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The global marketplaceDiscuss how the international trade system, economic, political-legal, and cultural environments affect a company’s international marketing decisions. The marketing environment • The forces that directly and indirectly influence an organization’s capability to undertake its business. The internal or organisational environment • This refers to the other internal functions that impinge on the marketing function. Regulatory environment • Legal environment • Codes of practice • Contract law • Advertising Standards • Consumer law Authority • Product safety • Market Research • Trade descriptions • Direct selling • Data protection • Trade associations • Planning laws • Codes of practice • Environmental law might not be legally binding but organisations are expected to comply.
Porter’s five forces • Porter’s five forces analysis helps firms to analyse the strength of competitive threats. Elements of the macro-environment • Macro-economic environment• Political environment• Social and cultural environment• Demographic environment• Technical environment• Legal and regulatory environment. SWOT and PEST Positive Negative Internal factors- Strengths Weaknesses the internal Organisational Organisational environment strengths.
Marketing Environment: The actors and forces outside marketing that affect marketing management's ability to build and maintain successful relationships with target customers. Microenvironment: The actors close to the company that affect its ability to serve its customers- the company, suppliers, marketing intermediaries, customer markets, competitors, and publics.
Macroenvironmental: The larger societal forces that affect the microenvironment- demographic, economic, natural, technological, political, and cultural forces.
Public: Any group that has an actual or potential interest in or impact on an organizations ability to achieve its objectives.
Baby Boomer: The 78 million people born during the Baby Boom following World War II and lasting until 1964. Millenials (or Generation Y): The 83 million children of the baby boomers, born between 1977 and 2000.
Natural Environment: Natural resources that are needed as inputs by marketers or that area affected by marketing activities.
Political Environment: Laws, government agencies, and pressure groups that influence and limit various organizations and individuals in a given society. In this IMR issue, the editors and authors have eloquently discussed and described the macroeconomic forces that shape marketing strategies both domestically and globally. There are four major macroeconomic forces that are shaping international business and marketing strategies. Regional integration of Western Europe (EC92) and Southeast Asia (ASEAN) have recently demonstrated that nations can gain more competitive advantages -‘ its ‘ enduring alliances than by self-reliance or bilateral trade agreements (Porter, 1990). Technology advances, especially in electronics, have revolutionized business processes and practices (Gerstein, 1987; Guile and Brook, 1987). In a later section this egalitarian and convergent nature of the electronics technology is discussed with regards to how it will challenge such well known concepts as diffusion of innovation theory and product-market definitions in marketing strategy. A thin macroeconomic force is the economic collapse of ideology-driven nations, especially the communist countries. Finally, and probably as a consequence of the other three macroeconomic forces, there is increasing globalization of the domestic economy, primarily through global sourcing and global competition.
Ten emerging market concepts and practices are identified as a consequence of macroeconomic forces. Marketing concepts such as market segmentation, product differentiation, and buyer behavior, as well as marketing practices related to product, price, promotion and distribution will require global orientation as technology, regional integration and market economy processes create borderless marketing. As the political and regulatory climate encourages free market processes, it becomes more difficult to sustain market leadership based on short-term sales- oriented transaction marketing. As the geopolitical dynamics of the world restructure markets and competition, it becomes increasingly important to actively shape the policy of the nations and regional blocs to ensure that the timing and nature of restructuring will be manageable. As markets become borderless, they will be segmented not only by national characteristics, but also by customer or user characteristics.
As market opportunities expand due to an ideology-free world and regional integration, and as technology advances generate breakthrough innovations, it will become increasingly necessary for marketing practitioners to anticipate what customers want or need. While marketing practitioners are very good in responding to market demands, they tend to do less well (especially in cross-national settings) in anticipating what markets will buy (Sheth and Ram, 1987).


The definition and practice of quality of all marketing activities, which includes product, selling and customer service, will change from operations-focused to customer-focused.
Technology advances created by the electronics revolution suggest that marketing to the least affordable market may generate more efficient marketing practices than marketing to the elite (Davis, 1987).
Marketing concepts and practices have been traditionally based on volume or weight as a unit of analysis for costing and pricing.
As borderless markets become accessible by technology advances, it will become increasingly necessary to develop market coverage concepts and marketing practices that will be based more on availability and exposure aspects, and less on location and comparative aspects of a marketing mix, including product and promotion. Cross-functional processes will be increasingly important as markets become global and volatile. If you interesting in "The marketing environment" powerpoint themes, you can download to use this powerpoint template for your own presentation template.
Regulatory Law and voluntary codes of practices Economic Macro-economic variables Social Demographics, culture, lifestyle Technological Processes and products Competitive Nature of the competition Organisational Internal environment Market Type of market. The dynamic nature of the environment makes this study interesting and important.The flowing case will give us an insight into the importance of understanding the ever-changing environment. The emerging economic power of “Europe 92” is, in turn, creating a marketing domino effect on the rest of the world. It has been practised by kings and emperors in ancient times and by colonial powers in more modem times (Kennedy, 1987). Computerization of people, machinery and physical facilities has literally reshaped the traditional economic concepts of scale, scope and structure.
As governments become more pragmatic and remain less ideology-driven, it is inevitable that many of the traditional beliefs about the role of the market economy and private enterprises will change (Drucker, 1989; Burnstein, 1991). Marketing practices will have to understand and adjust to this reality of a borderless economy (Ohmae, 1990). Even companies totally focused on domestic markets will have to incorporate a global perspective in their strategic and operational planning processes to include global competition and ourcing (Davis, 1987; Davis and Davidson, 1991). It becomes increasingly necessary to rely on customers to pre-empt competition, especially offshore competition. This is referred to as the fifth “P” of marketing and implies that policy shaping is equally influential and should be practised simultaneously along with the traditional four “Ps” of marketing. In other words, intranational differences on a global basis will be equally as important as international differences.
In other words, global market segments based on user characteristics will need customization to physical, economic and cultural localization.
Customers often do not know how breakthrough technologies can enable them to increase their value (performance-price ratio).
This means that quality does not necessarily imply a long life, but consistency of performance or reliability.
In other words, introducing new products first to less developed nations or less developed segments and upstreaming the markets may allow firms to learn, by trial and error, more efficiently. In the future, marketing practices will have to cost and price products and services more based their 3rketng time and place associated values. It will become increasingly important for the left hand to know what the right hand is doing, especially at the market boundary or frontline personnel level in procurement, manufacturing, selling and servicing market offerings.
Unfortunately, marketing scholars have treated them as ceteris paribus or exogenous variables.
By examining changes in these macroeconomic forces, ten emerging marketing strategies to respond effectively to these forces are proposed. For viewing only, you can play with our flash based presentation viewer instead of downloading the ppt file.
External factors Opportunities resulting Threats from the -the PEST factors from changes in the political, economic, political, economic, social and social and technological technological environment. It will also give a how to adapt to the environment.In India, the year 2002 did not begin on the cheerful note for the copper cables manufacturing firms. For example, it is encouraging North American regional integration between the United States, Canada and Mexico; Japan is attempting to align with the ASEAN bloc.


Similarly, improvement in telecommunications and information technologies has reduced the time and place barriers of doing business. This is likely to encourage marketing practitioners to practise customer retention economics and enter into ongoing relationship marketing with their suppliers and customers on a global basis (Davis and Davidson, 1991). Unfortunately practitioners do not know how to blend the fifth “F’ into their marketing mix and the academics do not have an integrative conceptual framework which incorporates the fifth “P” of marketing (Kotler, 1987). One way to manage this oxymoron is the practice of mass customization in which each element of the marketing mix (product, price, promotion and distribution) is based on standard platforms or architecture, but it is customized to unique applications (Davis, 1987). Marketing practices in the future will be judged as superior or inferior on the consistency dimensions across time and place dimensions (Lele and Sheth, 1987).
This is often prevalent in the services sector, view but is not consciously practised in the products sector. Fortunately, online information technologies are becoming increasingly affordable to network the organization. Consequently, they have failed to develop conceptual frameworks which consciously incorporate their influence on marketing practices.
These include, among others, borderless marketing, relationship marketing, mass customization, trickle-up marketing and networked marketing. BSNL (Bharat Sanchar Nigam Limited), one of their biggest clients has switched over to limited mobility over landline phones. The triad of Europe, Japan and the United States dominate the world economy today (Ohmae, 1985). The future of each one is increasingly dependent on the future of the others, resulting in the need for greater co-operation and understanding. It is no exaggeration to suggest that traditional marketing theories based on location (for example, the law of retail gravitation, wheel of retailing, inventory management, logistics and physical distribution) may be obsolete when customers and suppliers can do business at any time and from anywhere.
This is bound to blur the marketing practices of profit versus non-profit entities and industries. In a borderless economy, marketing practices related to procurement, marketing mix and customer understanding are bound to change.
Limited mobility services uses air waves to carry voice traffic to and from the customer, unlike land line re the voice is carried entirely through cables.BSNL uses 40% of the 4 lakh tonne copper cables made within the country, but their totally off- take of copper cables has dropped by about 40 % -50 % 2001-2002 compared to 2000-2001. It is estimated that 75 per cent of the world GDP and 70 per cent of world trade are concentrated in these three regional economic blocs. Also, significantly different market practices across nations, which were based on government trade and employment policies, are likely to give way to more market-based marketing practices in the future.
With the Government increasing focus in this technology the cables manufacturing were clearly experiencing the changing dynamics of the it environment.Adapting to the environment is important for survival and the copper cable manufacturing firms have done exactly that.
The traditional trickle-down theory of markets (from government to industrial to services to consumer markets) for diffusion of technology and products is being replaced by simultaneous introduction of technology to all markets. The other areas that companies are now turning wiring and plumbing, apart from increasing exports.They are emphasising the advantages of using the copper wires the more common aluminum for electrical safety and durability.
Exchange rate Fal in the exchange rate boosts exports, makes imports more expensive and causes cost push inflation. The PWD (Public Works Department) which has been using wiring in residential as well, commercial units might as over to copper cables.The success of the organisation hinges on monitoring and b or developing strategies to withstand environmental changes.
Marketers need to gather and analyse information on forces in the environment and implement strategies to adapt to environmental demands.Today proactive adaptation strategies are necessary in order to beat competition and meet the turbulent environment.
Hence, the repeated emphasis to all the companies is to take an outside-inside view of their business.



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