There are two(2) main elements in marketing environment which is microenvironment and macroenvironment. Microenvironment is the actor close to the company that affect its ability to serve its customers the company, suppliers, marketing intermediaries, customer markets, competitors, and publics. For the first one we start with the company. In designing marketing plans, marketing management takes other company groups into accounts, group such as top management. All of these interrelated groups form the internal environment.
Other departments have an impact on the marketing department plans and actions.
Next is the suppliers. Supplier also plays an important roles in marketing environment because supplier will form an important link in the company overall customer value delivery system. Supplier also will provide the resources that are needed by the company to produce its products or services. If the supplier face any problem , this will seriously affect the marketing. Next is marketing intermediaries.
Marketing intermediaries actually help the company to promote, sell, and distribute its goods to final buyers or can be said easily as firms that help the company to promote, sell, and distribute its goods to final buyers.
After that is competitors. Competitors will affects the marketing environment because when there are many competitors in the market, the company will always upgrade or improve their product or services to make sure that their products or services are the best one. For publics, public is any group that has an actual or potential interest in or impact on an organizations ability to achieve its objective.
There are seven types of publics that can affect the marketing environment which is financial publics, media publics, government publics, citizen-action publics, local publics, general publics, and internal publics. And finally is the customers. Customers is the important actors in the companys microenvironment. The aim of the entire value delivery system is to serve target customers and create strong relationships with the cutomers. For the second element which is the macroenvironment.
Macroenvironment consist of he actors that operate in a larger macroenvironment of forces that shape opportunities and pose threats to the company. Macroenvironment consist of demographic, economic, natural, technologies, political, and cultural. Demographic is the study of human populations in terms of size, density, location, age, gender, race, occupations, and other statistics. Any changes in world demographic environment have ajor affects for business. Next is economic. Economic environment is the factors that affect consumer buying power and spending pattern.
Marketers must pay close attention to major trends and consumer spending patterns both across and within their world markets. Natural environment is a natural resources that are needed as inputs by marketers or that are affected by marketing activities. Marketers should be aware of several trends in the natural environment. The first involves groeing shortages of raw materials. Next technological environment, technological is forces that create new technologies, creating new product and market opportunities. Technology has released such wonders as antibiotics, robotic surgery, miniaturized electronics and many more.
For political environment, political consist of laws, government agencies, and pressure groups that influence and limit various organizations and individuals in a given society. Even the most liberal advocates of free-market economies agree that the system works best with at least some reegulation. Lastly cultural environment. The cultural environment is made up of institutions and other forces that affect a society basis value, perceptions, preferences, and behavior. People grow up in a different society that shape their basic beliefs and values.
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