This document discusses marketing environment and rural marketing. It begins by defining marketing as the process of planning, pricing, promoting and distributing goods and services to create value for both individuals and organizations. It then explains that a company's marketing system is influenced by various internal and external environmental factors. Internal factors include a company's departments like R&D, production, and accounting. External micro factors are suppliers, customers, competitors and intermediaries. Macro factors are demographics, economy, technology, and social/culture. The document also summarizes the key features of rural markets in India like large scattered population, agriculture-based income, and poor infrastructure. It notes the potential of rural markets due to growing prosperity, consumption

1. 1

2. SREENIVASA INSTITUTE OF
TECHNOLOGY AND
MANAGEMENT STUDIES
Power point presentation on
MARKETING ENVIRONMENT
&
RURAL MARKETING
by
G.P.DINESH
2

3. 3
What is Marketing…??
Selling?
Advertising?
Promotions?
Making products available in stores?
Maintaining inventories?
All of the above, plus much more!

4. 4
Marketing
Marketing is the process of planning and
executing the conception, pricing,
promotion, and distribution of ideas,
goods, services to create exchanges that
satisfy individual and organizational goals
American Marketing Association

5. Marketing Environment
A Variety of environmental forces influence a
company’s marketing system. Some of them
are controllable while some of them are
uncontrollable. It is the responsibility of the
marketing manager to change the company’s
policies along with the changing environment
5

6. 6
Environmental Factors
Internal Factor
External Factor
Company’s Internal Environmental
Factors
 Research & Development Dept.
 Personnel Dept.
 Production &
 Accounting Dept.

7. External Factors may be further classified into :
External Micro Factors &
External Macro Factors
External Micro Factors :
 Suppliers Press
 Public Financial Public
 Consumers Govt.
 Competitors General Public
 Marketing Intermediaries
7

8. External Macro Environment :
 Demography
 Economic Environment
 Physical Environment / Natural Forces
 Technological Factors
 Social & Cultural Factors
8

9. INDIAN MARKET & ITS ENVIRONMENT
It is difficult to analyze the environmental
factors affecting Indian Market. Ours is a vast
country with various religions, caste, sub-caste,
languages, culture etc.,
Vast market
• Northern Market
• Southern Market
• Western Market
• Eastern Market
Rural Market
9

10. Cultural & Religion
Economic Conditions
Government
Intermediaries
Media
Technology
10

11. Rural Marketing
Rural marketing is the process of marketing in
rural areas. It includes marketing the adoption
of various marketing strategies and policies in
rural market with a view to convert the needs
and wants of rural people into demand
11

12. Features of rural Market in India
• Large and Scattered Market
• Diverse socio-economic Background
• Changing demand pattern
• Major income comes from agriculture
• Saving habits
• Media reach
• Poor infrastructure facilities
• Low standard of living
12

13. Potential of rural Markets
• Large Population
• Rising Rural Prosperity
• Growth in Consumption
• Changing Lifestyle
• Life cycle Advantage
• Market Growth Rate Higher than Urban
• Rural marketing is not Expensive
13

14. 4 A’s of Rural Marketing
• Availability
• Affordability
• Acceptability
• Awareness
14

15. Any Queries ??????
15

16. 16