It Ppt Template 013

7/28/2019 It Ppt Template 013

1/31

MARKETINGBy

Aishwarya

Kalaivani

Muthulakshmi

H.B.Naadia anjum

Savitha


2/31

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


3/31


4/31

THE COMPANYS MICROENVIRONMENT


5/31

THE COMPANYS MICROENVIRONMENT

Marketing managements job is tobuild relationships with customers by

creating customer value and satisfaction


6/31

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.


7/31

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


8/31

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.


9/31

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.


10/31

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


11/31

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.


12/31

Customers


13/31

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


14/31

THE COMPANYS MACROENVIRONMENT


15/31

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


16/31

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


17/31

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)


18/31

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.


19/31

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


20/31

Natural Environment


21/31


22/31

Technological Environment


23/31

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.


24/31

Political and Social Environment


25/31

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.


26/31

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


27/31


28/31

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


29/31

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

.


30/31

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


31/31

It Ppt Template 013

Documents

Transcript of It Ppt Template 013