Marketing Environment
Essay by 24 • January 1, 2011 • 256 Words (2 Pages) • 1,842 Views
The Marketing Environment
The environment forces that affect the company's ability to serve its customers
1. External Environment
2. Internal Environment
External Environment
Macro Environment: consist of larger societal forces that affect the entire microenvironment. The six forces making up the company's microenvironment
* Demographic
* Economic
* Natural
* Technological
* Political
* Cultural Forces
Demographic is the study of the characteristics of human populations.
* Age structure
* Shifting family profiles
* Geographic population shits
* A better educates and more white collar population and increasing diversity
Economic Environment consists of factors that affect buying power and patterns
* More consumer concern for value
* Shifting consumer spending pattern
Consumers are seeking greater value just the right combination of good quality and service at a fair price.
The natural of environment show three major trends:
* Shortage of certain raw materials
* Higher pollution levels
* Government intervention in natural resource management
Technology Environment
* Rapid pace of technological change
* High
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