Marketing environment, factors effects marketing, Components of marketing environment, Micro environment or internal factors Macro environment or external factors, MARKET SEGMENTATION, TARGET MARKETING, POSITIONING, CONSUMER BEHAVIORUR

1. Marketing
Environment

2.  Market environment refers to various internal and
external factors that affects a firm's activities such as
marketing plans, customers management, financial
planning, directly or indirectly.

3. Components of marketing environment
 Micro environment or internal
factors
 Functional areas of business
 Suppliers
 Marketing intermediaries
 Customers
 Competitors
 Shareholders
 Macro environment or external
factors
 Political
 Economic
 Social cultural
 Technological
 Natural
 Legal
 Demographic

4. Micro environment
 Micro environment signifies factors, time forces over which Marketing firm
has control these factors and forces can be modified
1) Functional areas of business:
Human resource
Finance
Research and development (R&D)
Production management

5. 2) Suppliers
3) Marketing
intermediaries
4) Customer
5) Share Holders
6) Competitor

6. Political & Legal Environment
Political System
Political risk
Political ideologies
Political instability
Monopoly controls
legislations

7. Economic Environment
Economic system
Inflation rates
Business cycles
Economic growth rate
Economic policies
Savings, debt & credit
availability

8. Socio-cultural environment
Changes in lifestyles
Family structure
Attitudes and values
Household patterns
Social mobility

9. Natural environment
Geographical location
Availability of resource
Access to natural resources
Concern for environment
Increased energy cost

10. MARKET SEGMENTATION

11.  Creating a group of customers based on where similar likes, tastes, needs,
wants or preferences.
Objectives of Market
Segmentation
?

12. Customer satisfaction
Increase profit
Allocation of resources
Marketing
Communications
Segment leadership
 ....Videos.mp4

13. TARGET MARKETING
 Whether target whole market or many segments or to
target individual customer.
 Target marketing may be based on taste, preferences or
location of customer
 Basic Strategies for target marketing
?

14. Selective marketing
HUL offers products in the family care,
home care and personal care
Mass market targeting
Coca-Cola
Single segment targeting
Kellogg's
Product specialization strategy
Timken
Market specialization strategy
SAP German based MNC

15. POSITIONING
Positioning is an act of creating a
distinctive identity in the minds of
target customers for marketer's
product, brand or organization.

16. Importance of positioning in marketing
Provides identity
Demonstrates the effect of the
products
Enhances brand value and goodwill
Influences consumer buying Decision
Process
Justifies marketer's claim

17. Steps in product Positioning
Identifying and analyze the
competitor
Differentiate yourself from
competitor
Finalize a marketing mix
Monitoring response and
modification

18. CONSUMER BEHAVIORUR
 Consumer behaviour indicates
action of consumers with
reference to activities that take
place to satisfy their needs.

19. Factors influencing consumer behaviour
Internal factor
Perception
Attitudes
Motivation
Learning
Age groups
Lifestyle
Income

20. External influential factors
Culture
social class
Reference group
Gender roles
Opinion leaders
Physical environment