Analysis of the Marketing Environment: Microenvironment and Macroenviroment
ANALYZING THE MARKETING ENVIROMENT: (Microenviroment + Macroenviroment)
1,Preveiwing the Concept the actors and forces outside marketing that affect maketing management’s ability to build and maintain successful relationship with target customer
Eg. Mc Donald chaning environment and adapting
The Microenviroment includes the actors close to the company that affect to the company’s ability to serve its customers +) It consist of the company’s internal environment : departments and managements levels influences marketing decision making
+) Marketing channel firms: suppliers, marketing intermediaries,customer market,competitors, and publics cooperate to creat customer value
The Macroenviroment : the larger societal forces that effect Microenviroment – demographic,economi,natural,technological,political,and cultural forces 6 forces shape opportunities and pose threats to the company
2, Explain how changes in demographic and economic environments affect marketing decisions
Demography is the study of the characterivtics of human population in term of size,density,location,age,gender,race,occupation and other statistics.
And today’s Demographic environment shows a changing age structure,shilfting family profile,geographic population shifts a better educated and more white collar population, and increasing diversity
1. POLICTICAL:, sometimes they cross the rules regulation for software companies locally as well as internationally where they don’t compromise with their product quality. Sometimes for this reasons govt. can make restriction sales or production with in a country. Microsoft pays royalty to host country for their licensing agreement to operate business over there. Sometimes they don’t want to pay more royalty for operation, for that they have to convince some political leader or companies’ manager, which consume time and also reputation.
2. ECONOMIC: they are issuing corporate bond at low borrowing rate in the market then govt. bond. It
1,Preveiwing the Concept the actors and forces outside marketing that affect maketing management’s ability to build and maintain successful relationship with target customer
Eg. Mc Donald chaning environment and adapting
The Microenviroment includes the actors close to the company that affect to the company’s ability to serve its customers +) It consist of the company’s internal environment : departments and managements levels influences marketing decision making
+) Marketing channel firms: suppliers, marketing intermediaries,customer market,competitors, and publics cooperate to creat customer value
The Macroenviroment : the larger societal forces that effect Microenviroment – demographic,economi,natural,technological,political,and cultural forces 6 forces shape opportunities and pose threats to the company
2, Explain how changes in demographic and economic environments affect marketing decisions
Demography is the study of the characterivtics of human population in term of size,density,location,age,gender,race,occupation and other statistics.
And today’s Demographic environment shows a changing age structure,shilfting family profile,geographic population shifts a better educated and more white collar population, and increasing diversity
1. POLICTICAL:, sometimes they cross the rules regulation for software companies locally as well as internationally where they don’t compromise with their product quality. Sometimes for this reasons govt. can make restriction sales or production with in a country. Microsoft pays royalty to host country for their licensing agreement to operate business over there. Sometimes they don’t want to pay more royalty for operation, for that they have to convince some political leader or companies’ manager, which consume time and also reputation.
2. ECONOMIC: they are issuing corporate bond at low borrowing rate in the market then govt. bond. It