Marketing

Environment
Diksha Bedekar
Environment Types

 Internal Environment :
 The factors which are internal and controllable within the organisation.
Men
Money
Machinery
Markets
Materials
 External Environment:
Micro Environment
Macro Environment
Economic Factors Influencing Marketing
Activity
 Introduction:
 Various economic factors need to be taken into account
when determining the current and expected future value
of a business or investment portfolio.
 For a business, key economic factors include labor
costs, interest rates, government policy, taxes and
management
 Economic Factors
 Inflation: Inflation can be defined as the rise in the prices of various items over a
period of time
 Recession: A significant decline in economic activity that goes on for more
than a few months. It is visible in industrial production, employment, real
income and wholesale-retail trade.
 Income Levels
 Exchange Rates: The price of a unit of domestic currency is expressed in
terms of the foreign currency.
 Interest Rates: Interest rate is the amount charged, expressed as a
percentage of principal, by a lender to a borrower for the use of assets
Technological Factors Influencing Marketing
Activity
 Advances in information technology has made it
possible to plan truly global supply chains, in which
manufacturing and warehousing are distributed
throughout the world depending on where these activities
can be performed best.
 Companies will be able to make better products at lower
cost, and will be able to distribute them economically
when supply chains become global. An economy’s ability
to generate wealth will be largely dependent on the speed
and effectiveness with which they invent and adopt
machines that improve their productivity.
Technological Factors

 Data Management
 Basic And Applied Research
 Technology in Packaging
 Improvement in Existing Products
 Use of Internet: New Ways of reaching out to the
customers
Political and Legal Factors Influencing
Marketing Activity
 Government actions which affects the operations of a
company or business.
 These actions may be on local, regional, national or
international level.
 Business owners and managers pay close attention to
the political environment to gauge how government
actions will affect their company.
Political and Legal Factors
 Taxation Policies
 Monopoly Controls
 Environment Protection Measures
 Consumer Protection
 Employment Law
 Foreign Trade Agreements
Sociocultural Factors Influencing Marketing
Activity
 Sociocultural factors are the larger scale forces
within cultures and societies that affect the
thoughts, feelings and behaviors
 More specifically, cultural aspects include
aesthetics, education, language, law and politics,
religion, social organizations, technology and
material culture, values and attitudes.
 Social factors include reference groups, family, role
and status in the society.
Sociocultural Factors

 Age Profiles
 Changes in Lifestyles
 Family Structure
 Level of Education
 Work Behavior
 Attitudes and Behavior
Thank You!