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Marketing Environment

Learning Objectives
Describe the environmental forces that affect the company s ability to serve its customers.
Explain how changes in the demographic and economic environments affect marketing decisions.
Identify the major trends in the firm s natural and technological environments.
Explain the key changes in the political and cultural environments.
Discuss how companies can react to the marketing environment.
Marketing Environment
The marketing environment consists of actors and forces outside the organization that affect management s ability to build and maintain relationships with target customers.
Environment offers both opportunities and threats.
Marketing intelligence and research used to collect information about the environment.
Marketing Environment

Microenvironment: actors close to the company that affect its ability to serve its customers.
Macro-environment: larger societal forces that affect the microenvironment.
Considered to be beyond the control of the organization or the Managers.
The Company s Microenvironment
Company s Internal Environment:
Areas inside a company.
Affects the marketing department s planning strategies.
All departments must think consumer and work together to provide superior customer value and satisfaction.
Actors in the Microenvironment
The Suppliers
Marketing Intermediaries:
Help the company to promote, sell, and distribute its goods to final buyers
Physical distribution firms
Marketing services agencies
Financial intermediaries
Five types of markets that purchase a company s goods and services
Consumer market
Business market
Reseller market
Govt. market
International market
Those who serve a target market with products and services that are viewed by consumers as being reasonable substitutes
Company must gain strategic advantage against these organizations
The Macro-environment
The company and all of the other actors operate in a larger macro-environment of forces that shape opportunities and pose threats to the company.
The Company s Macro-environment
Demographic Environment
Economic Environment
Natural Environment
Technological Environment
Discussion Questions
Within the last ten years, which technological force has had the greatest impact on marketing? In what areas of marketing has this impact been seen?
What technological force has impacted you the most? In what ways has this occurred?
Political-Legal Environment
Increase in business legislation
Protecting the welfare of consumers
Under Consumer Protection Act,1986, six rights of the consumers are recognised:
Consumer education
Cultural Environment
The institutions and other forces that affect a society s basic values, perceptions, preference, and behaviors.
Core beliefs and values are passed on from parents to children and are reinforced by schools, churches, business, and government.
Secondary beliefs and values are more open to change.
Colgate-Palmolive s Total Global Branding Strategy
Colgate-Palmolive has had global success with its Colgate line of tooth-care products. The products and their packaging design do not vary from country to country; the only thing that changes is the language on the packages.
Indian Population : Age Structure Projection (Percentage of total population) Planning Commission Projection
Few Examples
How some of the industry leaders lost their competitive advantage because they failed to perceive the environmental changes .?
The decade of 1980s saw many of the industry titans losing their competitive advantage to relatively new entrants ..
Few Examples
Hindustan Motors and Premier Automobiles lost their pre-eminent position in the Indian market to Maruti Udyog s Maruti 800.
Mahindra and Mahindra were shaken up by Maruti Udyog s Gypsy.
Titan watches heralded a new era of watches and shook the giant HMT.
Hindustan Levers Surf was cornered by Nirma.
Few Examples
Television giants like NELCO, Crown, Weston, Salora, Bush etc. lost out to absolutely new firms and brands like Onida and Videocon.
Videocon launched its washing machine in1998 and suddenly thereafter, one saw an explosion in the market with about half-a-dozen brands.

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