Marketing Environment – Marketing environment refers to the actor and forces inside and outside to the firm that affect to the marketing operation.
Supplier
Types of customer (Consumer, Business, Reseller, Government, International)
Competitor
Macro Environment - The Macro environment consist all factor that influence the firm which can not be influenced by the marketing effort.
Demographic
Financial Resources
Production
The Marketing Environment
The micro-environment - The micro-environment affects the organization directly. It refers to the environment that most closely linked to the firm. It involves suppliers, customer, competitor, intermediaries and public.
Supplier
- Marketers must watch supply availability and pricing
- Effective partnership relationship management with suppliers is essential
- Help to promote, sell and distribute goods to final buyers
- Include resellers, physical distribution firms, marketing services agencies and financial intermediaries
- Effective partner relationship management is essential
Types of customer (Consumer, Business, Reseller, Government, International)
Competitor
- Conducting competitor analysis is critical for success of the firm
- A marketer must monitor its competitors’ offerings to create strategic advantage
Macro Environment - The Macro environment consist all factor that influence the firm which can not be influenced by the marketing effort.
Demographic
- Ratio of urban to rural population
- High population growth rate
- Aging of population Ratio of minorities
- Education level
- Gender structure
- Invent of computer/internet
- E-commerce
- Change in lifestyle
- Change in business pattern
- Business cycles marked i.e. recessions & booms
- Gross domestic product (GDP)
- Real income
- Inflation
- Interest rates
- Brand competition
- Substitute products
- General competition
- Change in consumption pattern
- Difference in life style
- Two income families
- Changing gender roles
- A premium on time
- Health & environmental issues
- Monetary & fiscal policies
- Social legislation & regulations
- Government relationship with industries
- Legislation special related to marketing
Internal Environment - The internal environment consist factor that are internal to organization. These factors have direct interaction with the business organization. Good Coordination among various departments creates good internal environment and lack of coordination among various departments damaging internal environment.
Financial Resources
- Expansion / Retrenchment
- Size of operations
- Strength of the company
- Lease / buy options
- Advertising
Production
- Production Facilities To Meet The Quality
- Operation On Maximum Capacity
- Customer Satisfaction From Existing Products
- Product Innovation
- Keeping An Edge Over The Competitor
- Employing Experts
- Employee An Asset Rather Than A Liability
- Perception Of The Consumer
- Providing Meaningful Benefit To The Customer
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