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Unit 4 Marketing Environment

Marketing ENvironment

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Mukul Mishra
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3 views

Unit 4 Marketing Environment

Marketing ENvironment

Uploaded by

Mukul Mishra
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPTX, PDF, TXT or read online on Scribd
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Marketing Environment

Dr. Mukul Mishra


Thought !!

• “It is useless to tell a river to stop


running, the best thing is to learn
swimming in the direction it is
flowing”
Example: How has entertainment
world changed ?
Introduction & Definition
• The marketing environment refers to
the internal and external influences that
affect the marketing function.

• A company’s marketing environment


consists of the actors and forces outside
the organization that affects
managements ability to build and
maintain successful relationships with
target customers
• Both Opp & Threats

• Marketing Intelligence – environmental


informaltion

• The marketing environment is made up of

– micro-environment (The Company, Suppliers, Marketing


Intermediaries, Customers Markets, Competitors, And
Publics),and

– macro-environment (Demographic, Economic, Natural,


Technological, Political, And Culture Forces).
Internal Environment

• Company’s Internal Environment:


– Areas inside a company.

– Affects the marketing department’s


planning strategies.

– All departments must “think consumer” and


work together to provide superior customer
value and satisfaction.
Microenvironment

• Microenvironment consists of the actors


close to the company that affect its ability to
serve its customers, the company, suppliers,
marketing intermediaries, customer markets,
competitors, and publics
Actors in Microenvironment
The Company :

Includes-
• Top management
• Finance
• R&D
• Purchasing
• Operations
• Accounting
• Suppliers:

– Provide resources needed to produce goods and


services.(supply availability & pricing)

– Important link in the “value delivery system.”

– Most marketers treat suppliers like partners.


• Marketing Intermediaries:
– Help the company to promote, sell, and distribute
its goods to final buyers

• Resellers

• Physical distribution firms

• Marketing services agencies

• Financial intermediaries
• Relationship management
• Customers:
– Five types of markets that purchase a company’s
goods and services
• Consumer
• Business
• Reseller
• Government
• International
• Competitors:

– Products and services that are viewed by


consumers as being reasonable substitutes

– Company must gain strategic advantage against


these organizations ( Low Cost/Differentiation)
 Seven publics include:

● Financial

● Media

● Government

● Citizen-action

● Local

● General

● Internal
• Publics:
– Group that has an interest in or impact on an
organization's ability to achieve its objectives
Macroenvironment

• The larger social forces that affect


the micro-environment –
demographic, economic, natural,
technological, political, and culture
forces
Technological
Natural forces
forces

Economic forces Political forces

Demographic
forces Marketing Cultural forces

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