A presentation on marketing environment

Presented by:- Deepak Bharat

Regd.no :- 1861301083
Sec:- B
Marketing environment
 Marketing environment means the market situation / atmosphere within which a
business enterprise has to operate .
 According to Philips Kotler,“the company ‘s marketing environment is made up of
the sector & forces out sider the firm’s marketing function which infringe upon
the ability of marketing management to develop & maintain a successful
relationship with the firm’s target audience” .
Types of marketing environment
 Micro environment
 Macro environment
Micro environment
 Consumers
 Marketing intermediaries
 Suppliers
 Competition
 Consumer :- the wants, desires ,preference ,expectations and aspirations of
consumers keep fluctuating. Marketing system must respond to the customer
needs & desires in all aspects. Marketing policies programmes & strategies are
panned, organized & executed with the main objective of customer satisfaction.
 Marketing intermediaries :-
 Suppliers :-the company purchases raw materials from vender /suppliers.it has to
ensure regular suppliers to maintain continuity of production. Shortage of raw
materials can affect production volumes leading to low sales and low profits.
Macro environment
 Demography
 Economic environment
 Social &cultural environment
 Political & legal
 Technology
 Natural environment
 Demography :-demographic analysis deals with quantitative elements such as age,
gender, education , occupation ,income, geographic concentration & dispersion
,urban & rural population .
 Economic environment :- economic conditions play a significant role in the market
system .high economic growth assures higher level of employment & income
leads to marketing boom in many industries.
 Social & cultural environments :- social class is determined by income,
occupations, location of residence of member . Broadly, we have three social
classes.
 Culture provides people with a sense of identify and understanding of acceptance
behavior in society .
 Political & legal :- political & legal forces are gaining considerable importance in
marketing activities & operations of business enterprises. marketing system are
affected governments monetary & fiscal policies , import & exports polices ,
customs duties.
 Technology:- it is driving force behind new product innovations & the
development of many markets. The time between idea generation
&commercialization is now considerable shorten year .
 Nature :- environmental protection can be integrated to assure a healthy, peaceful
& productive life in harmony with nature .