Marketing environment copy - copy
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The document discusses the marketing environment, which consists of micro and macro environmental factors that affect marketing management's ability to build relationships with customers. The microenvironment includes internal factors like the company, suppliers, intermediaries, customers and competition. The macroenvironment comprises broader societal forces such as demographic, political, economic, sociocultural, technological, environmental and legal conditions. Understanding how these environmental factors impact an organization allows marketers to develop strategies to address changes in the marketing environment.
Marketing environment copy - copy
- 1. Marketing Environment 4/27/2013 1Marketing Environment
- 2. Slide to slide • What is marketing environment • Micro-environment • Macro-environment • Conclusion • Reference 4/27/2013 Marketing Environment 2
- 3. What is marketing environment..... 4/27/2013 Marketing Environment 3 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 forces
- 4. Marketing Environment • Micro-environment – Company – Suppliers – Market intermediaries – Customers – Competition • Macro-environment – Demographic – Political – Economical – Social-Cultural – Technological – Environmental – Legal 4/27/2013 Marketing Environment 4
- 5. Micro-environment 1. Company 2. Suppliers 3. Market intermediaries 4. Customers 5. Competition Marketing must consider other parts of the organization including finance, R&D, purchasing, operations and accounting Marketing decisions must relate to broader company goals and strategies 4/27/2013 Marketing Environment 5
- 6. Micro-environment 1. Company 2. Suppliers 3. Market intermediaries 4. Customers 5. Competition The suppliers provide Raw material, Energy, Labour, Capital etc. Marketers must watch supply availability and pricing Effective partnership relationship management with suppliers is essential 4/27/2013 Marketing Environment 6
- 7. Micro-environment 1. Company 2. Suppliers 3. Market intermediaries 4. Customers 5. Competition Channel through which a company link with customers Manufacturer, C & F agent, distributer, wholesaler, retailer, customer Distribute goods to final buyers and helps company to sell and promotions 4/27/2013 Marketing Environment 7
- 8. Micro-environment 1. Company 2. Suppliers 3. Market intermediaries 4. Customers 5. Competition Public that generates the demand These are of following types Public Government Business 4/27/2013 Marketing Environment 8
- 9. Micro-environment 1. Company 2. Suppliers 3. Market intermediaries 4. Customers 5. Competition Demand for a firm’s products or services is also affected by nature and intensity of competition Conducting competitor analysis is critical for success of the firm A marketer must monitor its competitors’ offerings to create strategic advantage 4/27/2013 Marketing Environment 9
- 10. 1. Demographic 2. Political 3. Economical 4. Socio-cultural 5. Technological 6. Environmental 7. Legal • Marketers are keenly interested in size and growth rate of population, Nations, Age distribution, Sex, Education level, Household pattern, Regional characters • This will define the demand of particular segment 4/27/2013 Marketing Environment 10 Macro-environment
- 11. 1. Demographic 2. Political 3. Economical 4. Socio-cultural 5. Technological 6. Environmental 7. Legal Politics or the governing bodies have great influence over market environment The policies, tax and tariffs are deciding factors Pattern of government like Social, Capitalistic & Communist these are the kind of rules 4/27/2013 Marketing Environment 11 Macro-environment
- 12. 1. Demographic 2. Political 3. Economical 4. Socio-cultural 5. Technological 6. Environmental 7. Legal Income distribution Developed economies Developing economies Underdeveloped economies Raw material exporting Economies 4/27/2013 Marketing Environment 12 Macro-environment
- 13. 1. Demographic 2. Political 3. Economical 4. Social-cultural 5. Technological 6. Environmental 7. Legal Society shapes our beliefs, values and norms Core beliefs Existence of Subcultures Shifts towards new culture - Preserver - Makers - Takers - Changers - Seekers - Escapers 4/27/2013 Marketing Environment 13 Macro-environment
- 14. Social-cultural environment includes Themselves Others Organization Society Nature Universe 4/27/2013 Marketing Environment 14
- 15. 1. Demographic 2. Political 3. Economical 4. Socio-cultural 5. Technological 6. Environmental 7. Legal The most dramatic force shaping our destiny Rapidly changing force which creates many new marketing opportunities but also turns many existing products extinct Examples: Computer, Mobile phone 4/27/2013 Marketing Environment 15 Macro-environment
- 16. 1. Demographic 2. Political 3. Economical 4. Socio-cultural 5. Technological 6. Environmental 7. Legal Natural Environment: – Involves the natural resources that are needed as inputs by marketers or that are affected by marketing activities Trends – Shortages of raw materials – Increased pollution – Increased government intervention – Increased energy cost 4/27/2013 Marketing Environment 16 Macro-environment
- 17. Macro-environment 1. Demographic 2. Political 3. Economical 4. Socio-cultural 5. Technological 6. Environmental 7. Legal Consists of laws, government agencies and pressure groups that influence or limit various organizations and individuals in a given society – Legislation affecting businesses worldwide has increased – Laws protect companies, consumers and the interests of society – Increased emphasis on socially responsible actions 4/27/2013 Marketing Environment 17
- 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 change 4/27/2013 Marketing Environment 18
- 19. Reference • Marketing Management: Philip Kotler • Marketing Management: Rajan Saxena • Business Environment: Francis Cherunilam • Marketing Management: Ramaswami, Namakumari 4/27/2013 Marketing Environment 19