Micro / Macro Environment

900 WordsJan 16, 20134 Pages
Micro Macro A company 's marketing environment is made up of the ACTORS AND FORCES outside marketing that affect marketing management 's ability to build and maintain successful RELATIONSHIPS with target customers. The marketing environment is made up of the micro environment and the macro environment. The micro environment consists of the ACTORS CLOSE to the company that affect its ability to serve its customers - the company, suppliers, marketing intermediaries, customer markets, competitors and publics. The macro environment consists of BROADER FORCES that effect the actors in the microenvironment. Micro environment 2.1 The Company Top Management – sets Company’s mission, objectives, broad strategies and policies…show more content…
Both multinational corporations (MNC) spend millions of dollars to sponsor in championships. Through championships, they would be able to advertise their products throughout the world, especially for those national or international championships such as PGA Tour, World Cup, Olympics and Commonwealth Games. Therefore, each party would strive hard to attract contracts from the authority body of the championships. MACRO Demographic environmentDemography is the study of human populations in terms of size, location, density, age, sex, race, occupation, and other statistics. It is of major interest to marketers because it involves people and people make up markets. Demographic trends are constantly changing. TCCC entered its products into China in 1927 and in 1993, TCCC entered into India 's market. These two countries have the highest population density which makes them an ideal market to penetrate. Natural Environment These are natural resources that are needed as inputs by marketers or that are affected by marketing activities.They have also built the world 's largest plastic bottle recycling plant. Also, they have developed cold drink equipment that is energy saving. Coca-Cola is constantly finding ways to help our natural environment. Political environment consists of laws, pressure groups and government agencies that limit and influence organisations and individuals in

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