Un (T Marketiitgei (Viroi/Ment: L) Efinition: & Enviroi (N (Ent
Un (T Marketiitgei (Viroi/Ment: L) Efinition: & Enviroi (N (Ent
Un (T Marketiitgei (Viroi/Ment: L) Efinition: & Enviroi (N (Ent
l)efinition: The Marketing Environnrent includes the Lrtonral factors (emplo1'ees. cr-rstomers, shareholders.
retailers & distributors. etc.) and tl-ie Extemril tirctors( L.olitical. legal, social. techr-rological, econornic) that
srrrrouud the br,rsiness and influence its marlieting opcrations.
FACTORS GF N{AI{KE,1'ING ENVIROI{N{ENT:
MACRO ENVIRONMENT
ECONOMIC ENVIRONMENT
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COMPETITORS
TEClINOLOCI( N L
* The middle nren facilitate the moment of goods fronr the prodr-rcer to the consumer
(2) N,TACRO Ef{Vil1ONN{ENT :
(a) Econonric Environment :
*' The ecor-ron'ric environment play an inrportant role in marketing activities
" The inrpofiant elenrent of-a market is purchasir-ig pou,er and nillingness to sper,d
r' F{encc econon-iic conditions play important role in marketing system
* N4arkets plans and programlxes are also influenced b1, many other econornic factors like interest rates,
money suppl_v, price level, consLlmer credit, etc..
Ex : Iligher interest rates adversell,influence real - estate market
Note : Pcdbrnrance of indian econom), dLrring the last feu, r,ears l-ias been very eltcollraging corlslrmer
durables and nor-i-durable products.
s_Q)cIAL & CULTURAL ENVTRONMET{T
* The nrerrketing rnanagers of toda1,donot have sound sleep. because social and cultural rralues are
constantl5, changing elfecting tl're present marketing programrne.
r' Social l'olces stancl for social values and living
* The societi'of todal,can be divided into materialistic and spiritual values
t' Tire nrateri:rlistic values sai, - lif-e is short - B"g, Borrou,, or Steal - but en-ioy the lile
" \\rhile other eronps savs thinli of simple lir.,ing and hi-ett thinking because more and more neecls and
rvants are the route causes of over of miseries ( unhappiness) of life
* Cr-Lltr-u'al r,alucs are also changing as to clothing, shuler and day to day living.
Note : Fashions and Style moments chan-9e the business pattern
(C) POLITICAI, hl{D LEGAL ENVIRONMENT :
* Political ancl legai courses are considerable factors in markeint activities and operations of business
enterprisers
'l- Marketit-tg sYstelrs are effecteci by governrner.rt's monotory and ph1'sical policies, Import and Exporl
Policies. Customs cluties etc.,
Ex : Anti pollution larvs influence marketing plans ar-rd policies
(D) TECI{}{OLOIY:
* Tire developments of scicnce and technologl, has creatcd a tremendor-rs irnpact in over life st1,les, ar-rd
consunrlion pattem.
* The dcveloprr-ient of the technologl,influence the introduction of nervproducts and neu,,markets
Ex : of cllects of technology on marekting
* Artif-rcal fibre cloth has taken or.,er the pure coltong textiles indr-rstry
* lelevision has advcrsely effected radio and cinema industries.
" Mobile phones eff'ects the land lines
(E) DEMOGI].API{Y :
t' Demograrphl,is the studl,of human population its distribution
* Den-roglaphic features related to grou,ht populatior-r , birth and death rates, sex ratios, age grollp,
literacr, rate. ethics. density, rural and u'ban and so on.
+' Thcse
dei-nograplric lnctors in1'luence the tlarketing system.
Ex : 1. Ilthe birth rate is high then there is a denrand fbr baby prodticts
2. If thc tolal popr-rlation consists of more olcl peoplc. there is nrore denrand formedicines.
Pag N".7