1Mr.Afridi. KARDAN Intitute, Kabul 1

The Marketing ForcesLecture-2

Waleed Khan AfridiMS-Leading to PhD

Member SDPI, South Asia

Member PJMS

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Firms Marketing Forces

• The external forces exists outside the organization. These forces are not controlled by the organization.

• The internal forces exists inside the organization. They are controlled by the organization.

External Marketing Forces

Forces

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External Marketing Forces

• It includes Demographics, Economic Conditions, Competitors, Political and Legal forces and Technology, Suppliers and Distributors which effects a firm’s marketing activities.

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Demographics

• These are the characteristics of human population such as age, size, distribution and growth.

• It includes the ages of males, females, children and old and young people in a market.

• It includes education level of consumers.

• It includes the gender ratio (percentage) of males and females in a market.

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Economic Conditions

• Includes the purchasing power of the customer and spending patterns.

• It includes the value of money, such as AFs.

• It includes the salaries of consumers.

• It includes the living style of consumers.

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Competitors

• Competitors are those companies that produce the same products in one market.

• Example: Dell and ACER Companies are producing same kind of Laptops.

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Political and Legal forces

• The political and legal forces include laws, government agencies, departments that make rules and regulations related to marketing in a country.

• It includes, Ministry of Commerce, and Supreme court of Afghanistan.

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Technology

• Technology includes Electronic or computer products that we use in the marketing activities of a company.

• Example: Electronic Boards for advertising at Shehr-e-Now are used by marketing firms.

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COMPANY

Demo-graphics

Economicconditions

Politicaland legal

forces

Competition

Technology

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Distributors and Sellers

It includes the Market, Suppliers, Distributors, and all those who purchase and transfer the goods from producers and deliver them to different places/markets.

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Internal Marketing Forces• Human Resources: All the

Employees working for an organization are called as human resources.

• Example: Marketing managers, Product Managers, Laborers.

• Research and Development: Any activity that can lead a business to develop some new idea or then improve the existing product.

It includes generating new ideas.

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• Production Facilities: It includes, machinery, computers, trucks, workers, mechanics that a company uses to produce goods and services for consumers.

• Financial Resources: The amount of money that a

firm has maintained with itself at bank.

A company needs to have money to perform marketing activities.

For purchasing raw-materials from suppliers a company needs to pay money to them and it is called as financial resources of the company.

13Mr.Afridi. KARDAN Intitute, Kabul 13

Thank you very much for your time. Please do let me know if you are having any problem.

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