marketing environment and rural marketing
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Welcome
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SREENIVASA INSTITUTE OF TECHNOLOGY
AND MANAGEMENT STUDIES
SREENIVASA INSTITUTE OF TECHNOLOGY
AND MANAGEMENT STUDIES
Power point presentation on
MARKETING ENVIRONMENT
&
RURAL MARKETING
by
G.P.DINESH
Power point presentation on
MARKETING ENVIRONMENT
&
RURAL MARKETING
by
G.P.DINESH
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What is Marketing…??What is Marketing…??
Selling?
Advertising?
Promotions?
Making products available in stores?
Maintaining inventories?
All of the above, plus much more!
Selling?
Advertising?
Promotions?
Making products available in stores?
Maintaining inventories?
All of the above, plus much more!
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Marketing Marketing
Marketing is the process of planning and executing the conception, pricing, promotion, and distribution of ideas, goods, services to create exchanges that satisfy individual and organizational goals
American Marketing Association
Marketing is the process of planning and executing the conception, pricing, promotion, and distribution of ideas, goods, services to create exchanges that satisfy individual and organizational goals
American Marketing Association
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Marketing EnvironmentMarketing Environment
A Variety of environmental forces influence a company’s marketing system. Some of them are controllable while some of them are uncontrollable. It is the responsibility of the marketing manager to change the company’s policies along with the changing environment
A Variety of environmental forces influence a company’s marketing system. Some of them are controllable while some of them are uncontrollable. It is the responsibility of the marketing manager to change the company’s policies along with the changing environment
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Environmental FactorsEnvironmental Factors
Internal Factor External Factor
Company’s Internal Environmental Factors
Research & Development Dept. Personnel Dept. Production & Accounting Dept.
Internal Factor External Factor
Company’s Internal Environmental Factors
Research & Development Dept. Personnel Dept. Production & Accounting Dept.
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External Factors may be further classified into :
External Micro Factors &External Macro Factors
External Micro Factors : Suppliers Press Public Financial Public Consumers Govt. Competitors General Public Marketing Intermediaries
External Factors may be further classified into :
External Micro Factors &External Macro Factors
External Micro Factors : Suppliers Press Public Financial Public Consumers Govt. Competitors General Public Marketing Intermediaries
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External Macro Environment : Demography Economic Environment Physical Environment / Natural
Forces Technological Factors Social & Cultural Factors
External Macro Environment : Demography Economic Environment Physical Environment / Natural
Forces Technological Factors Social & Cultural Factors
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INDIAN MARKET & ITS ENVIRONMENTINDIAN MARKET & ITS ENVIRONMENT It is difficult to analyze the
environmental factors affecting Indian Market. Ours is a vast country with various religions, caste, sub-caste, languages, culture etc.,
Vast market• Northern Market• Southern Market• Western Market • Eastern Market
Rural Market
It is difficult to analyze the environmental factors affecting Indian Market. Ours is a vast country with various religions, caste, sub-caste, languages, culture etc.,
Vast market• Northern Market• Southern Market• Western Market • Eastern Market
Rural Market 99
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Cultural & ReligionEconomic ConditionsGovernmentIntermediariesMediaTechnology
Cultural & ReligionEconomic ConditionsGovernmentIntermediariesMediaTechnology
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Rural MarketingRural Marketing
Rural marketing is the process of marketing in rural areas. It includes marketing the adoption of various marketing strategies and policies in rural market with a view to convert the needs and wants of rural people into demand
Rural marketing is the process of marketing in rural areas. It includes marketing the adoption of various marketing strategies and policies in rural market with a view to convert the needs and wants of rural people into demand
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Features of rural Market in IndiaFeatures of rural Market in India
• Large and Scattered Market• Diverse socio-economic
Background• Changing demand pattern• Major income comes from
agriculture• Saving habits• Media reach• Poor infrastructure facilities• Low standard of living
• Large and Scattered Market• Diverse socio-economic
Background• Changing demand pattern• Major income comes from
agriculture• Saving habits• Media reach• Poor infrastructure facilities• Low standard of living
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Potential of rural MarketsPotential of rural Markets• Large Population• Rising Rural Prosperity• Growth in Consumption• Changing Lifestyle• Life cycle Advantage• Market Growth Rate Higher
than Urban• Rural marketing is not
Expensive
• Large Population• Rising Rural Prosperity• Growth in Consumption• Changing Lifestyle• Life cycle Advantage• Market Growth Rate Higher
than Urban• Rural marketing is not
Expensive1313
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4 A’s of Rural Marketing4 A’s of Rural Marketing
• Availability• Affordability• Acceptability• Awareness
• Availability• Affordability• Acceptability• Awareness
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Any Queries ?????? Any Queries ??????
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THANK U____ ___ THANK U____ ___