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ANALYZING THE MARKETING ENVIRONMENT

SUMMARY:

Example of Xerox company that how it changes its old image of the The Copier Company torespond to the marketing environment and become The Worlds leading document management

technology and devices enterprise after a major loss.

Definition of marketing environment that it is consists of the actors and forces outside the marketing

that affect marketing managements ability to build and maintain successful relationships with target

customers. It is made up of microenvironment and macro environment.

The micro environment includes all the actors close to be company that positively or negatively tha

affect its ability to create value for relationships with its customers.

The macro environment includes the broader forces that affect the actors in the microenvironment.

MICRO ENVIRONMENT ACTOR

1. The company: Marketers must works in harmony with the company departments to createcustomers value and relationships.

2. Suppliers : They provide the resources needed by the company to produce its good and services.

Suppliers problems seriously damage value delivery network.3. Marketing Intermediaries : marketers must partner with other companys value delivery network.

4. Competitors: Company must provide greater customer value and satisfaction than its competitors

5. Publics: Any group that has an actual or potential interest in or impact on an organizations abilit

to achieve its objectives.

6. Customers : They are the most important actors in the companys microenvironment. The aim of

the entire VDS is to 4 serve target customers create strong relationship with them.

MACRO ENVIRONMENT MAJOR FORCES

1. Demographic environment: Due to the changes in

demographics(Increasing population growing middleclass, deprived

households, aspirers, seekers, strivers, global Indians), change familysystem, changing role of women has brow changes in markets which in

turn require change marketing strategy.2. Economic environment: The economic shocks like THE GLOBAL

FINANCIAL CRISES shattered the world in 2007-2009. Is one of the

factors that affect consumer buying power and spending partners as it

offers both opportunities and threats?3. Natural environment: Natural resources that are needed as inputs by

marketers or that are affected by marketing activities.

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4. Technological environment: It includes the forces that create new

technologies, creating new products and market opportunities.

5. Political environment: Laws, government, agencies and pressure groupthat influence and limit various organizations and individuals in a given

society legislations(e.g. MRTP), boundary and social responsible actio

now create a new political environment.6. Cultural environment: Cultural factors strongly affect how people think

and how they consume. Peoples

views of themselves, of Others, of organizations, of nature, of societyand shift in secondary values and their persistency in core values affect

societys basic values, perceptions, preference and behaviors. Marketer

interested in cultural environment.

RESPONDING TO THE MARKETING ENVIRONMENT:

There are three types of companies.1. Innovators: They are proactive, they influence choices, and they are very anticipating. They

Predicts what will happened and instead to wait for things to happen they try to shape the future.

For this they lobby and they invest on research and development. They also influence theformations of governments, they finance the political parties to make legislation or take steps

which are helpful for them, the innovators.

2. Followers: they see what kind of change has taken place; they quickly adapt it with very lowresponse time and respond to the new situation.

3. Laggards (Late Majority): they one traditionalists, they resist the change as much as possible.