T2 - marketing environment

Question 1

Marketing environment definition

Answer 1

• all internal and external forces
• that affect a marketer’s ability to create, communicate, deliver and exchange offerings of value

includes:
- internal
- micro
- macro
environment

Question 2

Environmental analysis

Answer 2

An approach that breaks down the marketing environment into smaller parts to better understand it

Question 3

Internal environment

• definition
• difference b/w internal and external
• hierarchy
• internal marketing

Answer 3

• parts of the organisation, people and processes used to create/communicate/deliver and exchange offerings that have value

==> directly controllable by the organisation

• hierarchy of the org and what they do and control (senior management, middle management, functional departments such as marketing/logistics/sales/customer service/r+d, employees, external vendors)

INTERNAL MARKETING

• internal communications (to match company goals)
• internal market research
• training (to reach company’s goals)

Question 4

What is external environment?

Answer 4

Things that are outside the organisation. The org cannot directly control these people and processes - can only influence

Question 5

Micro-environment

• controlled by org or not?
• who does it consist of?

Answer 5

• cannot be controlled by org
• customers
• clients
• partners (what type: logistic firms, finance, advertising agencies, retailers, wholesalers, suppliers)
• competitiors (types of market competition)

Question 6

Macro-environment

• controlled by org or not?
• PESTEL

Answer 6

• cannot be controlled by org

PESTEL

• political
• economy
• sociocultural (demographic, attitudes and beliefs)
• technology
• environment
• legal