Chapter 2: Environmental Analysis Flashcards
Marketing Environment
all the internal and external forces that affect a marketer’s ability to create communicate and deliver products of value
internal environment
the people and processes within an organisation that affect a marketer’s ability to create, communicate and deliver products of value e.g. marketing information system and sales force.
The Micro environment
the forces within an organisation’s industry. It is not directly controllable by the organisation. It consists of customers, clients, competitors and partners.
Partners include
) Logistic firms (storage and transport), financiers (banking and insurance), wholesalers (B2B), advertising agencies, retailers (B2C) and suppliers. Marketers must ensure their products provide their target market with greater value than their competitors’ products.
The Macro environment
the forces outside of an organisation’s industry. It includes Political, Economic, Socio cultural, Technological and Legal forces.
Political forces include
lobbying for favourable treatment at the hands of government and lobbying for favourable regulation
Economic forces
how much money individuals and organisations have to spend and how they choose to spend it. They include prices, income and availability of credit.
Socio cultural factors
affect people’s attitudes, beliefs, behaviours, preferences, customs and lifestyles. Social Cultural factors include demographics such as statistics about a population: age, gender, ethnicity, educational attainment and marital status. Furthermore, the natural environment is an example of a social cultural theme that has recently emerged.