The Marketing Environment Environmental Variables There are two categories of variables in the marketing environment that shall shape all aspects of a company’s strategic plans: 1. Macro environmental category includes: demographic; economic; social-cultural; competitive; political-legal; and technology variables. 2. Microenvironmental category includes: the company itself; customer served by the company; suppliers; distributors; market intermediaries that assist in making and marketing
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Marketing Environment What leads people to buy Crest toothpaste instead of Aquafresh toothpaste or Crest toothpaste instead of Sensodyne toothpaste ? Is it the price‚ the taste‚ the advertisement or thehabit of always buying that product? The toothpaste industry is a widespread industry with many different brands. Each brand has many different products. So how do we as the consumers decide which brand we want to use? Three different brands for toothpaste are for example Crest‚ Sensodyne and
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The marketing environment of a firm consists of 2 different parts‚ the micro-environment‚ and the macro-environment. The micro environment of a firm is all the actors within a firm which affects its ability to sell final products to its customers. The macro environment‚ are all actor which are potentially harmful‚ and pose a threat towards the firm. The micro environment is affect by 6 actors‚ which are the firm‚ suppliers‚ market intermediaries‚ customers‚ competitors‚ and the public. Within
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The Elgin Depot Museum wants more local visitors The American Orient Express‚ a luxury passenger train‚ offered travelers a ‘cruise on wheels’ experience‚ from 1989 to late 2008. Passengers traveled in lavish train cars from the 1940s and 50s‚ and dome cars were added in the mid-2000s allowing passengers to travel in style with panoramic‚ breathtaking views as they traveled throughout North America. Trips ranged from seven to ten days‚ traveling to and through continental destinations such as
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uncertain marketing environment deeply affects the organization’.Discuss this statement‚explaining what is meant by the’marketing environment’ and explaining how it might affect marketing plans and activities with an example. The Marketing Environment The marketing environment refers to all of the internal and external forces that affect a marketer’s ability to create‚ communicate‚ deliver and exchange offerings of value. The factors and forces within the marketing environment
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MARKETING ENVIRONMENT The aim of this lecture is: • To describe important role of Marketing Environment. • To differentiate between Macro and Micro Environments. • To assess the impact of Marketing Environment on Marketing Practices. • To describe various method/Model of Marketing Environment Scanning. Background Information Marketing cannot be practiced in a vacuum; as a business function is affected by various factors or elements within the business environments. According to Lancaster
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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
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MARKETING ENVIRONMENT Introduction: A variety of environmental forces influence a company’s marketing system. Some of them are controllable while some others are uncontrollable. It is the responsibility of the marketing manager to change the company’s policies along with the changing environment. According to Philip Kotler‚ “A company’s marketing environment consists of the internal factors & forces‚ which affect the company’s ability to develop & maintain successful transactions
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Introduction to Marketing Environment Firms are affected by lots of different things; a firm’s marketing environment is made up of all of the things that affect the way it operates. Some of the factors in a firm’s marketing environment can be controlled by the firm but some are uncontrollable. Firms need to understand their marketing environment so that they can make the most of positive factors and manage the impact of negative factors. The market environment is a marketing term and refers to
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The marketing environment surrounds and impacts upon the organization. There are three key elements to the marketing environment which are the internal environment‚ the microenvironment and the macroenvironment. Why are they important? Well marketers build both internal and external relationships. Marketers aim to deliver value to satisfied customers‚ so we need to assess and evaluate our internal business/corporate environment and our external environment which is subdivided into micro and macro
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