PPT-4 The Marketing Environment

Professor Close LO 1 Discuss the external environment of marketing and explain how it affects a firm LO 2 Describe the social factors that affect marketing LO 3 Explain the importance to marketing managers of current demographic trends . The Marketing Mix. The Marketing Mix. The tools available to a business to gain the reaction it is seeking from its target market in relation to its marketing objectives. 7Ps – Price, Product, Promotion, Place, People, Process, Physical Environment. (chapter 4). (3. rd. semester). Meaning of Marketing Environment . Marketing environment consists of all those internal and external forces which affect the marketing strategies. Modern marketer realizes that environmental scanning would provide them with continuous interaction between the customers and the business they are in.. Learning Objectives. 1-1. . Define marketing.. 1-2. Explain the different variables of the marketing mix.. 1-3. Describe how marketing creates value.. 1-4 . Briefly describe the marketing environment.. BY. CHINTAN PATHAK. BHUSHAN. - ‘G’ DIV . B. Bharati. . Vidyapeeth. University. Institute of Management and Entrepreneurship Development. 1. INDEX. OBJECTIVES. INTRODUCTION. GREEN MARKETING. According to the American Marketing Association . green marketing. is the marketing of products that are presumed to be environmentally safe. Thus green marketing incorporates a broad range of activities, including product modification, changes to the production process, packaging changes, as well as modifying advertising. Yet defining green marketing is not a simple task where several meanings intersect and contradict each other; an example of this will be the existence of varying social, environmental and retail definitions attached to this term.. Internal environment. A firms marketing system is also shaped by internal forces that are controllable by management. . These include a firms production, financial and personnel activities . eg: If Godrej company is thinking of adding a new brand of toilet soap which already have more than half dozen brands. It must determine whether existing production facilitates new brand and its expertise can be used more fruitfully.. “. The actors and forces outside marketing that affect marketing mgt’s ability to build and maintain successful relationships with target customers” – . Kotler. . Today's markets change rapidly and marketers need to adopt their strategies and to meet new challenges and opportunities. 1: . Customer-Driven Strategic . Marketing. 2: . Planning, Implementing, and Evaluating Marketing . Strategies. 3:. The Marketing Environment, Social Responsibility, and Ethics. Chapter 1. Customer-Driven Strategic Marketing. 1: . Customer-Driven Strategic . Marketing. 2: . Planning, Implementing, and Evaluating Marketing . Strategies. 3:. The Marketing Environment, Social Responsibility, and Ethics. Chapter 3. The . Marketing Environment, Social Responsibility, and Ethics. 03. Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall. Chapter Objectives. Understand international marketing and decisions firms make when they consider globalization. Explain how international organizations such as the World Trade Organization (WTO), economic communities, and individual country regulations impact a firm’s opportunities for globalization. Some benefits of understanding your marketing environment include:. Assisting you in understanding the company's competitors and the market. Supporting you in identifying your current and potential customers. Presented by. Dr. . Anubha. Gupta. Faculty , S.S. in Commerce . Vikram. University. Useful for BBA(H)/B.COM(H)/M.COM and allied subject. . INTERNATIONAL MARKETING ENVIRONMENT. International marketing environment is a set of controllable... . Control. Marketing control is the process by which firms assess . the . effects . of their marketing activities and programs and . make . necessary changes and. . adjustments. Marketing control. Commerce. , . Solapur. Autonomous College. Class- B.Com Part- . I, . Sem. -I. Reading . Material. Sub- . . Principles of Marketing . Marketing . Introduction:. History of Human Civilization. Exchange is the central theme .