The principles of Marketing Environment 2.pptx

It discusses and describes principles of marketing and building the marketing environment

1. Lecture 2: The Marketing Environment

2. ‹#› Lecture 2: The Marketing Environment

3. ‹#› The Marketing Environment Definition: External and internal factors affecting marketing decisions. Two Types: Microenvironment: Close to the company. Macro environment: Larger societal forces. Example: Netflix: Adapts to changing consumer preferences (macro) and competitor offerings (micro).

4. ‹#› Micro Environmental Factors Customers: Drive product demand. Example: Starbucks introduces non-dairy options to meet customer demand. Competitors: Compete for market share. Example: Pepsi competes with Coca-Cola for soft drink dominance. Suppliers: Provide necessary resources. Example: Tesla relies on lithium suppliers for EV batteries.

5. ‹#› Macro Environmental Factors Economic: Impact purchasing power. Example: Rising inflation affects demand for luxury goods. Technological: Drives innovation. Example: Amazon uses AI for personalized recommendations. Social/Cultural: Shapes trends. Example: Growing health awareness boosts demand for plant-based foods (e.g., Beyond Meat).

6. ‹#› Analyzing the Marketing Environment Why Analyze? Identify opportunities and threats. Stay competitive. Example: Nike: Tracks macro trends like sustainability to introduce eco-friendly products.

7. ‹#› S WOT Analysis in Marketing Strengths: Internal advantages. Example: Apple’s strong brand image. Weaknesses: Internal limitations. Example: Reliance on high-priced products. Opportunities: External growth areas. Example: McDonald’s expands healthy menu options. Threats: External challenges. Example: Rising competition from fast-casual chains like Chipotle.

8. ‹#› Key Takeaways Marketing environment = Micro + Macro factors. Regular analysis identifies opportunities and threats. SWOT helps assess business positioning.

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13. ‹#› Welcome to the world of POM

14. What is Management ? ‹#›

15. Thankyou! Any questions? ‹#›