International Business Environment And Marketing Management

It needs to be a specific group of customers. Sometimes using stereotype images can help to describe a group, such as the “soccer mom.”

1. Macro environment analysis: the major externals which affect company’s decision making, marketing strategy and performance. It includes:

Macro environment or macro forces consists of the larger societal factors that have the potential to affect an organization’s strategies. According to Phillip Kotler, these variables include demographic, economic, natural, technological, political, and cultural outside forces. (“Josbd”, n.d, para. 7)

understanding if a certain segment of the market will truly appreciate a product or service to be

Macro environment are the external and uncontrollable factors that influence an organization’s decision making and affects its performance and strategies.

Marketing is used to create the customer, to keep the customer and to satisfy the customer. With the customer as the focus of its activities, it can be concluded that Marketing is one of the premier components of Business Management - the other being Innovation. Other services and management activities such as Operations, Human Resources, Accounting, Law and Legal aspects can be "bought in" or "contracted

2: The macro- environment: This environment holds all the forces that are out of the direct control of the company. Such forces are described as follows.

general media exposure. One of the most mainstream tactics to market a product to a

Macro Environment: The macro environment consists of larger societal forces that affect all the factors in the company’s micro environment.

     A businesses environment creates many opportunities as well as problems for prospering businesses. The environment determines what a business can do by shaping and channeling its development. Businesses function within an environment by allowing entrepreneurs to raise capital and create profits freely. The supply of money available within a business as well as the economic stability through times of growth and recession have strong effects on businesses. Not only is the physical environment, including natural resources, pollution and energy as discussed previously, important, but many other

Various people would think marketing would not be key within businesses, however, businesses require customers so that revenue can be generated and they can branch out to different countries. TV advertisements along with commercials and posters are used by companies so customers can see what they are offering. In addition, countless hours are put into finding target audiences and board meetings where concepts can be formed and distinguished. Marketing has shown to be a key factor in businesses but does not compare with the supremacy that human resources and finance embrace in the organisation.

Marketing involves advertising, selling and delivering products to customers. It is the activities carry out by the company to gain customer and maintain a good relationship with them. (Investopedia, 2018)

Marketing is an essentially about marshalling the resources of the organization so that they can meet the changing needs of the customers on whom the organization depends. As a verb, marketing is all about how an organization addresses its markets. Marketing is “The management process which identifies, anticipates and supplies the customer requirements efficiently and profitability”.

Macro environment consist of those major external and uncontrollable factors that influence an organization's decision making, and affect its performance and strategies.

One of the areas of management is marketing. Marketing is the process of planning and executing the conception, pricing, promotion and distribution of ideas, goods, and services to create exchanges that satisfy individual and organizational objectives. Marketing makes products available where customers want them by transferring the ownership of products to buyers. The entire business organization is involved in a dual process of satisfying customer needs and achieving organizational goals.