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8/10/2011

Marketing Environment

Marketing Environment

Marketing Environment

DISCLAIMER These notes are for the sole purpose of understanding the concepts of marketing and are to be used for class room purposes only. The logos of certain manufactures used are owned by their respective owners and unauthorized use of them may lead to legal persecution. This presentation also may contain copyrighted material which on no account should be reproduced / reprinted in any form without permission.

The actors and forces outside marketing that affect marketing managements ability to build and maintain successful relationships with target customers

The Micro Environment


Suppliers

Marketing Environment

The Company
Finance The R & D Department Purchasing Operations Accounting

Marketing Environment

The Company

Marketing Intermediaries

Marketing

Public

Customers

Competitors

Suppliers

Marketing Environment

Marketing Intermediaries
Physical distribution firms Marketing services firm Market Research firms Advertising firms Media firms Consulting firms Financial intermediaries

Marketing Environment

They provide resources needed by the company to produce its goods & services Supply availability Supply shortages Delays Labor strikes Price trends for inputs

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Customers
Consumer markets Business markets Reseller markets Government International markets

Marketing Environment

Competitors

Marketing Environment

Provide a better value-proposition than your competitor Adopt different strategies for different competitors

Public
Financial Publics Media Government Citizen Action Groups Local people General public Internal

Marketing Environment

Macro Environmental Forces


Demographic Political-Legal

Marketing Environment

Economic

Technological Natural

Socio-Cultural

Population and Demographics


Educational groups Household patterns Geographical shifts Population growth Population age mix Ethnic markets

Marketing Environment

The changing family structure

Marketing Environment

Shrinking family sizes growth of nuclear families Larger number of working mothers Emergence of single parent families Adult live alone families Stay home dads Same sex couples

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Geographic shifts in population

Marketing Environment

Other factors
A better educated population Larger white collar work force Increased diversity
Different nationalities Gay & lesbian consumers Physically challenged consumers joining the mainstream

Marketing Environment

Migration of rural population to urban centers Increased mobility of the workforce Shift of urban population from high cost city centers to suburbs
Growth of SOHO markets

Titan now plans to employ disabled people at outlets

Marketing Environment

Economic
Changes in income Changes in consumer spending pattern

Marketing Environment

Among the several community initiatives undertaken by Titan Industries, one stands out. The countrys top timekeeper is the largest employer of disabled people. It all started at Titans south-based manufacturing units where it provided opportunities to persons with disabilities, who were enrolled to assemble components, insert straps on watch heads and polished jewellery cases. There was such a large influx of physically challenged people to Titan that one point they comprised over 5% of the Tata Group companys total employee strength.

Sensex sinks 256 pts as Chinese market wreaks Marketing global havoc- Sell off due to growth concerns Environment Sep 1, 2009

Economic Environment
Income Distribution Savings, Debt, and Credit

Marketing Environment

Levis has responded to changes in income distribution by offering an upscale line and a mass market line

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Natural

Marketing Environment

Technological Environment

Marketing Environment

Shortages of raw material Increased demand for a clean environment Governments role in managing natural resources

Marketing Environment

Technological Environment
Pace of change Opportunities for innovation Varying R&D budgets Increased regulation of change

Marketing Environment

Marketing Environment

Reputation Management

Marketing Environment

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Political - Legal
Regulatory legislation Increased level of legislation Changing government enforcement Increased focus on CSR Cause related marketing
Six years of insurance reforms generated Rs. 100,000 cr. New premium and 1.5 million new jobs

Marketing Environment

Global Power Structure

Marketing Environment

Iran Election Rally - 2009

Marketing Environment

Political-Legal Environment

Marketing Environment

Increase in business legislation

Growth of special interest groups

Socio-Cultural

Marketing Environment

Social-Cultural Environment
Views of themselves Views of others Views of organizations Views of society

Marketing Environment

Existing cultural values Shifts in cultural values View of oneself View of others Views about organization, society, nature, universe

Views of nature Views of the universe

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Islamic Banking: Reflecting Religious and Cultural Sensitivities

Marketing Environment

Cartoon Networks New Generation Survey

Marketing Environment

Consistent with principles of Islamic Laws (Shariah) Prohibits investing in business that are considered unlawful Growth is due to disenchantment with value-neutral capitalist and socialist financial systems Popular in Pakistan and Bangladesh, National and international banks want to start Islamic banking in India

Achieving good grades at school all respondents Looking good 90% of respondents Being religious/traditional 84% of respondents Having boyfriend/girlfriend 40% of respondents Career aspirations One-third wanted to be doctor, 21% of wanted to be engineer

References

Marketing Environment

Marketing Management A South Asian Perspective 13the By Kotler, Keller, Koshy, Jha Principles of Marketing 11the Kotler & Armstrong Mckinsey International Strategic Marketing By Nirmalya Kumar Economic Times Mint Times of India Multiple Resources on the internet The Wall Street Journal Harvard Business Review

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