Different Types of Marketing Environment

Marketing Environment

1. Prabodhan Shikshan Prasarak Sanstha’s RAJENDRA MANE COLLEGE OF ENGINEERING & TECHNOLOGY (AMBAV - DEVRUKH ) Under The Department Of Master Of Management Studies Subject Marketing Management Presented By, Miss. Pratiksha A Samant Subject In-charge Mrs. Rashmi Ghate Pode Class-MMS 1 Year- 2019-2020

2. Presentation on Different Types of Marketing Environment

3. Marketing Environment According to Philip Kotler, “ Marketing environment refers to the external factors or forces that affect the company’s ability to develop and maintain successful relationship with its target customers”.

4. MARKETING ENVIRONMENT Marketing term refers to factors and forces that affect a firm’s ability to build and maintain successful relationships with customers Components Micro Environment Macro Environment

5. Micro Environment Affects the organization directly. Not under the full control of business. The business is influence by this environment. Customer C ompany

6. Company consists of Board of Directors and functional managers. Decisions like new products, expansion. Including finance, R&D, purchasing, operations and accounting “Think Consumer”

7. Customer Actual buyer of goods and services. Purchase requirements vary from customer to customer influenced by cultural, social and psychological factors They are large in number

8. Supplier Provide resources needed to produce goods and services. Important link in the “value delivery system.” Most marketers treat suppliers like partners. Marketers must watch supply availability and pricing Timely Price Quality Right Product

9. Competitor A company must satisfy needs and wants of consumers better than competitors Company should monitor three variables when analyzing each of its competitors 1. Share of Market 2. Share of Mind 3. Share of Heart

10. Competitor Analysis

11. Marketing Intermediaries Firms that help the company to promote, sell, and distribute its goods to final buyers. Reseller • They are those who hold and sell company’s product. • Wholesaler and retailer . Physical Distribution Firm • They help the company to stock and move goods from their points of origin to their destinations. • Transportation and warehousing. Marketing Service Agencies • They help the company target and promote its products. • Advertising agencies. Media agency, marketing research firms. . Financial Intermediaries • They help finance transactions and insure against risks. • Banks, credit companies, insurance company .

12. Public 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 . Media Local Internal

13. Macro Environment External and uncontrollable factors that influence an organization's decision making , and affect its performance and strategies.

14. DEMOGRPAHIC Study of human population in terms of size, age, location, gender, occupation and other statistics. Demographics change over time and companies must keep up with them Baby Boomers (1946 to 1964) Generation X (1965 and 1976) Millennials (1977 and 2000) Generation Z (>2000)

15. ECONOMIC factors affecting consumers purchasing power and spending patterns both across and with in their world markets. INVOLVE Inflation Employment Disposable income Business cycles Energy availability and cost

16. NATURAL Involves the natural resources that are needed as inputs by marketers or that are affected by marketing activities. Trends Involve Shortage of raw material Increased population Shortage of water Natural climates

17. Technological Forces that create new technologies, create new product and market opportunities. INVOLVE New discoveries and innovations Speed of technology transfer Rates of obsolescence Internet Information technology

18. POLITICAL consist of laws, government agencies, and pressure groups that influence and limit various organizations and individuals in the given society. close relationship with the economic system and economic policy . INVOLVE Environmental protection laws Taxation policy Employment laws Government policy Legislation

19. Environment is made up of institutions and other forces that affect a society’s basic values, perceptions, preferences, and behaviors. ELEMENTS Religion & caste Language Festivals Customs Food habits CULTURAL

20. In this whole topic we have come to know how marketing environment factors of MICRO and MICRO ENVIRONMENT effect an organization in doing marketing for their good and services. Conclusion

21. Any Question….?

22. Thank You…..!