Marketing environment(2)
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The document discusses the marketing environment, which consists of micro and macro factors. The microenvironment includes a company's internal departments as well as suppliers, intermediaries, customers, and competitors. The macroenvironment encompasses large societal forces such as demographic, political, economic, technological, cultural, and legal conditions. Understanding how these internal and external factors influence marketing management is important for building relationships with customers.
Marketing environment(2)
- 1. Marketing Environment Presenters 10/13/2012 Marketing Environment 1
- 2. Slide to slide • What is marketing environment • Micro-environment • Macro-environment • Conclusion • Reference 10/13/2012 Marketing Environment 2
- 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 forces 10/13/2012 Marketing Environment 3
- 4. Marketing Environment • Micro-environment • Macro-environment – Company – Demographic – Suppliers – Political – Market intermediaries – Economical – Customers – Social-Cultural – Competition – Technological – Environmental – Legal 10/13/2012 Marketing Environment 4
- 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 strategies 10/13/2012 Marketing Environment 5
- 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 essential 10/13/2012 Marketing Environment 6
- 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 promotions 10/13/2012 Marketing Environment 7
- 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 Business 10/13/2012 Marketing Environment 8
- 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 advantage 10/13/2012 Marketing Environment 9
- 10. Macro-environment 1. Demographic • Marketers are keenly 2. Political interested in size and growth 3. Economical rate of population, Nations, Age distribution, Sex, 4. Socio-cultural Education level, Household 5. Technological pattern, Regional characters 6. Environmental • This will define the demand 7. Legal of particular segment 10/13/2012 Marketing Environment 10
- 11. Macro-environment 1. Demographic Politics or the governing 2. Political bodies have great influence 3. Economical over market environment 4. Socio-cultural The policies, tax and tariffs are deciding factors 5. Technological Pattern of government like 6. Environmental Social, Capitalistic & 7. Legal Communist these are the kind of rules 10/13/2012 Marketing Environment 11
- 12. Macro-environment 1. Demographic Income distribution 2. Political Developed economies 3. Economical Developing economies 4. Socio-cultural Underdeveloped economies Raw material exporting 5. Technological Economies 6. Environmental 7. Legal 10/13/2012 Marketing Environment 12
- 13. Macro-environment 1. Demographic Society shapes our beliefs, 2. Political values and norms 3. Economical Core beliefs 4. Social-cultural Existence of Subcultures 5. Technological Shifts towards new culture 6. Environmental - Preserver - Makers 7. Legal - Takers - Changers - Seekers - Escapers 10/13/2012 Marketing Environment 13
- 14. Social-cultural environment includes Themselves Society Others Nature Organization Universe 10/13/2012 Marketing Environment 14
- 15. Macro-environment 1. Demographic The most dramatic force 2. Political shaping our destiny 3. Economical Rapidly changing force 4. Socio-cultural which creates many new marketing opportunities 5. Technological but also turns many 6. Environmental existing products extinct 7. Legal Examples: Computer, Mobile phone 10/13/2012 Marketing Environment 15
- 16. Macro-environment 1. Demographic Natural Environment: 2. Political – Involves the natural resources that are needed as inputs by 3. Economical marketers or that are affected 4. Socio-cultural by marketing activities 5. Technological Trends 6. Environmental – Shortages of raw materials – Increased pollution 7. Legal – Increased government intervention – Increased energy cost 10/13/2012 Marketing Environment 16
- 17. Macro-environment 1. Demographic Consists of laws, government 2. Political agencies and pressure groups that influence or limit various 3. Economical organizations and individuals in a 4. Socio-cultural given society 5. Technological – Legislation affecting businesses worldwide has 6. Environmental increased 7. Legal – Laws protect companies, consumers and the interests of society – Increased emphasis on socially responsible actions 10/13/2012 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 10/13/2012 Marketing Environment 18
- 19. Reference • Marketing Management: Philip Kotler • Marketing Management: Rajan Saxena • Business Environment: Francis Cherunilam • Marketing Management: Ramaswami, Namakumari 10/13/2012 Marketing Environment 19