Marketing

Environment
M I C R O A N D M A C R O
Many businesses base their This is the percentage of marketers
who acknowledge INFOGRAPHICS as
FYI marketing strategies on CHESS.
Businesses study their opponents'
56% their most effective marketing type in
reaching some components of their
next moves and know what to do
microenvironment.
next -Edupedia World.

According to a study by Barbu and Orzan

(2012), respondents considered that the
54 % POLITICAL MARKETING ENVIRONMENT has
a strong influence on PUBLIC factors.

Company and Competitors Publics and

Intermidiaries
The COMPANY is that of the
areas within the organization
such as TOP MANAGEMENT,
FINANCE, OPERATIONS and
the other functional
departments. -Edupedia World
and Suppliers
COMPETITORS are the
STANDARDS that should be met
and exceeded. Firms usually
position their offerings against
their competitors'. - Edupedia
World
Customers
The PUBLICS sector is generally
the community that has an
interest in the company's
products and objectives. They
may also serve as POTENTIAL
CUSTOMERS. —Edupedia World

MARKETING INTERMIDIARIES
are either people or
companies that assist the
firm in MARKETING, SELLING,
AND DELIVERING the
products to the final
consumers (Chand, 2014).
SUPPLIERS are the ones who The CUSTOMERS are the ones
supply raw materials and other who avail themselves of the
COMAPNY INPUTS. Any goods and services the
organization's capacity to company provides. Customers
conduct business EFFECTIVELY typically include INDIVIDUALS,
depends heavily on the caliber BUSINESSES, INSTITUTIONS,
and dependability of its vendors GOVERNMENTS, and NONPROFIT
(Philip, 2022). organizations (Chand, 2014).

It is vital that the company has a strong relationship with its customers and suppliers.

FYI The customers serve as the lifeline of the business, "No Customers = No Business." As
for suppliers, the company must treat them as partners since the quality of the
products mostly depends on the materials that the suppliers provide. - Edupedia World

Macroenvironment

Demographic Political and Technological

and Economic
DEMOGRAPHIC factors affect
the number of people who
spend money and support the
economy. AGE, GENDER, SIZE,
OCCUPATION, and NEEDS are
just a few of the demographic
interprets or handles them, might
statistics that need to be
examined (Module 3).
While ECONOMIC factors refer
Cultural and Natural
The POLITICAL factors include
TECHNOLOGICAL factors are
TAXES, TRADE RESTRICTIONS,
variables that depend on present,
TARIFFS, RESTRICTIONS, and
available, and CHANGING
ENVIRONMENTAL LAWS. They
technology. These CHANGES have
are the only things that,
the potential to increase
depending on how a company
corporate efficiency, reduce
expenses, create new products
be used to its benefit or handled
and lower manufacturing and
as issues (OpenStax, 2019).
distribution costs (Farooq, 2020).
CULTURAL FACTORS influence

societal norms, preferences, and

to the EXTERNAL ELEMENTS
that have an impact on how
customers make purchases
(Module 3), these elements are
frequently out of a company's
control (BDC, 2022) .
behavior. People's membership in
a community and cultural group
that shapes their views and
values serves as the foundation
for these aspects (Module 3).
The NATURAL resources are
needed by marketers as production
inputs (Modue 3). Additionally, these
are non-renewable resources like oil,
coal, and minerals that could have an
effect on how much an organization
produces (Wirgau, 2021).

The Marketing

Environment

This is part of the marketing planning process and considers the various
internal and external factors that may affect the business and its
operations. The internal factors would be the MICROENVIRONMENT and
the external factors would be the MACROENVIRONMENT (Module 3).
 Chand, S. (2014, February 21). Micro Environment of Business: 6
Factors of Micro Environment of Business. Your Article Library.
https://www.yourarticlelibrary.com/business/micro-environment-of-
business-6-factors-of-micro-environment-of-
business/23370#:%7E:text=Market%20intermediaries%20are%20eith
er%20individuals,service%20agencies%20and%20financial%20institu
tions.
Philip, B. (2022, January 25). Micro and Macro environment factors to
be analyzed for companies. LinkedIn.
https://www.linkedin.com/pulse/micro-macro-environment-factors-
analyzed-companies-bobin-philip
BDC. (2022, June 10). Economic environment. BDC.Ca.
https://www.bdc.ca/en/articles-tools/entrepreneur-toolkit/templates-
business-guides/glossary/economic-environment
OpenStax. (2019, March 20). A Firm’s External Macro Environment:
PESTEL – Principles of Management. Pressbooks.
https://opentextbc.ca/principlesofmanagementopenstax/chapter/a-
firms-external-macro-environment-
pestel/#:%7E:text=Political%20factors%20in%20the%20macro,characte
rized%20as%20opportunities%20or%20threats.
Farooq, U. (2020, November 18). Macro Environment in Marketing
Definition Factors Examples. Marketing Tutor.
https://www.marketingtutor.net/macro-environment-marketing-
definition-factors-examples/
Wirgau, M. (2021, February 4). Use These Seven Macro Environment
Forces to Increase Your Net Profits. LinkedIn.
https://www.linkedin.com/pulse/use-seven-macro-environment-
forces-increase-your-net-profits-wirgau
https://hau.instructure.com/courses/14205/pages/module-3-
presentation?module_item_id=977027