Micro and Macro Marketing Essays

935 Words Feb 5th, 2013 4 Pages
MICRO AND MACRO MARKETING ENVIRONMENT

Introduction

Micro marketing
Refers to the internal controllable factors or forces which affects the ability of a company to serve its customers. e.g. the organization, the market, the suppliers, market intermediaries and the marketing mix. The micro marketing environment that surrounds organisations can be complex by nature, however the company has an element of control over how it operates within this environment.

Macro marketing
Refers to the external factors or forces which affects the ability of the company to externally and internally serve its customers.eg. Demography, economic, cultural, political, competitors, legal & technology. The macro marketing environment takes into account
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Delay in delivery of law materials for production thus forcing the company to delay delivering the product or to the customers on time. Thus the company must make policies in regard to delivery of raw materials by its suppliers.

d) Market intermediaries
A market intermediary refers to the distributors. A company in order to serve its customers better it needs to control the market by making sales policies. e.g. whether to sell to its consumers directly or through market intermediaries.

e) Marketing mix
Consist of the four elements that is product, price, promotion and place of distribution. The organization has can determine the product, price , plan the promotion and also have its own way of distribution in the market keeping in mind the completion in the market , its customer satisfaction and cost effectiveness.
Factors of macro marketing
a) Demography
Involves the study of human population and its distribution structure that is it analysis the population in terms of gender, age, sex, occupation .The analysis helps the company in market segmentation and determination of target markets. E.g. A growing population is indicate growing market particularly for baby products, but a reduction in birth rate indicates a low growth rate in population and therefore low demand for baby product. This helps the managers to predict the demand of its products in future, therefore makes some adjustment to its plans.

b) Economic environment

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