Marketing Environment
All the actors and forces influencing the companys ability to transact business effectively with its target market. Includes:
Microenvironment - forces close to the company that affect its ability to serve its customers. Macroenvironment - larger societal forces that affect the whole microenvironment.
Cultural
Publics
Economic Company
Suppliers
Customers
Political
Competitors
Natural
Intermediaries
Technological
The Microenvironment
Company
Publics
Forces Affecting a Companys Ability to Serve Customers
Suppliers
Competitors
Customers
Intermediaries
Customer Markets
International Markets
Consumer Markets
Company
Government Markets Reseller Markets Business Markets
The Macroenvironment
Demographic Cultural
Forces that Shape Opportunities and Pose Threats to a Company
Economic
Political Technological
Natural
Geographic Shifts
Increased Education
Increased college attendance and white-collar workers
Economic Environment
Economic Development
Changes in Income
Natural Environment
More Government Intervention
Technological Environment
Rapid Pace of Change High R & D Budgets
Increased Regulation
Political Environment
Increased Legislation
Changing Enforcement
Cultural Environment
Of Oneself Of the Universe Of Nature Views That Express Of Values Organizations Of Society Of Others