Cours 2 the marketing environment


Cours 2 the marketing environment

Marketing Environment The Marketing Environment 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. Macroenvironment The macroenvironment is less controllable.

The macro environment consists of much larger all-encompassing influences which impact the microenvironment from the broader global society. Here we would consider culture, political issues, technology, the natural environment, economic issues and demographic factors amongst others.


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Walmart would need to take into account local customs and practices in the United Kingdom such as bank holidays and other local festivals. The United States and Europe experience different economic cycles, so trading in terms of interest rates needs to be considered. Also remember that Walmart can sell firearms in the United States which are illegal under local English law.

There are many other macroeconomic influences such as governments and other publics, economic indicators such as inflation and exchange rates, and the level nature of the local technology in different countries. There are powerful influencers such as war in Afghanistan for example and natural disasters such as the Japanese Fukushima Daiichi nuclear disaster which inevitably would influence the business and would be out of its control.

Cours 2 the marketing environment





Materials for a service business like British Airways would be aircraft fuel called kerosene although if we were making aircraft materials would include aluminium, wiring, glass, fabric, and so on.



Microenvironment The microenvironment is made from individuals and organizations that are close to the company and directly impact the customer experience. Examples would include the company itself, its suppliers, other marketing input from agencies, the markets and segments in which your business trades, your competition and also those around you which public relations would call publics who are not paying customers but still have an interest in your business.

The Micro environment is relatively controllable since the actions of the business may influence such stakeholders. It would consider how to recruit, retain and extend products and services to customers. It would pay close attention to the actions and reactions of direct competitors.

Walmart would build and nurture close relationships with key suppliers. The business would need to communicate and liaise with its publics such as neighbours which are close to its stores, or other road users.Organizations must understand the various environmental factors affecting international marketing to determine whether a standardized or customized marketing mix will be the best strategy.

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The Interactive Journal provides . Understanding The Marketing Environment When determining the best way to market a product, the marketing team must analyze the marketing environment. Obviously, the marketing team must understand the market they wish to sell to, and what is the best way to market to those customers.

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Cours 2 the marketing environment

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The primary objective of this short learning program is to learn how to analyze the marketing environment, to formulate marketing objectives and plans in order to sustain a competitive advantage in satisfying the targeted customers.

COMPONENTS OF MARKETING ENVIRONMENT• Internal environment: Forces and actions inside the firm that affect the marketing operation composed of internal stake holders and the other functional areas within the business organization.• External environment • Macro environment • Micro environment 4.

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