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    The two types of marketing environment are: 1. Micro environment: Factors close to the company like its departments, suppliers, competitors that affect its ability to serve customers. 2. Macro environment: Broader factors in the larger societal and economic environment like demographic, economic, natural, technological, political and cultural forces. Understanding how these forces affect opportunities and threats is important for business operations.

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    The two types of marketing environment are: 1. Micro environment: Factors close to the company like its departments, suppliers, competitors that affect its ability to serve customers. 2. Macro environment: Broader factors in the larger societal and economic environment like demographic, economic, natural, technological, political and cultural forces. Understanding how these forces affect opportunities and threats is important for business operations.

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    6 views10 pages

    Marketing

    Uploaded by

    wintleah4
    The two types of marketing environment are: 1. Micro environment: Factors close to the company like its departments, suppliers, competitors that affect its ability to serve customers. 2. Macro environment: Broader factors in the larger societal and economic environment like demographic, economic, natural, technological, political and cultural forces. Understanding how these forces affect opportunities and threats is important for business operations.

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    © All Rights Reserved
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    of 10

    MODULE 7

    What are the two types of marketing


    environment?
    MODULE 7
    Target: at the end of the lesson, you should be able
    to.• Explain the importance of understanding the marketing
    environment.
    • Distinguish the difference between the two types of marketing
    environment.
    • Identify the various factors and forces in the micro environment
    and macro environment, and how they affect business operations.
    • Conduct a situation analysis.
    • Develop SWOT analysis, competition analysis and market
    summary.
    Marketing
    Environment
    (Kotler and Armstrong 2020)
    A firm’s marketing environment “consists of the actors
    and forces outside marketing that affect marketing
    management’s ability to develop and maintain a
    successful relationship with its target customers.”

    MODULE 7: what are the two types of marketing environment.


    Micro
    Environment
    The micro-environment consists of factors close to
    the company that affects its ability to serve its
    customer.

    MODULE 7: what are the two types of marketing environment.


    Company
    A company is composed of different departments,
    such as the top management, finance, human
    resource, manufacturing, accounting, purchasing
    information, technology and research development.

    MODULE 7: what are the two types of marketing environment.


    Suppliers
    Suppliers provide the resources needed by the
    company to manufacture its products.

    • Lack of resources may affect the satisfaction of


    customers.
    • Cost of material is also a major concern.

    MODULE 7: what are the two types of marketing environment.


    Competitors
    Competitors are other businesses who can offer
    the same or similar goods and services to your
    customers

    MODULE 7: what are the two types of marketing environment.


    Direct Competition Indirect Competition

    firms provide a product firms provide alternative


    with the same functions solution or satisfaction
    in the same market.

    MODULE 7: what are the two types of marketing environment.


    MODULE 7: what are the two types of marketing environment.
    MACRO-
    ENVIROMENT

    MODULE 7: what are the two types of marketing environment.

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