MARKETING MANAGEMENT I

2. MARKETING ENVIRONMENT
SCANNING MARKETING
ENVIRONMENT
 NEED
 Dynamic in Nature
 Information is scattered
 Increasing global competition
 Sustainability issues
 Cross border operations
 Managing dispersed marketing teams
 Providing timely information for decision-making
Analysis of Micro Environment
 Internal
 Order-to-payment cycle
 Sales information
 Internal Databases, data warehousing and data mining
 Marketing Information Systems
 External
 Customer information (External)
 Competitor Information
 Share holder information
 Supplier information
 Information pertaining other partners (Channel)
Analysis of Macro Environment
 Demographic Environment
 Economic Environment
 Socio-Cultural Environment
 Natural Environment
 Technological Environment
 Political and Legal Environment
Demographic Environment
 Population growth
 Composition of population
 Population age mix
 Urban / Rural Mix
 Family size composition
 Literacy levels
 Employment Status
Economic Environment
 Per-Capita income / GDP growth
 Income distribution
 Social classification
 Earning population
 Demand and supply conditions
 Price levels and Availability of goods
 Costs and revenues
Socio-cultural environment
 Culture
 Sub-culture
 Cross-culture
 Life styles
 Values and beliefs
 Attitudes and aspirations
Natural Environment
 Raw materials
 Power and Water
 Environmental issues
 Location advantages
 Natural calamities
 Seasonal changes and impacts
Technological Environment
 Ability to innovate new technologies
 Opportunities for innovation
 Governmental support
 Emphasis on R & D
 Adaptability to new technologies
 The speed of change
 Increased regulation to changes
Political-Legal Environment
 Business Legislation
 Protection against unfair means
 Support to start new businesses
 Transformation in business environment
 Consumer Welfare
 Safety of consumers
 Information to consumers
 Representation and Redressal