business environment
As explains that a marketing orientation is a particular form of business or corporate culture reflecting outward-looking management attitudes. Organized around a detailed knowledge of existing and prospective customers, outward looking means being highly responsive and proactive to the constantly changing dynamics of the business environment within which any organization operates. It is widely recognized at the start of the twenty-first century that the pace of change is accelerating around the world as the globalization of economies forces businesses to respond. Figure 2.1, representing the systematic marketing process has, at the start of the process, an appreciation of the external business environment on which all strategy and subsequent marketing decisions are based.
It is the business of marketing managers to understand and seek to influence demand to the maximum extent possible, at the same time adapting their products and operations strategically to take advantage of the dynamics of continuous change. Most marketing managers are not usually concerned directly to measure all the overall factors that influence total market movements, but they are invariably involved with interpreting such movements and deciding how best their organizations should respond.
For the purposes of this article and the next it is convenient to separate what Burkart and Medlik (1981: 50) identified as ‘determinants and motivations’. Determinants are the economic, technological, social, cultural and political factors at work in any society that drive and set limits to the volume of a population’s demand for travel. Motivations, the subject of the next article, are the internal factors at work within individuals, expressed as the needs, wants and desires that influence tourism choices.
This article commences with a short introduction to the reasons why more demanding consumers are now emerging in most developed countries and notes the determinants
It is the business of marketing managers to understand and seek to influence demand to the maximum extent possible, at the same time adapting their products and operations strategically to take advantage of the dynamics of continuous change. Most marketing managers are not usually concerned directly to measure all the overall factors that influence total market movements, but they are invariably involved with interpreting such movements and deciding how best their organizations should respond.
For the purposes of this article and the next it is convenient to separate what Burkart and Medlik (1981: 50) identified as ‘determinants and motivations’. Determinants are the economic, technological, social, cultural and political factors at work in any society that drive and set limits to the volume of a population’s demand for travel. Motivations, the subject of the next article, are the internal factors at work within individuals, expressed as the needs, wants and desires that influence tourism choices.
This article commences with a short introduction to the reasons why more demanding consumers are now emerging in most developed countries and notes the determinants