Marketing Environment: Marketing, Environment, And Macro Environments

Decent Essays
Marketing itself is a complex concept and can be defined from many different views, there are a plethora of definitions.
According the American Marketing Association, marketing can be defined as: “the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large.”
Kotler defines marketing as: “The process by which companies create value for customers and build strong customer relationship in order to capture value from customers in return” (Kotler at al, 2011, pp.33)

Marketing Environment

Marketing environment companies perceived at two levels: macro environment (external environment) and micro environment (internal environment).
1. Macro Environment
The macro environment consists of wider surroundings of
…show more content…
For the small organization, operations may be restricted to a local neighbourhood and the scope if its environmental analysis will be similarly restricted (Baker, 1998).
Political-Legal –
These factors include regulation and deregulation trends, government local and national type and stability, rule of law, freedom of press, rule of law and levels of bureaucracy and corruption, tax policy, and trade and tariff controls, social and employment legislation, environmental and consumer-protection legislation and likely future changes in the political environment.
Economical –
The economic environment include the development trends in income, expenditure and consumption. These trends affect purchasing strategy. Purchasing power is influenced by inflation, the tax system, increase the necessary expenses such as the cost of energy or housing. Also included impact of globalization, likely impact of technological or other change on the economy.
Social-Cultural

Related Documents

  • Improved Essays

    Marketing and Sales: Clearly identify your company’s Marketing and Sales activities. Marketing is a Science that identifies its target market by market segmentation and market analysis. It can also add insight to customer purchasing habits. By marketing effectively, it will give your brand position in the market. In many ways marketing is a matching process, that combines the capabilities of a company and the wants of the customer.…

    • 755 Words
    • 4 Pages
    Improved Essays
  • Decent Essays

    HIPPAA privacy regulations prevent marketeers from using patient health information without patients written authorization to disclose their information for marketing or other purposes. The communication of healthcare goods and services are not under the same HIPPAA regulations. Marketing is about communication about a product or service that encourages people to purchase a certain product or service. The selling of patient lists that includes confidential patient information would fall under HIPPAA regulations. In some cases patient lists may be sold to other entities for further marketing of other products is acceptable just as long as no patient information is released.…

    • 222 Words
    • 1 Pages
    Decent Essays
  • Great Essays

    Marketing is the process of first developing a product and then implementing a series of timely strategies aimed at the timely promotion, pricing and distribution of the product to the core group of retailers and potential consumers in the marketplace. Marketing, through the use of a marketing plan connect business like Qantas’s market. Product and promotion are the the main thing for Qantas’s success. The implementation of marketing strategies that satisfy the needs of the end consumer has delivered long term, highly profitable results for Qantas. Combination of strategies they used, is known as a marketing mix Product Price, Promotion and Place .…

    • 1764 Words
    • 8 Pages
    Great Essays
  • Great Essays

    Midsuma Festival

    • 1777 Words
    • 8 Pages

    ENT 205 – Entertainment Marketing Industry Case Study – Midsumma Festival Jafar Abdus-Samad Student #208928 INTRODUCTION Marketing is a critical activity that every organisation should be focussing on. Effective marketing will lead to an organisation being able to target its audience effectively, resulting in the achievement of organisational goals IE make a profit, create awareness and so on. This report will take a close look at the marketing strategies implemented by the Midsumma Festival, the overall effectiveness of these strategies and will provide some recommendations for improvement.…

    • 1777 Words
    • 8 Pages
    Great Essays
  • Improved Essays

    Marketing concept is defined as “is the philosophy that firms should analyze the needs of their customers and then make decisions to satisfy those needs”. This was a very important factor within the Marketplace Live simulations, if you don’t know what your customers want it is hard to make a profit and keep your company alive. In the beginning of the game my group and I had to decide what type of computer would satisfy the needs of customers. So we analyzed which groups of people went with each type of computer.…

    • 1052 Words
    • 5 Pages
    Improved Essays
  • Superior Essays

    Marketing segmentation and positioning for Toyota Company. Marketing is a process of creating, communicating and delivering products to customers and stakeholders to satisfy their needs. Companies should develop variety of ways to get customers and understand what they need. For every customer, the company uses specific way of delivering the product because company cannot sell all products and vehicles to one single customer.…

    • 707 Words
    • 3 Pages
    Superior Essays
  • Great Essays

    I always knew that marketing was a major part of business; however I did not realize all the different parts. Marketing as our textbook discusses is defined as “the entire process of creating relationships with customers by offering goods, services, and experiences that they value. It does not matter what a company has to offer if there is not people out there who want or need it. The marketing mix, which is different marketing activities, delivered to customers and are valued. These are divided into four different categories, products, price, placement and promotion.…

    • 776 Words
    • 4 Pages
    Great Essays
  • Improved Essays

    “There are five different concepts of marketing. Each concept varying in the function that they deal with. As the market changes, so do the concepts of marketing.” (Hose 2017) There is production concept, selling concept, marketing concept, and societal marketing concept.…

    • 893 Words
    • 4 Pages
    Improved Essays
  • Superior Essays

    From past few years the company is committed to work for health and well-being of the people, for this they have reduces the saturates level in Walkers crisp by 70 to 80% whereas the level of salt is reduced by 25 to 55% in entire product line of Walker. Walkers Snack Food Ltd is shifting towards nutrient levels, delivering nutritious and innovative products and changing marketing practices in order to create such platform dedicated to global implementation of new commitment and goals (Van, 2002). 4. Impact of Micro and Macro Environmental Forces upon Walkers and Its Ability To Achieve Its Corporate Objectives Macro environment related to influence external factors of the company, with this various number of broad forces that might impact…

    • 1282 Words
    • 6 Pages
    Superior Essays
  • Great Essays

    What is marketing? When most people think of marketing they normally think of the trading and selling of goods and services. Holdford defines marketing as “a process of problem solving, in which marketers attempt to identify and meet the needs of customers. ” Marketing is the exchanges of people in which something of value is traded for the purpose of satisfying needs and wants.…

    • 1041 Words
    • 4 Pages
    Great Essays
  • Improved Essays

    INTRODUCTION Business Environment includes Micro and Macro Environment. The External factors includes the economic factors; demographics; legal, political, and social conditions; technological changes; and natural forces (Businessdictionary.com, 2017). Micro environment of business includes competitors, customers, suppliers, Public, marketing intermediaries, workers and their union. The micro environment of the organisation consists of those elements which are controllable by the management (Yourarticlelibrary.com, 2016). P4: Identify the positive and negative impacts the macro environment has upon business operations, supported by specific examples.…

    • 1067 Words
    • 5 Pages
    Improved Essays
  • Improved Essays

    What is MARKETING Marketing is about identifying human and social needs and meeting those needs profitably. “Marketing is a process through which concepts will be converted in to goods and services, which is offered to customers”. IMPORTANCE OF MARKETING…

    • 1222 Words
    • 5 Pages
    Improved Essays
  • Decent Essays

    Question 2 SWOT Analysis SWOT analysis aims to identify the internal strengths and weaknesses involved an organization and the firm’s capability and resources to deal with changes. Besides, it is useful in assisting risk management by analyzing the opportunities and threats arising from external business environment. It is useful to assist the firm in providing specific insights that can be used to develop the appropriate marketing strategy by summarizing the key favorable and unfavorable issues from the business environment (Wheelen & Hunger 2002, p. 109). 2.1 Strengths In term of the beverages and diaries business, F&N has gained itself a strong and reputable brand name over the years with various brand awards (Awards 2014).…

    • 749 Words
    • 3 Pages
    Decent Essays
  • Improved Essays

    Modern Marketing Essay

    • 792 Words
    • 4 Pages

    With the advancement in business, marketing has been gradually developed. Businesses carry out marketing in order to “establish, maintain and enhance long term customer relationships at a profit, so that the objectives of the parties involved are met.” (Gronroos, 1990 as cited in Hall and Jones, 2008, p.48) Marketing is a management process which helps making a profit in the long term to survive, identifying and satisfying consumers needs and requirements as well. Marketing as a formal academic concept has a more recent history which is as old as commercial activity and has been practiced for centuries.…

    • 792 Words
    • 4 Pages
    Improved Essays
  • Improved Essays

    Tata Chemicals Case Study

    • 1548 Words
    • 7 Pages

    • Social Environment: The lifestyle and trending patterns among the masses relates to the social aspect of the company along with the ethnic/cultural norms of the society. The purchasing power of the buyer is also a major concern for the company to know its demand and the consumer capacity towards their product range. • Technological Environment: The amount of funding provided by the home country towards new research & innovation project correspond to the technological environment of the company. Apart from the funding provided the level to which the organization has used the technological ventures to gain a competitive edge is again another major…

    • 1548 Words
    • 7 Pages
    Improved Essays

Related Topics