Marketing Essay

1945 Words Apr 12th, 2014 8 Pages
ASB-1104 Introduction to Marketing
Assignment 1
In view of the dynamic nature of the marketing environment, to what extent do you consider consumers to be, in practice, central to marketing activities?

Name: ZHUOMING AN
Student No: 500356688
Tutor: David James

Introduction
What is marketing? The answer is not changeless. There are some different definitions about marketing. The Chartered Institute of Marketing define that "Marketing is the management process responsible for identifying, anticipating and satisfying consumers' requirements profitably." (CIM). Taking a concern into this definition, it indicates that marketing begins before a product or service is developed. In additional, it also explain that marketing
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For the macro environment, it consists of the larger societal forces that affect the whole microenvironment, which include such concepts as demographics, economics, social and cultural factors, political and legal factors, technology and the natural environment.

2. in what ways is marketing environment dynamic and how does this dynamic environment impact marketing activities?
For dynamic marketing environment and their impact on marketing activities, which still be discussed by the two elements: micro and macro environments respectively.

The Micro-environment
Customers
Customer markets including business markets, international markets, government markets, reseller markets and consumer markets itself. A customer could be an organization or household and an individual who purchases goods and services for their own personal use or use in the production of other products and even to resale at a profit in terms of an organization.

Suppliers
The suppliers are firms and individuals that provide the resources needed by the company and its competitors to produce goods and services. For example, the equipment, utilities and labor are required in order to produce and deliver a product to a customer. As can be seen from the example, any event that have effect on a vendor or producer will also potentially affect

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