Micro and Macro Environment Factor of Marketing
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The document discusses marketing environmental factors (MEFs) that are external to a company's marketing department but can affect it. MEFs are dynamic and changing MEFs can provide opportunities or threats. There are macro MEFs like demographic, political/legal, economic, social, and technological factors. Micro MEFs that directly impact marketing include the company's other departments, intermediaries like distributors and middlemen, marketing services, public groups, suppliers, customers including consumers and competitors. The marketing department must consider these various MEFs in its planning.
Micro and Macro Environment Factor of Marketing
- 1. Presentation on Marketing Environmental Factors By .Sagar Garg
- 2. What Is MEF (Marketing Environment Factor) All those factor Which are external to marketing department And have effect on Marketing Department
- 3. Characterstics Of MEF. • MEF cannot be constant means they are not always same they are very dynamic in nature.
- 4. Characterstics Of MEF. • Whenever MEF changes it gives opportunity as well as threat.
- 6. MARKETING ENVIRONMENTAL FACTORS RELATIONSHIP (EFFECT ON EACH OTHER) MD MICRO MACRO
- 7. TYPES OF MACRO MARKETING FACTORS. DEMOGRAPHIC FACTORS Factors such as age, household pattern, educational level, occupation, income, marital status.
- 8. TYPES OF MACRO MARKETING FACTORS. Political & Legal Factors Factors such as direct taxes, indirect taxes, government polices, laws for production capacity have effect on MD.
- 9. TYPES OF MACRO MARKETING FACTORS. Economic /Natural Factors Factors such as inflation, recession, hurricane and tsunami directly have effect on means of production.
- 10. TYPES OF MACRO MARKETING FACTORS. Social Factors Factors which help in acceptance or non acceptance of a product in society. Their likes and dislikes.
- 11. TYPES OF MACRO MARKETING FACTORS. Technological Factors Factors such as change in IT, Machines, Material effect Marketing Department
- 12. MICRO FACTORS. Factors whose effect is immediate on Marketing Dept. These factors are very close to Marketing Factors. Impact is very high on Marketing Dept. They are some how controllable.
- 13. TYPES OF MICRO FACTORS. COMPANY All the departments other than Marketing Department.
- 14. TYPES OF MICRO FACTORS. Intermidiateries Intermidiateries help to move good and service from point of MFD to Point of Consumption they include People, organisation or system.
- 15. Middleman. People who sell the goods. Agent: sell goods on behalf of org. and get commission.. Merchant: People who use to stock and then sell . And earn margin or profit. Middleman Agent Merchant
- 16. Physical Distributors. People or organisation who ensure movement of goods . People: who take part in actual distribution eg. transport. Warehouse: Who perform the function of bulk breaking. Physical Distributor People Warehouse
- 17. Breaking Big Consignment and selling them in small units.
- 18. Marketing Services. Its is an external help which is use for selling the product or services. Marketing Services Advertisement Research Consultant
- 19. TYPES OF MICRO FACTORS. Public People who have either potential or actual interest in business is called as public. PUBLIC Finance Public MEDIA REGULA TION Authori ty CAG General Public Internal Public
- 20. Financial Publics. People who invested their money in business and have interest in the business.. Banks , Venture Capitalist etc.
- 21. Media. It is considered as watch dog of Society. They use to tell and aware society about the product and services.
- 22. Regulation Authority. Institute which set guidelines and rules which has to be followed by each and every firm. IRDA, SEBI
- 23. Citizen Action Group. CAG are the registered recognised group of people who support or stand against the objective of Organisation. Eg PETA, WWF
- 24. General Public. These are the normal people who raise voice against or in support of Organisation.
- 25. Internal Publics. All the people accept marketing department people in the organisation.
- 26. TYPES OF MICRO FACTORS. Suppliers. People or organisation who supply Raw Material Labour etc..
- 27. TYPES OF MICRO FACTORS. Customers. People to whom value is given or who take part in exchange process of value. CUSTOMER CONSUMER PRODUCER RESELLER Govt. INTERNA TIONAL BUYER
- 28. 1. Consumer
- 29. 2. Producer
- 30. 3. Reseller
- 31. 4. Government
- 33. TYPES OF MICRO FACTORS. Competitors. Competitors can be classified on the basis of competition. Competition Desired Competition Generic Competition Product Form Competition Brand Competion
- 34. Desired Competition. This type of competition is between the product and services which are thought for doing investment.
- 35. Generic Competition. When the competition is between the recognition of primary need.
- 36. Product Form Competition. Now in this competition is between the Same type of wants of similar primary need . Or we can say competition between the options which satisfy secondary need.
- 37. Brand Competition. Competition between two brands which are satisfying same primary and secondary need.
Editor's Notes
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