Micro and Macro - Environment

Question 1

What is microenvironment?

Answer 1

Microenvironment are actors close to the company that affects the company’s ability to serve its customers.

Question 2

What is macroenvironment?

Answer 2

Macroenvironment are larger societal forces that affects a firms’ microenvronment.

Question 3

What are the 6 factors in microenvironment?

Answer 3

1. Company
2. Suppliers
3. Marketing intermediaries
4. Consumers
5. Competitors
6. Public

Question 4

What are the 6 factors in macroenvironment?

Answer 4

1. Demographic
2. Economic
3. Natural
4. Technological
5. Political
6. Cultural

Question 5

Under microenvironment, what are some factors under company?

Answer 5

• Marketing team works with other part of the firm

- internal factor that affects sales of product the company

Question 6

Under microenvironment, what are some factors under suppliers?

Answer 6

• Suppliers affect the availability, shortage, delay of goods. (labour strike)
• Affect monetary losses and customers satisfaction

Question 7

Under microenvironment, what are some factors under intermediaries?

Answer 7

• Channels that firm use to distribute certain products. (How the goods are transported, whether they are insured, transactions)
• These factors will affect the satisfaction of the customers.

Question 8

Under microenvironment, what are some factors under consumers?

Answer 8

Depends on the type of consumers:

Buying for personal use/Production/re-sell/Buy to provide service/Market that influences everyone else

Question 9

Under microenvironment, what are some factors under competitors?

Answer 9

Need to gain competitive advantage by positioning themselves strongly against the competitors in the minds of the competitors

Question 10

Under microenvironment, what are some factors under public?

Answer 10

Public that have an influence over certain aspect of the company (Company’s reputation)

Question 11

Under macroenvironment, what are some factors under demographic?

Answer 11

• Human population
• Gender/Age
• Millenials/Boomers
• Increase diversity

Question 12

Under macroenvironment, what are some factors under economic?

Answer 12

• Changes in income (average income/income distribution)

- Consumer spending pattern (in recession, rich v poor)

Question 13

Under macroenvironment, what are some factors under Natural?

Answer 13

• Usage of raw materials (Shortage)
• Increased pollution
• Increase in Government pollution

Question 14

Under macroenvironment, what are some factors under techonological?

Answer 14

• More complex goods and services (R&D)
• More expensive (Cost of R&D)
• More opportunity ( Because of technology)
• Growing obsolette

Question 15

Under macroenvironment, what are some factors under political?

Answer 15

1. Increasing legislation (Limitations/Opportunities for company)
2. being more socially responsible (Limitations/Opportunities for companies)

Question 16

Under macroenvironment, what are some factors under Cultural?

Answer 16

1. Shift in view of society, nature, organisation

2. Persistence in cultural views.