Marketing environment

Presentation

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 MICRO ENVIRONMENT

The microenvironment consists of the actors close to the

company that affect its ability to serve its customers, the
company, suppliers, marketing intermediaries, customer
markets, competitors, and publics.

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1.The Company
Internal environment includes:
 Top management
 Finance & Accounting
 R&D
 Purchasing
 Operations

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2.Suppliers
 Provide the resources to produce goods and services
 Treated as partners to provide customer value

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3.Marketing Intermediaries
 Help the company to promote, sell, and distribute its
products to final buyers
 Include:
 Resellers
 Physical distribution firms
 Marketing services agencies
 Financial intermediaries

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 Resellers are the distribution channel firms that help the company find
customers or make sales to them. These include:
 Wholesalers
 Retailers
 Physical distribution firms are the distribution channel firms that help
the company to stock and move goods from their points of origin to
their final destination.

 Marketing service agencies are the marketing research firms,

advertising agencies, media firms, and marketing consulting firms that
help the company target and promote its products to the right markets.
 Financial intermediaries include banks, credit companies, insurance
companies, and other businesses that help finance transactions or
insure against the risks associated with the buying and selling of goods.

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4.Customers
Customer markets consist of individuals and households that
buy goods and services for personal consumption.

Business markets buy goods and services for further processing

or for use in their production process.

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 Reseller markets buy goods and services to resell at a profit.
 Government markets buy goods and services to produce
public services or transfer goods and services to others who
need them.
 International markets consist of buyers in other countries
including consumers, producers, resellers, and governments.

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5.Competitors
 Firms must gain strategic advantage by positioning their
offerings against competitors’ offerings.
 Each firm should consider its own size and industry position
compared to those of its competitors.

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6.Publics
 Any group that has an actual or potential interest in or
impact on an organization’s ability to achieve its
objectives:
 Financial publics
 Media publics
 Government publics
 Citizen-action publics
 Local publics
 General public
 Internal publics

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 Financial publics influence the company’s ability to obtain
funds—banks, investment houses, and stockholders.
 Media publics carry news, features, and editorial opinion—
newspapers, magazines, and radio and television stations.
 Government publics influence product safety and truth in
advertising.

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 Citizen-action publics include consumer organizations,
environment groups, and minority groups
 Local publics include neighborhood residents and
community organizations
 General publics influence the company’s public image
 Internal publics include workers, managers, volunteers, and
directors

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 Macro Environment

 The major external and uncontrollable

factors that influence an organization's  decision
making, and affect its performance and strategies.
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Demographic Forces
Demographic forces relate to people. This
includes size, density, age, gender, occupation and
other statistics.
Why are people important?
Because, on the whole, their needs is the reason
for businesses to exist. In other words, people are
the driving force for the development of markets.
The large and diverse demographics both offer
opportunities but also challenges for businesses.
Especially in times of rapid world population
growth, and overall demographic changes, the study
of people is crucial for marketers.
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The reason is that changing demographics mean
changing markets. Further, changing markets mean
a need for adjusted marketing strategies.
Therefore, marketers should keep a close eye on
demographics. This may include all kinds of
characteristics of the population, such as size,
growth, density, age- and gender structure, and so
on.

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Economic forces
The Economic forces relate to factors that affect
consumer purchasing power and spending patterns.
For instance, a company should never start exporting
to a country before having examined how much
people will be able to spend.
Important criteria are: GDP, GDP real growth
rate, GNI, Import Duty rate and sales tax/ VAT,
Unemployment, Inflation, Disposable personal
income, and Spending patterns.

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Natural Forces
The natural environment consist of many
amenities that attract tourists, such as conserve
natural habitats, resources, endangered species,
minimize environmental impact, recycling, energy
efficient products and clean air.

The natural environment involves natural

resources needed as inputs by marketers or that are
affected by marketing activities.

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Technological Forces
The skills and knowledge applied to the production,
and the technology and materials needed for
production of products and services can also impact
the smooth running of the business and must be
considered.

The marketers must watch the technological

environment closely and adapt in order to keep up.
Otherwise, the products will soon be outdated, and the
company will miss new product and market
opportunities.
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Political factors
Political factors are those factors that business has to
be more careful and influence the business more than
other factors. Political factors means how and in which
manner and in what degree a government interfere in
business. Political factors includes government
regulation and legal issue and both formal and informal
rules under which business has to operate its work.
Some examples of political factors:
 Stable political environment
 Tax and labour policy of government
 Government's economic policy
 Involvement of Government in different trading
agreement
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Social / Cultural factors
Social factors are related with the society. How the society
behaves and thinks about any things. Firm has to do its
business than it must have to give more important or focus
on social factors. Business cannot exist without society
because it is a part of it. Social factors are very from country
to country, it depends upon following region, thinking of
people etc. Social factors includes
 Lifestyle of people
 Demographics
 Fashion
 Trends
 Population growth rate
 Religious factor
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Conclusion
Micro and macro environments have a significant impact
on the success of marketing campaigns, and therefore the
factors of these environments should be considered in-
depth during the decision making process of a strategic
marketer.

The company is surrounded by a complex environment.

The Macro Environment consists of a large variety of
different forces. All of these may shape opportunities for
the company, but could also pose threats. Therefore, it is
of critical importance that marketer understand and have
an eye on development in the Macro Environment, to
make their business grow in the long term.
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 Thank
You…!

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