The micro environment this environment influences the

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The micro-environment This environment influences the organization directly. It includes suppliers that deal directly or  indirectly, consumers and customers, and other local stakeholders. Micro tends to suggest small,  but this can be misleading. In this context, micro describes the relationship between firms and the  driving forces that control this relationship. It is a more local relationship, and the firm may exercise  a degree of influence. This would be like APPS, Developers, manufactors
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The macro-environment This includes all factors that can influence and organization, but that are out of their direct control.  A company does not generally influence any laws (although it is accepted that they could lobby or  be part of a trade organization). It is continuously changing, and the company needs to be flexible  to adapt. There may be aggressive competition and rivalry in a market. Globalization means that  there is always the threat of substitute products and new entrants. The wider environment is also  ever changing, and the marketer needs to compensate for changes in culture, politics, economics  and technology. People, places and things In recent times, from an economic environment perspective, people are getting more affluent, even in third world countries like Vietnam, the younger generation are more interested in spending on the latest fashion and gadgets, like iPods. Phone marketers might want to include phone designs which allow for self-expression, hence catering to the younger people seeking to carve out their own identity. For example, young girls in Japan like to stick many shiny crystals on their phones as they see it as a form of beautiful art. Phone marketers can cash in on this growing trend by offering phones
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  • Spring '10
  • xxx
  • cell phone, mobile phone marketer

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