MODULE 4: MARKETING MANAGEMENT

SCAN THE
MARKETING
ENVIRONMENT
MARKETING
ENVIRONMENT
 T he ma r ke t i ng e nv i ronme nt i s c onsi de re d as
pa r t of the m ar ke ti ng pl a nni ng pro c e ss and
e x pl o re s v ar i o us i nte r na l and e xte r nal fo rc e s
tha t mi g ht af fe c t a busi ne ss a nd i ts c apac i ty t o
o pe r a te . T hi s c an be anyt hi ng from
te c hnol o gi c al a nd c ul tur al fo rc e s t o i nfl ue nc e s
s uc h as suppl i e r s, c usto me r s a nd c o mpe ti tor s.
THE MARKETING ENVIRONMENT
CONSISTS OF:
1. Those factors that are external and beyond the control of the
organization - they are known collectively as “macro environment ”or
the “situational environment”

2. Those factors that are more specific to particular industries or sectors

and where an organization, to a degree, has a certain amount of control
over them; this is often referred to as the “micro environment”
(See pic)
 THE
MACRO
ENVIRONMENT
 THE FACTORS
IN THE
MACRO ENVIRONMENT
 The acronym 'PEST' is often
used to describe the key factors
that make up the macro
environment.
POLITICA
L
-the government of any
country has the ability to
affect organizations and
consumers.
ECONOMICAL
Within the economy, factors
such as unemployment rates,
interest rates, taxation and
exchange rates can all affect
your business and consumers.
 SOCIAL/
CULTURA
L
socially, factors such as age, sex, income
and occupation affect what customers
demand. Culturally, factors such as
religion, language, values and beliefs can
also affect what customers demand and
require.
TECHNOLOGICA
Lthe arrival of the internet and related
information communication
technologies (ICT) has changed the
way we run our lives in relatively
recent years.
 THE
MICRO
ENVIRONMENT
• SUPPLIERS • DISTRIBUTORS
• COMPETITOR • CUSTOMERS
S
• PUBLICS • EMPLOYEES
DO MARKETERS REALLY HAVE
CONTROL OVER THE
MICRO ENVIRONMENT?
MONITORING THE
MICRO/MACRO
ENVIRONMENTS
ENVIRONMENTAL
ANALYSIS
• EXTERNAL
• INTERNAL
EXTERNAL
ENVIRONMEN
T• General (PESTLE)
• Industry (Porter's
Five Forces)
INTERNAL
ENVIRONMEN
T
• SWOT
SUMMARY
The marketing environment is extremely powerful.
As mentioned previously, it can create many potential
opportunities for an organization, however, it can also be
the cause of many problems and underlying threats to the
business. If you ignore the marketing environment, you do
so at your own danger
PRESENTED
BY:
CRUZADA, CHERSTINE JOYCE G.
DELA CRUZ, ALEANA GEILA, S.
DELOS REYES, WAYNE JAY A.
DRILON, MA. CONCEPCION L.
ELIZAN, ALYSSA MARIE C.