For Kardan University 1st Semester Students Prepared by rafique Ahmed Khattak

1. Marketing Environment
Chapter 2
By Rafique Ahmed

2. Principles of Marketing Chapter 2The Marketing Environment
Microenvironment
Macroenvironment
Everybody has some marketing experience
The marketing environment is
a set of forces that affects the
ability to build and maintain
successful relationships with
customers

4. All the actors and forces influencing the
company’s ability to transact business
effectively with it’s target market.
It Includes:
Micro Environment
Macro Environment

5. - Forces close to the company that
affect its ability to serve its
customers.

6. - larger societal forces that affect the
whole microenvironment.

8. It consists of the actors and forces
outside marketing that affect
marketing management’s ability to
develop and maintain successful
relationships with its target customers.

9. Company
Demographic
Economic
Natural
Technological
Political
Cultural
Company
Customers
Intermediaries
Suppliers
Competitors
Publics

11. Company
Customers
Publics Suppliers
Competitors Intermediaries
Forces Affecting a
Company’s Ability to
Serve
Customers

13. Suppliers –
They provide the resources needed to produce
goods and services.

14. Marketing Intermediaries –
They help the company to promote, sell, and
distribute its goods to final buyers.

15. Customers –
Five types of markets that purchase a
company’s goods and services.

16. Company
Consumer
Markets
International
Markets
Government
Markets
Business
Markets
Reseller
Markets

17. Competitors –
Those who serve a target market
with similar products and services.

18. Publics –
Any group that perceives itself having
an interest in a company’s ability to
achieve its objectives.

19. The functional areas inside a company that have
an impact on the marketing department’s plans.

20. Marketing
Production

22. Demographic
Technological
Cultural Economic
Political Natural
Forces that Shape
Opportunities
and Threats
to a Company

24.  Monitors population in
terms of age, gender, race,
occupation, location and
other statistics.

26. factors that affect consumer
buying power and spending
patterns.

27. Changes
in Consumer
Spending
Economic
Development
Changes
in Income
Key
Economic
Concerns for
Marketers

28. Rapid Changes
Interest Rates
Inflation
Business Life cycle
Business & Industry Growth
Global Economy

30. Natural Environment-
Natural resources needed as inputs by
marketers or that are affected by
marketing activities.

31. Shortage of raw materials
Increased pollution
Disasters

32. Factors
Affecting
the
Natural
Environment
More Government
Intervention
Shortages of
Raw Material
Increased Costs
of Energy
Higher Pollution
Levels

34. Technological Environment
Forces that create new technologies,
creating new product and market
opportunities.

35. Communications capabilities
◦Cellular communications
◦The internet
Virtual reality

36. Main Problem:
It can make
your product
obsolete.

38. Laws, government
agencies and pressure
groups that influence
marketing actions.

39. Greater
Concern for
Increased
Legislation
Changing
Enforcement
Key
Trends in the
Political
Environment

41. Cultural Environment-
Forces that affect a society’s basic
values, perceptions, preferences, and
behaviors.

43. Reactive:
Acceptance and Adaptation
◦ Companies design strategies that avoid
threats and capitalize upon opportunities.

44. Proactive: Environmental Management
◦ Use of PR, lawsuits, complaints, and contractual
agreements to influence environmental forces.