In View to the dynamic nature of the environment, to what extent do you consider consumers to be, in practice, central to the marketing activities?

1508 WordsFeb 19, 20077 Pages
A firm's aim is to survive and grow. Marketing helps achieve this through marketing activities, for example the process of market segmentation leads to the identification of a suitable target market. This identification means firms can manipulate a series of controllable factors- price, place, promotion and product, otherwise known as the marketing mix to produce a positive response in their target market. However a firm must also take into account the marketing environment; these are factors outside the firm's control. These can influence a firm's relationship with their target market; ignoring them can have disastrous consequences. This essay will discuss the marketing environment as a whole, and will look in detail at certain aspects…show more content…
Marketing activities do not take place in a vacuum, and in developing the marketing mix the marketing environment must be taken into account. There may be legal/morale restrictions on advertising, for example cigarette companies are governed by huge restrictions on advertising their product, so they must find legal and morale ways of gaining consumer awareness. Also certain products have to pass health and safety standards, especially children's toys. In order to do this the design may have to be changed slightly, possibly moving away from the aim of consumer satisfaction. This suggests that it may be difficult and sometimes impossible to maintain the aim of consumer satisfaction, as there may be external factors prohibiting it. However it is the consumer who will inevitably decide the fate of a company, so a firm would do well to conduct its marketing activities as best it can with the consumer central and maintain a close and watchful eye on the dynamic nature of the macroenviroment and microenviroment. The marketing strategy should be tailored around the firm's target market; if this were not the case marketing would be then less successful. Each aspect of the marketing mix would need to be formulated with the target market (consumer) in mind. For example the design of the product would need to be such that it would satisfy the consumer's needs. If it did not consumers would see no need to have it and buy a competitor's product. The price of

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