MARKETING ENVIRONMENT

Marketing Environment
a) Task Environment : Those engaged in production, promotion and
distribution.

b) Broad environment : Demographic, Economic, Physical,

Technological, Political–Legal, Socio-cultural environment

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 Political Legal environment

a) Government laws
b) Agencies
c) Political and social groups

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 The Demographic Environment
• Population growth (Global and National)
• Population age mix
• Ethnic and other markets
• Educational groups

• Household patterns
 Economic
Concept of Purchasing power.
a) Income distribution

b) Income, savings, debt etc.

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 Sociocultural environment

a) Societal views
b) Self views
c) View of others

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 Technological environment

1) Regulations of technological.

2) Accelerating pace of change

3) Varying R&D Budgets

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 Discussion- AI in Marketing
Applications
a) Smart segmentation

b) Customer relationships and engagement.

c) Customised content
Ex : IKEA Kreativ

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IKEA Kreativ

IKEA’s new AI-powered app

named IKEA Kreativ replaces
customers’ room designs and
furniture with its products, so
they can see what the items
would look like in their spaces
and homes before they buy them.

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Environmental(Physical)

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 Income distribution
Subsistence economies Very low incomes

Raw-material-exporting Very low, very high incomes

economies

Industrializing economies Low, medium, high incomes

Industrial economies Medium to high incomes

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PESTLE Analysis

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Reference : Praxie 17
 Changes in the Marketing environment

Trends
1) Fad
2) Trend : More predictable and durable

3) Megatrend: large social, economic, political, and

technological change. (Longer period 7-10 years)
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