Marketing Environment
the marketing environment
MACRO ENVIRONMENT
MICRO ENVIRONMENT
FIRM
Decreasing Control
The Marketing Environment is a set of forces, some controllable and some uncontrollable, that influence the ability of a business to create value and attract and serve customers.
marketing environment: SWOT analysis
helpful harmful
internal strengths weaknesses
external opportunities threats
marketing environment
Environmental scanning
The process of collecting information about forces in the marketing environment
Methods:
Observation
Secondary sources
Market research
environmental scanning environmental analysis responding to environmental forces
Environmental analysis
The process of assessing and interpreting information gathered through environmental scanning
Is the information accurate?
Is the information consistent?
Is the information significant?
Is the information relevant?
environmental scanning environmental analysis responding to environmental forces
Responding to Environmental Forces
Reactive approach
Passive view of environment as uncontrollable
Current strategy is cautiously adjusted to accommodate environmental changes
Proactive approach
Actively attempts to shape and influence environment
Strategies are constructed to overcome market challenges and take advantage of opportunities
environmental scanning environmental analysis responding to environmental forces
marketing environment
competitive forces economic forces political forces
legal forces technological forces sociocultural forces