The document discusses the marketing environment and its internal and external factors. It summarizes that the marketing environment includes a company's microenvironment of departments and macroenvironment external forces that influence marketing activities. It also outlines the key elements of a company's internal microenvironment and external macroenvironment forces like demographics, economy, natural environment, technology, politics, and culture.

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4. The marketing environment
It includes the actors and forces outside
marketing that affect marketing
management’s ability to build and maintain
successful relationships with customers

5. • The Company’s Microenvironment
• The Company’s Macro environment

7. • Top management
• Finance
• R&D
• Purchasing
• Operations
• Accounting

9. • Provide the resources to produce goods and
services
• Treated as partners to provide customer value

10. Help the company to promote, sell and
distribute its products to final buyers

12. Types of Marketing Intermediaries
Physical
Resellers distribution
firms
Marketing
Financial
services
intermediaries
agencies

13. • Firms must gain strategic advantage by
positioning their offerings against
competitors’ offerings

14. • Any group that has an actual or potential interest in or impact
on an organization’s ability to achieve its objectives
– Financial publics
– Media publics
– Government publics
– Local publics
– Internal publics

16. Demography is the study of human populations
in terms of size, density, location, age, gender,
race, occupation, and other statistics
• It is important as it involves people, and
people make up markets
• It includes age, family structure, educational
characteristics, and population diversity

18. .
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65+
40-65
25-40
Teens
School-age
Preschool

19. .
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21. • Income Distribution
• Savings, Debt, and Credit
Madura Garments has responded to changes in
income distribution by offering an upscale line
and a mass market line

23. . Shortage of
raw materials
Anti-pollution Governmental
pressures protections

26. • Most dramatic force in changing the
marketplace
• Creates new products and opportunities

28. Political environment
Laws
Government agencies
Pressure groups
Influence or limit various organizations and
individuals in a given society

30. . Culture of People
Culture of organizations
Culture of society