MARKETING ENVIRONMENT Presented by NIMISHA A
MARKETING ENVIRONMENTPresented byNIMISHA A
MARKETING Acc to American marketing association
“Marketing is an organizational function and a set of process for creating, communicating and delivering value to customers and for managing relationships in ways that benefit the organization and its stake holders”
MARKETING ENVIRONMENTThe market environment is a
marketing term and refers to factors and forces that affect a firm’s ability to build and maintain successful relationships with customers
COMPONENTS OF MARKETING ENVIRONMENT
MICRO ENVIRONM
ENT
MACRO ENVIRONM
ENT
MICRO ENVIRONMENT
The micro-environment affects the organization directly. It refers to the environment that most closely linked to the firm
This environment is not also under the full control of business.
The business is influenced by this environment.
MICROENVIRONMENT
Components
Customer
Supplier
Intermediari
es
Competitor
Public
Company
THE COMPANY
Company organization consists of Board of Directors and functional managers.
Marketing plans are drawn up as per the philosophy of Top management.
Marketing decisions like new products, expansion, etc depend on the support of top management. It depends upon finance, managerial skills, organization’s strengths and weaknesses.
SUPPLIERS Suppliers are firms
and individuals that provide the resources needed by the company.
They are an important link in the company’s overall customer “value delivery system.”
SUPPLIERS
Timely
Price
Quality
Right Product
COMPETITORS To be successful, a company must satisfy
needs and wants of consumers better than competitors
Must understand competitor’s strengths Must differentiate firm’s products and
offerings from those of competitors
INTERMEDIARIES
CONTD…..Marketing Service Agencies•They help the company target and promote its products.•Advertising agencies. Media agency, marketing research firms, etc.
Financial Intermediaries•They help finance transactions and insure against risks.•Banks, credit companies, insurance company, ect.
CUSTOMER Customers are the
actual buyer of our goods and services.
They are large in number
influenced by cultural, social and psychological factors
CUSTOMER MARKET•individuals and households that buy goods and services for personal consumption
Consumer Market
•buy goods and services for further processing or for use in their production process
Business Market
•buy goods and services in order to resell them at a profitReseller Market
•agencies that buy goods and services in order to produce public services or transfer them to those that need them
Government Market
•buyers of all types in foreign countriesInternational Market
PUBLIC A public is any group that has an actual
or potential interest in or impact on an organization’s ability to achieve its objectives.
A company should prepare a marketing plan for all of their major publics.
PUBLIC GROUP
Public Group
Financial
Government
Media
LocalGeneral
Citizen
Internal
MACRO ENVIRONMENT The major external and uncontrollable
factors that influence an organization's decision making, and affect its performance and strategies. These factors include the economic factors, demographics, legal, political, and social conditions, technological changes, and natural forces.
MACROENVIRONMENT
company
Demographic
forces Economic forces
Technological forces
Political forces
Cultural
forces
Natural forces
DEMOGRAPHIC Demography is the study of human
populations in terms of size, density, location, age, gender, race, occupation, and other statistics
Demographics change over time and companies must keep up with them
ECONOMIC ENVIRONMENT
The economic environment consist of factors affecting consumers purchasing power and spending patterns both across and within their world markets.
ECOLOGICAL ENVIRONMENT• Involves the natural resources that are needed as
inputs by marketers or that are affected by marketing activities
Ecological factors have recently assumed great importance
Trends Shortages of raw materials Increased pollution Increased government intervention
TECHNOLOGICAL ENVIRONMENT
The technological environment is perhaps the most dramatic force now shaping our destiny.
Forces that create new technologies, create new product and market opportunities.
Technological Innovation.
Role of research and development.
POLITICAL & LEGAL ENVIRONMENT The political
environment consist of laws, government agencies, and pressure groups that influence and limit various organizations and individuals in the given society.
CONTD…….. Political factors means how and in which
manner and in what degree a govt interfere in business.
Laws and Regulationsfor safetyfor consumer protectionto protect special interests
CULTURAL ENVIRONMENTCultural
Environment of a nation determines the value system of the society which in turn affects the functioning of the Business.
CONCLUSION Marketing environment-micro & macro
environment Micro factors- company, competitors,
customers, suppliers, intermediaries, public Macro factors- political, economic, ecological,
demographic, technology, legal, socio-cultural.
Thank you……