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The marketing environment - Coggle Diagram
The marketing environment
The microenvironment
competitiors
marketing intermediaries
customers
publics
suppliers
value chains
shareholders
the organisation
employees
The macroenvironment
cultural (social)
technological
demographical
natural
economic
political
Environment scanning (Evans, 1988)
scanning enables a company to act rather than react to opportunities and/or threats
An early warning system for the environmental forces which may impact a company's products and markets in the future
Those conditions and influences that impinge or potentially impinge on marketing
must be continuaously monitored in order for an organisation to plan ahead