The document discusses the marketing environment and its components. It describes the micro environment as comprising of factors directly affecting the organization like customers, suppliers, competitors, public and the company itself. The macro environment consists of uncontrollable external factors like demographic, economic, technological, political and cultural forces influencing the organization. It provides details about each component's influence and considerations for marketers.

2. MARKETING ENVIRONMENT
MEHRAN UNIVERSITY INSTITUE OF SCIENCE, TECHNOLOGY AND DEVELOPMENT (MUISTD)
MEHRAN UNIVERSITY OF ENGINEERING AND TECHNOLOGY (MUET), JAMSHORO
Sohrab Khowaja 17s-MBA-NBS-15
Presented by

3. Quote

4. MARKETING ENVIRONMENT
Marketing term refers to factors and forces that affect a firm’s ability to build
and maintain successful relationships with customers
Components
Micro
Environment
Macro
Environment

5. Micro Environment
 Affects the organization directly.
 Not under the full control of business.
 The business is influence by this environment.
Components
Customer
Supplier
Intermediaries
Competitor
Public
Company

6. Company
 consists of Board of Directors and functional managers.
 Decisions like new products, expansion.
 Including finance, R&D, purchasing, operations and accounting
 “Think Consumer”

7. Customer
 Actual buyer of goods and services.
 Purchase requirements vary from customer to customer
 influenced by cultural, social and psychological factors
 They are large in number

8. Costumer Types
•Individuals and households that buy goods and services for
personal consumptionConsumer Market
•Buy goods and services for further processing or for use in
their production processBusiness Market
•buy goods and services in order to resell them at a profitReseller Market
•agencies that buy goods and services in order to produce
public services or transfer them to those that need them
Government
Market
•buyers of all types in foreign countries
International
Market

9. Supplier
Provide resources needed to produce goods and services.
Important link in the “value delivery system.”
Most marketers treat suppliers like partners.
Marketers must watch supply availability and pricing
Timely Price Quality
Right
Product

10. Competitor
A company must satisfy needs and wants of consumers better than
competitors
Company should monitor three variables when analyzing each of its
competitors
1. Share of Market
2. Share of Mind
3. Share of Heart

11. Competitor Analysis
Competitor
Analysis
Weakness
Likely plans
Marketing
Mix
Reputation
Strength
Infra
structure

12. Marketing Intermediaries
firms that help the company to promote, sell, and distribute its goods to
final buyers.
Reseller
• They are those who hold and sell company’s product.
• Wholesaler and retailer.
Physical Distribution Firm
• They help the company to stock and move goods from their points of
origin to their destinations.
• Transportation and warehousing.
Marketing Service Agencies
• They help the company target and promote its products.
• Advertising agencies. Media agency, marketing research firms..
Financial Intermediaries
• They help finance transactions and insure against risks.
• Banks, credit companies, insurance company.

13. Public
Any group that has an actual or potential interest in or impact on an
organization’s ability to achieve its objectives.
A company should prepare a marketing plan for all of their major publics.
Public
Group
Financial
Government
Media
LocalGeneral
Citizen
Internal

14. Public Types
FINANCIAL PUBLIC:
Bank,Investment analysist,Stockholders.
MEDIA PUBLIC:
Newspaper,Televison stations,Magzines,Blogs,Internet.
GOVERNMENT PUBLIC:
Lawyers,Ministers
LOCAL PUBLIC:
Neighbor hood Residents, Community Organization
GENERAL PUBLIC:
Public image
INTERNAL PUBLIC:
Employees, Board, labour unions, press and media

15. Macro Environment
External and uncontrollable factors that influence an organization's decision
making, and affect its performance and strategies.
company
Demographic
forces
Economic
forces
Technologic
al forces
Political
forces
Cultural
forces
Natural
forces

16. DEMOGRPAHIC
Study of human population in terms of size, age, location, gender,
occupation and other statistics.
Demographics change over time and companies must keep up with them
 Baby Boomers (1946 to 1964)
 Generation X (1965 and 1976)
 Millennials (1977 and 2000)
 Generation Z (>2000)

17. ECONOMIC
factors affecting consumers purchasing power and spending patterns both
across and with in their world markets.
INVOLVE
 Inflation
 Employment
 Disposable income
 Business cycles
 Energy availability and cost
Global Economic
Development
Changes in Income
Changing Consumer
Spending Patterns
Key
Economic
Concerns for
Marketers

18. NATURAL
Involves the natural resources that are needed as inputs by marketers or that
are affected by marketing activities.
Trends Involve
 Shortage of raw material
 Increased population
 Shortage of water
 Natural climates

19. Technological
 Forces that create new technologies, create new product and market
opportunities.
INVOLVE
 New discoveries and innovations
 Speed of technology transfer
 Rates of obsolescence
 Internet
 Information technology

20. POLITICAL
 consist of laws, government agencies, and pressure groups that influence
and limit various organizations and individuals in the given society.
 close relationship with the economic system and economic policy.
INVOLVE
 Environmental protection laws
 Taxation policy
 Employment laws
 Government policy
 Legislation

21. CULTURAL
Environment is made up of institutions and other forces that affect a society’s
basic values, perceptions, preferences, and behaviors.
ELEMENTS
 Religion & caste
 Language
 Festivals
 Customs
 Food habits

22. THANK YOU