Analyzing The Marketing

ENVIRONMENT

The actors and forces outside marketing that affect marketing management’s ability to build and maintain successful relationships with target customers.

The trading forces operating in a marketing place over which a business has no direct control, but which shape the manner in which the business function and is able to satisfy its customers.

What is Marketing Environment?

There are two types of Environmental Factors:

Internal Environmental Marketing and External Environmental Marketing

Components of Marketing Environment

Forces and actions inside the firm that affect the marketing operation composed of internal stake holders and the other functional areas within the business organization.

Internal Marketing Environment

Some examples of internal environmental factors are as follows: Management changes Employee morale Culture changes Financial changes and/or issues

Or simply the 5 M’s of Management(Man, Materials, Machine, Money and

Minutes)

It also includes:Human Resource DepartmentOperations DepartmentAccounting and Finance DepartmentResearch and development Department

Forces and events that take place outside of the organization and are unpredictable, hard to prepare for, and often bewildering.

External Marketing Environment

External Environmental Factors consists of:

Microenvironment- The actors close to the company that affect

its ability to serve its customers- the company, suppliers, marketing, intermediaries, customer markets, competitors, and publics.

Macroenvironment- The larger societal forces that affect the

microenvironment– demographic, economic natural, technological, political, and cultural forces.

Slide by:Patricia Mae De VeraBSBA 1-3