This P.P.T explains the various service environmental factors.A service marketer have to understand about these service environmental factors before taking any major decision about marketing of service.

1. Service Marketing Environment
All organizations operate within the marketing
environment. The marketing environment is
made up of two parts –
• Macro environment
• Micro environment

2. Macro Environment
The macro environment represents all the
outside influences which have impact on an
organization’s marketing or business activity. It
includes economic and political factors and
socio-cultural trends, for example the external
environment influences will effect all
organizations within a sector to a greater or
lesser degree. The internal environment relates
to a particular organization and its publics.

3. Micro Environment
The micro environment is the internal
environment of the organization .The factors to
be analyzed in the internal environment will
include the following :
• Company management structure
• Customers
• Suppliers
• Channel members

4. • Competitors
• Other publics which may include
• Government and political bodies
• Pressure groups
• Financial institutions
• Shareholders
In effect any person or organization which can
influence the company’s marketing activities
and marketing success in way should be
included here. The list is not absolutely
comprehensive as individual organizations may
need to consider special influences.

5. The political legal , economic , social and
technological forces exert the same type of
services as they do on products ; however
certain environment features have a greater
impact on service These environmental factors
are :-• Political –legal environment
• Economic environment
• Socio-cultural environment
• Technological environment

6. Political –Legal Environment
There is considerable influence of the political –
legal environment on service marketing . Service
industries are often more closely regulated than
most other forms of private enterprise. Many
service firms are being subject to government
regulations in addition to the usual taxes and
legislation. Service providers must understand
and recognize the impact of such regulation on
their competitive strategies.

7. Regulation generally influences service business in
four ways.
• Regulation generally influences the range and
type of competition.
• Regulation reduces the marketer’s array of
options and introduces certain rigidities into the
marketing process.
• Decision of the regulatory agencies being the
binding part of the marketing decision –making
process must be focused at understanding and
predicting those agencies action
• Pressure groups may be established to lobby and
effect change or modify , the directions being
taken by the regulatory bodies.

8. Economic Environment
In economic environment changing life style ,
changing world ,changing economies and
changing technological advances and changing
consumer needs have contributed to increase
spending on consumer services. Technological
innovations have also helped to create a higher
standard of living for a common man, who
presently spends a larger portion of his or her
increased disposable income of services.But the

9. role of technology has also aided in
circumventing barriers to trade , especially in its
role in designing and delivering services. The
urbanization has widened the demand for
personal and public services . The demographic
shift towards an older population in some
countries has resulted in new service demands
such as better healthcare , convenience
products etc. In the global environment , due to
cross country cultural issues , trade barrier (
both tariff and non-tariff) tend to become more
restrictive in marketing of services.

10. Socio-Cultural Environment
Socio- cultural forces are set factors including
life style , social values and beliefs that affect the
marketing activities of an organization. These
factors have significant impact on the marketing
of services . The marketers have found the
intensive use of consultants and counselors in
their personal family and working lives. Health,
Beauty, travel, culture, and higher education
have partly replaced durable goods as status

11. symbols in the mind of many consumers . There
had been an increasing trend in the services like
security , insurance, legal, medical and investment.
Globally , the cultural dimensions affect services in
a more pronounced manner than do goods. Due to
inseparability characteristic of services the firms
may need to adapt their offerings to suit local taste
and preferences . KFC and Mc’Donald’s had to
adapt its products in India to suit local polates.
Business negotiations are very much subject to local
norms and local systems. Language is a major
cultural influence

12. Technological Environment
Technology has influenced our life styles,
consumption pattern and our economic well
being tremendously. Just think of internet ,
worldwide web (www) , E-commerce , video
conferencing. World has become too small and
boundary less. The service economies will be
technologically driven soon. Instead of expecting
service providers to improve results ;
management must see what kind of
organizational structure , incentives , technology
and skills can improve overall productivity.