Module3 - The Marketing Environment Introduction In Modules 1 and 2 we've begun discussing how important it is for businesses to understand their

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The Marketing Environment Introduction In Modules 1 and 2, we've begun discussing how important it is for businesses to understand their industries and environments in order to succeed. In this module, we'll look more closely at the important environmental factors which often prove to have a significant impact on businesses and on the success of their marketing. We'll study how these different elements -- within the organization, close to the organization, and beyond the organization -- influence organizational decisions and consumer buying. Understanding these marketing environmental factors can help you improve your account-planning skills and become a more effective marketer and ad team member. Student Outcomes Identify the elements that make up the marketing microenvironment. Recognize the elements that make up the marketing macroenvironment. Understand why modern marketers look to these factors as they develop their marketing plans. An important part of our individual human development comes from our interactions with our environment. As we grow, we learn increasingly more about the world around us and how we fit into that world. The more we come to understand the factors that surround us, the more safely, intelligently, and effectively we tend to make our way through our day-to-day activities. The situation is similar with business. The more organizations can learn about their industry, markets, customers, competitors, and the broader set of factors that impact them and shape their surroundings, the better those organizations will be at navigating through those factors and sustaining mutually beneficial relationships with their customers. All marketing environmental elements can be categorized into one of two main categories. The first, the marketing microenvironment , consists of environmental factors within or close to the organization providing the products or services. The second, the marketing macroenvironment , consists of elements beyond the organization that may have a direct or indirect impact on that organization. The Marketing Microenvironment In order to sustain mutually beneficial customer relationships, marketing efforts must continually strive to deliver value and satisfaction to customers. Marketing managers can't do that alone. They need the help of other contributing partners within or close to the company that can improve the company's ability to serve its customers. These partners, along with competitors that shape each respective market, make up a company's microenvironment. They include the company and its internal functions, suppliers, marketing intermediaries, customers, competitors, and publics. Let's take a close look at each of these components within the microenvironment.
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The Company The company's internal environment is made up of its executive leadership, management, and staff across the organization, in departments ranging from finance and accounting to marketing, purchasing, and operations. Top-level
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This note was uploaded on 12/07/2011 for the course ADV 112 taught by Professor Kellyburke during the Fall '10 term at Academy of Art University.

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Module3 - The Marketing Environment Introduction In Modules 1 and 2 we've begun discussing how important it is for businesses to understand their

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