Marketing and White Goods
Topic 2 - The Marketing Environment.
As an independent marketing management consultant, you have been asked by the marketing director of a leading local white goods company to prepare a report discussing the main components of the micro and the macro marketing environments impacting the organisation. You are also to outline why the organisation should be knowledgeable about environmental developments.
Abigail Gatt
G.F Abela Junior College
Group 2A
Table Of Contents
1.0 Summary
Page 3
2.0 Introduction
Page 3
3.0 Micro-Environment
Page 4
4.0 Proximate Macro-Environment
Page 5
5.0 Wider Macro-Environment
Page 6
6.0 Conclusion
Page 7
1.0 Summary
The market environment is a marketing term and refers to factors and forces that affect a firm’s ability to build and maintain successful relationships with customers. Three levels of the environment are: Micro (internal) environment - small forces within the company that affect its ability to serve its customers and the macro environment which is divided in two terms. The Proximate macro environment and Macro environment (external). The micro environment refers to the forces that are close to the company and affect its ability to serve its customers. The company’s aspect of microenvironment refers to the internal environment of the company. This includes all departments, such as management, finance, research and development, purchasing, operations and accounting. Each of these departments has an impact on marketing decisions. Marketing intermediaries refers to resellers, physical distribution firms, marketing services agencies, and financial intermediaries. These are the people that help the company promote, sell, and distribute its products to final buyers. Resellers are those that hold and sell the company’s product. The macro environment refers to all forces that are part of the larger society and affect the microenvironment. It includes concepts such as
As an independent marketing management consultant, you have been asked by the marketing director of a leading local white goods company to prepare a report discussing the main components of the micro and the macro marketing environments impacting the organisation. You are also to outline why the organisation should be knowledgeable about environmental developments.
Abigail Gatt
G.F Abela Junior College
Group 2A
Table Of Contents
1.0 Summary
Page 3
2.0 Introduction
Page 3
3.0 Micro-Environment
Page 4
4.0 Proximate Macro-Environment
Page 5
5.0 Wider Macro-Environment
Page 6
6.0 Conclusion
Page 7
1.0 Summary
The market environment is a marketing term and refers to factors and forces that affect a firm’s ability to build and maintain successful relationships with customers. Three levels of the environment are: Micro (internal) environment - small forces within the company that affect its ability to serve its customers and the macro environment which is divided in two terms. The Proximate macro environment and Macro environment (external). The micro environment refers to the forces that are close to the company and affect its ability to serve its customers. The company’s aspect of microenvironment refers to the internal environment of the company. This includes all departments, such as management, finance, research and development, purchasing, operations and accounting. Each of these departments has an impact on marketing decisions. Marketing intermediaries refers to resellers, physical distribution firms, marketing services agencies, and financial intermediaries. These are the people that help the company promote, sell, and distribute its products to final buyers. Resellers are those that hold and sell the company’s product. The macro environment refers to all forces that are part of the larger society and affect the microenvironment. It includes concepts such as