A company’s marketing environment consists of the actors and forces outside marketing that affect
marketing management’s ability to build and maintain successful relationships with target
customers.
More than any othe
...
A company’s marketing environment consists of the actors and forces outside marketing that affect
marketing management’s ability to build and maintain successful relationships with target
customers.
More than any other group in the company, marketers must be environmental trend trackers and
opportunity seekers. Although every manager in an organization should watch the outside
environment, marketers have two special aptitudes. They have disciplined methods—marketing
research and marketing intelligence—for collecting information and developing insights about the
marketing environment. They also spend more time in customer and competitor environments. By
carefully studying the environment, marketers can adapt their strategies to meet new marketplace
challenges and opportunities.
The marketing environment consists of a microenvironment and a macro-environment.
The microenvironment consists of the actors close to the company that affect its ability
to engage and serve its customers—the company, suppliers, marketing intermediaries,
customer markets, competitors, and publics.
The macroenvironment consists of the larger societal forces that affect the
microenvironment—demographic, economic, natural, technological, political, and cultural
forces. We look first at the company’s microenvironment.
The Microenvironment
Marketing management’s job is to build relationships with customers by creating customer value
and satisfaction. Marketing success requires building relationships with other company
departments, suppliers, marketing in
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