of Raw Material Increased Costs of Energy Higher Pollution Levels
  25. 25. Technological Environment Forces that create new technologies, creating new product and market opportunities.
  26. 26. Communications capabilities ◦Cellular communications ◦The internet Virtual reality
  27. 27. Main Problem: It can make your product obsolete.
  28. 28. Laws, government agencies and pressure groups that influence marketing actions.
  29. 29. Greater Concern for Increased Legislation Changing Enforcement Key Trends in the Political Environment
  30. 30. Cultural Environment- Forces that affect a society’s basic values, perceptions, preferences, and behaviors.
  31. 31. Reactive: Acceptance and Adaptation ◦ Companies design strategies that avoid threats and capitalize upon opportunities.
  32. 32. Proactive: Environmental Management ◦ Use of PR, lawsuits, complaints, and contractual agreements to influence environmental forces.