According to Philip kotler “A company’s marketing environment consists of the actors and forces outside of marketing that affect marketing management ability to build and maintain successful relationships with target customers”. From the above definition we can say that; 1. Marketing environment is the combination of some actors and forces. Types of Marketing Environment:There are tow types of marketing environments.
1. Micro Environment: The micro-environment describes those elements which impact directly on a company. The elements of micro environment are given below:
From the above discussion we can say that; 2. Macro Environment: The actors and forces that affect marketing activities indirectly is called macro environment. These elements are totally uncontrollable by company. According to Philip Kotler “Macro environment consists of the larger societal forces that affect the microenvironment”. The elements of macro environment are:
From the above discussion we can say that;
[adToAppearHere] Influence of Micro Environment on Marketing:The micro-environment describes those elements which impact directly on a company and company can control these elements partly. Now the impact of micro environment on marketing activities is described below; A. Company: It is an important element of micro environment. It is an organization which has legal authority. Company is a corporate enterprise that has a legal identity separate from that of its members, it operates as one single unit, in the success of which all the members participate. Company has various departments (Top management, Finance, Research and Development, Purchase, Production, Marketing, Accounting etc). These departments are directly related with each other. So marketer has to make combination among these departments for conducting their marketing activities. B. Suppliers: Actually, they supply raw materials for producing products. Suppliers are firms and individuals that provide the resources needed by the company to produce its goods and services. Suppliers play an important role in marketing. So marketer should consider some factors when select supplier. These are;
C. Marketing Intermediaries: Marketing intermediaries are some independents organization those are related with sales, distribute and perform various types of promotional activities. Marketing intermediaries are firms that help the company to promote, sell and distribute its goods to final buyers. There are various types of marketing intermediaries in the marketing programs. These are given below:
D. Competitors: Competitors are some individuals or organizations who produce same products or services. Marketing activities are influenced by competitors. So marketer has to analysis these competitors for identifying their strong and weakness points. E. Publics: Publics are the organization of people which has impact on marketing programs. A public is any group that has on actual and potential interest in or impact on an organization’s ability to achieve its objectives. There are various types of publics;
E. Customers: Customers are individuals or organizations who purchase goods and services for personal consumption or further production. Customer is the individual or organization that actually makes a purchase decision. Customers play an important role in marketing programs. So, marketer should consider customer related factors very consciously. There are various types of customers;
The elements of micro- environment sometimes create threats and opportunities for company. So, marketer should consider these elements consciously for conducting marketing programs. Influence of Macro Environment on Marketing:The actors and forces that affect marketing activities indirectly is called macro environment. These elements are totally uncontrollable by company. The influences of macro environment on marketing are described below: A. Demographic Environment: The demographic environment is the major interest to marketers because it involves people, and people make up markets. The people of different parts in the world are totally different from each others. Their consumption patterns are different and it has impact on marketing programs. The factors of demographic environment are given below:
B. Economic Environment: Economic environment is the combination of some elements (Gross domestic production, Profit, Inflation rate, Productivity, rate of interest etc). The economic environment consists of factors that affect consumer purchasing power and spending patterns. Economic environment has impact on consumption pattern of customer. The factors of economic environment are given below:
C. Natural Environment: Natural environment is the combination of (Weather, Climate, river, mineral resources, etc.). The availability of natural resources is important factors for industry. The natural environment involves the natural resources that are needed as inputs by marketers or that are affected by marketing activities. The factors of natural environment are given below:
D. Technological Environment: Technological environment is the combination some elements which develop new products and also create opportunities and threats for the company. Technological environment is the forces that create new technologies, creating new product and market opportunities. Technology creates opportunity for customers to consume new products. The factors of technological environment are given below:
E. Political Environment: Political environment is the combination of Govt. rules, law, and different influential parties. Political environment consists of law, government agencies and pressure groups that influence and limit various organizations and individuals in a given society. The factors of political environment are given below:
What are the factors and forces outside marketing?There are demographic forces, economic factors, natural, technological, political, and sociocultural factors.
Are the factors and forces outside marketing that affect marketing management's ability to develop and maintain successful transactions with its target customers?3.2 Definition of Marketing Environment
A company's marketing environment consists of the actors and forces outside marketing that affect marketing management's ability to develop and maintain successful transactions with its target customers. The marketing environment offers both opportunities and threats.
Which of the following terms is used to describe the factors and forces outside marketing that affect marketing management ability?Market environment and business environment are marketing terms that refer to factors and forces that affect a firm's ability to build and maintain successful customer relationships.
Why external and internal factors and forces affect the company's ability to establish a relationship to its customers?What Is Marketing Environment? Marketing environment is the combination of external and internal factors and forces that affect the company's ability to establish a relationship and serve its customers.
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