Marketing environment(2)


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Marketing environment(2)

  1. 1. Marketing Environment Presenters10/13/2012 Marketing Environment 1
  2. 2. Slide to slide• What is marketing environment• Micro-environment• Macro-environment• Conclusion• Reference10/13/2012 Marketing Environment 2
  3. 3. What is marketing environment..... Marketing Environment: The actors and forces outside marketing that affect marketing management’s ability to build and maintain successful relationships with target customers Microenvironment Includes the actors/forces close to the company Macro-environment Involves larger societal forces10/13/2012 Marketing Environment 3
  4. 4. Marketing Environment• Micro-environment • Macro-environment – Company – Demographic – Suppliers – Political – Market intermediaries – Economical – Customers – Social-Cultural – Competition – Technological – Environmental – Legal10/13/2012 Marketing Environment 4
  5. 5. Micro-environment 1. Company  Marketing must consider 2. Suppliers other parts of the organization including 3. Market intermediaries finance, R&D, 4. Customers purchasing, operations 5. Competition and accounting  Marketing decisions must relate to broader company goals and strategies10/13/2012 Marketing Environment 5
  6. 6. Micro-environment 1. Company  The suppliers provide Raw 2. Suppliers material, Energy, Labour, 3. Market intermediaries Capital etc. 4. Customers  Marketers must watch supply availability and 5. Competition pricing  Effective partnership relationship management with suppliers is essential10/13/2012 Marketing Environment 6
  7. 7. Micro-environment 1. Company  Channel through which a 2. Suppliers company link with 3. Market intermediaries customers 4. Customers  Manufacturer, C & F agent, distributer, wholesaler, 5. Competition retailer, customer  Distribute goods to final buyers and helps company to sell and promotions10/13/2012 Marketing Environment 7
  8. 8. Micro-environment 1. Company  Public that generates the 2. Suppliers demand 3. Market intermediaries  These are of following types 4. Customers Public 5. Competition Government Business10/13/2012 Marketing Environment 8
  9. 9. Micro-environment 1. Company  Demand for a firm’s 2. Suppliers products or services is 3. Market intermediaries also affected by nature and intensity of 4. Customers competition 5. Competition  Conducting competitor analysis is critical for success of the firm  A marketer must monitor its competitors’ offerings to create strategic advantage10/13/2012 Marketing Environment 9
  10. 10. Macro-environment1. Demographic • Marketers are keenly2. Political interested in size and growth3. Economical rate of population, Nations, Age distribution, Sex,4. Socio-cultural Education level, Household5. Technological pattern, Regional characters6. Environmental • This will define the demand7. Legal of particular segment10/13/2012 Marketing Environment 10
  11. 11. Macro-environment1. Demographic  Politics or the governing2. Political bodies have great influence3. Economical over market environment4. Socio-cultural  The policies, tax and tariffs are deciding factors5. Technological  Pattern of government like6. Environmental Social, Capitalistic &7. Legal Communist these are the kind of rules10/13/2012 Marketing Environment 11
  12. 12. Macro-environment1. Demographic Income distribution2. Political  Developed economies3. Economical  Developing economies4. Socio-cultural  Underdeveloped economies  Raw material exporting5. Technological Economies6. Environmental7. Legal10/13/2012 Marketing Environment 12
  13. 13. Macro-environment1. Demographic  Society shapes our beliefs,2. Political values and norms3. Economical  Core beliefs4. Social-cultural  Existence of Subcultures5. Technological  Shifts towards new culture6. Environmental - Preserver - Makers7. Legal - Takers - Changers - Seekers - Escapers10/13/2012 Marketing Environment 13
  14. 14. Social-cultural environment includes Themselves Society Others Nature Organization Universe10/13/2012 Marketing Environment 14
  15. 15. Macro-environment1. Demographic  The most dramatic force2. Political shaping our destiny3. Economical  Rapidly changing force4. Socio-cultural which creates many new marketing opportunities5. Technological but also turns many6. Environmental existing products extinct7. Legal  Examples: Computer, Mobile phone10/13/2012 Marketing Environment 15
  16. 16. Macro-environment1. Demographic Natural Environment:2. Political – Involves the natural resources that are needed as inputs by3. Economical marketers or that are affected4. Socio-cultural by marketing activities5. Technological Trends6. Environmental – Shortages of raw materials – Increased pollution7. Legal – Increased government intervention – Increased energy cost10/13/2012 Marketing Environment 16
  17. 17. Macro-environment1. Demographic Consists of laws, government2. Political agencies and pressure groups that influence or limit various3. Economical organizations and individuals in a4. Socio-cultural given society5. Technological – Legislation affecting businesses worldwide has6. Environmental increased7. Legal – Laws protect companies, consumers and the interests of society – Increased emphasis on socially responsible actions10/13/2012 Marketing Environment 17
  18. 18. Conclusion A marketer has to understand how various environmental forces impact organization’s decision A successful marketer and organizations are the one who anticipate, plan and execute strategies to meet these environmental change10/13/2012 Marketing Environment 18
  19. 19. Reference• Marketing Management: Philip Kotler• Marketing Management: Rajan Saxena• Business Environment: Francis Cherunilam• Marketing Management: Ramaswami, Namakumari10/13/2012 Marketing Environment 19