SlideShare a Scribd company logo
Marketing environment
Seminar by,
Clincy cleetus
S1.M.Com.
Dept of
commerce
Uty of Kerala Kariavattom Campus.
Value delivery and marketing
environment.
• The task, as well as the challenge, of marketing is value delivery.
• Marketing secure the idea and clues of value delivery from an arena
outside the firm.
• The consumer, technology, competitors and many other similar
components are part of this arena .
• This is what we refer to as the Environment.
According to Philip Kotler, “A company’s
marketing environment consists of the
internal factors & forces, which affect
the company’s ability to develop &
maintain successful transactions &
relationships with the company’s target
customers”.
Purpose of marketing environment
analysis.
• To know where the environment is heading.
• To figure out the opportunities and threats.
• To draw necessary clues on value delivery.
• To assess the scope of various opportunities.
• To help secure the right fix between the environment and the firm.
• To help formulate an appropriate overall marketing strategy- in line
with the trends in the environment.
• To project how the environment- each factor of the environment-will
turn out to be at a future point of time.
Components of marketing
environment.
Marketing environment
Internal External
Micro MacroHR dept
Operations dept
Accounts &
Finance dept
R&D dept
Top mgt
Market/ Demand
Consumer
Industry
competition
suppliers
Govt policies that
are specific to the
business
Technology
Socio-cultural
Economic
Political
Natural
Demographic
Legal
Govt policies
INTERNAL ENVIRONMENT
• All factors that are internal to the organization are known as the
internal environment.
• They are generally audited by the five Ms which are Men, Money,
Machinery, Materials and Market.
• Marketers call the process of managing internal environment as
Internal marketing.
Process and procedures in internal marketing are:
• Allocation of responsibilities within the organization.
• Resources availability
• The extend to which major functional areas work together
supporting the marketing function to be customer oriented.
• Culture of the organization.
• The attitude of internal stake holders.
External Environment.
A. Micro environment.
1. Market/ Demand.
2. The consumer.
3. Industry and Competition.
4. Government policies.
5. Suppliers.
1.Market/Demand
The aspects to be studied here includes,
• Nature of demand.
• Size of demand, present and potential.
• Changes taking place in demand.
• Invasion of substitute products.
• Changes taking place in the consumption
pattern or buying habits.
For:
• Entry into the market
• Expansions
• Disinvestment
• Decisions on marketing strategy etc……..
2. The consumer
CONSUMER IS THE KING.
• Taste and preference keeps fluctuating.
• Aim in providing value to customers
according to their perception.
• A perpetual process of customer analysis
is therefore needed to make marketing
planning effective.
3. Industry and Competition
• Knowledge about industry and competition is a fundamental
requirement for developing the marketing strategy.
• A prudent marketing manager has to be in constant touch
regarding the information relating to the competitors strategy.
• He has to build his plans to overtake them in the market to
attract competitor’s consumers towards his products.
4. Government policies that are specific
to the business concerned.
• Besides influencing the mega environment, government
policies profoundly affect the specific environment of any
business/industry.
• This is particularly true for economies that are regulated
to a significant degree.
• Even in market economies , government policies are an
important factor, though their restraining influence is
relatively less.
Government do play roles which have a bearing on the functioning
of firms, eg:-
• Governments are often large purchasers of goods and services.
• Governments subsidize select firms and industries.
• Government protect home producers against foreign competition.
• Governments ban fresh entry in select industries.
• Governments ban off and on, certain technologies and products.
• Governments happen to be producers, and therefore, function as
competitors.
5. Suppliers.
• Suppliers constitute one of the five forces shaping
competition in any industry.
• They have their own bargaining power; they influence
the cost of raw materials and other inputs to a firm, and
hence impact the profits of the firm.
• Sometimes suppliers suddenly become direct
competitors to a firm, by themselves becoming the end
product manufacturers. obviously firms have to closely
monitor the supplier environment.
B. The Macro Environment.
1. Technology environment.
2. Socio- cultural environment.
3. Economic environment.
4. Political environment.
5. Demographic environment.
6. Natural environment.
7. Legal environment.
1. Technology Environment
•Technology affects not only its final products but also its raw materials, processes
and operations.
•Customer segments too are impacted by the technological developments.
•The three aspects of particular significance for business firms in the matter of
technology management are:
Options available in the technology.
Government’s approach in respect of technology.
Technology selection.
2. Socio-Cultural Environment
Culture
• Culture is the combined result of factors like religion, education and
upbringing.
• In any given society, some of the cultural values are deep rooted;
they do not change easily and they are termed as core cultural
values.
• There are also other values and practices, which constitute the
secondary cultural values. These are more amenable to change
and can be moulded and manipulated relatively more easily.
• Cultural shifts carry with them marketing opportunities as well as
threats.
Social class
• A social class is determined by income, occupation,
location of residence etc of its members.
• Each class has its own standards with respect to life
style, behaviour, etc.
• These are known as class values or class norms.
• These values/ norms have strong bearing on the
consumption pattern and buying behaviour of the
members of the class.
3. Economic Environment.
The factors to be considered under the economic environment are:
• General economic conditions.
• Economic conditions of different segments of the population; their disposable income,
purchasing power etc.
• Size and pattern of income, prices and consumption expenditure.
• Credit availability and interest rates.
• Savings rate/ capital formation.
• Inflation rate.
• Tax rates.
• Prices of important materials.
• Energy scene.
• Labour scene.
• Exchange rates.
• Rate of growth of the economy, rate of growth of each sector of the economy.
4. Political Environment.
• Since economic policies of nations depend on the political set up,
the economic environment is often a by-product of the political
environment.
• Political environment has several aspects:
Form of government adopted.
Political stability.
• Elements like social and religious organizations, media, pressure
groups and lobbies of various kinds, are all part of the political
environment.
5.Demographic Environment
6. Natural Environment.
Natural resources
•Business firms also depend on natural resources.
•Raw materials is a major part of these resources and firms are
concerned with their availability and cost.
•Energy , its availability and cost is also a major factor.
Ecology
Firms are concerned with ecology. In modern
times all societies are very much concerned about
ecology , especially about issues like:
• wild life protection
•Environmental pollution
•Ocean wealth.
• Business firms will have to know the nature and dimensions of
environmental regulations and to what extend these factors will affect their
business prospects.
• Firms also need to know the role of environmental activists in the region.
Climate
• Firms with products whose demand depend on climate, and firms
depending on climate dependent raw materials will be particularly
concerned with this factor
• These firms have to exhaustively study the climate and appropriately
decide their production locations and marketing territories.
7. Legal Environment.
• Businesses have to operate within the framework of
the prevailing legal environment.
• They have to understand the implications of all the
legal provisions relating to their business.
Based on the area covered by them, business legislation can be classified into:
• Corporate affairs
• Consumer protection
• Employee protection
• Sectoral protection
• Corporate protection
Business firms have to understand these legislations and adapt to them.
Environment analysis , a
continuous affair.
• Environment and all its components included are
constantly in a flux.
• This reality compels the firm to keep analyzing
the environment on a continuous basis.
• Else, the firm will not be in a position to respond
properly to the changes taking place around it.
the marketing environment

More Related Content

What's hot

Methods and techniques of organization appraisal
Methods and techniques of organization appraisalMethods and techniques of organization appraisal
Methods and techniques of organization appraisal
lakhwinder Singh
 
Global Marketing
Global  Marketing Global  Marketing
Global Marketing
Surendher Emrose
 
Evaluation and control of marketing effort
Evaluation and control of marketing effortEvaluation and control of marketing effort
Evaluation and control of marketing effort
zailunnito
 
Marketing environment(2)
Marketing environment(2)Marketing environment(2)
Marketing environment(2)
Soniya Thakur
 
Environment scanning in Strategic management
Environment scanning in Strategic managementEnvironment scanning in Strategic management
Environment scanning in Strategic management
Yamini Kahaliya
 
Porter's 5 Force Model
Porter's 5 Force ModelPorter's 5 Force Model
Porter's 5 Force Model
Amitanshu Srivastava
 
External Analysis Strategic Management Ljmu
External Analysis   Strategic Management LjmuExternal Analysis   Strategic Management Ljmu
External Analysis Strategic Management Ljmu
snoozed
 
Competetive advantage
Competetive advantageCompetetive advantage
Competetive advantage
Sumit Rai
 
INDUSTRIAL MARKETING
INDUSTRIAL MARKETINGINDUSTRIAL MARKETING
INDUSTRIAL MARKETING
ANAND MURALI
 
Sales management 1
Sales management 1Sales management 1
Sales management 1
ankitsengar
 
Global marketing
Global marketingGlobal marketing
Global marketing
sai precious
 
Customer value and Satisfaction
Customer value and SatisfactionCustomer value and Satisfaction
Customer value and Satisfaction
Kiran Prasad Naik
 
Different levels of strategy
Different levels of strategyDifferent levels of strategy
Different levels of strategy
BIRLA VISVAKARMA MAHAVIDHIYALAYA
 
Marketing Environment
Marketing Environment Marketing Environment
Marketing Environment
Maxwell Ranasinghe
 
Strategic managemnet process ppt
Strategic managemnet process pptStrategic managemnet process ppt
Strategic managemnet process ppt
MUHAMMAD HASRATH
 
Models of consumer behaviour
Models of consumer behaviourModels of consumer behaviour
Models of consumer behaviour
Vikram g b
 
Consumer behaviour internal factors
Consumer behaviour internal factorsConsumer behaviour internal factors
Consumer behaviour internal factors
Mathew Lawrence
 
Strategic management unit ii
Strategic management unit iiStrategic management unit ii
Porter's Generic Strategies
Porter's Generic Strategies Porter's Generic Strategies
Porter's Generic Strategies
Ryan Braganza
 
Market segmentation
Market segmentationMarket segmentation

What's hot (20)

Methods and techniques of organization appraisal
Methods and techniques of organization appraisalMethods and techniques of organization appraisal
Methods and techniques of organization appraisal
 
Global Marketing
Global  Marketing Global  Marketing
Global Marketing
 
Evaluation and control of marketing effort
Evaluation and control of marketing effortEvaluation and control of marketing effort
Evaluation and control of marketing effort
 
Marketing environment(2)
Marketing environment(2)Marketing environment(2)
Marketing environment(2)
 
Environment scanning in Strategic management
Environment scanning in Strategic managementEnvironment scanning in Strategic management
Environment scanning in Strategic management
 
Porter's 5 Force Model
Porter's 5 Force ModelPorter's 5 Force Model
Porter's 5 Force Model
 
External Analysis Strategic Management Ljmu
External Analysis   Strategic Management LjmuExternal Analysis   Strategic Management Ljmu
External Analysis Strategic Management Ljmu
 
Competetive advantage
Competetive advantageCompetetive advantage
Competetive advantage
 
INDUSTRIAL MARKETING
INDUSTRIAL MARKETINGINDUSTRIAL MARKETING
INDUSTRIAL MARKETING
 
Sales management 1
Sales management 1Sales management 1
Sales management 1
 
Global marketing
Global marketingGlobal marketing
Global marketing
 
Customer value and Satisfaction
Customer value and SatisfactionCustomer value and Satisfaction
Customer value and Satisfaction
 
Different levels of strategy
Different levels of strategyDifferent levels of strategy
Different levels of strategy
 
Marketing Environment
Marketing Environment Marketing Environment
Marketing Environment
 
Strategic managemnet process ppt
Strategic managemnet process pptStrategic managemnet process ppt
Strategic managemnet process ppt
 
Models of consumer behaviour
Models of consumer behaviourModels of consumer behaviour
Models of consumer behaviour
 
Consumer behaviour internal factors
Consumer behaviour internal factorsConsumer behaviour internal factors
Consumer behaviour internal factors
 
Strategic management unit ii
Strategic management unit iiStrategic management unit ii
Strategic management unit ii
 
Porter's Generic Strategies
Porter's Generic Strategies Porter's Generic Strategies
Porter's Generic Strategies
 
Market segmentation
Market segmentationMarket segmentation
Market segmentation
 

Viewers also liked

Marketing micro environment
Marketing micro environmentMarketing micro environment
Marketing micro environment
17somya
 
The Marketing Environment
The Marketing EnvironmentThe Marketing Environment
The Marketing Environment
Mehmet Cihangir
 
Micro and macro environment
Micro and macro environment Micro and macro environment
Micro and macro environment
Aftab Manihar
 
Marketing environment
Marketing environmentMarketing environment
Marketing environment
Harsha Halyal
 
Marketing environment
Marketing environmentMarketing environment
Marketing environment
Shameem Ali
 
Macro factors affecting business environment
Macro factors affecting business environmentMacro factors affecting business environment
Macro factors affecting business environment
aayush30
 
Marketing Environment
Marketing EnvironmentMarketing Environment
Marketing Environment
rajat patel
 
Marketing environment
Marketing environmentMarketing environment
Marketing environment
Four Points by Sheraton
 
Chapter.2 Marketing Environment
Chapter.2   Marketing EnvironmentChapter.2   Marketing Environment
Chapter.2 Marketing Environment
Marlinah Ahmad
 
Marketing environment
Marketing environmentMarketing environment
Marketing environment
Dr. Gururaj Phatak
 
Marketing- Macroenvironment
Marketing- MacroenvironmentMarketing- Macroenvironment
Marketing- Macroenvironment
Kabsideous
 
Marketing Environment - External Environment - ppt
Marketing Environment - External Environment - pptMarketing Environment - External Environment - ppt
Marketing Environment - External Environment - ppt
K. Gaanyesh
 
Internal and external business environment
Internal and external business environmentInternal and external business environment
Internal and external business environment
Aashish Sahi
 
Marketing envirmonent by m.tayyab
Marketing envirmonent by m.tayyabMarketing envirmonent by m.tayyab
Marketing envirmonent by m.tayyab
muhammad tayyab
 
Marketing environment
Marketing environmentMarketing environment
Marketing environment
Kiran Amin
 
Chapter 4 Marketing Environment
Chapter 4 Marketing EnvironmentChapter 4 Marketing Environment
Chapter 4 Marketing Environment
Dr. John V. Padua
 
PRSA 2013 Pre-Conference: Managing the Non-Market Environment & Social Media
PRSA 2013 Pre-Conference: Managing the Non-Market Environment & Social MediaPRSA 2013 Pre-Conference: Managing the Non-Market Environment & Social Media
PRSA 2013 Pre-Conference: Managing the Non-Market Environment & Social Media
evolve24
 
World market environment unit 1
World market environment unit 1World market environment unit 1
World market environment unit 1
Abdul Ansary
 
4
44
Industrial development & regulation act & other business laws
Industrial development & regulation act & other business laws Industrial development & regulation act & other business laws
Industrial development & regulation act & other business laws
yash nahata
 

Viewers also liked (20)

Marketing micro environment
Marketing micro environmentMarketing micro environment
Marketing micro environment
 
The Marketing Environment
The Marketing EnvironmentThe Marketing Environment
The Marketing Environment
 
Micro and macro environment
Micro and macro environment Micro and macro environment
Micro and macro environment
 
Marketing environment
Marketing environmentMarketing environment
Marketing environment
 
Marketing environment
Marketing environmentMarketing environment
Marketing environment
 
Macro factors affecting business environment
Macro factors affecting business environmentMacro factors affecting business environment
Macro factors affecting business environment
 
Marketing Environment
Marketing EnvironmentMarketing Environment
Marketing Environment
 
Marketing environment
Marketing environmentMarketing environment
Marketing environment
 
Chapter.2 Marketing Environment
Chapter.2   Marketing EnvironmentChapter.2   Marketing Environment
Chapter.2 Marketing Environment
 
Marketing environment
Marketing environmentMarketing environment
Marketing environment
 
Marketing- Macroenvironment
Marketing- MacroenvironmentMarketing- Macroenvironment
Marketing- Macroenvironment
 
Marketing Environment - External Environment - ppt
Marketing Environment - External Environment - pptMarketing Environment - External Environment - ppt
Marketing Environment - External Environment - ppt
 
Internal and external business environment
Internal and external business environmentInternal and external business environment
Internal and external business environment
 
Marketing envirmonent by m.tayyab
Marketing envirmonent by m.tayyabMarketing envirmonent by m.tayyab
Marketing envirmonent by m.tayyab
 
Marketing environment
Marketing environmentMarketing environment
Marketing environment
 
Chapter 4 Marketing Environment
Chapter 4 Marketing EnvironmentChapter 4 Marketing Environment
Chapter 4 Marketing Environment
 
PRSA 2013 Pre-Conference: Managing the Non-Market Environment & Social Media
PRSA 2013 Pre-Conference: Managing the Non-Market Environment & Social MediaPRSA 2013 Pre-Conference: Managing the Non-Market Environment & Social Media
PRSA 2013 Pre-Conference: Managing the Non-Market Environment & Social Media
 
World market environment unit 1
World market environment unit 1World market environment unit 1
World market environment unit 1
 
4
44
4
 
Industrial development & regulation act & other business laws
Industrial development & regulation act & other business laws Industrial development & regulation act & other business laws
Industrial development & regulation act & other business laws
 

Similar to the marketing environment

Marketing Environment.pptx
 Marketing Environment.pptx Marketing Environment.pptx
Marketing Environment.pptx
AbdullahMohammad95
 
Gbe & ibe comp ltd
Gbe & ibe  comp ltdGbe & ibe  comp ltd
Gbe & ibe comp ltd
Htun Aung Zaw
 
Business Evnironment Unit I JNTUK.pptx
Business Evnironment Unit I JNTUK.pptxBusiness Evnironment Unit I JNTUK.pptx
Business Evnironment Unit I JNTUK.pptx
PManojBabu1
 
Marketing environment
Marketing environmentMarketing environment
Marketing environment
apurv1993
 
Chapter 1 – Marketing.pptx
Chapter 1 – Marketing.pptxChapter 1 – Marketing.pptx
Chapter 1 – Marketing.pptx
RoshanKumarDubey2
 
Mba i mm-1 u-2.2 marketing environment
Mba i mm-1 u-2.2 marketing environmentMba i mm-1 u-2.2 marketing environment
Mba i mm-1 u-2.2 marketing environment
Rai University
 
1. MARKETING.pdf
1. MARKETING.pdf1. MARKETING.pdf
1. MARKETING.pdf
BALASUNDARESAN M
 
Marketing Environment
Marketing EnvironmentMarketing Environment
Marketing Environment
Ms. Parasmani Jangid
 
Ss marketing environment
Ss marketing environmentSs marketing environment
Ss marketing environment
CMPCERT
 
factor affecting entrepreneurial marketing.pptx
factor affecting entrepreneurial marketing.pptxfactor affecting entrepreneurial marketing.pptx
factor affecting entrepreneurial marketing.pptx
AvinashSahu71
 
Lecture note P M Ch 2 Marketing Environment.pptx
Lecture note P M Ch 2 Marketing Environment.pptxLecture note P M Ch 2 Marketing Environment.pptx
Lecture note P M Ch 2 Marketing Environment.pptx
etebarkhmichale
 
Marketing Micro environment presentaition..
Marketing Micro environment presentaition..Marketing Micro environment presentaition..
Marketing Micro environment presentaition..
zamalotshwa mlotshwa
 
Business Environment and Analysis.pdf
Business Environment and Analysis.pdfBusiness Environment and Analysis.pdf
Business Environment and Analysis.pdf
Virdha Puspita
 
1.pptx
1.pptx1.pptx
1.pptx
1.pptx1.pptx
Presentation for lesson
Presentation for lessonPresentation for lesson
Presentation for lesson
university of johannesburg
 
marketing management unit 2 for mba semester1
marketing management unit 2 for mba semester1marketing management unit 2 for mba semester1
marketing management unit 2 for mba semester1
mayanksharmavkbps
 
REVISION CIA 1 BUSINESS ENVIRONMENT.pptx
REVISION CIA 1 BUSINESS ENVIRONMENT.pptxREVISION CIA 1 BUSINESS ENVIRONMENT.pptx
REVISION CIA 1 BUSINESS ENVIRONMENT.pptx
ramidhavsclas
 
105 Marketing Enviornent Unit no 2.ppt
105 Marketing Enviornent Unit no 2.ppt105 Marketing Enviornent Unit no 2.ppt
105 Marketing Enviornent Unit no 2.ppt
Nilesh Patil
 
Marketing environment 1
Marketing environment 1Marketing environment 1
Marketing environment 1
Joseph Oloba
 

Similar to the marketing environment (20)

Marketing Environment.pptx
 Marketing Environment.pptx Marketing Environment.pptx
Marketing Environment.pptx
 
Gbe & ibe comp ltd
Gbe & ibe  comp ltdGbe & ibe  comp ltd
Gbe & ibe comp ltd
 
Business Evnironment Unit I JNTUK.pptx
Business Evnironment Unit I JNTUK.pptxBusiness Evnironment Unit I JNTUK.pptx
Business Evnironment Unit I JNTUK.pptx
 
Marketing environment
Marketing environmentMarketing environment
Marketing environment
 
Chapter 1 – Marketing.pptx
Chapter 1 – Marketing.pptxChapter 1 – Marketing.pptx
Chapter 1 – Marketing.pptx
 
Mba i mm-1 u-2.2 marketing environment
Mba i mm-1 u-2.2 marketing environmentMba i mm-1 u-2.2 marketing environment
Mba i mm-1 u-2.2 marketing environment
 
1. MARKETING.pdf
1. MARKETING.pdf1. MARKETING.pdf
1. MARKETING.pdf
 
Marketing Environment
Marketing EnvironmentMarketing Environment
Marketing Environment
 
Ss marketing environment
Ss marketing environmentSs marketing environment
Ss marketing environment
 
factor affecting entrepreneurial marketing.pptx
factor affecting entrepreneurial marketing.pptxfactor affecting entrepreneurial marketing.pptx
factor affecting entrepreneurial marketing.pptx
 
Lecture note P M Ch 2 Marketing Environment.pptx
Lecture note P M Ch 2 Marketing Environment.pptxLecture note P M Ch 2 Marketing Environment.pptx
Lecture note P M Ch 2 Marketing Environment.pptx
 
Marketing Micro environment presentaition..
Marketing Micro environment presentaition..Marketing Micro environment presentaition..
Marketing Micro environment presentaition..
 
Business Environment and Analysis.pdf
Business Environment and Analysis.pdfBusiness Environment and Analysis.pdf
Business Environment and Analysis.pdf
 
1.pptx
1.pptx1.pptx
1.pptx
 
1.pptx
1.pptx1.pptx
1.pptx
 
Presentation for lesson
Presentation for lessonPresentation for lesson
Presentation for lesson
 
marketing management unit 2 for mba semester1
marketing management unit 2 for mba semester1marketing management unit 2 for mba semester1
marketing management unit 2 for mba semester1
 
REVISION CIA 1 BUSINESS ENVIRONMENT.pptx
REVISION CIA 1 BUSINESS ENVIRONMENT.pptxREVISION CIA 1 BUSINESS ENVIRONMENT.pptx
REVISION CIA 1 BUSINESS ENVIRONMENT.pptx
 
105 Marketing Enviornent Unit no 2.ppt
105 Marketing Enviornent Unit no 2.ppt105 Marketing Enviornent Unit no 2.ppt
105 Marketing Enviornent Unit no 2.ppt
 
Marketing environment 1
Marketing environment 1Marketing environment 1
Marketing environment 1
 

Recently uploaded

Temple of Asclepius in Thrace. Excavation results
Temple of Asclepius in Thrace. Excavation resultsTemple of Asclepius in Thrace. Excavation results
Temple of Asclepius in Thrace. Excavation results
Krassimira Luka
 
ANATOMY AND BIOMECHANICS OF HIP JOINT.pdf
ANATOMY AND BIOMECHANICS OF HIP JOINT.pdfANATOMY AND BIOMECHANICS OF HIP JOINT.pdf
ANATOMY AND BIOMECHANICS OF HIP JOINT.pdf
Priyankaranawat4
 
Hindi varnamala | hindi alphabet PPT.pdf
Hindi varnamala | hindi alphabet PPT.pdfHindi varnamala | hindi alphabet PPT.pdf
Hindi varnamala | hindi alphabet PPT.pdf
Dr. Mulla Adam Ali
 
ISO/IEC 27001, ISO/IEC 42001, and GDPR: Best Practices for Implementation and...
ISO/IEC 27001, ISO/IEC 42001, and GDPR: Best Practices for Implementation and...ISO/IEC 27001, ISO/IEC 42001, and GDPR: Best Practices for Implementation and...
ISO/IEC 27001, ISO/IEC 42001, and GDPR: Best Practices for Implementation and...
PECB
 
The History of Stoke Newington Street Names
The History of Stoke Newington Street NamesThe History of Stoke Newington Street Names
The History of Stoke Newington Street Names
History of Stoke Newington
 
How to Setup Warehouse & Location in Odoo 17 Inventory
How to Setup Warehouse & Location in Odoo 17 InventoryHow to Setup Warehouse & Location in Odoo 17 Inventory
How to Setup Warehouse & Location in Odoo 17 Inventory
Celine George
 
IGCSE Biology Chapter 14- Reproduction in Plants.pdf
IGCSE Biology Chapter 14- Reproduction in Plants.pdfIGCSE Biology Chapter 14- Reproduction in Plants.pdf
IGCSE Biology Chapter 14- Reproduction in Plants.pdf
Amin Marwan
 
The basics of sentences session 6pptx.pptx
The basics of sentences session 6pptx.pptxThe basics of sentences session 6pptx.pptx
The basics of sentences session 6pptx.pptx
heathfieldcps1
 
BÀI TẬP BỔ TRỢ TIẾNG ANH 8 CẢ NĂM - GLOBAL SUCCESS - NĂM HỌC 2023-2024 (CÓ FI...
BÀI TẬP BỔ TRỢ TIẾNG ANH 8 CẢ NĂM - GLOBAL SUCCESS - NĂM HỌC 2023-2024 (CÓ FI...BÀI TẬP BỔ TRỢ TIẾNG ANH 8 CẢ NĂM - GLOBAL SUCCESS - NĂM HỌC 2023-2024 (CÓ FI...
BÀI TẬP BỔ TRỢ TIẾNG ANH 8 CẢ NĂM - GLOBAL SUCCESS - NĂM HỌC 2023-2024 (CÓ FI...
Nguyen Thanh Tu Collection
 
UGC NET Exam Paper 1- Unit 1:Teaching Aptitude
UGC NET Exam Paper 1- Unit 1:Teaching AptitudeUGC NET Exam Paper 1- Unit 1:Teaching Aptitude
UGC NET Exam Paper 1- Unit 1:Teaching Aptitude
S. Raj Kumar
 
B. Ed Syllabus for babasaheb ambedkar education university.pdf
B. Ed Syllabus for babasaheb ambedkar education university.pdfB. Ed Syllabus for babasaheb ambedkar education university.pdf
B. Ed Syllabus for babasaheb ambedkar education university.pdf
BoudhayanBhattachari
 
What is Digital Literacy? A guest blog from Andy McLaughlin, University of Ab...
What is Digital Literacy? A guest blog from Andy McLaughlin, University of Ab...What is Digital Literacy? A guest blog from Andy McLaughlin, University of Ab...
What is Digital Literacy? A guest blog from Andy McLaughlin, University of Ab...
GeorgeMilliken2
 
BÀI TẬP DẠY THÊM TIẾNG ANH LỚP 7 CẢ NĂM FRIENDS PLUS SÁCH CHÂN TRỜI SÁNG TẠO ...
BÀI TẬP DẠY THÊM TIẾNG ANH LỚP 7 CẢ NĂM FRIENDS PLUS SÁCH CHÂN TRỜI SÁNG TẠO ...BÀI TẬP DẠY THÊM TIẾNG ANH LỚP 7 CẢ NĂM FRIENDS PLUS SÁCH CHÂN TRỜI SÁNG TẠO ...
BÀI TẬP DẠY THÊM TIẾNG ANH LỚP 7 CẢ NĂM FRIENDS PLUS SÁCH CHÂN TRỜI SÁNG TẠO ...
Nguyen Thanh Tu Collection
 
Philippine Edukasyong Pantahanan at Pangkabuhayan (EPP) Curriculum
Philippine Edukasyong Pantahanan at Pangkabuhayan (EPP) CurriculumPhilippine Edukasyong Pantahanan at Pangkabuhayan (EPP) Curriculum
Philippine Edukasyong Pantahanan at Pangkabuhayan (EPP) Curriculum
MJDuyan
 
BÀI TẬP BỔ TRỢ TIẾNG ANH LỚP 9 CẢ NĂM - GLOBAL SUCCESS - NĂM HỌC 2024-2025 - ...
BÀI TẬP BỔ TRỢ TIẾNG ANH LỚP 9 CẢ NĂM - GLOBAL SUCCESS - NĂM HỌC 2024-2025 - ...BÀI TẬP BỔ TRỢ TIẾNG ANH LỚP 9 CẢ NĂM - GLOBAL SUCCESS - NĂM HỌC 2024-2025 - ...
BÀI TẬP BỔ TRỢ TIẾNG ANH LỚP 9 CẢ NĂM - GLOBAL SUCCESS - NĂM HỌC 2024-2025 - ...
Nguyen Thanh Tu Collection
 
Traditional Musical Instruments of Arunachal Pradesh and Uttar Pradesh - RAYH...
Traditional Musical Instruments of Arunachal Pradesh and Uttar Pradesh - RAYH...Traditional Musical Instruments of Arunachal Pradesh and Uttar Pradesh - RAYH...
Traditional Musical Instruments of Arunachal Pradesh and Uttar Pradesh - RAYH...
imrankhan141184
 
Your Skill Boost Masterclass: Strategies for Effective Upskilling
Your Skill Boost Masterclass: Strategies for Effective UpskillingYour Skill Boost Masterclass: Strategies for Effective Upskilling
Your Skill Boost Masterclass: Strategies for Effective Upskilling
Excellence Foundation for South Sudan
 
spot a liar (Haiqa 146).pptx Technical writhing and presentation skills
spot a liar (Haiqa 146).pptx Technical writhing and presentation skillsspot a liar (Haiqa 146).pptx Technical writhing and presentation skills
spot a liar (Haiqa 146).pptx Technical writhing and presentation skills
haiqairshad
 
Constructing Your Course Container for Effective Communication
Constructing Your Course Container for Effective CommunicationConstructing Your Course Container for Effective Communication
Constructing Your Course Container for Effective Communication
Chevonnese Chevers Whyte, MBA, B.Sc.
 
Chapter wise All Notes of First year Basic Civil Engineering.pptx
Chapter wise All Notes of First year Basic Civil Engineering.pptxChapter wise All Notes of First year Basic Civil Engineering.pptx
Chapter wise All Notes of First year Basic Civil Engineering.pptx
Denish Jangid
 

Recently uploaded (20)

Temple of Asclepius in Thrace. Excavation results
Temple of Asclepius in Thrace. Excavation resultsTemple of Asclepius in Thrace. Excavation results
Temple of Asclepius in Thrace. Excavation results
 
ANATOMY AND BIOMECHANICS OF HIP JOINT.pdf
ANATOMY AND BIOMECHANICS OF HIP JOINT.pdfANATOMY AND BIOMECHANICS OF HIP JOINT.pdf
ANATOMY AND BIOMECHANICS OF HIP JOINT.pdf
 
Hindi varnamala | hindi alphabet PPT.pdf
Hindi varnamala | hindi alphabet PPT.pdfHindi varnamala | hindi alphabet PPT.pdf
Hindi varnamala | hindi alphabet PPT.pdf
 
ISO/IEC 27001, ISO/IEC 42001, and GDPR: Best Practices for Implementation and...
ISO/IEC 27001, ISO/IEC 42001, and GDPR: Best Practices for Implementation and...ISO/IEC 27001, ISO/IEC 42001, and GDPR: Best Practices for Implementation and...
ISO/IEC 27001, ISO/IEC 42001, and GDPR: Best Practices for Implementation and...
 
The History of Stoke Newington Street Names
The History of Stoke Newington Street NamesThe History of Stoke Newington Street Names
The History of Stoke Newington Street Names
 
How to Setup Warehouse & Location in Odoo 17 Inventory
How to Setup Warehouse & Location in Odoo 17 InventoryHow to Setup Warehouse & Location in Odoo 17 Inventory
How to Setup Warehouse & Location in Odoo 17 Inventory
 
IGCSE Biology Chapter 14- Reproduction in Plants.pdf
IGCSE Biology Chapter 14- Reproduction in Plants.pdfIGCSE Biology Chapter 14- Reproduction in Plants.pdf
IGCSE Biology Chapter 14- Reproduction in Plants.pdf
 
The basics of sentences session 6pptx.pptx
The basics of sentences session 6pptx.pptxThe basics of sentences session 6pptx.pptx
The basics of sentences session 6pptx.pptx
 
BÀI TẬP BỔ TRỢ TIẾNG ANH 8 CẢ NĂM - GLOBAL SUCCESS - NĂM HỌC 2023-2024 (CÓ FI...
BÀI TẬP BỔ TRỢ TIẾNG ANH 8 CẢ NĂM - GLOBAL SUCCESS - NĂM HỌC 2023-2024 (CÓ FI...BÀI TẬP BỔ TRỢ TIẾNG ANH 8 CẢ NĂM - GLOBAL SUCCESS - NĂM HỌC 2023-2024 (CÓ FI...
BÀI TẬP BỔ TRỢ TIẾNG ANH 8 CẢ NĂM - GLOBAL SUCCESS - NĂM HỌC 2023-2024 (CÓ FI...
 
UGC NET Exam Paper 1- Unit 1:Teaching Aptitude
UGC NET Exam Paper 1- Unit 1:Teaching AptitudeUGC NET Exam Paper 1- Unit 1:Teaching Aptitude
UGC NET Exam Paper 1- Unit 1:Teaching Aptitude
 
B. Ed Syllabus for babasaheb ambedkar education university.pdf
B. Ed Syllabus for babasaheb ambedkar education university.pdfB. Ed Syllabus for babasaheb ambedkar education university.pdf
B. Ed Syllabus for babasaheb ambedkar education university.pdf
 
What is Digital Literacy? A guest blog from Andy McLaughlin, University of Ab...
What is Digital Literacy? A guest blog from Andy McLaughlin, University of Ab...What is Digital Literacy? A guest blog from Andy McLaughlin, University of Ab...
What is Digital Literacy? A guest blog from Andy McLaughlin, University of Ab...
 
BÀI TẬP DẠY THÊM TIẾNG ANH LỚP 7 CẢ NĂM FRIENDS PLUS SÁCH CHÂN TRỜI SÁNG TẠO ...
BÀI TẬP DẠY THÊM TIẾNG ANH LỚP 7 CẢ NĂM FRIENDS PLUS SÁCH CHÂN TRỜI SÁNG TẠO ...BÀI TẬP DẠY THÊM TIẾNG ANH LỚP 7 CẢ NĂM FRIENDS PLUS SÁCH CHÂN TRỜI SÁNG TẠO ...
BÀI TẬP DẠY THÊM TIẾNG ANH LỚP 7 CẢ NĂM FRIENDS PLUS SÁCH CHÂN TRỜI SÁNG TẠO ...
 
Philippine Edukasyong Pantahanan at Pangkabuhayan (EPP) Curriculum
Philippine Edukasyong Pantahanan at Pangkabuhayan (EPP) CurriculumPhilippine Edukasyong Pantahanan at Pangkabuhayan (EPP) Curriculum
Philippine Edukasyong Pantahanan at Pangkabuhayan (EPP) Curriculum
 
BÀI TẬP BỔ TRỢ TIẾNG ANH LỚP 9 CẢ NĂM - GLOBAL SUCCESS - NĂM HỌC 2024-2025 - ...
BÀI TẬP BỔ TRỢ TIẾNG ANH LỚP 9 CẢ NĂM - GLOBAL SUCCESS - NĂM HỌC 2024-2025 - ...BÀI TẬP BỔ TRỢ TIẾNG ANH LỚP 9 CẢ NĂM - GLOBAL SUCCESS - NĂM HỌC 2024-2025 - ...
BÀI TẬP BỔ TRỢ TIẾNG ANH LỚP 9 CẢ NĂM - GLOBAL SUCCESS - NĂM HỌC 2024-2025 - ...
 
Traditional Musical Instruments of Arunachal Pradesh and Uttar Pradesh - RAYH...
Traditional Musical Instruments of Arunachal Pradesh and Uttar Pradesh - RAYH...Traditional Musical Instruments of Arunachal Pradesh and Uttar Pradesh - RAYH...
Traditional Musical Instruments of Arunachal Pradesh and Uttar Pradesh - RAYH...
 
Your Skill Boost Masterclass: Strategies for Effective Upskilling
Your Skill Boost Masterclass: Strategies for Effective UpskillingYour Skill Boost Masterclass: Strategies for Effective Upskilling
Your Skill Boost Masterclass: Strategies for Effective Upskilling
 
spot a liar (Haiqa 146).pptx Technical writhing and presentation skills
spot a liar (Haiqa 146).pptx Technical writhing and presentation skillsspot a liar (Haiqa 146).pptx Technical writhing and presentation skills
spot a liar (Haiqa 146).pptx Technical writhing and presentation skills
 
Constructing Your Course Container for Effective Communication
Constructing Your Course Container for Effective CommunicationConstructing Your Course Container for Effective Communication
Constructing Your Course Container for Effective Communication
 
Chapter wise All Notes of First year Basic Civil Engineering.pptx
Chapter wise All Notes of First year Basic Civil Engineering.pptxChapter wise All Notes of First year Basic Civil Engineering.pptx
Chapter wise All Notes of First year Basic Civil Engineering.pptx
 

the marketing environment

  • 1. Marketing environment Seminar by, Clincy cleetus S1.M.Com. Dept of commerce Uty of Kerala Kariavattom Campus.
  • 2. Value delivery and marketing environment. • The task, as well as the challenge, of marketing is value delivery. • Marketing secure the idea and clues of value delivery from an arena outside the firm. • The consumer, technology, competitors and many other similar components are part of this arena . • This is what we refer to as the Environment.
  • 3. According to Philip Kotler, “A company’s marketing environment consists of the internal factors & forces, which affect the company’s ability to develop & maintain successful transactions & relationships with the company’s target customers”.
  • 4. Purpose of marketing environment analysis. • To know where the environment is heading. • To figure out the opportunities and threats. • To draw necessary clues on value delivery. • To assess the scope of various opportunities. • To help secure the right fix between the environment and the firm. • To help formulate an appropriate overall marketing strategy- in line with the trends in the environment. • To project how the environment- each factor of the environment-will turn out to be at a future point of time.
  • 5. Components of marketing environment. Marketing environment Internal External Micro MacroHR dept Operations dept Accounts & Finance dept R&D dept Top mgt Market/ Demand Consumer Industry competition suppliers Govt policies that are specific to the business Technology Socio-cultural Economic Political Natural Demographic Legal Govt policies
  • 6. INTERNAL ENVIRONMENT • All factors that are internal to the organization are known as the internal environment. • They are generally audited by the five Ms which are Men, Money, Machinery, Materials and Market. • Marketers call the process of managing internal environment as Internal marketing.
  • 7. Process and procedures in internal marketing are: • Allocation of responsibilities within the organization. • Resources availability • The extend to which major functional areas work together supporting the marketing function to be customer oriented. • Culture of the organization. • The attitude of internal stake holders.
  • 9. A. Micro environment. 1. Market/ Demand. 2. The consumer. 3. Industry and Competition. 4. Government policies. 5. Suppliers.
  • 10. 1.Market/Demand The aspects to be studied here includes, • Nature of demand. • Size of demand, present and potential. • Changes taking place in demand. • Invasion of substitute products. • Changes taking place in the consumption pattern or buying habits.
  • 11. For: • Entry into the market • Expansions • Disinvestment • Decisions on marketing strategy etc……..
  • 12. 2. The consumer CONSUMER IS THE KING. • Taste and preference keeps fluctuating. • Aim in providing value to customers according to their perception. • A perpetual process of customer analysis is therefore needed to make marketing planning effective.
  • 13. 3. Industry and Competition • Knowledge about industry and competition is a fundamental requirement for developing the marketing strategy. • A prudent marketing manager has to be in constant touch regarding the information relating to the competitors strategy. • He has to build his plans to overtake them in the market to attract competitor’s consumers towards his products.
  • 14. 4. Government policies that are specific to the business concerned. • Besides influencing the mega environment, government policies profoundly affect the specific environment of any business/industry. • This is particularly true for economies that are regulated to a significant degree. • Even in market economies , government policies are an important factor, though their restraining influence is relatively less.
  • 15. Government do play roles which have a bearing on the functioning of firms, eg:- • Governments are often large purchasers of goods and services. • Governments subsidize select firms and industries. • Government protect home producers against foreign competition. • Governments ban fresh entry in select industries. • Governments ban off and on, certain technologies and products. • Governments happen to be producers, and therefore, function as competitors.
  • 16. 5. Suppliers. • Suppliers constitute one of the five forces shaping competition in any industry. • They have their own bargaining power; they influence the cost of raw materials and other inputs to a firm, and hence impact the profits of the firm. • Sometimes suppliers suddenly become direct competitors to a firm, by themselves becoming the end product manufacturers. obviously firms have to closely monitor the supplier environment.
  • 17. B. The Macro Environment. 1. Technology environment. 2. Socio- cultural environment. 3. Economic environment. 4. Political environment. 5. Demographic environment. 6. Natural environment. 7. Legal environment.
  • 18. 1. Technology Environment •Technology affects not only its final products but also its raw materials, processes and operations. •Customer segments too are impacted by the technological developments. •The three aspects of particular significance for business firms in the matter of technology management are: Options available in the technology. Government’s approach in respect of technology. Technology selection.
  • 19. 2. Socio-Cultural Environment Culture • Culture is the combined result of factors like religion, education and upbringing. • In any given society, some of the cultural values are deep rooted; they do not change easily and they are termed as core cultural values. • There are also other values and practices, which constitute the secondary cultural values. These are more amenable to change and can be moulded and manipulated relatively more easily. • Cultural shifts carry with them marketing opportunities as well as threats.
  • 20. Social class • A social class is determined by income, occupation, location of residence etc of its members. • Each class has its own standards with respect to life style, behaviour, etc. • These are known as class values or class norms. • These values/ norms have strong bearing on the consumption pattern and buying behaviour of the members of the class.
  • 21. 3. Economic Environment. The factors to be considered under the economic environment are: • General economic conditions. • Economic conditions of different segments of the population; their disposable income, purchasing power etc. • Size and pattern of income, prices and consumption expenditure. • Credit availability and interest rates. • Savings rate/ capital formation. • Inflation rate. • Tax rates. • Prices of important materials. • Energy scene. • Labour scene. • Exchange rates. • Rate of growth of the economy, rate of growth of each sector of the economy.
  • 22. 4. Political Environment. • Since economic policies of nations depend on the political set up, the economic environment is often a by-product of the political environment. • Political environment has several aspects: Form of government adopted. Political stability. • Elements like social and religious organizations, media, pressure groups and lobbies of various kinds, are all part of the political environment.
  • 24. 6. Natural Environment. Natural resources •Business firms also depend on natural resources. •Raw materials is a major part of these resources and firms are concerned with their availability and cost. •Energy , its availability and cost is also a major factor. Ecology Firms are concerned with ecology. In modern times all societies are very much concerned about ecology , especially about issues like: • wild life protection •Environmental pollution •Ocean wealth.
  • 25. • Business firms will have to know the nature and dimensions of environmental regulations and to what extend these factors will affect their business prospects. • Firms also need to know the role of environmental activists in the region. Climate • Firms with products whose demand depend on climate, and firms depending on climate dependent raw materials will be particularly concerned with this factor • These firms have to exhaustively study the climate and appropriately decide their production locations and marketing territories.
  • 26. 7. Legal Environment. • Businesses have to operate within the framework of the prevailing legal environment. • They have to understand the implications of all the legal provisions relating to their business. Based on the area covered by them, business legislation can be classified into: • Corporate affairs • Consumer protection • Employee protection • Sectoral protection • Corporate protection Business firms have to understand these legislations and adapt to them.
  • 27. Environment analysis , a continuous affair. • Environment and all its components included are constantly in a flux. • This reality compels the firm to keep analyzing the environment on a continuous basis. • Else, the firm will not be in a position to respond properly to the changes taking place around it.