Analyzing the Marketing Environment | Micro and Macro

Added on - 20 Jul 2022

The marketing environment includes the actors and forces outside marketing that affect marketing management’s ability to build and maintain successful relationships with customers. This document explains two components - Micro (suppliers, marketing intermediaries, competitors, publics, customers) and Macro (demographic, economic, natural, technological, political, cultural) environments. 

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Chapter Two
Analyzing the Marketing Environment

PRINCIPLESO F

MARKETING

Mohamed Niyas
Analyzing the Marketing Environment
The Company’s Microenvironment
The Company’s Macro environment
Responding to the Marketing Environment
Topic Outline
Themarketingenvironmentincludestheactorsand
forces
outsidemarketingthataffectmarketing
management’s
abilitytobuildandmaintainsuccessful
relationships
withcustomers.
The
marketingenvironmenthastwocomponents,suchas
1.
Microenvironment
2.
Macroenvironment
Microenvironmentconsistsoftheactorsclosetothe
company
thataffectitsabilitytoserveitscustomers.
Which
includes

The microenvironment consists of the actors close to the company that affects its ability to serve its customers. Macroenvironment is the largest social force that affects the microenvironment and the forces which can not be controlled by the company with its own action. These factors are also called uncontrollable factors.

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