Marketing environment is the forces that directly and indirectly influence an organizations capability to undertake its business. The trading forces operating in a market place over which a business has no direct control, but which shape the manner in which the business function and is able to satisfy its customers. Marketing environment can be divided into 2 environments which are internal environment and external environment. Internal environment is the forces and actions inside the firm that affect the marketing operation composed of internal stake holders and the other functional areas within the business organization. External environment can be divided into 2 groups which are Microenvironment and Macroenvironment. Microenvironment and Marcoenvironment are the important factors in the marketing environment. Mircoenvironment are the environmental factors are in its proximity. The factors influence the company’s non – capacity to produce and serve the market. There are several factors in Microenvironment which is Company, Supplier, Marketing intermediaries, Competitor, Publics and customers. Meanwhile in Macroenvironment is all the other actors operate in surrounded. They are demographic, economical, natural, political, and technological.
We will start with internal environment and later followed by external environment that consist of microenvironment and macroenvironment. We will discuss, what are the important factors of the internal and external environment in the marketing environment in organization.
The internal environment of marketing
The internal environment is comprises of the activities inside of your marketing organization. In your internal environment, you have some variables to make decisions and influence your marketing efforts, such variables as in your 7Ps of marketing e.g. product, promotion, price, place, process, physical environment.
To begin with, develop the habit of looking at your product as though you were an outside marketing consultant brought in to help your company decide whether or not it's in the right business at this time. Ask critical questions such as, "Is your current product or service, or mix of products and services, appropriate and suitable for the market and the customers of today?" Whenever you're having difficulty selling as much of your products or services as you'd like, you need to develop the habit of assessing your business honestly and asking, "Are these the right products or services for our customers today?" Is there any product or service you're offering today that, knowing what you now know, you would not bring out again today? Compared to your competitors, is your product or service superior in some significant way to anything else available? If so, what is it? If not, could you develop an area of superiority? Should you be offering this product or service at all in the current marketplace? Prices
The second P in the formula is price. Develop the habit of continually examining and reexamining the prices of the products and services you sell to make sure they're still appropriate to the realities of the current market. Sometimes you need to lower your prices. At other times, it may be appropriate to raise your prices. Many companies have found that the profitability of certain products or services doesn't justify the amount of effort and resources that go into producing them. By raising their prices, they may lose a percentage of their customers, but the remaining percentage generates a profit on every sale. Could this be appropriate for you? Sometimes you need to change your terms and conditions of sale. Sometimes, by spreading your price over a series of months or years, you can sell far more than you are today, and the interest you can charge will more than make up for the delay in cash receipts. Sometimes you can combine products and services together with special offers and special promotions. Sometimes you can include...
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