Macro environment of marketing

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SUBJECT:

Principles Of Marketing

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Group Members Iram Naz roll # 17 Saman Akhter roll # 23 Zobia Ghazanfar roll # 16 M.COM

Topic Of Presentation

Macro Environment of Marketing environment

Acknowledgment: First of all thanks to ALLAH almighty who gave us courage, health and knowledge to complete this project. Second we would like to thank our parents who believe us and give us a chance to explore our abilities.

We would like express special thanks of gratitude to my teacher Sir MUDASSAR who guide us in a good way.

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Marketing Environment The market environment is

a marketing term which refers to factors and forces that affect a firm's ability to build and maintain successful relationships with customers. 

Three Levels Of Environment: Micro: Small Forces Within The Company That Affect Its Ability To Serve Its Customers

Mes0: In Which Think About: Suppliers, Supply And Demand, Distribution, Competitors And Strategic Alliances.

Macro: Larger uncontrollable Forces That Affect The Microenvironment.

Macro environment: The major external and uncontrollable factors that influence an organization’s decision making and affect its

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Factors In Macro Environment Un controllable factors Economic Political Cultural Technological Political Natural

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Aim of study:

To understand the behavior of key marketing environmental forces.

To understand the techniques available for environmental scanning.

To understand market research. To understand how to tackle the

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WHY it is IMPORTANT?

An understanding of macro environment forces is essential for planning.

Helps a business to compete more effectively against rivals.

Assists in identification of opportunities and threats.

Enables an organization to take advantage of emerging strategic opportunities.

Objectives :

To learn how to gather information and scanning of the environment.

To learn the meaning and concepts of macro and micro environment.

To learn the objectives, scope, limitations and applications of marketing research.

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Demographic environment

The study of human population in terms of size, age, location, gender, occupation and other statistics.

Increasing population A growing middle class: in IndiaGrowth in the rural populationChanging family systemThe changing role of womenA better educated, more white

collared, more professional population

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Acronyms in respect of age:

Skippies Moby’s Dinks Puppies Woofs

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School kids with income and purchases power

Mother older, baby younger Double income, no kids Poor urban population Well off older folks

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Location: Mexico is a generation of

young people. Japan ; old generation America was a melting bowl.

Now it is a salad bowl with Chinese filipinese, Japanese, Asians and Koreans.

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Shahrukh Khan shelling out Rs. 11 crore tax for the financial year

In the financial year 2013-14, actor Akshay Kumar paid approximately Rs. 18 crore towards taxes and snatched the enviable first position among the film stars

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The growth of Indian rural population

The MGI consumer model has forecasted that rural Indian population will be 906 billion by 2015.

Demand for rural areas expected to grow at 51% during the next 15 years

Today the main constraints of marketers over rural market are: proper infrastructure such as roads, telecommunication connectivity and supply of electricity

Changing family system

Coming out from joint family system Adopting NFS & DISK culture Nuclear family system: father,

mother, and children. DISK: Dual income ( both father

and mother) single kid culture is more popularized in India.

Changing the role of women in India :

Minimum education is graduation or even post graduation.

Women = men’s philosophy Many women head organizations

and have men reporting to them Gender discrimination is the past

thing.

FOR EXAMPLE! Indira nooyi Kiran

Bedi CEO Pepsi Co. Ltd First Indian

women IPS Officer

Shikha Sharma

CEO Axis Bank Ltd

Better educated more white collared, more professional population Indian population is becoming

better educatedthe rising number of educated

people will increase in the demand for quality products, books, magazines, personal computers and internet services

There are near 220 MBA colleges in the Karnataka state which are recognized by

NAAC (National assessment

accreditation council, NEW DEHLI)

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ECONOMIC ENVIRONMENT

The economic environment consists of factors affecting consumers purchasing power and spending patterns both across and with in their world markets.

Engel’s law:

“As the income increases the % of income spent on the food declines and non food (such as on luxury goods)items increases “

Average Indian spending capacity

ITEMS % OF SPENDINGS

FOODS AND BEVERAGES

58.8

CLOTHING AND FOOTWARE

11.4

RENT, FUEL AND POWER

10.6

OTHERS 19.2

NATURAL ENVIRONMENT “Natural resources that are

needed as inputs by the marketers or that are affected by the marketing activities”.

Trends Involve In The Natural Environment: Marketers must be aware of these trends Shortage of raw material Increased population Shortage of water Natural climates

Technological environment

Technology _ changing peoples destiny

“Forces that create new technologies, creating new products and market opportunities”

For example:Marketing through social networking

External factors in technology that impact business operations. Changes in technology affect how a company will do business. A business may have to dramatically change their operating strategy as a result of changes in the technological environmen

Read more: http://www.businessdictionary.com/definition/technological-environment.html#ixzz3kMtSQpIr

Wall mart a uses chip in all his products for the purpose of tracking. Radio Frequency IDentificationRFID stands for Radio Frequency IDentification, a technology that uses tiny computer chips smaller than a grain of sand to track items at a distance.Apr 21, 2008

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Political Environment“the political environment consist of

Laws government agencies and pressure

groups that influence and limit variousorganizations and individuals given

society”

The central and state government have enacted a number of laws to regulated business and commercial activities in the country.

Marketing managers have to ensure that all policies are with in the statutory framework.

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Important Statues Are:

The Indian sales of goods Act 1930.Indian contract Act 1892.Patent Act 1970.Consumer protection Act 1986.

Objectives:

Protecting the consumers from unfair practices.

Protecting companies from unfair competitions.

Secure smooth business atmosphere.

Cultural environment“Institutions and other forces

that Affects society’s basic values, perceptions, preferences and behaviors”.

Elements of cultural environment

Religion & caste Language Festivals Customs Food habits

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IN India :

28 States 1618 Languages 6400 Castes 6 Religion 29 Major festivals & 1 country

Have U Any Question In Mind Of Any Body??

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