The marketing environment

Marketing for Tourism
&
Hospitality I


THE MARKETING
ENVIRONMENT

, The Marketing Environment
• The marketing environment is made up of a
microenvironment and a macroenvironment.
• The microenvironment consists of factors close
to the company that affect its ability to serve its
customers.
– the company itself, marketing channel firms, customer
markets & a broad range of publics
• The macroenvironment consists of the larger
societal forces that affect the entire
microenvironment.
– demographic, economic, natural, technological,
political, competitor, and cultural forces

,The Company’s Microenvironment
• Marketing management’s job is to build
relationships by creating customer value &
satisfaction.
• The success of marketing plans requires working
closely with the company’s microenvironment.


Figure 1
Major actors in
the company’s
microenvironment.




tab

, The Company’s Microenvironment
• Marketing managers must work closely with top
management and the various company departments.
• The finance department is concerned with finding
and using funds required to carry out the marketing
plan.
• Accounting has to measure revenues & costs to help
marketing know how well it is achieving objectives.
• Housekeeping is responsible for delivering clean
rooms sold by the sales department.
• Top management sets the company mission, broad
strategies, objectives, and policies.