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Amity Business School

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MBA (RM) 2013, 1st Semester

Marketing Management

Amanpreet Kang

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Write Notes on..1. Relationship Marketing (aspects of relationship marketing

and its importance)

Quote two examples

2. Social Marketing (need for social marketing and

essentials of social marketing

Quote two examples

Notes should be handwritten and staples

Books referred to be clearly mentioned

Mention your names and class roll numbers on the

notes

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Analyzing the Marketing

Environment

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Introduction Marketing environment forces outside marketing that

affect the marketers ability to build and maintainsuccessful relationship with the target customers.

Some examples ???

Successful relationship ???

Disciplined methods: Marketing research

Marketing intelligence

Micro and macro environment.

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Micro and Macro environment Microenvironment consists of forces close to the company

that affect its ability to serve its customers.

Factors can be controlled by the company by its own action

and hence called controllable factors

Macroenvironment consists of larger societal forces that

affect the microenvironment.

These factors are larger societal forces that cannot be controlled

by the company at-least in the short run and are also calleduncontrollable factors.

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Companys Microenvironment Relationship with customers by creating customer value and

satisfaction.

1. Internal - Company departments2. Suppliers

3. Marketing intermediaries

4. Competitors

5. Public

6. Customers

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Companys Microenvironment1. Internal - Company departments internal marketing, think

customer

2. Suppliers important link in value delivery system, control thequality and prices of the final goods that customers get

Big Bazaar, vendor satisfaction survey

3. Marketing intermediaries distribute, sell and promote

products. Resellers: wholesalers and retailers, fragmented vs. dominant

Physical distribution firms: help move company goods from

point of origin to their destination

Marketing services agencies and Financial intermediaries

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Companys Microenvironment4. Competitors; company must provide greater customer value

than competitors

5. Public is a group that has actual or potential interest in/impact on an organisations ability to achieve its objectives

Financial, media, government, citizen-action, local, general,

internal

6. Customers 5 types of customer markets Consumer, business, reseller, government, international

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Companys Macroenvironment Includes forces that affect microenvironment and cannot be

controlled. 6 forces are:

1. Demographic environment

2. Economic environment

3. Natural environment

4. Technological environment

5. Political and social environment

6. Cultural environment

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Demographic environment Demography is the study of human population in terms of

size, density, location, age, gender, race, occupation, etc.

Large and diverse population

Large emperors and empresses, six-pocket syndrome

Pampers in Pakistan Alliance in India

Asian subcontinent

Increasing population

Growing middle class (Deprived .9; Aspirers .9 to 2; Seekers 2

to 5; Strivers 5 to 10 and Global 10 and over) Growth in rural population

Changing family system (DINKs and DISKs)

Changing ole of women

Educated, white collared, professional population

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Economic environment Economic environment consists of factors that affect purchasing

power and spending patterns.

Markets need buying power and people

Level & distribution of income

Industrial, subsistence and developing economies

Global financial crisis

Sub-prime crisis

Changing income distribution and consumers spending patterns

Engels laws

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Natural environment Natural environment involves natural resources that are needed

as inputs by marketers or that are affected by marketingactivities.

Industries cluster

Growing shortage of raw material

Increased pollution

Increased government intervention

Green movement, environmental sustainability, carbon credits

HP and its products

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Technological environment Technological environment: socio-technographic

RFID (radio-frequency identification)

New markets and opportunities

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Political and Social environment Political environment consists of laws, govt. agencies and

pressure groups that influence or limit various organisations andindividuals in a society

1) Legislation regulating business Increasing legislation protect companies (MRTP), protect

customers, protect interests of society

Changing government agency enforcement FDA, EPA

New forms of Non-tariff barriers

2) Ethics and Socially responsible actions: do the right thing

Socially responsible behaviour: online privacy,

Cause related marketing: P&G Pakistan (Khawbon se agey)

Strategy for selling rather than strategy for giving

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Cultural environment Cultural environment consists of institutions and forces that

affect a societys basic values, perceptions, preferences adbehaviours.

Persistence of cultural values: core and secondary values

Shifts in secondary cultural values

Peoples view of themselves

Peoples view of others

People view of organisations

Peoples views of society

Peoples views of nature

Peoples views of universe

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Responding to Marketing Environment Examples where companies responded well to micro as well as

macro environmental changes

Microenvironment:

Infosys and recession in 2008/ 2009 Introduction of

Disintermediation and reintermediation

Case of CAT consumers in China

Case of Chinese earthmoving machines as competition to CAT

Macroenvironment:

Introduction of new engines by CAT and rebuilding the old onesas per new market regulations

Case where CAT moved out of Agriculture segment to focus on

Infrastructure

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Thanks

3d754mm~session 2 (2)

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