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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
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
8/10/2011
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
Marketing Environment
Economic
Technological Natural
Socio-Cultural
Marketing Environment
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
8/10/2011
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
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
8/10/2011
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
8/10/2011
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
Marketing Environment
Marketing Environment
Political-Legal Environment
Marketing Environment
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
8/10/2011
Marketing Environment
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