Marketing environment copy - copy

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Marketing environment copy - copy

  1. 1. Marketing Environment4/27/2013 1Marketing Environment
  2. 2. Slide to slide• What is marketing environment• Micro-environment• Macro-environment• Conclusion• Reference4/27/2013 Marketing Environment 2
  3. 3. What is marketing environment.....4/27/2013 Marketing Environment 3Marketing Environment:The actors and forces outside marketing that affectmarketing management’s ability to build and maintainsuccessful relationships with target customersMicroenvironmentIncludes the actors/forces close to the companyMacro-environmentInvolves larger societal forces
  4. 4. Marketing Environment• Micro-environment– Company– Suppliers– Market intermediaries– Customers– Competition• Macro-environment– Demographic– Political– Economical– Social-Cultural– Technological– Environmental– Legal4/27/2013 Marketing Environment 4
  5. 5. Micro-environment1. Company2. Suppliers3. Market intermediaries4. Customers5. Competition Marketing must considerother parts of theorganization includingfinance, R&D,purchasing, operationsand accounting Marketing decisionsmust relate to broadercompany goals andstrategies4/27/2013 Marketing Environment 5
  6. 6. Micro-environment1. Company2. Suppliers3. Market intermediaries4. Customers5. Competition The suppliers provide Rawmaterial, Energy, Labour,Capital etc. Marketers must watchsupply availability andpricing Effective partnershiprelationship managementwith suppliers is essential4/27/2013 Marketing Environment 6
  7. 7. Micro-environment1. Company2. Suppliers3. Market intermediaries4. Customers5. Competition Channel through which acompany link withcustomers Manufacturer, C & F agent,distributer, wholesaler,retailer, customer Distribute goods to finalbuyers and helps companyto sell and promotions4/27/2013 Marketing Environment 7
  8. 8. Micro-environment1. Company2. Suppliers3. Market intermediaries4. Customers5. Competition Public that generates thedemand These are of following typesPublicGovernmentBusiness4/27/2013 Marketing Environment 8
  9. 9. Micro-environment1. Company2. Suppliers3. Market intermediaries4. Customers5. Competition Demand for a firm’sproducts or services isalso affected by natureand intensity ofcompetition Conducting competitoranalysis is critical forsuccess of the firm A marketer must monitorits competitors’ offeringsto create strategicadvantage4/27/2013 Marketing Environment 9
  10. 10. 1. Demographic2. Political3. Economical4. Socio-cultural5. Technological6. Environmental7. Legal• Marketers are keenlyinterested in size and growthrate of population, Nations,Age distribution, Sex,Education level, Householdpattern, Regional characters• This will define the demandof particular segment4/27/2013 Marketing Environment 10Macro-environment
  11. 11. 1. Demographic2. Political3. Economical4. Socio-cultural5. Technological6. Environmental7. Legal Politics or the governingbodies have great influenceover market environment The policies, tax and tariffsare deciding factors Pattern of government likeSocial, Capitalistic &Communist these are thekind of rules4/27/2013 Marketing Environment 11Macro-environment
  12. 12. 1. Demographic2. Political3. Economical4. Socio-cultural5. Technological6. Environmental7. LegalIncome distribution Developed economies Developing economies Underdeveloped economies Raw material exportingEconomies4/27/2013 Marketing Environment 12Macro-environment
  13. 13. 1. Demographic2. Political3. Economical4. Social-cultural5. Technological6. Environmental7. Legal Society shapes our beliefs,values and norms Core beliefs Existence of Subcultures Shifts towards new culture- Preserver- Makers- Takers- Changers- Seekers- Escapers4/27/2013 Marketing Environment 13Macro-environment
  14. 14. Social-cultural environment includesThemselvesOthersOrganizationSocietyNatureUniverse4/27/2013 Marketing Environment 14
  15. 15. 1. Demographic2. Political3. Economical4. Socio-cultural5. Technological6. Environmental7. Legal The most dramatic forceshaping our destiny Rapidly changing forcewhich creates many newmarketing opportunitiesbut also turns manyexisting products extinct Examples:Computer, Mobile phone4/27/2013 Marketing Environment 15Macro-environment
  16. 16. 1. Demographic2. Political3. Economical4. Socio-cultural5. Technological6. Environmental7. LegalNatural Environment:– Involves the natural resourcesthat are needed as inputs bymarketers or that are affectedby marketing activitiesTrends– Shortages of raw materials– Increased pollution– Increased governmentintervention– Increased energy cost4/27/2013 Marketing Environment 16Macro-environment
  17. 17. Macro-environment1. Demographic2. Political3. Economical4. Socio-cultural5. Technological6. Environmental7. LegalConsists of laws, governmentagencies and pressure groups thatinfluence or limit variousorganizations and individuals in agiven society– Legislation affectingbusinesses worldwide hasincreased– Laws protect companies,consumers and the interests ofsociety– Increased emphasis onsocially responsible actions4/27/2013 Marketing Environment 17
  18. 18. ConclusionA marketer has to understand how various environmentalforces impact organization’s decisionA successful marketer and organizations are the one whoanticipate, plan and execute strategies to meet theseenvironmental change4/27/2013 Marketing Environment 18
  19. 19. Reference• Marketing Management: Philip Kotler• Marketing Management: Rajan Saxena• Business Environment: Francis Cherunilam• Marketing Management: Ramaswami, Namakumari4/27/2013 Marketing Environment 19

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