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We will discover that marketing is not enclosed in a ox but rather belong into a complex and dynamic changing environment. The Philippine economy grows fast and changes in almost all areas including communication, banking geography, agriculture, transportation, exports and many other things. This is due to the fact that Filipinos are eager to adopt innovation and development. Therefore, the company must always consider the thorough analysis and understanding of the marketing environment when for us to clearly identify the threats and opportunities. Those are the external forces that might affect the entire management.
We must be aware bout the dimensions of markets, the factors affecting consumption and relationship with customers. As marketing management collects and processes data on these environments, it must be ever vigilant in their efforts to apply what they learn to developing opportunities and dealing with threats. By constantly looking at the dynamic changes that are occurring in environments, companies are better prepared to adopt to change, prepare long range strategy, meet the needs of today’s and tomorrow’s customers, and complete with the intense competition present in the global marketplace.
Marketing environments are continuously changing and businesses operating in such turbulent environments need to be flexible. Globalization and lower barriers to entry now mean that there is an even greater threat of substitute products and new entrants to market. Today, many companies are taking an environment management perspective, whereby a firm takes aggressive actions to affect the publics and forces in the marketing environment. Whenever possible, smart managers will take a proactive rather than a reactive approach to the marketing environment.
MARKETING ENVIRONMENT Encompasses the marketing team within an organization and includes all of the outside factors of marketing that affect the team’s ability to develop and maintain successful customer relationships with their targeted customer group. The marketing environment surrounds and impacts upon the organization. There are three key elements to the marketing environment which are the internal environment, the micromanagement and the micromanagement. Why are they important? Well marketers build both internal and external relationships.
Marketers aim to deliver value to satisfied customers, so we deed to assess and evaluate our internal business/corporate environment and our external environment which is subdivided into micro and macro. Market- A market is one of many varieties of systems, institutions, procedures, social relations and infrastructures whereby parties engage in exchange. While parties may exchange goods and services by barter, most markets rely on sellers offering their goods or services (including labor) in exchange for money from buyers.
It can be said that a market is the process by which the prices of goods and services are established. Micromanagement The micromanagement is made from individuals and organizations that are close to the company and directly impact the customer experience. Examples would include the company itself, its suppliers, other marketing input from agencies, the markets and segments in which your business trades, your competition and also those around you (which public relations would call publics) who are not paying customers but still have an interest in your business.
The Micro environment is relatively controllable since the actions of the business may influence such stakeholders. 1 . The company itself . Top Management- is responsible for setting the company mission, objectives, broad strategies, and policies. B. Marketing managers- makes decisions within the parameters established by top managers. They must work closely with other company departments c. All departments- must “think Consume” if the firm is to be successful. 2. Suppliers -are firms or individual that provide the resources needed by the company and its competitors to produces goods and services.
They are important link to the company overall customer “value delivery system”. 3. Marketing Channel (Intermediaries) are firms that help the company promote, sell and distribute its goods to final buyers. This includes wholesalers and retailers. A. Physical distribution- firms help the company to stock and move goods from their points of origin to their destinations. B. Marketing Services Agencies- help the company target and promote its products to the right market. C. Financial Intermediaries- help finance transactions and insure against risks associated with buying and selling goods. 4. Customers a.
Customer markets- are individuals and households that buy goods and services for personal consumption. B. Business markets- buy goods and services for further processing or for use in their production process. C. Reseller markets- buy goods and services in order to resell them at a profit. D. Government market- are agencies that buy goods and services in order to produce public services or transfer them to those who need them. E. International market- are buyers of all types including government in foreign countries. 5. Competitors -Those that serve target market with similar products and services.
Company must gain strategic advantage against these organization. 6. Public -is any group that has an actual or potential interest in or impact on an organization’s ability to achieve its objectives. A company should prepare a marketing plan for all of its major publics as well as its customers. A. Financial public- this influences the company’s ability to obtain funds. B. Media public- this carries news, features and editorial opinion. C. Government public, marketers often consult the company’s lawyer on issue of product safety, truth in advertising, code of ethics in marketing and other matters. . Citizen- action public- A company’s public relation department help when a company’s marketing decision questioned is by consumers. E. Local public- this include neighborhood residents and community organizations. Large companies usually appoint a community relations officer to deal with the community attend meetings, answer questions, and contribute to worthwhile causes. F. General Public- a company needs to be concerned about the general publics attitude towards products and activities.
The public image of the company effects its buying. G. Lanterns public- this includes workers, managers, volunteers and the board of directors. Large companies use newsletter and other means to inform and motivate their internal publics. When employees feel good about their companies, these positive attitude spills over to external publics. Micromanagement The micromanagement is less controllable. The macro environment consists of much larger all-encompassing influences (which impact the micromanagement) from the broader global society.
Here we would consider culture, political issues, technology, the natural environment, economic issues and demographic factors amongst others. The macro marketing environment takes into account all factors that can influence an organization, but are outside of their control. There are six major acre marketing environment forces to deal with. 1. Political environment -It includes laws, government agencies, and pressure groups that influence and limit various organization and individuals and in a given society. Business is regulated by various forms of legislation.
Some trends in the political environment include, increase in legislation to protect, companies, customers and the interest of society. This also includes changing government agency enforcement and increase emphasis on ethics and socially responsible actions. 2. Economy -The factors affecting consumer purchasing power and spending pattern. It includes labor force, spending pattern, family income and expenditure, wage and salary, and socio economic class. 3. Socio- Cultural environment -This is made up Of institutions and Other forces that affects society’s basic values, perceptions, and behaviors.
Among the dynamic cultural characteristics are: persistent of cultural values and shifts in secondary cultural values. Lifestyle- is a person’s pattern of living as expressed in his or her chirography’s. Filipino Traits: Hay, Amour Prior, Tang an Bibb, Pakistan, Behalf an 4. Technological environment – It includes all forces that create new technologies, as well as new products ND market opportunities. Technology changes rapidly and is use to make practical, affordable products. 5.