Market Environment

Introduction

Market Environment The forces that affect the “building the customer relationships” with the target customers are the Market environment. These are broadly classified as MICRO and MACRO. MICRO – The factors which are close to the company, and can be controlled by the company such as; • The company • • • • • The top management Mission, Goals & Objectives and Policies Purchase and R & D The suppliers The marketing intermediaries • • • • Agents Channels Customer service Marketing services like survey, research, etc,

individuals and households or Business customers • • Competitors and Publics • • • • Financial institutions Media Government Citizen or local public / community etc .Market Environment Introduction • Customer/markets • • Consumer .

Market Environment MACRO – Demographic – human population in terms of. Age Location Gender Occupation Race Religion and Other factors Introduction . • • • • • • • Economic • • • • • • Overall economic conditions Industrial growth FDI/Foreign funds in case of India Earning levels Consumer spending Infrastructure & industrial developments etc.

air.Market Environment Introduction Natural Environment • Availability of natural resources as raw materials. pollution and its control by the government/authorities and its effect on the company’s production facilities etc. preferences and behaviours of the society GLOBAL • Global factors. water. governments attitudes and policies for developments. Technological Environment • Forces that create new technology / product / market opportunities etc. strength and weakness compared when seeking tie ups or joint ventures and opportunities available . perceptions. Political • • • Regulations by government Governmental structures (majority / coalition) Controls (High or Low) by the government. etc Cultural – • The factors affecting the basic values.

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