External Environment The external environment constitutes factors and forces which are external to the business and on which the marketer has little or no control. For example, explosive population growth demographic leads to more resource depletion and pollution natural environment , which leads consumers to call for more laws political-legal. Companies generally establish legal review procedures and promulgate ethical standards to guide their marketing managers. Twin blade shaving system replaces razor shaving system. Marketers sometimes reap unexpected rewards in targeting subcultures. It also sounds like it could be good to stay updated on any of these changes that may happen in these environments so that you can adjust your plans accordingly.
The buyer makes the fewest decisions in the straight rebuy and the most in the new-task decision. Many companies have established public-affairs departments to deal with these groups and issues. Finally, both baby boomers and Gen-Xers will be passing the torch to the latest demographic group, the baby boomlet, born between 1977 and 1994. This includes the climatic conditions, environmental change, accessibility to water and raw materials, natural disasters, pollution etc. In essence, many private marketing transactions have moved into the public domain. Examples of opportunities are: 1.
The study of marketing must continue in understanding the marketing opportunities. It is the duty of the marketing managers to oversee the mission, as well as the objectives of the top management. The size of a family is decreasing and the average income of family is increasing. These factors indirectly affect the organization but cannot be controlled by it. Competitors : No single competitive marketing strategy is best for all companies. According to futurist Faith Popcorn, a trend has longevity, is observable across several market areas and consumer activities, and is consistent with other significant indicators occurring or emerging at he same time.
. Diversify Another tactic in response to environmental uncertainty is to reduce risk through diversification. Marketers need to rely less on nonrenewable resources and use renewable resources more wisely. And small firms can develop strategies that give them better rate of return than large firms enjoy. So the marketers group people on the basis of education. The company must communicate with its customers, and must listen to them closely.
The marketing environment is made up of: 1. The second cause for concern is that population growth is highest in countries and communities that can least afford it. Infinite resources, such as air and water, pose no immediate problem, although some groups see a long-run danger. Occupation: This is very strongly associated with income and education. Often consumption patterns reflect social attitude.
An information system part of marketing research organizes the scanning effort so that information related to specific situations can be more readily used. People absorb, almost unconsciously, a worldview that defines their relationship to themselves, to others, to organizations, to society, to nature, and to the universe. Marketing management cannot always control environmental forces. Securities and Exchange Board of India Act 1992 15. Module 8 Business Environment 4 The Global Environment Business buyer behaviour The previous model suggests four questions about business buyer behaviour: What buying decision do business buyers make? Firms making products that require these increasingly scarce materials face substantial cost increases.
Other companies, however, take the reins. They have to consider how to protect the brand aspect in everything they do, from providing a living wage that makes it to farmers and have production with low pollution rates. Political Environment : The political environment consists of factors related to the management of public affairs and their impact on the business of an organisation. Forces close to the organization. In India, food companies need special approval to launch brands that duplicate what already exists on the market, such as another cola drink or brand of rice. Much of their revenue comes from exporting these resources. Some Module 8 Business Environment 3 The Macro Environment hope that this trend will reduce auto pollution, bring the family closer together, and create more home-centered entertainment and activity.
What is the Marketing Environment? These four aspects of marketing strategy should be a direct reflection of what the external environment demands, and the core target segments require from the firm. Feeding, clothing, and educating their children while also providing a rising standard of living is nearly impossible in these countries. Whereas there are several issues in both fields that make them inter-reliant to each other. Understanding The Environment The first step towards effectively integrating an organization with the external environment is scanning, analyzing, and incorporating external factors into strategic marketing tactics and strategies. Before offering a product, you should consider whether it is a candidate for legal or regulatory trouble. Thus, marketers must do more than simply adapt to the needs of target consumers.
Sometimes a rise of only 10 percent in consumer demand can cause as much as a 200 percent rise in business demand during the next period. The order of these decisions varies with each situation, and different decision participants influence each choice. A population can be subdivided into six age groups, school-age children, teens, young adults age 25 — 40, middle-aged adults age 40 — 65, and older adults age 65 and up. All of these interrelated groups form the internal environment. These include whole-sellers and retailers who buy and resell merchandise.