Marketing Enviroment


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  • Microenvironment includes: the company itself, supplies, marketing channel firms, customer markets, competitors, and publics. Macroenvironment includes: demographic, economic, natural, technological, political, and cultural forces.
  • Resellers are distribution channel firms that help the company find customers or make sales to them. These include wholesalers and retailers who buy and resell merchandise. Resellers often perform important functions more cheaply than the company can perform itself. However, seeking and working with resellers is not easy because of the power that some demand and use. Physical distribution firms help the company to stock and move goods from their points of origin to their destinations. Examples would be warehouses (that store and protect goods before they move to the next destination). Marketing services agencies (such as marketing research firms, advertising agencies, media firms, etc.) help the company target and promote its products to the right markets. Financial intermediaries (such as banks, credit companies, insurance companies, etc.) help finance transactions and insure against risks associated with buying and selling goods.
  • Marketing Enviroment

    1. 1. Segmentation and Target Marketing #1 #2 Market Segmentation: Divide the market into segments of customers Target Marketing: Select the segment to cultivate
    2. 2. Identifying Segment.
    3. 3. Target Market
    4. 4. The Marketing Environment 3
    5. 5. <ul><li>Includes: </li></ul><ul><ul><li>Microenvironment: actors close to the company that affect its ability to serve its customers. </li></ul></ul><ul><ul><li>Macro environment: larger societal forces that affect the microenvironment. </li></ul></ul><ul><ul><ul><li>Considered to be beyond the control of the organization. </li></ul></ul></ul>Marketing Environment
    6. 6. Actors in the Microenvironment
    7. 7. <ul><li>Suppliers: </li></ul><ul><ul><li>Provide resources needed to produce goods and services. </li></ul></ul><ul><ul><li>Important link in the “value delivery system.” </li></ul></ul><ul><ul><li>Most marketers treat suppliers like partners. </li></ul></ul>The Company’s Microenvironment
    8. 8. The Company’s Microenvironment <ul><li>Marketing Intermediaries: </li></ul><ul><ul><li>Help the company to promote, sell, and distribute its goods to final buyers </li></ul></ul><ul><ul><ul><li>Resellers </li></ul></ul></ul><ul><ul><ul><li>Physical distribution firms </li></ul></ul></ul><ul><ul><ul><li>Marketing services agencies </li></ul></ul></ul><ul><ul><ul><li>Financial intermediaries </li></ul></ul></ul>
    9. 9. 5 Types of Customers <ul><li>Consumer markets </li></ul><ul><li>Business markets (B to B) </li></ul><ul><li>Reseller markets </li></ul><ul><li>Government markets </li></ul><ul><li>International markets </li></ul>
    10. 10. Competitors <ul><li>Must understand competitor’s strengths </li></ul><ul><li>Must differentiate firm’s products and offerings from those of competitors </li></ul><ul><li>Competitive strategies should emphasize firm’s distinctive competitive advantage in marketplace </li></ul>
    11. 11. The Macro environment <ul><li>The company and all of the other actors operate in a larger macro environment of forces that shape opportunities and pose threats to the company. </li></ul>
    12. 12. The Company’s Macro environment
    13. 13. Pakistan Demographics <ul><li>Age Structure </li></ul><ul><ul><li>0-14 years 39% ( male 20% Female 18.9%) </li></ul></ul><ul><ul><li>15-64 years 56.9% ( male 29% Female 27% ) </li></ul></ul><ul><ul><li>65 years and over 4.1% ( male 1.9% Female 2.1% </li></ul></ul><ul><ul><li>Population growth 2.09% </li></ul></ul>
    14. 14. Better Educated Population <ul><li>Age 15 and over can read and write </li></ul><ul><li>Total Population </li></ul><ul><ul><li>48.7% </li></ul></ul><ul><ul><li>Male 61.7% </li></ul></ul><ul><ul><li>Female 35.2% </li></ul></ul>
    15. 15. Life expectancy <ul><li>Total Population </li></ul><ul><li>63.39 </li></ul><ul><li>Male 62 </li></ul><ul><li>Female 64.44 </li></ul>
    16. 16. Economic Environment <ul><li>Income Distribution </li></ul><ul><ul><li>Upper class </li></ul></ul><ul><ul><li>Middle class </li></ul></ul><ul><ul><li>Working class </li></ul></ul><ul><ul><li>Underclass </li></ul></ul>Consists of factors that affect consumer purchasing power and spending patterns.
    17. 17. Natural Environment <ul><li>Involves the natural resources that are needed as inputs by marketers or that are affected by marketing activities. </li></ul>
    18. 18. Technological Environment <ul><li>Most dramatic force now shaping our destiny. </li></ul>
    19. 19. Cultural Environment <ul><li>The institutions and other forces that affect a society’s basic values, perceptions, preference, and behaviors. </li></ul>