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By
Dr. Kaustubh Jain

  
 
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= |aket
= |arketing
= As the market continues to strive(race)
mainly in two major directions, namely:
= Stricking mautually beneficial balance with
environment
= |oulding of later to the firm¶s advantage



 
 


  


= 0oval Changes,
= Opportunity
= Threats.
Leading to never ending search for the most
appropriate marketing concept and practices
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= The changes had never been so fast, complex and

perplexing.
= A number of national and international developments
have set the entire world on alert,
= All nations making individual and collective efforts to
search for new order in every field of business
activities.
= India stands in shape contast to vast number of
nations where the need for economic reforms has to
lead to major political, social and economical
upheads

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= Disintegration of USSR
= Fall of communist ruling in east European block of countries since mid
eighties.
= Gradual ending of cold war between communists and capitalist.
= Cultural revolution of china, with open economic with closed ones.
= Growth of Consumers Culture
= Weakening of trade business
= Beginning of new era in international relations
= Inter economy interaction multiplying at rapid rate.
= Additional factor in India was A unprecedented political economic crises of
early nineties which lead the search of new economic order.
A major shift from the long held conventional stand was affected to keep along
the main stream through
a) Widening the Economy
b) Encouraging foreign investment
c) Growth of |ultinationals
d) Promotion of international business.
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= The idea is to Identify and analyse the

environmental elements and draw logical
interference of making implications.
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= A definate Counter part described in |acro

Environment
= Elements which Surrounds the firm
immediately and affect and get affected by
the business Operations
= Darious |aketing intermediataties
= Physical distribution firms
= |arketing services agencies
= Financial intermediateries
= Customer
= Resellers
= Government
= 0on profit organisations and overseas buyers.
= And all The Above Elements Contribution of |icro Environment
Operate in large |acro environment.
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= It Comprises of force and mega trends which

shape opportunity and pose threats to the
company.
= Represents Uncontrollable which the firm
must monitors and respond and shape the
micro environment
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= Demographic Environment:
= Economic Environment
= 0atural Environment
= Technological Environment
= Political Legal Environment
= Social Cultural Environment
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= The Indian |arketers are likely to face various

opportunities, threats and challenges at the macro as
well as micro level of marketing, Few areas are as
follows:
[ Aggressive |arketing by overseas sellers
[ Dumping of Products by |0C¶s
[ Aggressive use of |edia to clear dump products.
[ Govt. will lose control over channels of distribution.
[ Political instability and turbulence in deterioting law and
order


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= Problem of Production and distribution

= Creating of new Outlets
= The gap between demand and supply.
= Innovations in marketing on the line of
western countries can effect the Western
culture.
= Service sector will become important due to
rapid increase in Urbanisation, educational
levels and social awareness.
= |arketing will be personalize implying tailor-
made products for satisfying customer need
at personal level.
= Trend of Customization is an outcome
Intense competition.
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= It can be safely started that the coming era

shall be exclusively of marketing
= In fact the future of international relations will
be decide more by market and marketing
rather than political will, Contra to what has
been in the past.