The Marketing Environment

Robert Greene 48 Laws Of Power - The Marketing Environment

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No enterprise exists and operates in a vacuum, but as a part and parcel of the environment in which it finds itself. Effective and Effective marketing strategy is a function of the marketing manager's capability to understand the environment in which the enterprise operates.

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Robert Greene 48 Laws Of Power

The marketing environment consists of a set of factors or troops that operate or influence a company's execution in its chosen target market.

Jain (1981:69) defined the marketing environment to include all those factors that may influence the organization directly or indirectly in any perceptible way. Marketing environment factors affects the organization by the way of input and the organizations also influence the environment by output. The relationship in the middle of the organization and the marketing environment is often referred to as "inseparable" the organization and it environment are enduringly in a state of: give and take" or homeostasis.

The marketing environment consist of those troops or element that impacts on the company's capability to operate effectively in its chosen target market.

The marketing environment is divided into two major components. The elements are,

Internal environment: the internal environment is involved with the controllable variables. Controllable variables are categorized into two groups, they are; the strategy variables and unmarketable variables. External environment: the external environment is involved with the unruly variables. These variables are called unruly because the marketing employer cannot directly operate any of the elements. The marketing employer is left with the choice of adapting to the environment by prompt observation, diagnosis and forecasting of these environmental factors. The external environment can added be divided into two components, the micro environment and the macro environment.

Micro environment:

The elements that fall under the micro environment consist of troops or factors in the firm's immediate environment that influence the firm's capability to perform effectively in the market place. These troops are suppliers, distributors, customers and competitors. Let us discuss each of the variables in details.

Suppliers:

Suppliers are enterprise customers who provide goods and services to other enterprise organizations for resale or for productions of other goods. The behavior of clear troops in the suppliers can influence the execution of the buying organization unquestionably or negatively. The primary factors here are the number of suppliers and the volume of suppliers to the industry. An audit of the suppliers will enable us to appreciate their drive and bargaining power, which the suppliers hold over the manufactures as a whole. The answers to the issues involved have the potentials to influence the capability of firms in the manufactures to effectively deliver need-satisfying goods and/ or services. The trend today is that buyers exertion to persuade the provider to provide exactly what the firms want. This process is known as "reverse marketing".

Customers:

Customers are those who buy goods and/ or services produced by the company. In a buy chain, separate people play primary roles before a buy decision is made. The discrete influences must be understood. The buyer may be the buyer of the products where he/she is the user. The primary factor here is that needs and wants of consumers are not static. They are fast changing. The changes in the preferences of the buyer create opportunities and threats in the market. The changes called for the marshaling of isolate strategy to either fit into windows of opportunities or survive the threats in the market. A good knowledge of consumers' behavior will facilitate the fabricate and output of goods and services that the customers need and want, and not what they are able to produce.

Competitor:

A competitor is a firm operating in the same manufactures or market with someone else firm. The notice here is that, Firm A produces a substitute to that of firm B (industrial approach) or firm A and firm B seeks to satisfy the same buyer need (market approach.

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