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Chinmay Das, ABIT,Cuttack
Marketing Environment
Lecture Lesson
By
Chinmay Das
Chinmay Das, ABIT,Cuttack
Marketing Environment
The marketing environment surrounds and impacts upon the organization. There are three key elements to the marketing environment .
Chinmay Das, ABIT,Cuttack
Marketing Environment
External Environment
-Micro Environment
-Macro Environment Internal Environment
Chinmay Das, ABIT,Cuttack
Internal Environment
A useful tool for quickly auditing internal environment is known as the Seven M’s.
Chinmay Das, ABIT,Cuttack
Internal Environment
Materials Machinery Money Method Market Minute Men
Chinmay Das, ABIT,Cuttack
Internal Environment
Production Activities Financial Activities Human Resource Activities Plant Location R&D Strength Company Brand Equity
Chinmay Das, ABIT,Cuttack
External Macro Environment
Demographic Economic Conditions Competition Social and Cultural Forces Political and Legal Forces Technology
Chinmay Das, ABIT,Cuttack
Demographic
Size, Distribution and Growth of population
Chinmay Das, ABIT,Cuttack
Economic Conditions
Stages of Business Cycle Inflation Interest Rate
Chinmay Das, ABIT,Cuttack
Competition
Brand Competition Competition from substitute products Competition with all offerings
__________
Differential Advantage
Chinmay Das, ABIT,Cuttack
Social and Cultural Forces
Concern about Natural Environment Changing Gender Roles Premium on Time Physical Fitness and Health
Chinmay Das, ABIT,Cuttack
Political and Legal Forces
Monetary and Fiscal Policies Social legislation and Regulations Governmental relationship with Industries Legislation related to Marketing
Chinmay Das, ABIT,Cuttack
Technology
Breakthrough can occur New products like LASER, Computer, Robots Radically altering or destroying existing
products Indirect Influence
Chinmay Das, ABIT,Cuttack
External Micro Environment
Market Suppliers Marketing Intermediaries