1. Week 2 “ Business
Strategy and Marketing
Strategy.

2. The Global Marketing Environment
 Relatively new factor businesses need to consider
 Within Global marketing environment businesses need to
consider:
1. International Trade Rules
2. Government Policies e.g. Fluctuating interest rates or
currency values
** Need to stay abreast of international trends in the financial
sector in order to correctly market goods and services.

3.  Opportunities for relationships are increased in global
market place = client relationships, b2b relationships and
alliances with international organisations.

4. Microenvironment
 Refers to: forces close to organisations which impact on
marketing decisions: the company, suppliers, customers and
competitors.
The microenvironment consists of 6 key factors:
1. Marketing organisation
2. Suppliers
3. Marketing intermediaries
4. Customers
5. Competitors
6. The Public

5. Microenvironment
 Refers to societal elements which impact on marketing
decisions, social, economic, technological, physical, legal, po
litical and ethical.
 There are 6 key factors:
1. Demographic environment
2. Economic Environment
3. Natural Environment
4. Technological environment
5. Political environment
6. Cultural environment