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Analyzing Marketing Environment

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Presentation on theme: "Analyzing Marketing Environment"— Presentation transcript:

1 Analyzing Marketing Environment

2 Marketing Environment
The actors and forces outside marketing that affect marketing managements' ability to develop and maintain successful transactions with its target customers

3 Type of Environments Micro environment: the forces close to the company that affect its ability to serve its customers. Macro environment: the large societal forces that affect the microenvironment

4 Microenvironment Company Suppliers Marketing intermediaries Customer
Competitors Publics

5 Cont.. Company: Top management Finance R &D Purchasing Manufacturing
Accounting

6 Cont.. Suppliers: (shortages or delays, labor strikes etc)
Marketing intermediaries: firms that help the company to promote, sell and distribute its goods to final buyers:- Resellers Physical distribution firms Marketing service agencies Financial intermediaries

7 Cont.. Customers: Consumer market: Business market Reseller market
Government market International market Competitors:

8 Cont.. Public: Financial public Media public government Citizen action
Local General internal

9 Macroenvironment Demographic Economic Natural Technological Political
Cultural

10 Cont.. Demographical: Study of human populations in terms of Size
Density Location Age Gender Occupation etc

11 Cont.. Economic environment : factors that affect consumer buying power and spending pattern: Changes in income Changing consumer spending pattern Natural environment: natural resources that are needed as inputs by marketers or that are affected by marketing activities

12 Cont.. Technological environment: forces that create new technologies, creating new product and market opportunities. Political environment: laws, government agencies and pressure groups that influence and limit various organizations and individuals in a given society.

13 Cont.. Cultural environment: institutions and other forces that affect society`s basic values, perceptions, preferences and behavior.


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