1. Marketing Environment
Presenters
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2. Slide to slide
• What is marketing environment
• Micro-environment
• Macro-environment
• Conclusion
• Reference
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3. What is marketing environment.....
Marketing Environment:
The actors and forces outside marketing that affect
marketing management’s ability to build and maintain
successful relationships with target customers
Microenvironment
Includes the actors/forces close to the company
Macro-environment
Involves larger societal forces
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4. Marketing Environment
• Micro-environment • Macro-environment
– Company – Demographic
– Suppliers – Political
– Market intermediaries – Economical
– Customers – Social-Cultural
– Competition – Technological
– Environmental
– Legal
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5. Micro-environment
1. Company  Marketing must consider
2. Suppliers other parts of the
organization including
3. Market intermediaries
finance, R&D,
4. Customers purchasing, operations
5. Competition and accounting
 Marketing decisions
must relate to broader
company goals and
strategies
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6. Micro-environment
1. Company  The suppliers provide Raw
2. Suppliers material, Energy, Labour,
3. Market intermediaries Capital etc.
4. Customers  Marketers must watch
supply availability and
5. Competition pricing
 Effective partnership
relationship management
with suppliers is essential
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7. Micro-environment
1. Company  Channel through which a
2. Suppliers company link with
3. Market intermediaries customers
4. Customers  Manufacturer, C & F agent,
distributer, wholesaler,
5. Competition retailer, customer
 Distribute goods to final
buyers and helps company
to sell and promotions
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8. Micro-environment
1. Company  Public that generates the
2. Suppliers demand
3. Market intermediaries  These are of following types
4. Customers Public
5. Competition Government
Business
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9. Micro-environment
1. Company  Demand for a firm’s
2. Suppliers products or services is
3. Market intermediaries also affected by nature
and intensity of
4. Customers competition
5. Competition  Conducting competitor
analysis is critical for
success of the firm
 A marketer must monitor
its competitors’ offerings
to create strategic
advantage
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10. Macro-environment
1. Demographic • Marketers are keenly
2. Political interested in size and growth
3. Economical rate of population, Nations,
Age distribution, Sex,
4. Socio-cultural Education level, Household
5. Technological pattern, Regional characters
6. Environmental • This will define the demand
7. Legal of particular segment
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11. Macro-environment
1. Demographic  Politics or the governing
2. Political bodies have great influence
3. Economical over market environment
4. Socio-cultural  The policies, tax and tariffs
are deciding factors
5. Technological
 Pattern of government like
6. Environmental Social, Capitalistic &
7. Legal Communist these are the
kind of rules
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12. Macro-environment
1. Demographic Income distribution
2. Political  Developed economies
3. Economical  Developing economies
4. Socio-cultural  Underdeveloped economies
 Raw material exporting
5. Technological
Economies
6. Environmental
7. Legal
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13. Macro-environment
1. Demographic  Society shapes our beliefs,
2. Political values and norms
3. Economical  Core beliefs
4. Social-cultural  Existence of Subcultures
5. Technological  Shifts towards new culture
6. Environmental - Preserver
- Makers
7. Legal
- Takers
- Changers
- Seekers
- Escapers
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14. Social-cultural environment includes
Themselves Society
Others Nature
Organization Universe
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15. Macro-environment
1. Demographic  The most dramatic force
2. Political shaping our destiny
3. Economical  Rapidly changing force
4. Socio-cultural which creates many new
marketing opportunities
5. Technological but also turns many
6. Environmental existing products extinct
7. Legal  Examples:
Computer, Mobile phone
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16. Macro-environment
1. Demographic Natural Environment:
2. Political – Involves the natural resources
that are needed as inputs by
3. Economical marketers or that are affected
4. Socio-cultural by marketing activities
5. Technological Trends
6. Environmental – Shortages of raw materials
– Increased pollution
7. Legal
– Increased government
intervention
– Increased energy cost
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17. Macro-environment
1. Demographic Consists of laws, government
2. Political agencies and pressure groups that
influence or limit various
3. Economical organizations and individuals in a
4. Socio-cultural given society
5. Technological – Legislation affecting
businesses worldwide has
6. Environmental increased
7. Legal – Laws protect companies,
consumers and the interests of
society
– Increased emphasis on
socially responsible actions
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18. Conclusion
A marketer has to understand how various environmental
forces impact organization’s decision
A successful marketer and organizations are the one who
anticipate, plan and execute strategies to meet these
environmental change
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19. Reference
• Marketing Management: Philip Kotler
• Marketing Management: Rajan Saxena
• Business Environment: Francis Cherunilam
• Marketing Management: Ramaswami, Namakumari
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