THE MARKETING ENVIRONMENT

MARKETING ENVIRONMENT

A company’s marketing environment

consists of actors and forces outside
marketing that affect marketing
management’s ability to build and
maintain successful relationships with
target customers. – Philip Kotler
When we say environment, it is someone or
something that surrounds the company’s
marketing that affect directly or indirectly its
strategy or decision making on how to build
successful and profitable relationship with the
customer.
Marketers should be keen observer with what’s
happening within and outside the company. They
should know how to collect information and see
the trends in the industry, the competitor’s
doings, their supplier’s capability to meet the
company’s needs, the customer’s needs, wants
and demands, the weather, the laws within their
vicinity and area of distribution, the latest
technology, etc.
-Always remember that even how good your plan
is, your strategy is, these may be in vain, if the
environment is not considered.
-How do you think a clothing company can follow
the clothing trends if they’re observing or
researching?
COMPONENTS OF MARKETING
ENVIRONMENT
MICRO-ENVIRONMENT
Consists of the actors close to the
company that affect its ability to serve
its customers—the company (internal),
suppliers, marketing intermediaries,
customer, markets, and competitors.
COMPONENTS OF MARKETING
ENVIRONMENT
MACRO-ENVIRONMENT
Major external factors and are uncontrollable by the
company. Meaning, it is beyond the powers and
capabilities of the company to handle and
manipulate. These factors should be carefully watch
for by marketers because it could somehow affect
the organization. This may bring opportunity to take
advantage of, or a threats to avoid.