Gr 2 Mktg. Environment Final

8/6/2019 Gr 2 Mktg. Environment Final

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2Group-2

` Gresh Kumar N-27` Meenakshi Khanna N-37

` Munish Kumar Mangal N-39

` Rajat Kaushal N-51` Vipul Kumar Verma N-83

` Navneet Kumar N-89

` Arvind Kumar S-14` Paridhi Saini N-

` Rajesh Singh S - 48


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IndexIndex

Presentation objective.

Marketing Environment & its importance.

Constitution ofMarketing Environment

Response to Marketing Environment

Conclusion

Question & AnswerSession.

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To understand the marketing environment,

factors which drive the marketing

environment & understand the ways in which

corporate can use it fortheirgrowth & Profits.

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OBJECTIVEOBJECTIVE


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MARKETING ENVIRONMENTMARKETING ENVIRONMENT

All factors and forces influencing the

company's ability to transact business

effectively with it's target markets.

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CONSTITUTION OF MARKETINGCONSTITUTION OF MARKETING

ENVIRONMENTENVIRONMENT

Company

MACRO

ENVIRONMENT

MICRO

ENVIRONMENT


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Company

Company Internal

Environment

Suppliers

Customers

Competitors

Intermediaries

Public

Demographics

Economic

Natural

Technological

Political

Cultural

Legislation

THE MARKETING ENVIRONMENTTHE MARKETING ENVIRONMENT


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MICRO ENVIRONMENTMICRO ENVIRONMENT

Customers

Competitors

Intermediaries

Public

Company

Internal

Environment

Suppliers

Forces affectingcompanys

ability to serve

customers


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Company's Internal Environment - Functional areas such as

top management, Finance, Investors, and manufacturing

Technologies.

Suppliers :- Provide the resources needed toproduce goods &

services.

Marketing Intermediaries :- Help the company topromote,

sell, and distribute it's goods & services to the end user.



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Customers:- Five types ofMarkets that purchase a company's

goods & services.

Competitors :-Those who serve a target market with similar

products and services.

Publics :-Any Group that perceives itselfhaving an interest ina company's ability to achieve its objectives.



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MACRO ENVIRONMENTMACRO ENVIRONMENT

Technological

Cultural

Intermediaries

Natural

Economic

Political

Forces that

shapes

opportunities

as well as

threat to the

company

Legislation


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Demographics :- Monitors population in terms of age, sex,race, occupation, location and otherstatistics.

Oldercitizens

Unmarried singles

ImmigrantsEthnic diversity

Economy :- Factors that affect consumer buying power and

patterns.

Natural :- Natural resources needed as inputs by marketers

orthat are effected by marketing activities.



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Technological

:

- Forces that create new products & marketopportunities.

Political Environment:- Political groups /Parties, their

actions & decisions that influence or limit marketing

environment.

Legislation :-Competition Act, Sales of Goods Act, Unfair

Trade Practices Acts, Various deregulation laws pertaining to

specific industries.

Cultural :- Forces that affect a society's basic values,

perceptions, preferences and behavior



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Environment Management Perspective

Environmental Scanning & Strategy Making

RESPONDINGTO MARKETINGRESPONDINGTO MARKETING



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Environment Management Perspective

Taking a proactive approach to managing the micro & Macro

Environment to affect the changes that are favorable for thecompany, like Run Advertorials, Lobbying, Complaints & Law

Suits. Joint ventures, Run campaigns & events to gain

society attraction.




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Environmental Scanning

a) Determine environmental areas related to business lines that

needed to be monitored.

b) Selecting the channels for information gathering &implementing the data collection plan.

c) Finally deputing resources to analyze the captured data & its

interpretation.

Ad-hoc scanning - Short term, infrequent examinations usually initiated by a crisis

Regular scanning - Studies done on a regularschedule (say, once a year)

Continuous scanning - (also called continuous learning) - continuous structured data

collection and processing on a broad range ofenvironmental factors




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Action planning based on scanning results

Forecast Impact , Timing & its consequences.

Develop Strategic Responses.




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Documents

Gr 2 Mktg. Environment Final