Micro and Macro Marketing
MICRO AND MACRO MARKETING ENVIRONMENT
Introduction
Micro marketing
Refers to the internal controllable factors or forces which affects the ability of a company to serve its customers. e.g. the organization, the market, the suppliers, market intermediaries and the marketing mix. The micro marketing environment that surrounds organisations can be complex by nature, however the company has an element of control over how it operates within this environment.
Macro marketing
Refers to the external factors or forces which affects the ability of the company to externally and internally serve its customers.eg. Demography, economic, cultural, political, competitors, legal & technology. The macro marketing environment takes into account all factors that can influence an organisation, but are outside of their control.
Even though the marketer has no direct control over the macro external environment, a greater understanding and awareness of these changing market conditions can be achieved through external analysis. External analysis will help identify future events, uncover possible threats and realise potential opportunities.
Factors of micro marketing
a) Organization
Organization consists of many departments such as production, finance, personnel, marketing etc. This entire department works together so as to achieve its organization objectives. Therefore marketing being one of the departments needs to control and streamline its activities so as to be in a position of achieving its target
b) The market/ customers
The market consists of different customers. e.g. individual customers buy goods for their personal consumption, producers and manufacturers for their manufacturing plant, wholesalers for selling to the retailers. Depending on the analysis of the market the organization can divided its market into segments so as to be able to control the market demand by providing the supplies according to the requirement of different segment.
c) Suppliers
Introduction
Micro marketing
Refers to the internal controllable factors or forces which affects the ability of a company to serve its customers. e.g. the organization, the market, the suppliers, market intermediaries and the marketing mix. The micro marketing environment that surrounds organisations can be complex by nature, however the company has an element of control over how it operates within this environment.
Macro marketing
Refers to the external factors or forces which affects the ability of the company to externally and internally serve its customers.eg. Demography, economic, cultural, political, competitors, legal & technology. The macro marketing environment takes into account all factors that can influence an organisation, but are outside of their control.
Even though the marketer has no direct control over the macro external environment, a greater understanding and awareness of these changing market conditions can be achieved through external analysis. External analysis will help identify future events, uncover possible threats and realise potential opportunities.
Factors of micro marketing
a) Organization
Organization consists of many departments such as production, finance, personnel, marketing etc. This entire department works together so as to achieve its organization objectives. Therefore marketing being one of the departments needs to control and streamline its activities so as to be in a position of achieving its target
b) The market/ customers
The market consists of different customers. e.g. individual customers buy goods for their personal consumption, producers and manufacturers for their manufacturing plant, wholesalers for selling to the retailers. Depending on the analysis of the market the organization can divided its market into segments so as to be able to control the market demand by providing the supplies according to the requirement of different segment.
c) Suppliers
References: • Principles of Marketing ebrary Reader Author: Hundekar, S.G. Appannaiah, H.R. Reddy, P.N. • Principles of Marketing Sherlekar, S.A. Prasad, K. Nirmala Victor, S.J. Salvadore Pages: 357