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    The document discusses marketing environment and how it affects marketing management. It defines marketing environment as consisting of micro and macro environments. The micro environment includes internal factors close to the company like suppliers, competitors, and customers. The macro environment comprises larger societal forces outside the company's control such as demographic, economic, technological, political, and cultural factors. Understanding both environments helps a company respond proactively or reactively to changes in the marketing landscape.

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    Marketing Management document from KIIT

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    The document discusses marketing environment and how it affects marketing management. It defines marketing environment as consisting of micro and macro environments. The micro environment includes internal factors close to the company like suppliers, competitors, and customers. The macro environment comprises larger societal forces outside the company's control such as demographic, economic, technological, political, and cultural factors. Understanding both environments helps a company respond proactively or reactively to changes in the marketing landscape.

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    9 views19 pages

    Session 3-4 - Capturing Marketing Insights - Student Read

    Uploaded by

    John
    The document discusses marketing environment and how it affects marketing management. It defines marketing environment as consisting of micro and macro environments. The micro environment includes internal factors close to the company like suppliers, competitors, and customers. The macro environment comprises larger societal forces outside the company's control such as demographic, economic, technological, political, and cultural factors. Understanding both environments helps a company respond proactively or reactively to changes in the marketing landscape.

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    of 19

    Capturing Marketing Insights

    Presented by: Prof Joydeep Biswas

    Marketing Management - I
    Learning Objectives

    What is Marketing Environment?

    Understanding the Micro Environment

    Understanding the Macro Environment

    Responding to the Environment


    Marketing Environment
    Includes the actors and forces outside marketing that
    affect marketing management ability to build and
    maintain successful relationship with target customers.
    Marketing – Micro Environment
    Consists of actors close to the company that affect its
    ability to serve its customers:
    • Company
    • Suppliers
    • Intermediaries
    • Markets
    • Competitors
    • Publics
    Marketing – Micro Environment
    Marketing – Micro Environment
    Company
    • Top management
    • Finance
    • R&D
    • Purchasing
    • Operations
    • Accounting
    Marketing – Micro Environment
    Suppliers
    • Vendors
    • Agencies
    Marketing – Micro Environment
    Competitors
    • Direct Competitors
    • Indirect Competitors – Substitutes

    Intermediaries
    • Resellers and distribution channel firms
    • Agencies – research firms, advertising agencies,
    media firms, consulting firms
    • Financial intermediaries
    Marketing – Micro Environment
    Publics
    • Financial Public
    • Media
    • Government
    • Citizen-action
    • Local
    • General
    • Internal
    Marketing – Micro Environment
    Customers
    • Consumer markets
    • Business markets
    • Reseller markets
    • Government markets
    • International markets
    Marketing – Macro Environment
    Consists of the larger societal forces that affect the
    microenvironment:
    • Demographic
    • Economic
    • Natural
    • Technological
    • Political
    • Social and Cultural
    • Legal
    Marketing – Macro Environment
    Marketing – Macro Environment
    Demographic
    • Family
    • Workforce
    • Geographic
    • International
    • Ethnicity
    • Gay & Lesbian
    • Disabled
    Marketing – Macro Environment
    Economic
    • Consumer spending
    • Income distribution
    Marketing – Macro Environment
    Natural
    • Raw material shortage
    • Increased pollution
    Marketing – Macro Environment
    Technological
    • New products, new opportunities
    • Increased safety
    • Privacy concerns
    Marketing – Macro Environment
    Political
    • Business Regulations
    • Advertising Regulations
    • Content Regulation

    Social
    • Ethics
    • Cause-related marketing
    • Socially responsible behaviour
    Marketing – Macro Environment
    Cultural
    • Core beliefs and values
    • Secondary beliefs and values
    Responding to the Environment
    • Uncontrollable
    • Proactive
    • Reactive

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