MARKETING MGT- 1 BY DR. SANJEEV TANDON

1. MARKETING MANAGEMENT- 1
DR. SANJEEV TANDON

2. Marketing Management (MM1)
(Program: PGDM, Course Code:1.2)
UNIT: 2- Marketing Environment & its
Constitutients
Objectives:
• To understand the relevance of Marketing
Environment.
• To discuss the concept of Enviromental Scanning
(SWOT, PEST etc).

3. Introduction to Marketing
Environment

5. 4 - 5
Key Environments
• Marketing Environment
– The actors and forces that affect a firm’s
ability to build and maintain successful
relationships with customers.

6. 4 - 6
Key Environments
• Aspects of the marketing environment:
– Microenvironment:
• Actors close to the company
– Macroenvironment
• Larger societal forces

7. • Business Environment of a Firm:
Firm
Internal
Environment
External
Environment
Human Resources
 Production
 R&D.
 Company Location
 Financial Capabilities
 Company Image
Micro
Environment
Macro
Environment
Suppliers
 Marketing
Intermediaries
 Customers
 Demographic
 Legal
 Political
 Technological
 Socio-cultural
Economic
 Natural

13. Figure 4-1:
Actors in the
Microenvironment

14. Figure 4-2:
Major Macroenvironmental
Forces

15. Conceptual Introduction of Environmental
Scanning

22. TECHNIQUES OF ENVIRONMENT SCANNING