Question

Topic = Marketing enviornment

defination (100 words )

explain (150 words ) and

give two examples ( eg. how it works , steps involved use and limitations and specific products organisations or issues and etc ) around 150 words

do not copy from other also i want plagiarism free

Answer 1

Marketing environment is the sum total of political, economics, social, technological, and other forces which move around business enterprise. These forces outside marketing affect marketing management’s ability to develop and maintain successful relationships with its target customers forms. It is important for the firms to monitor their marketing environment as sound knowledge of the customer requirements is an essential ingredient for a successful business.

A firm is exposed to both external and internal environments. The internal environment consists of company‘s resources such as production, finance, HR, research and development, location and image whereas the external environment has two distinct components: the Micro-environment and the Macro-environment. These can be described as:

Micro-environment: It affects a particular firm and consists of consumers, marketing intermediaries like distributors, wholesalers, dealers, suppliers and competitors.

Macro-environment: It affects all the firms and include political factors, economic factors, social and cultural factors, technological factors, ecological factors, ethical and legal factors. It is commonly denoted by the PESTEEL forces.

Examples:

Asian Paints

The success of Asian Paints is primarily due to its excellent marketing strategies such as:

1. The company introduced small packs of paints and expanded the dealer network, particularly in rural and semi- urban markets. These initiatives were aimed at meeting the unmet needs of the customers.
2. The company studied the urban/rural markets and found out that huge volumes of lime was used for painting the houses and walls. For this reason, packed distempers, dry distempers and lime wash worth Rs. 5 to Rs. 20 were sold in these markets.
3. The company developed a special brand of distemper ―Utsav worth Rs. 25 per kg. Utsav was made available in one kg. packing to meet the requirement of small sized houses. The launch of the product in each state/region also coincided with festivals.
4. Supplies were made to grocery shops in villages through company dealers. Demonstrations, use of local newspaper, helped in creating demand for the product. The product 'Utsav' has been accepted as a replacement for lime and has been recognised as a successful marketing strategy in the paint industry.
5. The company has entered into technical collaboration with US and Japanese companies for the manufacture of automotive paints to increase its share in industrial paint segment on the IT front, all the 50 depots are connected to the manufacturing plants and Head Office for faster flow of information, monitoring supplies and inventories.

Micromax

They followed various marketing strategies such as:

1. They introduced products with comparatively lower prices focusing mainly on adding particular innovative features. This gave them a competitive edge over the others and made micromax a primary choice for the rural consumers.
2. Micromax‘s first phone, had a battery that could give 17 hours of talk time and can be used for 30 days on a single charge.
3. Micromax introduced dual sim phones for those who need two numbers but one handset.
4. They also introduced a mobile that can switch TV channels and even change the temperature settings on AC.