MARKETING

MANAGEMENT
M. ABITH KRISHNA
VTP 3436
MICRO FACTORS
 MACRO FACTORS
Political

• Nike’s board of directors accepted a company policy on political contributions trade

association memberships and policy position adoptions.

Economic

•Nike has used its established brand equity to take advantage of growing consumer demand
in emerging economies

Social

•Nike was caught up in the ongoing debate around globalization, perceived by many pressure
groups to be ‘Increasing the inequalities of political power and influence, as well as
highlighting new dimensions of inequality

Legal

•Nike is paying nearly no tax on its offshore profit.

Environmental

•Nike appointed 100 ‘sustainability champions’ to oversee pilot projects in various aspects of
its business, such as the reduction of carbon emissions and elimination of waste
 7P’s of MARKETING MIX
Nike's 7 P's relate to the successful marketing of a product, and are as follows:

Product: The goods or service provided. Is there a niche in the market and a demand for it?

Process: Relates to the systems in place to deliver the product and receive payment.

Price: An obvious one! But extremely important. Pricing can affect how potential customers
perceive the product- as high end or low end.

Promotion: The advertising of products, including any special offers and campaigns.

Place: Where the product is sold- eg. Retail, online, wholesale.

Physical evidence: Refers to what potential buyers can actually see before buying. eg.
packaging.

People: Determine through research if their is a consumer audience looking to buy the
product.