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Amity Business School
MBA (RM) 2013, 1st Semester
Marketing Management
Amanpreet Kang
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Write Notes on..1. Relationship Marketing (aspects of relationship marketing
and its importance)
Quote two examples
2. Social Marketing (need for social marketing and
essentials of social marketing
Quote two examples
Notes should be handwritten and staples
Books referred to be clearly mentioned
Mention your names and class roll numbers on the
notes
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Analyzing the Marketing
Environment
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Introduction Marketing environment forces outside marketing that
affect the marketers ability to build and maintainsuccessful relationship with the target customers.
Some examples ???
Successful relationship ???
Disciplined methods: Marketing research
Marketing intelligence
Micro and macro environment.
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Micro and Macro environment Microenvironment consists of forces close to the company
that affect its ability to serve its customers.
Factors can be controlled by the company by its own action
and hence called controllable factors
Macroenvironment consists of larger societal forces that
affect the microenvironment.
These factors are larger societal forces that cannot be controlled
by the company at-least in the short run and are also calleduncontrollable factors.
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Companys Microenvironment Relationship with customers by creating customer value and
satisfaction.
1. Internal - Company departments2. Suppliers
3. Marketing intermediaries
4. Competitors
5. Public
6. Customers
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Companys Microenvironment1. Internal - Company departments internal marketing, think
customer
2. Suppliers important link in value delivery system, control thequality and prices of the final goods that customers get
Big Bazaar, vendor satisfaction survey
3. Marketing intermediaries distribute, sell and promote
products. Resellers: wholesalers and retailers, fragmented vs. dominant
Physical distribution firms: help move company goods from
point of origin to their destination
Marketing services agencies and Financial intermediaries
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Companys Microenvironment4. Competitors; company must provide greater customer value
than competitors
5. Public is a group that has actual or potential interest in/impact on an organisations ability to achieve its objectives
Financial, media, government, citizen-action, local, general,
internal
6. Customers 5 types of customer markets Consumer, business, reseller, government, international
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Companys Macroenvironment Includes forces that affect microenvironment and cannot be
controlled. 6 forces are:
1. Demographic environment
2. Economic environment
3. Natural environment
4. Technological environment
5. Political and social environment
6. Cultural environment
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Demographic environment Demography is the study of human population in terms of
size, density, location, age, gender, race, occupation, etc.
Large and diverse population
Large emperors and empresses, six-pocket syndrome
Pampers in Pakistan Alliance in India
Asian subcontinent
Increasing population
Growing middle class (Deprived .9; Aspirers .9 to 2; Seekers 2
to 5; Strivers 5 to 10 and Global 10 and over) Growth in rural population
Changing family system (DINKs and DISKs)
Changing ole of women
Educated, white collared, professional population
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Economic environment Economic environment consists of factors that affect purchasing
power and spending patterns.
Markets need buying power and people
Level & distribution of income
Industrial, subsistence and developing economies
Global financial crisis
Sub-prime crisis
Changing income distribution and consumers spending patterns
Engels laws
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Natural environment Natural environment involves natural resources that are needed
as inputs by marketers or that are affected by marketingactivities.
Industries cluster
Growing shortage of raw material
Increased pollution
Increased government intervention
Green movement, environmental sustainability, carbon credits
HP and its products
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Technological environment Technological environment: socio-technographic
RFID (radio-frequency identification)
New markets and opportunities
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Political and Social environment Political environment consists of laws, govt. agencies and
pressure groups that influence or limit various organisations andindividuals in a society
1) Legislation regulating business Increasing legislation protect companies (MRTP), protect
customers, protect interests of society
Changing government agency enforcement FDA, EPA
New forms of Non-tariff barriers
2) Ethics and Socially responsible actions: do the right thing
Socially responsible behaviour: online privacy,
Cause related marketing: P&G Pakistan (Khawbon se agey)
Strategy for selling rather than strategy for giving
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Cultural environment Cultural environment consists of institutions and forces that
affect a societys basic values, perceptions, preferences adbehaviours.
Persistence of cultural values: core and secondary values
Shifts in secondary cultural values
Peoples view of themselves
Peoples view of others
People view of organisations
Peoples views of society
Peoples views of nature
Peoples views of universe
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Responding to Marketing Environment Examples where companies responded well to micro as well as
macro environmental changes
Microenvironment:
Infosys and recession in 2008/ 2009 Introduction of
Disintermediation and reintermediation
Case of CAT consumers in China
Case of Chinese earthmoving machines as competition to CAT
Macroenvironment:
Introduction of new engines by CAT and rebuilding the old onesas per new market regulations
Case where CAT moved out of Agriculture segment to focus on
Infrastructure
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Thanks