We have repeatedly emphasized that
excellent companies take an outside-
inside view of their business.These
companies monitor the changing
environment and continuously adopt their
business to their best opportunities.
Every company’s primary goal is
to profitably serve and satisfy
specific needs of chosen target
market. Micro economics focus
on company related issues.
Top management makes the plans, policies,
procedures etc which are convened to all the
Like R & D department focus on problems of designing
safe & attractive product.
Management takes continues look on
supply of required raw material.
Management consider the timely supply of
Marketing intermediaries are firms that aid
the company in promoting, selling and
distributing its goods to final buyers. It help
to find customer for company. For eg-
online shopping , Overseas shopping.
a)Physical distributer firm.
b)Marketing services agencies.
3) Marketing intermediaries
a)Consumer market:- Eg- mobile, bed, shirt,
b)Business market:- Eg- flour for making bread,
steel for making utensils.
d)International market:- Eg- carpets,
technology, machinery etc.
A successful company is that which satisfy need & wants of
consumer better then competitors. Competitive
environment consist not only to other companies.The best
way for a company to grasp the full range of its competitors
is to take the viewpoint of a buyer.The company should
position the offering stronger the competitors. Eg- Mobile
A public is any group that has an actual or
potential interest or impact on a company’s
ability to achieve its objectives.
The company and its suppliers, marketing
intermediaries customers, competitors and
publics all operate in a large macro
environment of forces that shape
opportunities which the company must
monitor and respond to.
2. Macro economics
a)Income:- Eg- Dishwasher which is considered to
be necessities in western market, do not fall in
Indian consumer list.
It is used to counter inflation and
recession. It reduces production cost.
a)Technologies for nations.
b)Technologies for product and services.
Social factors influence the products people buy, the
price they are willing to pay for the products, the
effectiveness of specific promotions and how,
where and when people expect to purchase
d)Changing structure of families.
Demographic is the study of people in terms of age,
gender, race, eternity and location. So people buy
goods according to demographic factors.
Age distribution are:-
Adolescent (up to 19 years)
Youth (20 to 34 years)
People between 35-45 years
People between 45 to 60 years
People above 60 years
a)Political legal environment provides the legal
framework within the marketing deparment has to
b)The viability of businesses depends upon their
ability to understand the laws of the land and to
abide by them.
c)Stability of the government is a very important
factor in a company’s decision to locate its
businesses in a country.
d)Businesses need government regulations to protect
the interests of society in general, innovators of new
technology, one business from another and
e)In return, government needs businesses, because
the market place generates taxes that support
public efforts to provide essential services like
health and education to their people
NOW GOVERNMENT HAS ALLOWED 100% FDI IN
RBI HAS HICKED FBI CAP FROM 49% TO 74%.
a)The first opportunity comes from the
fact that the companies will not be
allowed to pollute the environment.
Companies should use pollution free
processors to produce the output.
b)The second opportunity will come to
those companies which will develop the
technologies, which will enable
companies to carry out their processes in
environment friendly ways.
6) Green marketing
c)Consumer have to play an important role if
companies have to be made responsible for
preservation of the environment.
d)NGO’s also have a very important role to play.
Members of NGO’s are very knowledgeable
and resourceful in their areas of concern and
if companies and NGO’s start cooperating,
only then real progress can be made.
a)Smart companies reduce the
consumption of non-renewable such as
coal, petroleum and natural gas as well
as renewable resources such as water
b)To design eco-friendly products,
companies examine product life cycles
and understand consumer concerns. For
eg-Non-synthetic cleaning products.
6) Green marketing and
c)Companies come up with new business models
to deliver the same value to the customer.
Developing a new business model requires a
company to explore alternate ways of meeting
d)Companies have to think about making possible
what currently seems impossible, for instance,
developing waterless detergents. Airplanes could
not have been created if someone had no thought
of flying like a bird.
a)Number of competitors.
c)Degree of interdependence.
d)Competition within industry.
e)Competition from new
a)Nearly a quarter of the carbon dioxide that makes up
about 80% of all greenhouse gases comes from
electric power plants. Dublin based Airtricity
operates winds farms in the US and the UK that
offer cheaper and greener electricity.
b)Transportation is second only to electricity
generation as a contributor to global warming,
accounting for roughly a fifth of carbon
emissions.Eg-CNG powered vehicles.
c)Due to millions of rural cooking fires, parts of southern
Asia suffer extremely poor air quality. A person cooking
over an open wood or kerosene fires inhales the equivalent
of two packs of cigarettes a day.
Solar pvt. Ltd., a Bangalore based social
enterprise, provides sustainable energy solutions and
services to the under served through solar energy based
products such as cook stoves, inverters, water heaters,
street lights taking care of large chunk of energy needs in
the remotest and most neglected areas.
In this whole topic we have come to know how
marketing environment factors of MICRO and
MACRO ENVIRONMENT effect an organization
in doing marketing for their good and services.