the marketing environment Flashcards
1
Q
the marketing environment defined
A
those conditions and influences impinging or potentially impinging on marketing.
The individuals, organisations and forces external to the marketing management function of an organisation that impinge on the marketing management’s ability to develop and maintain successful exchanges with customers
2
Q
micro environment
A
all those other organisations and individuals that, directly or indirectly, affect that activities of the organisation
stakeholders: intermediaries competitors customers value chains publics suppliers
3
Q
macro environment
A
the larger, wider forces that have influence over companies and economies
political economies social/cultural/demographic technological natural
4
Q
environmental scanning
A
an early warning system for the environmental forces which may impact a company’s products and markets in the future
enables a company to act rather than react
5
Q
swot analysis
A
internal -strengths -weaknesses external -opportunities -threats
