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03+Market+Envioronment 12.07.11
03+Market+Envioronment 12.07.11
03+Market+Envioronment 12.07.11
Introduction
Market Environment The forces that affect the building the customer relationships with the target customers are the Market environment. These are broadly classified as MICRO and MACRO.
MICRO The factors which are close to the company, and can be controlled by the company such as;
The company The top management
Agents
Channels Customer service Marketing services like survey, research, etc,
Market Environment
Introduction
Competitors and Publics Financial institutions Media Government Citizen or local public / community etc
Market Environment
MACRO Demographic human population in terms of; Age
Introduction
Location
Gender Occupation Race
Economic
Religion and
Other factors
Overall economic conditions Industrial growth FDI/Foreign funds in case of India Earning levels Consumer spending Infrastructure & industrial developments etc.
Market Environment
Introduction
Natural Environment Availability of natural resources as raw materials, air, water, pollution and its control by the government/authorities and its effect on the companys production facilities etc.
Technological Environment Forces that create new technology / product / market opportunities etc.
Political Regulations by government Governmental structures (majority / coalition) Controls (High or Low) by the government, etc
Cultural The factors affecting the basic values, perceptions, preferences and behaviours of the society
GLOBAL Global factors, governments attitudes and policies for developments, strength and weakness compared when seeking tie ups or joint ventures and opportunities available