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Welcome

SREENIVASA INSTITUTE OF TECHNOLOGY

AND MANAGEMENT STUDIES

SREENIVASA INSTITUTE OF TECHNOLOGY

AND MANAGEMENT STUDIES

Power point presentation on

MARKETING ENVIRONMENT

&

RURAL MARKETING

by

G.P.DINESH

Power point presentation on

MARKETING ENVIRONMENT

&

RURAL MARKETING

by

G.P.DINESH

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What is Marketing…??What is Marketing…??

Selling?

Advertising?

Promotions?

Making products available in stores?

Maintaining inventories?

All of the above, plus much more!

Selling?

Advertising?

Promotions?

Making products available in stores?

Maintaining inventories?

All of the above, plus much more!

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Marketing Marketing

Marketing is the process of planning and executing the conception, pricing, promotion, and distribution of ideas, goods, services to create exchanges that satisfy individual and organizational goals

American Marketing Association

Marketing is the process of planning and executing the conception, pricing, promotion, and distribution of ideas, goods, services to create exchanges that satisfy individual and organizational goals

American Marketing Association

Marketing EnvironmentMarketing Environment

A Variety of environmental forces influence a company’s marketing system. Some of them are controllable while some of them are uncontrollable. It is the responsibility of the marketing manager to change the company’s policies along with the changing environment

A Variety of environmental forces influence a company’s marketing system. Some of them are controllable while some of them are uncontrollable. It is the responsibility of the marketing manager to change the company’s policies along with the changing environment

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Environmental FactorsEnvironmental Factors

Internal Factor External Factor

Company’s Internal Environmental Factors

Research & Development Dept. Personnel Dept. Production & Accounting Dept.

Internal Factor External Factor

Company’s Internal Environmental Factors

Research & Development Dept. Personnel Dept. Production & Accounting Dept.

External Factors may be further classified into :

External Micro Factors &External Macro Factors

External Micro Factors : Suppliers Press Public Financial Public Consumers Govt. Competitors General Public Marketing Intermediaries

External Factors may be further classified into :

External Micro Factors &External Macro Factors

External Micro Factors : Suppliers Press Public Financial Public Consumers Govt. Competitors General Public Marketing Intermediaries

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External Macro Environment : Demography Economic Environment Physical Environment / Natural

Forces Technological Factors Social & Cultural Factors

External Macro Environment : Demography Economic Environment Physical Environment / Natural

Forces Technological Factors Social & Cultural Factors

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INDIAN MARKET & ITS ENVIRONMENTINDIAN MARKET & ITS ENVIRONMENT It is difficult to analyze the

environmental factors affecting Indian Market. Ours is a vast country with various religions, caste, sub-caste, languages, culture etc.,

Vast market• Northern Market• Southern Market• Western Market • Eastern Market

Rural Market

It is difficult to analyze the environmental factors affecting Indian Market. Ours is a vast country with various religions, caste, sub-caste, languages, culture etc.,

Vast market• Northern Market• Southern Market• Western Market • Eastern Market

Rural Market 99

Cultural & ReligionEconomic ConditionsGovernmentIntermediariesMediaTechnology

Cultural & ReligionEconomic ConditionsGovernmentIntermediariesMediaTechnology

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Rural MarketingRural Marketing

Rural marketing is the process of marketing in rural areas. It includes marketing the adoption of various marketing strategies and policies in rural market with a view to convert the needs and wants of rural people into demand

Rural marketing is the process of marketing in rural areas. It includes marketing the adoption of various marketing strategies and policies in rural market with a view to convert the needs and wants of rural people into demand

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Features of rural Market in IndiaFeatures of rural Market in India

• Large and Scattered Market• Diverse socio-economic

Background• Changing demand pattern• Major income comes from

agriculture• Saving habits• Media reach• Poor infrastructure facilities• Low standard of living

• Large and Scattered Market• Diverse socio-economic

Background• Changing demand pattern• Major income comes from

agriculture• Saving habits• Media reach• Poor infrastructure facilities• Low standard of living

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Potential of rural MarketsPotential of rural Markets• Large Population• Rising Rural Prosperity• Growth in Consumption• Changing Lifestyle• Life cycle Advantage• Market Growth Rate Higher

than Urban• Rural marketing is not

Expensive

• Large Population• Rising Rural Prosperity• Growth in Consumption• Changing Lifestyle• Life cycle Advantage• Market Growth Rate Higher

than Urban• Rural marketing is not

Expensive1313

4 A’s of Rural Marketing4 A’s of Rural Marketing

• Availability• Affordability• Acceptability• Awareness

• Availability• Affordability• Acceptability• Awareness

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Any Queries ?????? Any Queries ??????

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THANK U____ ___ THANK U____ ___