Marketing Environment LEC 2

7/28/2019 Marketing Environment LEC 2

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Marketing environment

Lecture-2


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Topic outline

The Companys Microenvironment The Companys Macroenvironment Responding to the Marketing Environment


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The Marketing Environment

The marketing environment includes theforces outside marketing that affectmarketing managements ability to buildand maintain successful relationships withcustomers


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The Marketing Environment

Microenvironment consists of the forcesclose to the company that affect its ability toserve its customers, the company, suppliers,marketing intermediaries, customer markets, competitors, and publics


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The CompanysMicroenvironment(the

company) Top management Finance R&D Purchasing

Operations


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e ompany sMicroenvironment

(Marketing Intermediaries)Help the company to promote, sell and

distribute its products to final buyers


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The CompanysMicroenvironment

(Competitors) Firms must gain strategic advantage by

positioning their offerings against

competitors offerings


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The Companys Macro

environment Demographic factors Economic Natural Technological

Political Cultural


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Demographic environment

Demography is the study of human populationsin terms of size, density, location, age, gender,race, occupation, and other statistics

Demographic environment is important because it involves people, and people makeup markets

Demographic trends include age, familystructure, geographic population shifts,educational characteristics, and populationdiversity


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Demographic Environment

Increasing population Rapid growth in urban population in Asia

In India, urban population to rise to 523 million by 2025


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A growing middle class NCAER has divided the Indian population into

5 economic classes Division based on real annual disposable

income


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Seekers have an annual disposable income between Rs 200,000 and Rs 500,000.

Mostly white-collar employees, mid-levelgovernment officials, newly employed

postgraduates, medium-scale traders


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Strivers have an annual income rangingfrom Rs 500,000 to Rs 1,000,000 Have a stable income source and access to

amenities Mostly professionals such as lawyers, CAs,

senior government officials, rich farmers


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Growth in the rural population A changing family system

The changing role of women Increasing diversity


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Economic Environment

Economic environment consists of factorsthat affect consumer purchasing power and

spending patterns Industrial economies are richer markets Subsistence economies consume most of

their own agriculture and industrial output


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Economic Environment

The global financial crisis of 2007 2009 hasaffected the consumption and production of many

products Value marketing involves ways to offer financiallycautious buyers greater value the rightcombination of quality and service at a fair price


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Natural Environment

Natural environment involves the natural resourcesthat are needed as inputs by marketers or that are

affected by marketing activities Trends

Shortages of raw materials Increased pollution

Increase government intervention


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Technological Environment

Most dramatic force in changing themarketplace

Creates new products and opportunities Safety of new product always a

concern


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Political Environment

Political environment consists of laws,government agencies, and pressure groups

that influence or limit various organizationsand individuals in a given society


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Cultural Environment

Cultural environment consists of institutions and other forces that affect a

societys basic values, perceptions, and behaviors


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Views on Responding

Marketing Environment LEC 2

Documents

Transcript of Marketing Environment LEC 2