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31 views

Group_C_Group_3.pdf(2)

Uploaded by

imtiazsahnav
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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Shanto Mariam University of Creative Technology

Assignment On
Subject : Principles of Marketing
Submit to: Salma Akter Ira
Batch :64 Section : C Program: BBA
Topic: The Marketing Environment
Submitted by
1.Jasim -232401115 2.Habiba -232401118

3.Asik -232401128 4.Sanjida -232401133

2.Sumaiya -232401141 6.Sadia -232401142


7.Siam -232401143 8.Tanjil -232401137

Note on Chapter-3
-The Marketing Environment
The Marketing Environment

The marketing environment is a combination of internal and


external factors that influence the operations of a business and
its ability to serve its customers. The internal environment
consists of factors such as material, machines, workers, and
money, which are necessary to run a business successfully.
On the other hand, the external environment can be divided
into two categories: macro and micro. The microenvironment
is closely related to the business and constitutes all external
business activities such as distribution and promotion of
products of the company. The macro-environmental
components affect all the companies serving in a single
industry similarly. For example, changes in the laws and rules
related to production or doing business will apply to all
companies likely.
The Company’s Microenvironment

The Company

Publics Suppliers

Microenvironment

Competitors
Marketing
Intermediaries
Customer

 The Company :

Marketers must work in harmony with other company


department to create customer value and relationships

Example : Walmart's marketers can't promise low prices


unless its operations department delivers low costs.
 Suppliers :

Supplier is a person, business, or entity that provides


products or services to another entity. In creating value
for customers, marketers must partner with other firms in
the company's value delivery network.

Example : a company that sells PCBAs to a laptop


manufacturer or OEM is one example of a supplier.

 Marketing intermediaries :

Firms that help the company to promote, sell and distribute


It's goods for final buyers. They include revelers, physical
distribution firms, marketing services agencies and financial
intermediariesExample : independent firms which assist in
the flow of goods and services from producers to end-users;
they include agents, wholesalers and retailers; marketing
services agencies; physical distribution companies; and
financial institutions.
 Customer :

Individuals or groups that buy products or services from


a business are known as customers.

Example: Consider a local bakery that caters to a diverse


customer base. The preferences, needs, and buying
behavior of customers will greatly influence the bakery's
product offerings, pricing strategies, and marketing
efforts. For instance, if the bakery identifies a growing
demand for gluten-free products among its customers, it
might decide to introduce a line of gluten-free baked
goods to meet their needs.

 Competitors:
Competitors are defined as other companies or
organizations that provide comparable goods or services
and fight for the same clients.

Example: In the smartphone industry, companies like


Apple and Samsung are fierce competitors. The
strategies and innovations introduced by one company
directly influence the actions of the other.If Samsung
launches a new feature in its smartphones, Apple might
respond with a similar or superior feature in its next
product release. This constant competition drives
innovation and improvement within the industry.

 Publics:
Individuals or groups that may not be direct rivals or
customers but who never the less have an interest in or
influence on the business are referred to as publics. They
may consist of the media, advocacy organizations,
government agencies, and more.

Example: Consider an environmentally conscious


clothing brand. Environmental groups and regulatory
bodies could be part of its publics. Any decision the
brand makes regarding sustainable practices, materials,
or manufacturing processes may attract attention and
feedback from these publics. Adapting to or addressing
the concerns of these groups can influence the brand's
reputation and market position.
The Company’s Macroenvironment

Demographic

Cultural Economic

Macro-environment

Political
Natural

Technological

Demographic Environment :

Demography is the study of human populations in


terms of size, density, location, age, gender, race,
occupation, and other statistics. The demographic
environment is of major interest to marketers
because it involves people, and people make up
markets. The world population is growing at an
explosive rate.

Example : age, race, ethnicity, gender, marital


status,
income, education, and employment.

 Economic Environment :

The economic environment relates to all the economic


determinants that influence commercial and consumer
compliance. The term economic environment indicates
all the external economic circumstances that affect the

purchasing practices of customers and markets. Hence, it


influences the production of the business.

Example :The weather might affect an agricultural


business.
 Natural Environment :

A natural environment refers to an environment in which


human contact or influence has been extremely limited.
The natural environment includes water, air, land,
animals, and plants. Therefore, the natural environment
includes both biotic and abiotic conditions present on the
earth.

Example : The natural environment consists of land-


based ecosystems such as grasslands and forests, aquatic
ecosystems such as rivers and wetlands, and coastal and
marine ecosystems such as mangroves and sea-grass
meadows.

 Technological Environment :
The technological environment refers to external factors
in technology that impact business operations. Changes
in technology affect how a company will do business. A
business may have to dramatically change their operating
strategy as a result of changes in the technological
environment.

Example : automation, engine performance and


efficiency, wireless charging, internet connectivity, and
many more.

 Political Environment :

Political factors are an example of a macro-


environmental force that can impact a business. Thes
include laws or government regulations governing
companies or the industry in which they operate.
Example: Political factors in the macro environment
include taxation, tariffs, trade agreements, labour
regulations, and environmental regulations.
 Cultural Environment :

The Socio-Cultural forces link to factors that affect


society's basic values, preferences and behavior. The
basis for these factors is formed by the fact that people
are part of a society and cultural group that shape their
beliefs and values.

Example : The cultural environment consists of the


influence of religious, family, educational, and social
systems in the marketing system.

 Conclusion :

The marketing environment is a dynamic environment


for a business. This environment is constantly changing.
A business needs to adapt to these changes to manage its
marketing activities.

END

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