INDIAN

MARKETING
ENVIRONMENT
Marketing environment
Environment
Meaning :Companys marketing environment
is all those factors forces that effects
marketing managements ability build and
maintain successful relationshipsn with target
customers . environment means all those
factors that have a bearing on the
business.Environment is divided in to external
and internal environment .External
environment is again divided to micro and
macro factors .
EXTERNAL
ENVIRONMENT
It is divided in to Micro and Macro Environment
MICRO ENVIRONMENT
It consist of factors in the companys immediate
environment that effect the performance of the company.
1) Suppliers :
Suppliers are those who supplies inputs like raw materials
to the company. Usually organisations have multiple
suppliers or resort to backward integration.
2) Customers
3) Competitors : A firms competitors not only includes the
other firms which market the same product but also those
who compete for the discretory income of the conumers.
4) Marketing intermediaries:
It includes middle men such as agents ,
merchants who help the company finds
customers, distribute the goods physically .It
includes retailers, different agencies, research
firms etc.
5) Financiers
6) Publics
A public is any group that has actual or potential
interest in the organisation.Local public, media
public and action public are examples.
Macro Environment
1) Global Environment
Global Environment refers to those global factors which are relevant to
business , such as the WTO international conventions , treaties , international
conventions , World trading blocks .
2) Political environment
This includes different govt. policies , tax rates .
Eg: The recent FDI in retail and insurance
3) Economic environment : It includes factors that effect consumer
purchasing power , and income patterns. This mainly includes the RBI
policies(repo rate , reverse repo rate , inflation rates , growth rates , stock
markets etc
4) Regulatory and Legal Environment : effect of law on business
5) Socio cultural environment :
Includes , religion , culture , rituals etc ,
6) Demographic environment: It is the study of human populations in terms
of size, density,location,age gender,race , occupation.
The demographic environment is of major
importance to marketers because it involves
people and people make markets.
Eg:Ageing population , young population etc .
7) Technological environment:
Technological environment changes rapidly
and has a huge influence on the market.Today
direct marketing can be done via, e mail , web
sites , social networking sites etc . Which were
unthinkable before 25 yrs. .
Internal Environment
1) Management structure and Nature
Bascially covers the share holdings pattern , internal structure(flat
and lean ) etc
2) Power relationships
3) Human resources
Includes morale , commitment , attitude , skills , quality , skills of
employees .
4) Company image and Brand equity
5) Miscellaneous Factors
It includes financial power , marketing capabilities ,Physical assets
of the company etc .
6) Value system
This includes business policies and practices , mission , vision ,
objectives of the company .