Download - Chap 3, analyzing the marketing environment
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Prepared by
PROF. RAJESH KUMAR(MBA IMT, GBD,SIX-SIGMA BLACK BELT CERTIFIED)
Prof. of IMT-CDL(DIMS)IP UNIV
(Ex. HOD-MARKETING,BSD)E:[email protected]
P:9810275444www.marketingandbrandingguru.com
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SWOT Analysis
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FedEx
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The Marketing Environment
The marketing environment
It includes the actors and forces outside marketing that affect marketing management’s ability to build and maintain successful relationships with customers
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Analyzing the Marketing Environment
• The Company’s Microenvironment
• The Company’s Macro environment
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Factors of Microenvironment
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The Company
• Top management• Finance• R&D• Purchasing• Operations• Accounting
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The Company
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Suppliers
• Provide the resources to produce goods and services
• Treated as partners to provide customer value
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Marketing Intermediaries
Help the company to promote, sell and distribute its products to final buyers
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Marketing Intermediaries
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Types of Marketing Intermediaries
ResellersPhysical
distribution firms
Marketing services agencies
Financial intermediaries
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Competitors
• Firms must gain strategic advantage by positioning their offerings against competitors’ offerings
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Publics
• Any group that has an actual or potential interest in or impact on an organization’s ability to achieve its objectives
– Financial publics– Media publics– Government publics– Local publics– Internal publics
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The Company’s Macroenvironment
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Demographic Environment
Demography is the study of human populations in terms of size, density, location, age, gender, race, occupation, and other statistics
• It is important as it involves people, and people make up markets
• It includes age, family structure, educational characteristics, and population diversity
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Mobilink-Disney D 100 Mobile Phone
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Population Age Groups
Preschool
School-age
Teens
25-40
40-65
65+
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A changing family system
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Economic Environment
• Income Distribution
• Savings, Debt, and Credit
Madura Garments has responded to changes in income distribution by offering an upscale line and a mass market line
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Economic Environment
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Natural Environment
Shortage of raw materials
Anti-pollutionpressures
Governmentalprotections
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Natural Environment
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Toyota Experienced Success with Green Cars
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Technological Environment
• Most dramatic force in changing the marketplace
• Creates new products and opportunities
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Technological Environment
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Political-Legal Environment
Political environment Laws
Government agencies
Pressure groupsInfluence or limit various organizations and
individuals in a given society
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Political-Legal Environment
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Social-Cultural Environment
Culture of PeopleCulture of People
Culture of organizationsCulture of organizations
Culture of societyCulture of society
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Social-Cultural Environment
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Social-Cultural Environment
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Social-Cultural Environment