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Micro and Marco Marketing Envoirnment: Vishakha Bhattacharya

This document discusses micro and macro marketing environments. The micro environment includes factors closest to the business like customers, suppliers, competitors, and publics. It directly impacts the business operations. The macro environment includes larger societal forces like economic, technological, political, cultural that indirectly impact all businesses. It also defines the types of factors in the micro environment like the company itself, suppliers, intermediaries, customers, competitors and publics. For the macro environment, it outlines demographic, economic, natural, technological, political and cultural factors.

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96 views

Micro and Marco Marketing Envoirnment: Vishakha Bhattacharya

This document discusses micro and macro marketing environments. The micro environment includes factors closest to the business like customers, suppliers, competitors, and publics. It directly impacts the business operations. The macro environment includes larger societal forces like economic, technological, political, cultural that indirectly impact all businesses. It also defines the types of factors in the micro environment like the company itself, suppliers, intermediaries, customers, competitors and publics. For the macro environment, it outlines demographic, economic, natural, technological, political and cultural factors.

Uploaded by

Cust Digi
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© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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Download as PPTX, PDF, TXT or read online on Scribd
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Micro and Marco

Marketing
Envoirnment
Vishakha Bhattacharya
What is Micro & Macro
Environment?
What is Micro and Macro
Marketing Environment?
 Micro Environment
 The micro-environment is basically the environment that has a direct impact
on your business. It is related to the particular area where your company
operates and can directly affect all of your business processes. In other words,
it consists of all the factors that affect particularly your business.
 The micro-environment includes customers, suppliers, resellers,
competitors, and the general public.

Micro
Macro Environment
 The macro-environment is more general - it is the environment in the economy
itself. It has an effect on how all business groups operate, perform, make decisions,
and form strategies simultaneously. It is quite dynamic, which means that a
business has to constantly track its changes. It consists of external factors that the
company itself doesn’t control but is certainly affected by.The micro-environment
includes customers, suppliers, resellers, competitors, and the general public.
 The factors that make up the macro-environment are economic factors,
demographic forces, technological factors, natural and physical forces, political and
legal forces, and social and cultural forces.

Macro
TYPES OF MICRO MARKETING
FACTOR
1. The Company
 Company organization consists of Board of Directors and functional managers.
 Marketing plans are drawn up as per the philosophy of Top management.
 Marketing decisions like new products, expansion, etc depend on the support of top
management. It depends upon finance, managerial skills, organization’s strengths and
weaknesses.

2. Suppliers
 Provide resources needed to produce goods and services.
 Important link in the “value delivery system.”
 Most marketers treat suppliers like partners.
 Marketers must watch supply availabilityand pricing
TYPES OF MICRO MARKETING FACTOR
3. Intermediaries
1. Reseller
 These are those who hold and sale companies product and services
 Wholesaler's, Retailers, Consultants etc.

2. Physical Distributors Firms


 They help the company to stock and move goods from their point of the origin and their
destinations
 Transportation and warehousing.

4. Customer
 Purchase requirements vary from customer to customer
 Influenced by cultural, social and psychological factors
 They are large in number
TYPES OF MICRO MARKETING FACTOR
5. Competitors
 To be successful, a company must satisfy needs and wants of
consumers better than competitors
 A company should monitor three variables when analysing each of
its competitors
1. Share of Market
2. Share of Mind
3. Share of Heart

 One Must understand competitor’s strengths Must differentiate firm’s products and
offerings from those of competitors.
TYPES OF MICRO MARKETING FACTOR
6. Publics
1. A group that has an actual or potential interest in or impact on
an organization

PUBLIC

Finance Regulation
MEDIA CAG General Internal
Public Authority
Public Public
TYPES OF MACRO MARKETING FACTOR

1. Demographic Environment
 Demography is the study of human populations
 Demographic Environment is a major interest to marketers

2. Economic Environment
 The economic environment consist of factors affecting consumers purchasing
power and spending patterns both across and within their world markets.

3. Natural Environment
 The natural environment involves the natural resources that are needed as
inputs by marketers or that are affected by marketing activities.
 Topographical factors may affect the demand pattern.
 Ecological factors have recently assumed great importance
TYPES OF MACRO MARKETING FACTOR

4. Technological Environment
 The technological environment is perhaps the most dramatic force now
shaping our destiny.
 Forces that create new technologies, create new product and market
opportunities.
 Technological Innovation.
 Role of research and development.

5. Political Environment
 The political environment consistof laws, government agencies, and pressure
groups that influence and limit various organizations and individuals in the
given society.
 Has close relationship with the economic system and economic policy.
TYPES OF MACRO MARKETING FACTOR

6. Cultural Environment
 Cultural Environment of a nation determines the value system of the society
which in turn affects the functioning of the Business.
 The society is a mix of different groups with diverse cultures & subcultures.
Every society has its conduct. The marketing manager of a company must
study the society in which he works.
 Eg: In India, we have distinctive cultural groups
like Kashmiris, Punjabis, Assamese, and so forth. The manager of marketing of
a company ought to observe these distinctions before finalizing the marketing
schemes.
THANK YOU

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