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Week 3: The Marketing Environment (Macro-environment (Technological (New…
Week 3: The Marketing Environment
Marketing Environment
Evans, 1998
Those conditions and influences impacting or potentially impacting marketing
Sharp, 2013
Components
Micro-environment
Macro-environment
Internal environment
Micro-environment
Directly or indirectly affect the activities in an organisation
Stakeholders
Customers
Actual
Potential
Major customer groupings
Business markets
Consumer markets
International markets
Government markets
Reseller markets
Competitors
Direct
Similar products
Indirect
Same need
Marketing intermediaries
Help promote, sell and distribute goods
Include
Resellers
Distribution firms
Marketing services agencies
Financial intermediaries
Suppliers
Provide inputs
increased collaboration = competitive advantage
Value chains (Connected suppliers)
Community members
local non-gov org
mobilise public opinion
in favour
in opposition
Shareholder
Maximise return
Macro-environment
The wider forces that have influences over companies
Political (Legal/Regulatory)
Influence and limit various organisations and individuals in a given society
Laws, government ad pressure groups
Economic
Factors that affect consumer buyer power and spending patterns
Inflation, interest rates, employment levels and income
Disposable (gross less taxes/deductions
Discretionary (disposable less cost fixed expenses
Demographic (Social)
Study of human populations
Changing age structure,
Trends
Increased ethnic diversity
Cultural (Social)
forces that affect societry's basic values, perceptions, preferences and behaviours
Persistence of cultural values
Subcultures
Shifts in secondary cultural values
Technological
New products
New manufacturing possibilities
New ways to communicate with customers
New ways to distribute goods and services
Nature
Shortages of raw materials
Increased cost of energy
Increased pollution
Government intervention
Internal environment
Components of an organisation which affect corporate culture
Marketing department itself
Relationship of marketing to other functions
Components
Employees
Building customer commitment
Increasing customer willingness to pay
Improving level of customer satisfaction
Monitoring and responding to change
Environmental scanning
enables a company to act rather than react to opportunities and/or threats
Long-term
SWOT Analysis
Internal
Strengths
Weaknesses
Organisation is good or bad relative to industry average
External
Opportunities
Threats
Will impact everyone in the industry to a degree