Marketing Environment
| 2012/13 | | Id: 1180654
Allan raisin |
[Firms can do more than simply anticipating and responding to both macro and micro environment:-] | Market research is the function that links the consumer, customer, and public to the marketer through information |
“Marketing environment includes all the forces that directly or indirectly influence marketing operations by affecting an organization acquisition of inputs/creation of outputs such as human, financial and natural resources and raw material, information, goods, services or ideas. Sometimes a distinction is more between macro and micro factors of environment”
The Structure of the Marketing Environment
The consumer occupies the core/central position of all business activities and hence occupies the Centre of the marketing environment. The organization with its resources and having a policy and structure surrounds the consumer with its particular market offering as do its competitors, suppliers and other intermediaries. This microenvironment of marketing is again affected by the macro environment, which consists of the government, technical, political, social, economic factors. This is graphically represented by below
1. The major external and uncontrollable factors that influence an organization's decision making, and affect its performance and strategies. These factors include the economic factors; demographics; legal, political, and social conditions; technological changes; and natural forces.
2. Specific examples of macro environment influences include competitors, changes in interest rates, changes in cultural tastes, disastrous weather, or government regulations.
PESTLE - Macro Environmental Analysis
PESTLE
The PESTLE Analysis is a framework used to scan the organization’s external macro environment. The letters stand for Political, Economic Socio-cultural, Technological, Legal and Environmental. Some approaches will add in extra factors, such as International, or
Allan raisin |
[Firms can do more than simply anticipating and responding to both macro and micro environment:-] | Market research is the function that links the consumer, customer, and public to the marketer through information |
“Marketing environment includes all the forces that directly or indirectly influence marketing operations by affecting an organization acquisition of inputs/creation of outputs such as human, financial and natural resources and raw material, information, goods, services or ideas. Sometimes a distinction is more between macro and micro factors of environment”
The Structure of the Marketing Environment
The consumer occupies the core/central position of all business activities and hence occupies the Centre of the marketing environment. The organization with its resources and having a policy and structure surrounds the consumer with its particular market offering as do its competitors, suppliers and other intermediaries. This microenvironment of marketing is again affected by the macro environment, which consists of the government, technical, political, social, economic factors. This is graphically represented by below
1. The major external and uncontrollable factors that influence an organization's decision making, and affect its performance and strategies. These factors include the economic factors; demographics; legal, political, and social conditions; technological changes; and natural forces.
2. Specific examples of macro environment influences include competitors, changes in interest rates, changes in cultural tastes, disastrous weather, or government regulations.
PESTLE - Macro Environmental Analysis
PESTLE
The PESTLE Analysis is a framework used to scan the organization’s external macro environment. The letters stand for Political, Economic Socio-cultural, Technological, Legal and Environmental. Some approaches will add in extra factors, such as International, or