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It looks after their implementation and control. Key concept Marketing management task Conversional marketing Stimulational marketing Developmental marketing Remarketing Synthromarketing Maintenance marketing Demarketing Counter marketing QUESTIONS 1.What is marketing management task? 2.What is conversional market? 3.What is stimulational marketing? 4.What is synchromarketing? Annamalai University
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19 LESSON - 4 MARKETING ENVIRONMENT Marketing Environment comprises of external factors over which the organization and management has little control. The relatively uncontrollable external forces are: 1. Demography :Market means people with money and with a will to spend their money to satisfy their wants. Hence, marketing management is directly interested in demography, i.e., scientific study of human population and its distribution structure. Growing population indicates growing market particularly for baby products. But when we have reduction in the birth rate and the lower rate of growth of population, many companies specializing in baby products will have to adjust their marketing programme accordingly. Population forecasts during the next decade can be arrived at with considerable accuracy and on the basis of such forecasts marketing management can adjust marketing plans and policies to establish favourable relationship with demographic changes. Demographic analysis deals with quantitative elements such as age, sex, education, occupation, income, geographic concentration and dispersion, urban and rural population, etc. Thus, demography (study of population) offers consumer profile which is very necessary in market segmentation and determination of target markets. Quantitative aspects of consumer demand are provided by demography, e.g. census of population, whereas qualitative aspects of consumer demand such as personality, attitudes, motivation, perception, etc. are provided by behavioural analysis. Good demographic analysis combines several factors such as population rate of growth or decrease, income or economic power, life cycle analysis of consumer, occupation, education and geographic segmentation. Both demographic and behavioural analysis enable marketing executives to understand the basis of market segmentation and to determine marketing reaction to a new product or consumer reaction to an advertising campaign. India is the second largest market in the world. By the turn of the century. India’s population is likely to reach the 100 crore mark. The life expectancy of the people in the country had gone upto 56 year by 1984. About 40 percent of the total population is below 14 years of age. The people of India are widely scattered over the length and breadth of the vast country which covers an area of 3.3 million sq.km. The average density of population in the country is 260 per sq.km (mid-1988 estimate). The density, however, varies widely from state to state from 655 per sq.km in Kerala to 45 per sq.km in Sikkim and 8 per sq.km in Arunachal Pradesh. Similarly, the density also varies widely between the urban and rural areas of the country.
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