Marketing environment

Marketing environment
Marketing environment- are participants and forces of marketing that affect marketing management ability to develop and maintain successful transactions with its target customers. Many companies, unfortunately, ignore and resist environmental changes until it is almost too late.

The marketing environment is made of :
The internal environment
Micro-environment
Macro-environment

Internal marketing environment includes:
- Marketing mix (4P): product, price, place, promotion.
- Management:
a. Organizational structure
b. Technologies
c. People (stuff)
d. Aims and problems.

Micro - environment:
Marketing channel firms that cooperate to create value: the suppliers and marketing intermediaries (middleman, physical distribution firms, marketing-service agencies, financial intermediaries).
Customer markets consist of types of markets in which the organization can sell: the consumer, producer, reseller, government and international markets.
Competitors facing the organization.
Publics: consists of all the publics that have an actual and potential interest in or impact on the organization’s ability to achieve its objectives: financial, media government, citizen action, and local (neighborhood residents), general and internal publics ( workers, managers, volunteers, the board of the directors)
Suppliers – are firms and individuals that provide the resources needed by the company and its competitors to produce goods and services.

Macro- environment
There are major forces in the company’s macro- environment:
Demographic
Economic
Natural
Technological
Political
Cultural and Social

Demography
Demography – the study of human populations in terms of size, density, location, age, sex, race, occupation and other statistics.
government policy for stimulation of birth-rate
a low level of population increase
a high level of mortality
emigration
low level of birth-rate

Economic environment
Economic environment- factors that affect consumer buying power and spending patterns.
Level of GDP
Structure of industry
Inflation
Investment
Trade
Poverty
Unemployment
Level of revenues
Level of expenses.

Natural environment
Natural environment – natural resources that are necessary as inputs by marketers or that are affected by marketing activities.
limited of resources (oil, coal, minerals – non- renewable resources)
climatic peculiarity of location of the company
increased pollution( chemical pollutants in the soil and food supply, plastics and other packaging materials)
seasonal variation of consumption of the different types of production

Technological environment
Technological environment- forces that create new technologies, creating a new product and market opportunities.
New technologies create new markets and opportunities. Every new technology replaces an older technology (xerography killed the carbon-paper business, compact discs hurt vinyl records). When old industries ignored new technologies, their businesses declined.
Technology life cycles are getting shorter (ex. Typewriter).

Political environment
Political environment- laws, government agencies and pressure groups that influence and limit various organization and individuals in a given society.
developed of legislation
transparency
democratic parties
corruption

Cultural environment
Cultural environment- institutions and other forces that affect society’s basic values, perceptions, preferences and behaviors.
culture, traditions
good-natured and open
aspiration to training
friendly
hope on help from government

Social environment
Social-
structural changes in family
increase of difference inside of society( level of revenue)
unemployment
increase of share of old people

SWOT- analyze
SWOT- analyze
Strengths/Weaknesses/Opportunities/Threats
Internal factors of marketing: strengths and weaknesses
Micro and Macro factors of marketing: opportunities and threats
Goal- determination of all strong and weak in related to competitors.