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Analysing the marketing environment B. (The Macro Environment (The…
Analysing the marketing environment B.
The Macro Environment
The demographic environment
if a study of human population in the term of age, sex , density, location, size occupation and other statistic
Demographic tends can changes
The world population and changing age structure
In the developing countries the bird rate is low but the age of living is getting higher. In the poorest countries the bird rate is hight it can lead to poverty
The changing in family structure
The increasing the number of gay families , single parents families. Becoming more popular different types of family rather then backs nuclear families
Ethnic diversity
Organisation are made up
people are coming from different background and experience, culture, this increased due to labour mobility
Occupation and educational level
A lot of people are keen to study and get qualified
Economic environment
3 main types of economics
Free , Mix, Command
The economic environment include the variables that can effect on cost like
Level of inflation
The inflation rate is the percentage rate of increase in the economy average level of prices
The high inflation
means that prices on average are rising rapidly wile
Low inflation
mean the pricers are rising slowly
exchange rates
if exchange rates fall export become more cheaper. If the exchange rates are getting high the import marker is getting cheaper to buyers
Employment and unemployment level
the situation with the hight inflation and high unemployment is the worst scenario
The natural environment
a country territorial size, geographical location, natural resources , climate , rivers , lakes and forest constitute it is natural environment
the Technological environment
Technology is a major macro-environment variable which has influenced the development of many of the product we take for granted today
The technology can lead to unemployment due to workers are not needed any m ore in factories
The political and legal environment
the political environment has it own system or framework that can regulate a society
Policies, Laws and Regulation
Growth of public interest groups
Increased emphasis on ethics and socially responsible actions
Local councils
Authorities
The social Environment
the type of good are consumers are buying is a function of their social conditioning and their consequents attitudes and beliefs
The cultural environment
Core cultural value are those firms establish and are hard to change
Secondary cultural
values are however tend to be less strong and therefore more likely to undergo changes
Sub culture
Member of this subcultures group are tend to have common methods of behaviour
The Micro environment
The company
The organisation structure are not fixed. The organisation structure are the type of markets and customer to which business sell, the types of product sold and the system of technology in use, to produce the product
Suppliers
are business firm or I individuals who provide good and service to other organisation
marketing Intermediaries
The distribution that are distribute the [product to the end customer
Agents
Retailers
Wholesalers
Competitors and Market structures
Direct competitors
Indirect competitors
Publics
a public could be anyone that has an actual or potential interest or impact on an organisation ability to achieve it is objective
Financial Publics
it is influence the companies ability to obtain funds
Media Public
are those who carry news, feature and editorial opinions
Government Public
Marketers must often consult the company lawyer to on issues of product safety, truth in advertising etc. The government are interested in tax
Citizen- action public
decision may be questioned by company organisation environmental groups, minority groups and others
Local Public
Neighbourhood residents, Community organisations
General Public
a company need s to be concerned about the general public attitude towards it is product and activities . the public image of the company affects it is buying
Internal Public
Include workers, volunteers and the board of the director . The shareholders have to have good relationship with employees
Customers
Consumer/Buyer maker
Business Markets
Government Market
Reseller Market
International market
the above the customer in the foreign market
The marketing environment consist of all those element influencing the marketing organisation