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MARKETINGBy
Aishwarya
Kalaivani
Muthulakshmi
H.B.Naadia anjum
Savitha
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MARKETING ENVIRONMENT
More than any other group in the company, marketers
must be the trend trackers and opportunity seekers.
A companys marketing environment consists of the
actors and forces outside marketing that affect marketingmanagements ability to build and maintain successful
relationships with target customers.
Aspects of the marketing environment:
Microenvironment
Macroenvironment
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THE COMPANYS MICROENVIRONMENT
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THE COMPANYS MICROENVIRONMENT
Marketing managements job is tobuild relationships with customers by
creating customer value and satisfaction
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The Company
All the interrelated groups form the internalenvironment. All groups should work
inharmony to provide superior customer
value and relationshipsDepartments within the company impact
marketing planning.
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Suppliers
Suppliers provide the resources needed by the company to
produce its goods and services.
Marketing managers must watch supply availabilitysupply
shortages or delays, labor strikes, and other events can costsales in the short run and damage customer satisfaction in
the long run.
Marketing managers monitor the price trends of their key
inputs
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Marketing Intermediaries
Marketing intermediaries help the company to promote, sell, anddistribute its products tofinal buyers.
Resellers
are distribution channel firms that help the company find customers
or make sales to them. These include wholesalers and retailers.
Physical distribution firms
help the company to stock and points of origin to their points of origin to
their destinations.
Marketing services agencies
are the marketing research firms, advertisingagencies, media firms, and
marketing consulting firms that help the company targetand promote its
products to the right markets.
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Financial intermediaries include banks, credit companies, insurance companies, and other
businesses that help finance transactions or insure against the risks
associated with the buying and selling of goods
Marketers recognize the importance of working with their
intermediaries as partners rather than simply as channels through which
they sell their products.
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Competitors
Marketers must gain strategic advantage bypositioning their offerings strongly against
competitors offerings in the minds of
consumers. No single competitive marketingstrategy is best for all companies
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Publics
A public is any group that has an actual or potential interest in or
impact on an organizations ability to achieve its objectives.
o Financial publics influence the companys ability to obtain funds.
o Media publics carry news, features, and editorial opinion.
o Government publics Management must take government
developments into account.o Citizen-action publics. A companys marketing decisions may be
questioned by consumer organizations, environmental groups, etc.
o Local publics include neighborhood residents and community
organizations.
o General public The general publics image of the company affects itsbuying.
o Internal publics include workers, managers, volunteers, and the
board of directors.
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Customers
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Customers
There are five types of customer markets. The company may target any orall of these five markets
1) Consumer markets: individuals and households that buy goods and
services for personal consumption.
2) Business markets: buy goods and services for further processing or for
use in their production process.3) Reseller markets: buy goods and services to resell at a profit.4.
4) Government markets: made up of government agencies that buy goods
and services to produce public services.5.
5) International markets: buyers in other countries, including consumers,
producers, resellers, and governments
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THE COMPANYS MACROENVIRONMENT
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Demographic Environment
Demography is the study of human populations interms of size, density, location, age, gender, race,
occupation, and other statistics.
Changes in the world demographic environment
have major implications for business.
Thus, marketers keep close track of demographic
trends and developments in their markets, both at
home and abroad
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Changing Age Structure of the Population
The single most important demographic trend in theWorld is the changing age structure of the population
Baby Boomers. The post-World War II baby boom produced
78 million baby boomers ,born between 1946 and 1964.
Baby boomers account for nearly 30 percent of thepopulation and spend about $2.3 trillion annually. The
youngest boomers are now intheir early-to-mid forties;
the oldest are entering their sixties.
Generation X. The baby boom was followed by a birthdearth, creating another generation of 49 million people
born between 1965 and 1976. They developed a more
cautious economic outlook. The Gen X ers are a more
skeptical bunch
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Millennials (also called Generation Y or the echo boomers).They were born between 1977and 2000.This group includes
several age cohorts:
Tweens (aged 8-12),
Teens (13-18); and Young adults (the twenty-somethings)
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Economic Environment
The economic environment consists of factors thataffect consumer purchasing power and spending
patterns
Subsistence economies consume most of their own
agricultural and industrial output.
Industrial economies constitute rich markets for
many different kinds of goods.
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Changes in Income
value marketingjust the right combination of product qualityand service at a fair price.
Income distribution in the world is much skewed. The rich has
gotten richer, the middleclass has shrunk, and the poor have
stayed poor
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Natural Environment
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Technological Environment
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Technological Environment
The technological environment is perhaps the mostdramatic force now shaping our destiny.
Technology has released such wonders as
antibiotics, robotic surgery, miniaturized
electronics, laptop computers, and the Internet.The United States leads the world in research and
development spending.
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Political and Social Environment
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Political and Social Environment
Increasing LegislationLegislation affecting business around the world has
increasedsteadily over the years. Business legislation has
been enacted for a number of reasons.
1.To protect companies from each other.2.To protect consumers from unfair business practices.
3.To protect the interests of society against unrestrained
business behavior.
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Changing Government Agency EnforcementBecausegovernment agencies have discretion in enforcing laws, they
can have an impact on a companys marketing performance
Increased Emphasis on Ethics and Socially Responsible Actions
Socially Responsible Behavior . Enlightened companiesencourage their managers to do the right thing. The boom
in Internet marketing has created a new set of social and
ethical issues.
Cause-Related Marketing. Many companies are now linkingthemselves to worth while causes. Cause-related marketing
has stirred some controversy
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Cultural Environment
The cultural environment is made up of institutions andother forces that affect asocietys basic values,
perceptions, preferences, and behaviors.
Persistence of Cultural Values. Core beliefs and values are
passed on from parents to children and are reinforced byschools, churches, business, and government.
Secondarybeliefs and values are more open to change.
Shifts in Secondary Cultural Values
Marketers want to predict cultural shifts in order to spotnew opportunities or threats.
Peoples Views of Themselves. People vary in their
emphasis on serving themselves versus serving others
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Peoples Views of Others. A shift in peoples attitudes toward
others has been noted.
Peoples Views of Organizations. People are willing to work for
major organizations and expect them to carry out societys
work. Many people see work as a required chore to earn
money to enjoy their non-work hours. Peoples Views of Society. People vary in their attitudes
toward their society.
Peoples Views of Nature. Recently, people have recognized
that nature is finite and fragile, that it can be destroyed by
human activities.
Peoples Views of the Universe. Religious conviction and
practice have been dropping off gradually through the years
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RESPONDING TO THE MARKETING ENVIRONMENT
Many companies think the marketingenvironment is an uncontrollable element to which
they have to adapt. Other companies take an
environmental management perspective to affect
the publics and forces in their environment.Marketing managers should take a proactive rather
than Reactive approach to the marketing
environment
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