“Macro-marketing literally deals with big/important issues, beyond comparatively simple exchanges between buyers and sellers, or even relationships between companies and customers. In a more interconnected world of markets, marketers, and their stakeholders, macro-marketing is an important mechanism to study both opportunities and shortcomings of marketing, and both its intended positive effects and unintended deleterious effects. This suggests macro-marketing includes an optimistic perspective; that it seeks functional mechanisms to enhance marketing processes, to the benefit of the largest number of stakeholders, the world over.” Various Environmental factors Affecting Marketing process.
Various factors affecting marketing process.
The environmental factors that are affecting marketing process can be classified into : 1) Internal environment and
2) External environment
Internal Environment of Marketing :
This refers to factors existing within a marketing firm. They are also called as controllable factors, because the company has control over these factors : a) it can alter or modify factors as its personnel, physical facilities, organization and function means, such as marketing mix, to suit the environment. There are many internal factors that influence the marketing process, they are : Top Management : The organizational structure, Board of Director, professionalization of management..etc..Factors like the amount of support the top management enjoys from different levels of employees, shareholders and Board of Directors have important infulence on the marketing decisions and their implementation. Finance and Accounting: Accounting refers to measure of revenue and costs to help the marketing and to know how well it is achieving its objectives.Finance refers to funding and using funds to carry out the marketing plan. Financial factors are financial polices, financial position and capital structure. Research and Development : Research and...
Please join StudyMode to read the full document