Marketing Environment
Marketing Environment
Marketing environment defined as ‘those condition and influences impingeing or potentially impingeing on marketing’ or anything that has an impact on what marketers do.
Why pay attention?
The world is changing constantly, if marketers don’t understand changes, they may be threatened. By consistently monitoring the environment, marketers can plan effectively and plan. There organisation ready to face change.
Other definition;
Actors and forces outside of marketing that affect marketing management ability to develop and maintain successful transactions with its target customers.
Broken down into two components:
-Microenvironment (close to the organisation)
-Macro environment (more distant)
Evans article (various components of marketing environment)
Search for diagram.
(The organisation area in circle). Decision about product (price, product and promotion)
Micro-environment (market and competitive environment)
Macro-environment (External forces outside organisation; affect organisation –economic forces, legal and political issues, social environment, technological environment)
‘*Marketing about relationship between organisation values of customers.’
-All environment impact that can affect the organisation to deliver value to customers.
MICRO-ENVIRONMENT
‘Those things close to the organisation that affects its ability to serve its customers’- reading by Hult GTM looking at stakeholders-close to organisation that can impact of customers.
Developing relationship with customers. Giving value to customers. Things that interfere with values.
Influences/ groups interfering (-Impact on marketing strategy):
-Other customers (those that talk to other customers)
-Employees (organisation employees)
-Suppliers (rely on other organisation for materials)
-Shareholders (owners)
-Regulators
-Community
-Competitors
-Special interest groups
-Mass Media
-Trade associations
-Customers: can be actual (you now) or potential
Marketing environment defined as ‘those condition and influences impingeing or potentially impingeing on marketing’ or anything that has an impact on what marketers do.
Why pay attention?
The world is changing constantly, if marketers don’t understand changes, they may be threatened. By consistently monitoring the environment, marketers can plan effectively and plan. There organisation ready to face change.
Other definition;
Actors and forces outside of marketing that affect marketing management ability to develop and maintain successful transactions with its target customers.
Broken down into two components:
-Microenvironment (close to the organisation)
-Macro environment (more distant)
Evans article (various components of marketing environment)
Search for diagram.
(The organisation area in circle). Decision about product (price, product and promotion)
Micro-environment (market and competitive environment)
Macro-environment (External forces outside organisation; affect organisation –economic forces, legal and political issues, social environment, technological environment)
‘*Marketing about relationship between organisation values of customers.’
-All environment impact that can affect the organisation to deliver value to customers.
MICRO-ENVIRONMENT
‘Those things close to the organisation that affects its ability to serve its customers’- reading by Hult GTM looking at stakeholders-close to organisation that can impact of customers.
Developing relationship with customers. Giving value to customers. Things that interfere with values.
Influences/ groups interfering (-Impact on marketing strategy):
-Other customers (those that talk to other customers)
-Employees (organisation employees)
-Suppliers (rely on other organisation for materials)
-Shareholders (owners)
-Regulators
-Community
-Competitors
-Special interest groups
-Mass Media
-Trade associations
-Customers: can be actual (you now) or potential