Module 2 Marketing Management Part 01, MBA VTU first semester

8/8/2019 Module 2 Marketing Management Part 01, MBA VTU first semester

http://slidepdf.com/reader/full/module-2-marketing-management-part-01-mba-vtu-first-semester 1/29

Module 2





4- 3

Know the environmental forces that

affect the companys ability to serve its customers.

Realize how changes in the

demographic and economic environments affect marketing

decisions.



4- 4

Identif y the major trends in the f irms

natural and technologicalenvironments. Know the key changes in the political

and cultural environments. Understand how companies can

react to the marketing environment.



4- 5

Marketing Environment

The actors and forces that affect a f irmsability to build and maintain successfulrelationships with customers.

Aspects of the marketing environment: Microenvironment

Macroenvironment



4- 6

Actors Affecting a Firm¶s AbilityActors Affecting a Firm¶s Ability

to Serve Customersto Serve Customers Company

Suppliers Customer

Markets

Competitors Publics Marketing

Intermediaries



formulating plans include the top

management, f inance, R & D, purchasing,

manufacturing and accounting.



Link in the company over all customer value

deliver system

In short run- price changes, supply shortage,labor strikes, lose in sales.

In long run- damage customer relationship.



Aid the company in promoting, selling and

distributing its goods to the f inal buyers.

Middlemen, physical distribution f irms,marketing service agencies and f inancial

intermediaries.



Consumer market, industrial market, reseller

market, government markets and

international markets. Brand loyalty

Customers wants and preferences



Development of marketing plans and

strategy is based on knowledge about

competitors activity.



Financial bank, stock, brokers, f inancialinstitutions

Media- newspapers, magazines, radio,TV Government- government department Citizen action- consumer organization, environment

groups Local- neighborhood residents, community groups General- general public, public opinion, public

image Internal- workers, off icers, board of directors.



4-13

Macroenvironmental ForcesMacroenvironmental Forces

Demographic

Economic

Natural

Technological Political Cultural Legal



Company

Demographic

Economic

Natural

Technological

Political,

Legal

Cultural

Company

Customers

Intermediaries

Suppliers

Competitors

Publics



Marketers are interested in the size of the

population, geographical distribution,

density, age distribution, birth, marriage anddeath rate.

Changes in age, family structure,geographical population shift, educational

characteristics.

Teenagers and working women trend in India





Buying power

Spending pattern

Depend on- current income, prices, savings,and credit availability.

Monetary policy changes, business cycle,changes in income level etc.





Slowdown in real income growth

Continued inflationary pressure

Low saving Changing consumer expenditure pattern



That are needed as input by marketers.

Aware of - shortage of raw materials,

increased population, and increasedgovernmental intervention in natural

resources management.

Green marketing

Eco-f riendly-technology, transport, use anddisposal.







Opportunity andThreat in the market.

Changes in lifestyle and preferences





Laws, government agencies,

Regulate business and marketing

To protect companies each other, to protectconsumers.

Eg: globalization, liberalization, de-licensing,FDI policy.



Legislations passed to control or guide

businesses and industry.

Legal regulation on product, prices,distribution and promotion.

Surrogate advertisement.





Forces that affect a societys basic values,

perceptions, preferences, and behaviors.

Basic beliefs and values Factors- religion, language, education



Documents

Module 2 Marketing Management Part 01, MBA VTU first semester