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Gresh Kumar ` Meenakshi Khanna ` Munish Kumar Mangal ` Rajat Kaushal ` Vipul Kumar Verma ` Navneet Kumar ` Arvind Kumar ` Paridhi Saini ` Rajesh Singh
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N-27 N-37 N-39 N-51 N-83 N-89 S-14 NS - 48

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Index
Presentation objective. Marketing Environment & its importance. Constitution of Marketing Environment Response to Marketing Environment Conclusion Question & Answer Session.

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OBJECTIVE

To understand the marketing environment, factors which drive the marketing environment & understand the ways in which corporate can use it for their growth & Profits.

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MARKETING ENVIRONMENT

All factors and forces influencing the company's ability to transact business effectively with it's target markets.

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CONSTITUTION OF MARKETING ENVIRONMENT

MACRO ENVIRONMENT
MICRO ENVIRONMENT

Company

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THE MARKETING ENVIRONMENT

Political Technological
Competitors Customers

Cultural
Intermediaries

Natural
Suppliers

Company
Public Company Internal Environment

Legislation

Economic

Demographics

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MICRO ENVIRONMENT

Intermediaries Competitors
Forces affecting companys ability to serve customers

Public

Suppliers Customers

Company Internal Environment

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MICRO ENVIRONMENT
Company's Internal Environment - Functional areas such as top management, Finance, Investors, and manufacturing Technologies.

Suppliers :- Provide the resources needed to produce goods & services.

Marketing Intermediaries :- Help the company to promote, sell, and distribute it's goods & services to the end user.

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MICRO ENVIRONMENT

Customers:- Five types of Markets that purchase a company's goods & services.

Competitors :-Those who serve a target market with similar products and services.

Publics :- Any Group that perceives itself having an interest in a company's ability to achieve its objectives.

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MACRO ENVIRONMENT
Intermediaries Natural Cultural
Forces that shapes opportunities as well as threat to the company

Economic

Political

Legislation Technological

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MACRO ENVIRONMENT
Demographics :- Monitors population in terms of age, sex, race, occupation, location and other statistics.  Older citizens  Unmarried singles  Immigrants  Ethnic diversity Economy :- Factors that affect consumer buying power and patterns. Natural :- Natural resources needed as inputs by marketers or that are effected by marketing activities.
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MACRO ENVIRONMENT
Technological :- Forces that create new products & market opportunities. Political Environment:- Political groups /Parties, their actions & decisions that influence or limit marketing environment. Legislation :-Competition Act, Sales of Goods Act, Unfair Trade Practices Acts, Various deregulation laws pertaining to specific industries. Cultural :- Forces that affect a society's basic values, perceptions, preferences and behavior
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RESPONDING TO MARKETING ENVIRONMENT

 Environment Management Perspective  Environmental Scanning & Strategy Making

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RESPONDING TO MARKETING ENVIRONMENT

Environment Management Perspective Taking a proactive approach to managing the micro & Macro Environment to affect the changes that are favorable for the company, like Run Advertorials, Lobbying, Complaints & Law Suits. Joint ventures, Run campaigns & events to gain society attraction.

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RESPONDING TO MARKETING ENVIRONMENT

Environmental Scanning a) Determine environmental areas related to business lines that needed to be monitored. b) Selecting the channels for information gathering & implementing the data collection plan. c) Finally deputing resources to analyze the captured data & its interpretation.
Ad-hoc scanning - Short term, infrequent examinations usually initiated by a crisis Regular scanning - Studies done on a regular schedule (say, once a year) Continuous scanning - (also called continuous learning) - continuous structured data collection and processing on a broad range of environmental factors

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RESPONDING TO MARKETING ENVIRONMENT

Action planning based on scanning results
 Forecast Impact , Timing & its consequences.  Develop Strategic Responses.

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