CORE CONCEPTS OF MANAGEMENT
MARKETING MANAGEMENT
FINANCIAL MANAGEMENT
HUMAN RESOURCES MANAGEMENT
OPERATIONS & PRODUCTION MANAGEMENT

The Marketing Environment
It is foolhardy to ask a river to stop fl owing. King Canute tried to stop the tide and failed. The best thing is to learn how to swim in the direction of the fl ow. Customer preferences are constantly changing in keeping with changing social values, and lifestyles. This lesson deals with the marketing environment, its dynamics and the impact of technology, society, economy and politics. The elements of the marketing environment including the micro-environment and the macroenvironment are defi ned and discussed. The global environment and its bearing on industry is fi rst presented. Then the domestic environment and the factors that affect marketers in the domestic environment are detailed. The student learns the three principle strategies used to cope with the dynamic and ever changing market place: the Proactive Strategy, the Crisis Management Strategy and the Reactive Strategy. Prof. M J Xavier, Director of the Karunya Institute of Management, Coimbatore and a former Professor of Marketing at IIMB drives this interesting lesson through some unforgettable examples.
MM/M3

24 Mins

25 Mins

60 Pages
Equivalent classroom time: 4hrs