The Marketing Environment
CONTENTS:
Introduction
The Enterprise and the Environment
Marketing Defined from a Micro and a Macro Perspective
The Marketing Environment
The Micro Environment
The Market Environment
The Macro Environment
Profit and Non-profit Organisations
Environmenta...
CONTENTS:
Introduction
The Enterprise and the Environment
Marketing Defined from a Micro and a Macro Perspective
The Marketing Environment
The Micro Environment
The Market Environment
The Macro Environment
Profit and Non-profit Organisations
Environmental Scanning and Forecasting
,The Marketing Environment
1. The marketing environment is defined as the total sum of factors or
variables that potentially affect the marketing of a product or a service.
2. The enterprise and the environment – Changes to the environment
present new challenges and new opportunities for the enterprise.
2.1 Management of the environment – New environmental trends have
the following consequences:
2.1.1 constitute opportunities for the enterprise; or
2.1.2 pose threats to the organisation; or
2.1.3 hold no implications for the enterprise.
Successful enterprises, which adapt to the environment, are those that
constantly scan the environment and adjust their strategy accordingly.
2.2 Marketing management and the environment – Marketing
management plays an important role in the following ways:
2.2.1 Both the market and new product development are the domain of
the marketing management. Marketing management must therefore be
involved with the external environment as well as in the development of
the organisation's mission and strategy.
2.2.2 The marketing concept requires management to determine and
satisfy the needs of the consumer.
2.2.3 Corporate planners depend on marketing management for
information about new products and marketing opportunities.
2.3 Culture within the organisation – The organisational culture
determines the attitudes and values of the firm, and develops in line with
the mission statement. The development of organisational culture is part
of the company's strategy.
, 3. Marketing defined from a micro and macro perspective
3.1 A macro perspective focuses on the economic welfare of the whole
of society. Marketing is a social and economic process whereby
consumers' needs are satisfied by an exchange between the producer
and consumer. Emphasis is not on individual companies but the whole
marketing system.
3.2 A micro perspective covers the activities performed by an
organisation to achieve organisational objectives. It focuses on
determining the marketing mix and researching customer needs. The
marketing activities that make up micro marketing include: determining
the marketing mix; and making the accompanying decisions about: (
product; pricing; distribution; and promotion.)
4. The marketing environment –we subdivide the environment into: the
micro (internal) environment; the market environment; and the macro
environment.
4.1 The micro environment is the internal environment or the company
itself and includes the following: the plans of the organisation (mission,
purpose and goals or objectives); the company resources (financial,
informational, human and physical); the skills and expertise of
management and all departments; the interdependence between
functions or departments within the company; the existing business
situation; and the company's strengths and weaknesses.
4.1.1 The plans of the organisation (mission, purpose and goals or
objectives)
Marketing plans are derived from the greater strategic plan of the
organisation. Marketing plans do not operate independently but are
affected by all the internal factors, groups, teams and departments
within the company
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