Physical distribution: Firms help the company to stock and move goods from their points of origin to their destinations. These cover a range of values, beliefs, attitudes and customs which characterize societies or social groups. The companies must take into account the way they approach the customers and sell their products to the customer, what price and product differentiation they have for their customer. Nature offers resources, however, in a restricted way. It is important to place equal emphasis on both the macro and micro environment and to react accordingly to changes within them. When the company responds to an environmental scanning process it allows them to easily respond and react to any changes to both the internal and external business environment.
Technological discoveries and developments create opportunities and threats in the market. Macroenvironment: larger societal forces that affect the microenvironment. Strategy requires the key input of data and understanding of external factors, which are weighed, measured, and considered by the organization. Product quality and improvement are important parts of marketing strategies, sometimes the only part. Walmart would need to take into account local customs and practices in the United Kingdom such as bank holidays and other local festivals.
One technique used by organizations to monitor the environment is known as environmental scanning. The macro environment consisting of wider societal authorities, and the micro environment which incorporates the influences related to a company, together form the general marketing environment of a company. A better understanding of the marketing environment allows the marketer to understand more about the competitions and about what advantages do the competitors have over his business and vice versa. Here the management focuses on creating sales transactions rather than on building long-term, profitable customer relationships. Marketers are keenly interested in studying the demography ethnic mix, educational level and standard of living of different cities, regions and nations because changes in demographic characteristics have a bearing on the way people live, spend their money and consume. Culture influences every aspect of marketing. One is a macro-environment, the other a micro-environment.
Relatively small changes in the exchange rate may be the difference between profit and loss. The Societal Marketing Concept puts the Human welfare on top before profits and satisfying the wants. The age groups that attract the attention of marketers can be classified as: i Infants: The population of India is growing at an alarming rate. Suppliers: Provide resources needed to produce goods and services. Example The demand for baby food has decreased because of birth control.
Every society has its own culture. There are multiple factors that exist at any time. Every decision it makes is influenced by or influences forces in its marketing environment and has repercussions. The top management of the organization has confined the area in which marketing manager takes his decisions. This includes all departments such a management, finance, marketing, operations, audit etc. When looking at the weaknesses of the organization's placing in the current business environment a formal environmental scanning is used. By positioning the firm to match the needs, values, and behaviors of their core target segments, the firm can gain a competitive advantage through a strong market position with key target groups.
This field deals with the design of the specific environment of the enterprises. It includes concepts such as demography, economy, natural forces, technology, politics, and culture. Macroenvironment The macroenvironment is less controllable. Technological Factors Technological factors are those variables rely on current, available and change in technology. Age: Demographic variables help in distinguishing buyers, that is, people having homogenous needs according to their specific wants, preferences and usages. It is also a political decision as to how this spending power should be distributed between different groups of consumers and between the public and private sectors. Generally, in good economic times, there is a great deal of demand, but this introduces a fear of possible inflation.
Successful companies know the vital importance of constantly watching and adapting to the changing environment. The marketing concept and the selling concepts are two extreme concepts and totally different from each other. International Journal of Contemporary Hospitality Management. Conclusion When looking at external environmental data, the firm must consider their relative competitive position in the market, and how that impacts the opportunities and threats from the external competitive landscape. Life-style is affected by other factors of demography as well. The enhancing market of china is getting attention of marketers around the world. It is possible to develop effective marketing strategies on the basis of analysis.
The poor countries are the victims that would suffer most. The age group of people is divided into many sub-divisions by the organization. Sick Industrial Companies Special Provisions Act 1985 12. It would consider how to recruit, retain and extend products and services to customers. An organization can effectively offer its products just when individuals have enough cash to spend. Companies adopting this orientation run a major risk of focusing too narrowly on their own operations and losing sight of the real objective.