INTRODUCTION- MARKETING ENVIRONMENT
The performance of a company depends on its sales and its sales depend
up on the marketing environment that influences its marketing activities. The
marketing activities of an organization focus on satisfying customer needs.
Customer needs and wants are gain the function of the environment.
Therefore, the demand of a product is also affected by the environment, in
which the organization functions. With the marketing environment becoming
increasingly dynamic, it is necessary for firms to keep pace with the changing
environment.
The marketing environment consist of the forces that are external to the
marketing function of an organization but influence its marketing abilities, in
dealing with customers. A verity of internal and external forces impinge on an
organization and its marketing system. Internal forces are inherent to the firm
and can be controlled by the management. External cannot be controlled and
usually affect the industry as a whole, rather than individual players. The
external forces are divided into microenvironment and macro environment of
a firm. The micro environment consists of the suppliers, marketing
intermediaries, and customers while the macro environment consists of the
demography, sociocultural, political, technological, and legal environments.
Analysis of an external environment and identification of opportunities and
threats are extremely important for survival of affirm in the long term.
Managers, who fail to recognize the change, leave their companies vulnerable.
Environmental forces of dynamic and any change in them brings uncertainties,
threats and opportunities for the marketers. Change in the environmental
forces can be monitored through environmental scanning, that is, observation
of secondary interpretation of the information gathered through
environmental scanning. Marketers try to predict what may happen with the
help of tools like marketing research and marketing information system, and
continuing to modify their marketing efforts and build future marketing
strategies.
The performance of a company depends on its sales and its sales depend
up on the marketing environment that influences its marketing activities. The
marketing activities of an organization focus on satisfying customer needs.
Customer needs and wants are gain the function of the environment.
Therefore, the demand of a product is also affected by the environment, in
which the organization functions. With the marketing environment becoming
increasingly dynamic, it is necessary for firms to keep pace with the changing
environment.
The marketing environment consist of the forces that are external to the
marketing function of an organization but influence its marketing abilities, in
dealing with customers. A verity of internal and external forces impinge on an
organization and its marketing system. Internal forces are inherent to the firm
and can be controlled by the management. External cannot be controlled and
usually affect the industry as a whole, rather than individual players. The
external forces are divided into microenvironment and macro environment of
a firm. The micro environment consists of the suppliers, marketing
intermediaries, and customers while the macro environment consists of the
demography, sociocultural, political, technological, and legal environments.
Analysis of an external environment and identification of opportunities and
threats are extremely important for survival of affirm in the long term.
Managers, who fail to recognize the change, leave their companies vulnerable.
Environmental forces of dynamic and any change in them brings uncertainties,
threats and opportunities for the marketers. Change in the environmental
forces can be monitored through environmental scanning, that is, observation
of secondary interpretation of the information gathered through
environmental scanning. Marketers try to predict what may happen with the
help of tools like marketing research and marketing information system, and
continuing to modify their marketing efforts and build future marketing
strategies.
