Micro and Macro Marketing

946 WordsJan 30, 20134 Pages
MICRO AND MACRO MARKETING ENVIRONMENT Introduction Micro marketing Refers to the internal controllable factors or forces which affects the ability of a company to serve its customers. e.g. the organization, the market, the suppliers, market intermediaries and the marketing mix. The micro marketing environment that surrounds organisations can be complex by nature, however the company has an element of control over how it operates within this environment. Macro marketing Refers to the external factors or forces which affects the ability of the company to externally and internally serve its customers.eg. Demography, economic, cultural, political, competitors, legal & technology. The macro marketing environment takes into account…show more content…
Therefore marketing makes must be formulated on the basis of economic indices c) Social cultural environment The social cultural forces influence the organization in the long run. Society keeps on changing now and then. New demands are emerging and old ones lost, this adversely affects the marketing plans of a business enterprise. There are three aspects of social environment namely: i. Change in life styles and social values. e.g. changing role of women, emphasis on quality of the goods instead of quantity. ii. Major social problems. E.g. concern on pollution of our environment, social responsible marketing, concern of safety in occupation and in products etc. iii. Growing consumerlisation. This is concern with the customer satisfaction. The marketers are now called upon not only to deliver goods of high standards but also assure quality of life of its customers and all citizens. d) Political and legal forces The government activities and legal forces affect the marketing activities of an enterprise because a change in law relate to production a certain product forces an enterprise to comply in order to carry out its activities. This means the organizational has to make some adjustment to its marketing which may cause delay of the products to its consumers. eg Anti pollution laws influence marketing plans and policies e) Science and technology Relates to the way
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